analytics-dictionary / term / tracking & measurement
Keyword
A keyword is a word or phrase that people type into a search engine, and that you target in content or ads.
Written by Reflective Data experts · updated Oct 5, 2026
Keyword research shows what your audience is looking for, how often, and how competitive it is. For paid search, you bid on keywords; for organic search, you create content that answers them.
Intent matters more than volume. A phrase with a hundred monthly searches and strong buying intent can beat one with ten thousand and none.
related
Google Search ConsoleImpressionOrganic search
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