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What Are Keywords: Relevance In SEO

What are keywords?

A keyword, also known as a search term, generally denotes an entered term in the search mask of a search engine. 

This keyword is then treated by the search engines using their search algorithms and compared with the respective index. 

The user then receives a search results page (SERP) that lists results for this keyword. For search engine optimization and online marketing, keywords play a fundamental role.

Classification of keywords

The following classification is based on the various keyword research tools. 

This division has prevailed in the SEO industry.

Money keywords

The term “money” implies an intention to buy but is not limited to this. For a commercial website, the following keywords are examples of money keywords: “Buy shoes”, “Rent a car”, “Buy a property “.

For non-commercial sites, the keyword is the money keyword that describes the content and (informational) intent of the site. 

Examples would be: “Christmas Gifts “, ” Android programming “, “Hiking trails “. 

Brand keywords

Keywords that are specifically tailored to a brand are known as “brand keywords”.

For example: ” Apple “, ” Nike “, “Asus”.

Brand keywords have a special meaning in Google AdWords. 

Compound keywords

Keywords that are created or searched with the brand name in it are usually compound keywords.

Examples would be: “Buy Windows 10 cheap ” or “Buy Cheap Apple Iphones  “.

Generic keywords

Anything that does not fit into the above classifications is referred to as generic keywords. 

Examples would be “click here ” or “great site “. 

Depending on the intentions of a website, terms such as “service ” can also fall under “generic keywords” if the website is a comparison portal.

Long-tail and short-tail keywords

Money, brand, and compound keywords can be further classified into long-tail and short-tail keywords.

Short keyword phrases such as “Buy television” or “Buy Shirts ” generally have a high monthly search volume.

Long-tails are search queries that are more complex, longer, and therefore less common than short-tail keywords. 

Examples are, “High quality material for kitchen “, ” Blue dance shoes for men ” or “Color pencils from UK “.

The following infographic from Reportgarden shows the difference between long and short tail in terms of website traffic

Certain short-tail keywords, in this example “Making Money”, have high traffic, but a lot of pages are competing for this keyword. It is pretty high in this case. Long-tail keywords like “Fastest WordPress Hosting in UK”, have less traffic, but it is relatively easy to rank. 

Keyword research

Keyword research is of central importance in online marketing. Here is a best example on what are the first steps involved in keyword research.The dealer sells bicycles of all types. He wants to be found well with his website on Google. There are several questions:

  • What types of bicycles does he have in stock?
  • What keywords do users enter into Google when they search for bicycles that the dealer has in stock?
  • What competition appears when you enter these keywords?
  • In which situations can these keywords be entered (long-tail)?

Each of these questions must be answered so that an efficient search engine optimization can be carried out.

  • Dealer has bicycles as well as accessories in stock.
  • This is where the first part of the keyword research comes in: Are customers looking for “buy bicycles” or “buy cheap bicycles”, “buy bicycle accessories” or just “bicycles”? What is the respective search volume for these keyword phrases?
  • Suppose you enter “Buy bicycles” in the search mask on Google: What competition appears there in the first 5 or 10 places?
  • Are there other situations in which users combine the keyword “bicycle” with other terms? For example: “Bicycle broke off”, “Bicycle lights for long tours”? This is the so-called long tail keyword combination.

The answers to each of these questions determine how the Paul homepage has to be structured to tap as many keywords and keyword combinations as possible. It has to rank in the top ten or top five with as many keywords as possible.

Keyword Research Tools

The keyword research revolves around the following questions:

Which keywords are entered by users about a product? 

How often are these keywords searched each month? 

And what competition is there for these keywords? 

Correctly answering these questions is essential for search engine optimization. 

Below is a selection of tools that can make it easier to find the right keywords:

AdWords Keyword Planner

AdWords offers a free tool for analyzing various keyword phrases, even without your own adwords account

Search terms or websites can be entered for analysis. 

The Keyword Planner provides an approximate monthly search volume and possible click prices. 

Google Suggest

Google Suggest is a function of the Google search engine. 

Frequently searched terms are suggested in the auto-completion of the search bar.


The free tool “Ubersuggest” gathers the information from “Google Suggest” and presents it to the user in a clear manner:

The website is a kind of further development of Ubersuggest. 

The results are often more precise and detailed. To know more you can test it here

There are more SEO tools which we will be covering in few days.

On-Page Keywords

The On Page SEO factors are about indicating search engines that a page is about a certain keyword. 

The goal is to get this page ranked for this keyword. This page might be your optin page to get more customers or just the affiliate page where you are promoting products.

  • You can achieve positive results by providing proper heading from H2-H4, meta tags, meta description, tags and alt texts to the images. The keyword and its synonyms can be placed within these tags.
  • The main content is decisive for the assignment of a website to a keyword. The keyword and its variants should be present in this. The content must offer the user added value, which in the ideal case is original, and therefore cannot be found on other websites. 
  • The thematic environment of the keyword must also be considered. Google can very well decide whether a page “only” offers general information or in-depth, interesting content. 

Off-Page Keywords

In Off-page SEO, the anchor text (link text or anchor text) should be mentioned about keywords, i.e. which keyword a hyperlink is linked to. 

The link text is a strong signal to Google and an important working method for search engine optimization or link marketing.

However, excessive “spammy” use of anchor text can result in penalties. 

It is therefore important to ensure that you do not only use money keywords for your backlinks.

Google AdWords Keywords

Keywords have special meaning. The cost of AdWords ads is determined using a bidding process. 

The more providers are willing to pay for a keyword, the more expensive the actual click price is. 

The monthly search volume of the booked keywords plays a role here. 

For search engine advertising in general, the search volume of the keywords is crucial.

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