A keyword is a term entered by users into the search field when they are looking for something.


The term long-tail was introduced by Chris Anderson in an article for the “Wired Magazine” in 2004. In this article Anderson explained that 40% of Amazon's revenue was made with books that weren't even available in common libraries. He used the term long-tail to describe these niche products.

Similar to products, there are also niche keywords - keywords that are less contested and for which it's easier to reach a top position. Long-tail keywords can be e.g. combinations of multiple words (matches vs. water-proof matches).

Keywords should be meaningfully connected to the rest of the text. If the keyword is used too rarely in the text, search engines will assume it's rather irrelevant for that page. However if it's used too often, it can be considered spam and have a negative impact on the page's ranking.

Usually keywords are common terms that are entered in search fields, part of a headline or highlighted in the text.

Proper keywords make it easier for users to find websites that have the desired information on them.

While some keywords are always up-to-date, there are also so-called trend-keywords. These are used to reach a high search volume for a short period.