Skip to content
~/reflective_data

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

// how we can help

Need tracking you can trust? We implement and audit analytics across GA4, Adobe, Mixpanel and more. Analytics & tracking services → · Audits

more in tracking & measurement

utm-code

UTM parameters

UTM parameters are tags added to a URL so analytics tools know which campaign, source and…
meta-pixel

Meta Pixel

The Meta Pixel is a snippet that records visitor actions for Meta (Facebook and Instagram) advertising…
channel-grouping

Channel grouping

Channel grouping organises traffic sources into marketing channels such as organic search, paid search, email and…
ga4-explorations

GA4 Explorations

Explorations are GA4 free-form analysis tools for building custom reports such as funnels, paths and segment…
consent-management-platform

Consent management platform (CMP)

A consent management platform collects and records visitor consent choices and tells your tags what they…
data-driven-attribution

Data-driven attribution

Data-driven attribution uses statistical models on real conversion paths to assign credit to each touchpoint.

← full analytics dictionary