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A keyword is a word or phrase representing a content’s core topic, used to align with search queries and improve visibility in search engine results. Keywords are essential in search engine optimization (SEO) and digital marketing, as they help websites attract relevant traffic by aligning with what users are searching for online.
Types of Keywords
SEO Keywords: Targeted for organic (unpaid) search results.
PPC Keywords: Used in pay-per-click advertising campaigns to appear in sponsored search results.
Short-tail vs. Long-tail Keywords:
- Short-tail: Broad terms with high search volume (e.g., “shoes”).
- Long-tail: Specific phrases with lower competition (e.g., “best running shoes for women”).
Why Are Keywords Important?
- They connect user intent with website content, improving visibility in search engine results pages (SERPs).
- Help businesses attract their target audience and drive conversions by addressing specific needs or queries.
By strategically selecting and optimising for relevant keywords, businesses can improve their online presence and connect with potential customers effectively.
