What is a Search Term?
A search term, also known as a search query, is the word or set of words that a user enters into a search engine to find specific information or results. For example, if a user types “best hiking trails near me” into Google, that entire phrase is the search term.
While Google handles over 100,000 searches per second—translating to 8.6 billion searches daily—it’s worth noting that 15% of these queries are unique, meaning they have never been seen by Google before.
Search Terms vs. Keywords
Search Term: This is the actual query typed by a user into a search engine. It represents what users are looking for at a particular moment.
Keyword: Keywords are terms or phrases that marketers and advertisers target in their SEO or PPC campaigns. They are strategically chosen to align with the search terms users might use to find relevant content or ads.
In essence, while search terms are the actual phrases users input, keywords are the terms you optimize for to match these search queries and improve your visibility.
Why Are Search Terms Important for SEO?
- Aligning with User Intent: Understanding search terms helps you align your content with what users are actually searching for. This ensures that your content meets user expectations and improves your chances of ranking higher in search results.
- Improving Content Relevance: By targeting the right search terms, you can create content that closely matches user queries, leading to higher engagement and better rankings.
- Optimizing PPC Campaigns: In pay-per-click (PPC) advertising, knowing the exact search terms that trigger your ads can help refine your targeting and budget allocation, leading to more effective campaigns.
How to Choose the Best Keywords (With Search Terms in Mind)
1. Consider Search Intent
- Informational: Users are seeking answers or information. Example search term: “how to train a dog.”
- Navigational: Users are looking for a specific website or brand. Example search term: “Facebook login.”
- Transactional: Users are ready to make a purchase. Example search term: “buy running shoes online.”
- Commercial Investigation: Users are researching before making a purchase decision. Example search term: “best laptops for gaming.”
Understanding the search intent behind these terms helps you choose keywords that align with what users are looking for.
2. Examine Long-Tail Keywords
- Definition: Long-tail keywords are more specific phrases with lower search volume but higher relevance. They often consist of three or more words.
- Advantages: Long-tail keywords are less competitive and can attract users who are closer to making a purchase decision or looking for very specific information.
- Example: Instead of targeting “shoes,” a long-tail keyword might be “comfortable running shoes for flat feet.”
Tools like Ahrefs’ Keywords Explorer can help you discover relevant long-tail keywords that match the specific search terms users are likely to use.
3. Monitor the Search Terms Report in Google Ads
- Purpose: The Search Terms report in Google Ads shows the actual queries that triggered your ads. This can reveal differences between your targeted keywords and the terms users are searching.
- Benefits: By reviewing this report, you can adjust your keyword targeting, exclude irrelevant terms, and optimize your budget. This helps you focus on the most effective keywords and improve your campaign performance.
FAQs
What’s the Difference Between Search Terms and Keywords?
- Search Terms: The actual queries users enter into search engines.
- Keywords: The terms targeted by SEO and PPC professionals to match users’ search queries and improve ranking or ad performance.
Where Do Keyword Tools Get Data About Search Terms?
- Sources: Keyword tools typically pull data from sources like Google Ads Keyword Planner. Advanced tools may combine this data with clickstream data and other sources to provide more refined insights.
By understanding and utilizing search terms effectively, you can enhance your SEO strategy, create more relevant content, and optimize your PPC campaigns to better meet user needs.
