What is a keyword or keyphrase?
SEO and keyword research
Keywords or keyphrases are of vital importance to the success of a website if you are hoping to attract visitors through Google searches. "Keyword" is the term given to the word (keyphrase is used for string of words) that visitors type into search engines such as Google to find what they are looking for.
As an example, you may have landed on this page by typing "what is a keyword?" into Google and clicking on one of the results. If so "what is a keyword" would have been the keyphrase you used.
This should demonstrate the direct link that exists between a page's content and the keywords and phrases that are used to promote a website.
After all, the closer the match between keyword or phrase and page content, the more likely Google is to favourably rank that web page. Why is this? It's largely down to the importance Google places on relevance to its index. Google is always trying to improve the relevance of its results in relation to the keyword or phrase that was used to search.
But that's not all. Selecting the right keywords can mean the difference between a busy, well visited site and one that languishes in obscurity.
Balancing search volume and competitor strength is a core service and, at Art Division, is where most web based projects start.