Keyword
The word or phrase people type into a search engine and for which a page wants to appear.
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Why it matters
Choosing the right keyword makes content answer real demand. Besides search volume, the intent behind the word and the competition matter. Assigning one target page to each important phrase stops a site's own pages competing with each other.
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Example
Instead of “getting a website built”, an agency prepares a page targeting the phrase its customers actually use, “corporate website prices”; this less searched but more purchase-oriented phrase brings more enquiries.
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Common mistake
Repeating the keyword more than needed in the text. It hurts readability and can be treated as a spam signal; natural language and synonyms are enough.
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Related terms
Related services and guides
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