Keyword (search term)
A keyword is a search term or phrase people type into a search engine — such as “advertising agency Ingolstadt” — and that a page or ad is targeted at.
Keywords reveal what people want: someone searching “website creation cost” is in a different phase from someone typing “web design Ingolstadt”. Good pages meet both — the term and the intent behind it.
A distinction is made between short, general terms with lots of competition and longer, specific phrases that are searched less often but are often closer to an enquiry.
Every important page should focus on one main topic. Several near-identical pages for the same term weaken each other.
What to look out for
- Collect terms customers actually use — not just your company’s jargon.
- Clarify the search intent for each term: inform, compare or hire?
- Assign exactly one matching page to each important term.
- Use terms naturally in title, heading and text.
- Check in Search Console which searches your pages actually appear for.
Common mistakes
- Repeating the term so often that the text becomes unreadable.
- Relying only on jargon customers never type.
- Several pages compete for the same term.
Frequently asked questions
With questions from sales and customer conversations, Google’s search suggestions, Search Console and keyword research tools that show search volume and competition.
There is no fixed number. What matters is that the term appears in the title and main heading and the text covers the topic comprehensively and naturally.