What is a Keyword?
A keyword is a word or phrase that users enter into search engines when looking for information. In digital marketing, keywords are the foundation of SEO and paid search strategies.
Types of Keywords
- Short-tail: 1-2 words, high volume, high competition (“running shoes”)
- Long-tail: 3+ words, lower volume, higher intent (“best running shoes for flat feet”)
- Branded: Include brand names (“Nike running shoes”)
- Commercial: Show buying intent (“buy running shoes online”)
- Informational: Seek information (“how to choose running shoes”)
Keyword Research
Use tools like Google Keyword Planner, Ahrefs, SEMrush, or Ubersuggest to find keywords with good search volume, manageable competition, and relevance to your business.
Keyword Strategy
Focus on user intent over search volume. Create content clusters around topic pillars. Target a mix of short-tail and long-tail keywords. Monitor rankings and adjust strategy based on results.