What is a keyword?

by Khan October 13, 2019
what is keyword


A word or phrase describes the content of a web page is called keyword.
For example, “shoe”, “running shoe”, “men’s running shoe”, etc.

Moreover, keywords depict the content of the web page as a result higher relevancy and low bounce rate.

Rather than SEO, keywords also play an important role in PPC.

When a searcher search for a query at the SERP, as a result, get many options. However, those options may be paid ads as well as organic results.

As the keywords, narrow down the search results, in consequence, make the search process easy for the person who is interested in getting certain information. As a result, searchers get the proper results on the SERP.

Is it important?

YES – Of course, the keyword is a backbone of digital marketing no matter whether it’s paid (pay per click) or organic marketing (search engine optimization) because these keywords are important…

What about content?

Though contents are the king even so not putting the proper keywords those are nothing.

Until placing the appropriate keywords you can not get the higher rank on the search engine result page however you have a good volume of content on your website.

Furthermore, it is also used in meta tag and meta description and so on…

Placing suitable keywords is easy?

NO – adding proper keywords within the content are a crucial part of SEO.

As a result, using decent keywords on a web page is vital and important for digital marketers to get rank.

Not enough?

Alright, let’s dig into it…

Keywords word count

In fact, as per the word count, keywords categorized primarily into two parts, one is short tail keyword and other long tail.

Short tail keywords – These are nothing but a phrase that having 1 to 3 words. It is also known as “head terms”.

For example “apple”, “apple mobile”, and “apple mobile charger”.

Because short tail keywords having a good volume hence generate good traffic with thousands of visitors.

However, they are highly competitive therefore it’s very difficult to get organic ranking by using them.

Pros. High search volume as a result of good traffic.

Cons. Low conversion rate, high competition.

Long-tail keywords – A phrase that having 3-5 words considered as long-tail keywords.

Pros. High conversion, low competition.

Cons. In view of low search volume hence narrow audience.

What are keywords in PPC

As I mentioned earlier, keywords are the backbone of digital marketing, besides SEO, similarly plays an important role in PPC too.

Without grouping the right keywords you can not achieve the desired conversions.

Paid marketing characterizes keywords on their match types thus this can be seen in exact, phrase and broad match.

Therefore understand the match type of keywords…

Exact match keywords – This match type allows your paid ads to show only when searcher’s query triggers exactly either with your keyword or close variants.

Pros. Because it triggers only exact query thus a good conversion rate besides high CTR.

Cons. Narrow audience.

Phrase match – This match type helping you to show your paid ads only when searcher’s query includes the exact phrase of your keyword additionally with some extra words before and/or after.

Pros. Afterall it triggers related keywords consequently the good chance of some additional conversions.

Cons. Phrase match keywords may trigger some irrelevant queries, for this reason, get extraneous clicks results in high cost per conversion.

Broad match – This match type may trigger your ads when searchers search for an exact phrase, similar phrases, misspellings, singular or plural forms, related words, and other variations of your keywords.

Pros. Broad audience.

Cons. Since it triggers a lot of irrelevant queries hence high cost per conversion results in a low conversion rate.

During Google Ads account set up a term come in contrast called negative keyword.

Afraid of this term?

TAKE IT EASY – Just take the basic understanding…

Negative keywords – Besides the match type Google Ads categorize a keyword term called negative keywords. Moreover, it used to cut off unwanted traffic.

Aware, when to use?

Well, if you are using phrase match and/or broad match keywords in your PPC campaign, ignoring the negative keywords would be a big mistake.

Being a PPC expert I use negative keywords accordingly to stop wasting money, in consequence, reduce cost per conversion.

I believe now you know well that what is the keyword?

But, do you know how to find suitable keywords for your blog or campaign?


Well, I’m going to tell you.

Keyword research

Finding the right keywords for your digital marketing goal is quite tricky.

Alright, I’ll make it easy for you. Just read…

Either you are doing keyword research for SEO or PPC MUST ask yourself –

1. Who are your customers?
2. What does your custom needs?
3. What problems are they facing?
4. What solution do they expect?
5. Do you have an expected solution?
6. Does your website design attractive?
7. Do you have catchy content on your landing pages?
8. Does your ad copy relevant to searcher’s queries?
9. How your products or services are different than others?

Great – Now, it’s time to understand what you have to consider in your research.

1. Search volume – Search volume is extremely necessary to grasp before taking any keyword into consideration.
As long as search volume tells you how often that keyword search during a time period certainly it tells the popularity of the keyword.

2. Competition of keyword – Similarly, knowing the keyword competition is significant. This metric tells you the ways a lot of it’s being targeted.

3. Price of keywords – Keyword price is directly proportional to its competition. If the competition is high as a result the price would be higher.


Now, you are thinking – how to make a list of relevant keywords?

Well, some online tools can help you.

The big question – do you have to buy them?

Take it easy, of course NOT…Because I’m about to tell you the best FREE keyword research tools.

Let’s get started…

Keyword research tools

In this section, I’ll cover four best FREE tools specially for you.

Either you would like to use them for paid campaigns or website SEO, these tools help you with each.

1. Google Keyword Planner –

The tool I’m going to tell you about today is one of my absolute favorites.

It helps you to search for keywords by the topic in addition to website URL. Hence, this is a great place to start, especially if you are looking for Google Ads setup.

In order to take the benefits of Google’s keyword planner, you have to sign up for Google Ads account.

AdWords Keyword Planner

Thinking…Does it gonna cost you to sign up?

NO – As I said earlier, you don’t have to pay any single penny.


In short, just sign up for a free account and go ahead.

The keyword planner is strong tool.


Because it offers you choices to settle on your required location, language, search network, and period with heaps of filter options.

For example, your search for the phrase “running shoes”, as a result, search volume trend with various columns keywords, avg. monthly searches, competition, top of the page bid price, etc.

Additionally, you have choices to modify column moreover it provides a lot of filter options.

2. Google Trends –

Similarly, this is another free tool by Google itself. Hence it shows keywords trend over time.

Besides, you can compare multiple keywords with colorful graphs. So this is terribly helpful if you wish to pick out one keyword out of two or more.

Google Trends

3. Keyword Tool.io –

This is helpful if you wish to list long-tail keywords associated with one that you just have already got in your mind.

In addition, keywords tool.io provide you some insight into searches that are closed around your topic.


Furthermore, the basic version is limited but you do not have to sign up for the basic use.

4. Ubersuggest by Neil Patel –

Who doesn’t hear about Neil Patel a prime blogger as well as a marketer in NY USA?

I don’t hesitate to mention Neil Patel’s Ubersuggest on this list.

This is helpful, especially if you are planning website SEO. Moreover, it offers search volume insights in addition to SEO difficulty, paid difficulty, and cost per click.

Besides, it gives keyword ideas, estimated visit, backlink and much more…

neil patel's ubersuggest


While you started a question what is keyword?

Ideally, I explained each possible way, in short, to make you understand, although, keyword research is vital.

I’m sure this article can make a significant difference. So spin it…


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