Words or phrases users type into search engines. Targeting the right keywords is fundamental to SEO success.
Keywords are the words and phrases people use to search. In SEO and PPC, keywords are proxies for demand and intent - they tell you what people want, how they describe it, and where they are in the buying journey.
The goal isn’t to “add keywords to pages” - it’s to build pages that satisfy intent better than alternatives.
Browse related definitions in the same glossary category.
Black Hat SEO
Unethical SEO practices that violate search engine guidelines. Can result in penalties or de-indexing.
Organic Search
Unpaid search results that appear based on relevance to the search query. The primary focus of SEO efforts.
SERP
Search Engine Results Page. The page displayed after entering a search query.
White Hat SEO
Ethical SEO practices that follow search engine guidelines. Focuses on providing value to users.
Understanding "Keyword" is just the first step. Our team at TwoSquares specializes in technical SEO and digital strategy, helping brands turn complex concepts into measurable growth.