Keyword (online marketing)

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A keyword is a unit of text, usually a common term that either appears in the text itself ( keyword ) or with which a text can be tagged . This can be one word or a combination of several words, numbers or characters.

In internet marketing , the term keyword is mainly used in search engine marketing . On the one hand, it denotes the search term that Internet users type into the search field of a search engine , and on the other hand, in search engine advertising, the keywords under which the advertisement is to be displayed. Search engine marketing works with keywords that are based on automatic indexing .

The term tag , which is sometimes used as a synonym for a keyword, is a keyword that has been assigned to an object by a person.

In online marketing , keywords can play the following roles:

  • Key terms within  a document that depict the holistic aspects of a document in the context of information retrieval (see e.g. WDF * IDF, TDF * IDF )
  • Search queries that are retrieved from search engines
  • Search terms that can be accessed via SEA services such as B. Google Ads can place advertisements as part of search engine advertising
  • Contextual terms that can be used for advertising in Google Display advertising and text ads in suitable editorial environments

Classification of keywords

In search engine marketing there are the following possibilities to classify keywords or search terms.

  • According to term length
  • By search volume
  • the search intention or search intention

In terms of term length and search volume, a distinction is made between short-tail, mid-tail and long-tail keywords. In terms of search intent, a broad distinction is made between informational, transactional, commercial, navigational and brand keywords. Search engines like Google also have their own classifications such as B. in know, do and go. There are also further classifications such as: B. in Regional, Topical and Know Simple.