Search and keywords · Beginner

Keyword

A keyword is a word or phrase people type or speak into a search engine. In SEO, it means a search a page is built to rank for, chosen by relevance, intent, demand and difficulty.

By Thryv StudioUpdated

Level
Beginner
Chosen by
Relevance, intent, demand and difficulty
Also called
Search term or query

What is a keyword?

A keyword is simply a search: "accounting software for freelancers", "is AEO worth it", "dentist near me". SEO uses the word to mean the searches a page targets. A good page targets one main keyword and naturally covers its close variations.

How to choose keywords

  1. Relevance: would the searcher want what you offer?
  2. Intent: does the search match the page type you can create?
  3. Demand: do enough people search it, or its variations?
  4. Difficulty: can your site realistically compete for it now?

Frequently asked questions

Do keywords still matter with AI search?

Yes, as a way to understand demand. AI search adds longer, conversational questions, so it helps to map the questions around each keyword too.

How many keywords should a page target?

One main keyword and its close variants. Different intents deserve different pages.

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