Glossary · Search and local visibility
Keyword
A word or phrase used to describe a search topic; actual search queries provide the more precise observed wording.
Also called: search term
Definition
SEO work often groups related queries into keyword themes. The useful goal is to understand the customer language, intent, service, and page needed—not to repeat an exact phrase mechanically throughout the copy.
Why it matters
Keyword research can reveal demand language and content gaps when combined with market, business, and first-party evidence.
Common misunderstanding
A high-volume keyword is not automatically valuable, attainable, local, relevant, or likely to produce a qualified lead.
Related terms
Related system family: Measurement & Search Signals
Sources
- Search Console API (opens in a new tab) · Google for Developers
Last reviewed July 16, 2026