What is Keyword in Digital Marketing?

Learn all about digital marketing, we have built this glossary to help you understand everything to thrive in online marketing and promoting your website or business.

What is Keyword?
Keywords, in digital marketing, are the words and phrases that internet users type into search bars of search engines, social media, and sites. They describe what a user is looking for and play a vital role in linking users to relevant content.
Keywords are the crucial elements in creating any content for the web, including blog posts, social media updates, ads, and more. They help search engines understand the content of the pages and display them to users, based on their relevance.
In SEO, keywords could either be 'head' or 'long-tail'. Head keywords are usually single-word keywords with a vast amount of search volume and competition, while long-tail keywords are usually three to four-word phrases that are more specific.
Keyword's Role in Digital Marketing
Keywords functionality extends beyond mere connective tissue between the user's query and the resulting content. It's inextricably tied to the structure of digital marketing tactics. They help in improving the website's SEO, thereby increasing the site's visibility on various search engines.
Using targeted keywords in the content can help the business rank higher in search engine result pages, driving more organic traffic to the website. Moreover, keywords play an essential role in pay-per-click advertising. Selecting the correct keywords is crucial for creating ad campaigns as it directly impacts their performance and ROI.
Furthermore, understanding popular keywords in a particular domain can offer insights into market trends, customer behavior, and competitive landscape. It can guide businesses in crafting their digital marketing strategies more effectively.
Keyword Examples
Let's dive into some examples of keywords. Suppose you own a bakery in New York. If someone types 'best bakery in New York', the phrase serves as a keyword for your business. So, that's a keyword you'd like to rank for.
For a local business, using location-based long-tail keywords can substantially improve their search ranking and attract relevant audience. So, ‘plumbing service in Brooklyn’ can be an efficient keyword for a plumbing business located in Brooklyn.
Similarly, 'e-commerce marketing strategies' can serve as an effective keyword for a digital marketing agency specializing in e-commerce marketing services. Identifying appropriate keywords and tactfully placing them within content can improve visibility and reach to potential customers.