What are Keywords?

Keyword graphic on a computer screen

Keywords are specific words or phrases that people use when searching for information on search engines like Google, Bing, or Yahoo. In the context of digital marketing, keywords play a crucial role in Search Engine Optimization (SEO), Search Engine Marketing (SEM), which includes pay-per-click (PPC) advertising.


In Search Engine Optimization

In SEO, keywords are terms that businesses and content creators strategically incorporate into their website content. Keywords help search engines understand the relevance of a web page. In the digital marketing world, adding specific keywords to website content is called “optimizing content”. The purpose of optimizing a websites content is to rank higher in search engine results pages when users search for those terms.


In Search Engine Marketing

In SEM and PPC advertising, keywords are crucial for targeting specific audiences. Advertisers bid on keywords relevant to their products or services. When a user searches for a particular keyword, the search engine runs an auction to determine which ads will be displayed. The ads that win the auction are shown to users, and advertisers pay a certain amount (cost per click or CPC) when users click on their ads.

For example, if a company sells patio furniture, they might bid on keywords like “outdoor living spaces” “patio design ideas,” or “quality patio chairs” to target users interested in those products.

Effective keyword selection involves understanding your target audience, conducting keyword research to identify terms with high search volume and relevance, and strategically integrating those keywords into your content or advertising campaigns.

The landscape of digital marketing and online search is dynamic, so it’s essential for businesses to regularly update and refine their keyword strategies based on changes in user behaviour, industry trends, and search engine algorithms. If you need help with your keyword strategies and Search Engine Marketing, our Calgary Digital Marketing Team is always available! Email Marcia our Marketing Director or connect with us through our Contact Page.

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