Search Keyword (or Search Term)

A search keyword or search term refers to the specific word or phrase that a user types into a search engine or platform search bar to find content, products, or services. In digital advertising and SEO, these terms are crucial for targeting the right audience and ensuring that brand content appears in relevant search results.

Marketers use keyword research to identify high-performing search terms aligned with consumer intent, optimizing ad copy, landing pages, and organic content to rank higher and attract qualified traffic.

Example:

A skincare brand targets search terms like “best sunscreen for oily skin” or “SPF 50 moisturizer” in its Google Ads and product descriptions to capture high-intent shoppers looking for specific skincare solutions.