Keyword — Search term or phrase
The word or phrase people type into a search engine.
What it means
A keyword is the word or phrase someone types into a search engine like Google. For example, "saree shop in Chennai" or "how to learn digital marketing" are both keywords.
Keywords tell you what customers want, in their own words, which makes them useful for SEO and paid ads.
How it works
Keywords are usually grouped by length and detail:
- Short keywords (also called head terms): one or two words, like "sarees". Lots of people search them, but the meaning is broad and competition is high.
- Long-tail keywords: longer and more specific, like "silk saree for wedding under ₹5000". Fewer people search them, but those people know exactly what they want.
Keyword research tools show roughly how often a keyword is searched and how competitive it is. A free starting point is Google Keyword Planner, inside a Google Ads account.
Once you choose keywords, you use them naturally in page titles, headings and content for SEO, or you bid on them in Google Ads.
A simple example
Meena runs a saree shop in Chennai with an online store. She first targets "sarees", but big brands dominate that search.
She then researches and finds phrases like "Kanchipuram silk saree online" and "cotton sarees for office wear". She creates a separate page for each type, with clear titles, photos and prices. These pages start to attract visitors who are much closer to buying.
Why it matters
Keywords connect what you sell with what people search for. If you say "apparel" while your buyers type "kurtis", they may never find you. Research also gives you ideas for blog posts and ads.
Beginner tips
- Start with long-tail keywords. They are easier to rank for and often bring better leads.
- Think about the language your customers use, including local terms and Hinglish phrases.
- Give each important page one main keyword focus.
- Common mistake: repeating a keyword unnaturally. Write normally and cover the topic well.
Related: Search intent, SEO, CPC