What does Keyword mean in marketing terminology?


A keyword is a word or phrase used to search for information or to identify content. It is a term used in internet marketing, search engine optimization and content marketing.

In digital marketing, keyword research is the process of identifying and researching keywords that customers use when searching for products or services which are relevant to your business. It involves using online tools to find popular, relevant words and phrases that help you target your audience and understand trends in the market.

For SEO, keywords are an important factor in the success of an online business. They help search engines better understand the content of a website and rank it in terms of relevance to the user’s search query. The ensuing traffic generated from high ranking pages can have a significant impact on a business’ growth.

The use of keywords begins with keyword research, which involves a few key techniques:

1. Make a list of keywords and phrases related to your business or industry.

2. Use keyword research tools to identify and compare terms in terms of monthly search volumes and trends.

3. Analyse the competition to see what terms are trending and what keywords they are ranking for.

4. Group keywords into topics related to your business, products, services and offerings.

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5. Consider secondary keywords, such as long tail keywords, to target more specific audiences and optimize for voice search.

Once you’ve identified appropriate keywords, you can then move on to optimizing your page and content for those keywords.

Start with titles and meta description tags. Make sure to include the keyword(s) your audience is searching for in the title and meta description tag, as they appear in the search engine results. It’s also important to make sure you’re including only the most relevant terms and not unnecessarily stuffing your content or page with keywords.

Meta tags may also be used to list any related keywords and phrases, which are used by search engine spiders to understand the content of a page. These should be displayed in order of importance and relevance.

You should also optimize your content for SEO by including relevant keywords and phrases in your copy. Make sure you naturally incorporate them throughout the text, using variations such as singular, plural and common misspellings, as well as synonyms and alternative words. When you link within the text, include the targeted keyword as the anchor text.

Finally, search engine algorithms have advanced to recognize the difference between good quality content and keyword stuffing. Therefore, be sure to write web content that would be interesting, useful and informative to your audience.

When done correctly, keyword research and SEO will help bring targeted traffic to your website and increase sales/conversions. However, if not done properly, they may lower your search engine rankings. Therefore, it is important to keep an eye on the success of your SEO efforts and the rankings of your page over time to ensure that you continuously optimize your page for relevant keywords.