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Keyword

A keyword is a search term that users enter into a search engine to find something.

What does the term “keyword” mean?

A keyword is a word or phrase that people type or speak into a search engine. The keyword thus serves as the link between the query and the content that provides the answer.

The keyword is rarely just a single word. Often, it consists of entire phrases or questions that more precisely capture the search intent. In SEO, a rough distinction is made based on length and specificity: short, general terms with high search volume but unclear intent, and long, specific phrases with lower search volume but clearer intent. Whether informative, comparative, or with a clear intent to purchase: search engines try to understand the meaning behind the phrasing.

Where did the keyword originate?

Keywords have been around since the early days of search engines. The earliest search services matched entered words with the content on websites. At that time, an exact match of the words was particularly important, which led to pages being overloaded with search terms. Starting in the 2010s, search engines gradually learned to understand meaning and context, causing the mindless repetition of search terms to lose its significance.

Why are keywords important?

Keywords are the language through which demand is expressed. They are the words people use to search for answers to their questions or solutions to their problems. The function of a keyword is to make this demand actionable. Those who know the relevant search terms used by their target audience can tailor their content accordingly and will be found when the need arises.

Keywords are therefore the foundation of nearly every SEO strategy and search engine advertising campaign.

Advantages

  • Keywords reveal the actual terms and questions people use when searching.
  • They serve as the measurable starting point for SEO and SEA.
  • Keywords help tailor content specifically to search intent and reach relevant visitors.
  • They highlight topic potential and make it easier to prioritize new and existing content.

Challenges

Focusing solely on individual words is outdated. What matters is understanding the intent behind them. Highly competitive search terms are difficult to leverage on their own, while more suitable and effective keywords first need to be identified. Additionally, search behavior is constantly changing, particularly due to voice search and AI-powered dialogs. Selecting relevant terms is therefore an ongoing process.

Example

A manufacturer of time-tracking systems assumes that its customers are searching for “time-tracking software.” An analysis of the actual keywords reveals that many are searching for “documenting working hours in compliance with the law” or “mandatory time tracking.” The target audience is driven by legal concerns rather than the search for software. The company aligns its content with these terms and search intent, thereby attracting significantly more relevant customers.

Related terms

Keyword Research Keyword research identifies which terms the target audience actually uses when searching. Long-tail keyword A long-tail keyword is a search query that is searched for relatively rarely and is often very specific. Search Volume Search volume indicates how often a term is searched for on Google. Search Intent Search intent is the actual goal behind a search query.