If you want a successful business, you need to know what people are looking for. Understanding how SEO, keywords, and digital marketing work, can feel overwhelming; especially for someone who’s just beginning. But, luckily for you, this article is here to help you understand all of the concepts that you need in order to grow your business. After reading this, you will be an expert when it comes to keywords! It’s important to know that there are many things that are happening right now, in the digital world. AI seems to be evolving more and more every day, taking over the internet. But, there are still some things that are worth learning about.
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What are Search Terms?
To put it as simple as possible, search terms are the words you are using when you are searching for something. It doesn’t matter what you are looking for, or the words you are using, those are search terms. So, knowing what search terms people are typically using, can help you curate your content in a way in which you can pop up when those terms are searched. Now, as long as you ever used a search engine yourself, you have an idea of what people’s search terms are. As an example, if you are selling books for children, you know that ‘children’s books’ and ‘books for children’ will be two of the search terms people will use.
Now, if you were to use those search terms as keywords throughout the description, title, and URL of the product; you would improve the product’s chances of being in the top three results. If you are not sure how people are searching for the kind of products that you are selling, there are a few methods you could use to find out. But, firstly, you must understand the difference between search terms and keywords.
Search Terms versus Keywords
These two terms can be used interchangeably, because they often refer to the same thing. But, there is a slight difference. Search terms are the words or phrases that people are using when searching for something. And, keywords are the words that are used in order to optimize the content for search engines. As you can see, there is a difference in their purpose. There are many things that come into play here, like synonyms and PPC (Pay-per-click). In PPC campaigns, keywords are the words that Google Ads uses to match the search with the ad. Also, synonyms can sometimes trigger a match.
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Keyword Search Volume
Before going any further with the conversation, it’s fundamental to understand what keyword search volume is. This is a metric that shows how many times people have searched for a certain keyword. Based on this, you can tell, approximately, how much traffic you’ll get on that specific keyword. Thanks to this, you know what keywords to focus on! So, rather than using a keyword that will only bring one person on your website today; you could use a keyword that will bring one hundred people. Tools like Keyword Overview could help you in this process! So, the purpose of knowing about search volume, is to use the correct keywords for your PPC campaigns, and for SEO in general.
PPC Campaigns
PPC, which stands for Pay-per-click, is a type of campaign where the advertiser pays fees every time someone clicks on their ad. Compared to organic traffic, you are technically buying the visits on your website. Now, to explain the process a little, here’s how it goes. You bid on a keyword, like ‘books for children’, and when someone will search that, you will show up first. If the person is clicking on the ad, you are paying. The fee you will be paying depends on a lot of things, but it’s typically between $1 and $5. There are three main types of keywords:
- Exact match – This type of keyword triggers ads only when the exact keyword has been searched.
- Broad match – This triggers when related keywords are searched.
- Phrase match – This refers to searches that include your keyword in the same order. As an example, if someone searched for ‘cheap books for children’.
Now, a broad match keyword will have the lowest relevance, but the highest reach. And, the exact match will have the highest relevance, but the lowest reach. The phrase match is somewhere in between the two. You should strike for some balance between relevance and reach. If you will focus only on one of the elements, you risk of completely losing the other one. So, try rotating the keywords that you use.
Google Ads
Google Ads is the place where you can set up these PPC campaigns. But, after the campaign is working, you can have access to information of how it’s doing. This article published by SEMrush gets into how you can see different reports, and insights related to your campaign. You can find out what people searched for, about their behavior, and even demographics (age, location, device). You even have tools that allow you to find new keywords that you might consider using next time. Google Ads has many useful features. If you know how to use them, you can improve your campaigns, and bring more eyes on your business.
The Importance of Keywords
All of this talk about keywords, but what are they exactly? Keywords are the words you type into the search bar, and based on which your search engine gives you results. Then, closely related to this, there is SEO, which stands for Search Engine Optimization. SEO is about driving organic traffic by only optimizing your website. There are a few ways in which you must optimize your site; but including keywords is the main one. There are billions of searches being made on a daily basis, and over 50% of all website traffic is organic. We just began, and you can already tell how important SEO, and therefore keywords, are.
Keywords are for everyone, and they should be everywhere! No matter if they are short keywords, or long-tail keywords, there are tons of places where you can include keywords, and people are just not aware of them. Many people think of just adding the keyword in the title of the product, but don’t forget about the description, or the URL. There is no way for you to get to your audience if you are not using the right keywords. And, you cannot build a successful business without having an audience, or constant traffic.
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Search Intent
There might be many other things you would prefer to learn about, but search intent is one of those things that many articles are ignoring. Search intent falls into three big categories: informational, navigational, and transactional. And while the name of the categories seem pretty self-explanatory, we should still get deeper into their meaning. An informational search intent refers to someone searching for explanation, like you probably did when you found this article. It’s about researching and finding out more about the topic. A navigational search intent has navigation as its purpose. It’s like when you are searching ‘books for children store’, you want to see some store options.
Last but not least, the transactional search intent. This is often referring to searching that includes words like: buy, purchase, book, etc. It’s when the person knows that they want to purchase something, and they are just looking for the best option. And, this is where keywords come in; you want to be the best option! It’s important to know about these types of search intent, because it can help you in creating a page that attracts a certain intent. But, keywords do not work alone, they need to be in context. So, let’s look into that.
Content Writing
Content writing is one of the key parts when it comes to marketing. It is the most natural way in which you can include keywords, and bring more traffic to your website. There are a few types of content writing materials, and the most common and successful ones are: blog posts, email newsletters, website copies, and product descriptions. All of these require an experienced content writer, who knows how to write in a way in which it seems natural, but still reaches the goal. If you are in need of content writing services, GAMIT SEO can help. We have a team full of professional content writers!
Content writing done correctly will help you improve visibility, while also building authority. But, what does content writing done correctly means? Well, the content must be as clear as possible. Very specific language, without explanations, can be hard to understand for users who don’t know much about the topic. The keywords that are used in the content must be researched. Keywords research is a fundamental step if you are trying to optimize your content. A structure that is simple and easy-to-follow is another must. And, last but not least, a strong headline, and audience focus when it comes to the tone in which the text is written.
SEO Trends
We cannot talk about optimization, without talking about SEO trends. There are a few trends that are popular in 2025, but the ones that still remain important are EEAT and mobile-optimization. A website that is not optimized for mobile use, will have a lot to lose. Search Engine Land tells us that almost 60% of searches are made from mobile devices. Searching for something on your phone is the most convenient way to do it. Most people have their phones in their hands 24/7. But, even knowing this, there are many websites that don’t work as they should when accessed from a mobile device. If that’s the case with your website, you should optimize it to be mobile-friendly immediately.
Now, EEAT, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. You should know that Google always favors websites that respect the EEAT philosophy. What it basically means, is that your content should showcase all of those values. In the beginning, it was only EAT; but, with the rise of AI, in a Google update, the new E was added. Google felt the need to reward people who actually had experience in the field. It can be tricky at times, but with help from a company that offers SEO services, it should be very easy. But, the core idea is that human-written content, and a website that shows that you can be a trusted source, will make your business prosper.
It’s essential to focus on creating an SEO strategy that takes all of the discussed topics into consideration. Don’t forget about: On-Page and Off-Page SEO, about Local SEO, and even Technical SEO. There are many things that go into a strategy that works as it should. And, this is why it’s best to hire professionals, who will do all of this work for you!
About Author
Larisa Stefan
Larisa is our project manager and SEO engineer. Her personal competencies and professional knowledge fit well at Gamit. She works closely with clients and team members to establish the best SEO strategy for each of our projects and then supervises their completion and reporting.
