Updated
Keywords are the words and phrases people type into search engines. In SEO they define which topics a page should be found for, and in Google Ads they trigger ads.
Types of keywords
- Head terms: short, broad words such as “shoes” with high volume and strong competition
- Long tail keywords: longer, specific queries with less volume but clear intent
- Brand keywords: searches for your company or product name
- Transactional keywords: terms that signal buying intent, such as “buy”, “price” or “agency”
How does keyword research work?
Start with the topics your customers care about. Tools such as Google Keyword Planner, Google Trends or Keywordtool.io show search volume and related terms. Then rate each keyword by search intent, competition and fit with your offer, and assign it to the right page.
Keywords in Google Ads
In Google Ads, match types (broad, phrase and exact) control which searches can show your ad. Negative keywords prevent expensive clicks on irrelevant queries.
Digitalman runs keyword research for SEO and campaigns. Learn more on our SEO agency page.
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