Keyword

A keyword is the word or phrase a user types into search. In search engine optimization, keywordsA keyword is the search term users enter into a search engine to find information, products or providers. Keywords are the basis against which rankings and visibility are measured.Open glossary entry → are the starting point, because rankings, search volume and visibility are always tied to specific search terms.

Keywords are distinguished by, among others:

• search volume (how often they are searched),
• search intentSearch intent is the goal behind a search query: does the user want to learn something, buy something or reach a specific page? Content only ranks well if it matches this intent.Open glossary entry → (informational, commercial, transactional, navigational),
• brand and non-brand (brand versus generic terms),
• length: short head terms versus longer, more specific long-tail keywords.

In a good structure, each important keyword or search intent is assigned a clear target page via a keyword map. This avoids keyword cannibalizationKeyword cannibalization occurs when several pages of the same website target the same search intent and thereby compete internally for the same rankings. Google then fails to identify a clear main page.Open glossary entry → and URL mismatches. The biggest lever for more visibility often lies with keywords that already rank just outside the top 10 and can be pushed forward with targeted measures.