Keywords are ideas and topics that define what your ad/ content is about. In terms of SEO (Search Engine Optimization), they’re the words and phrases that searchers enter into search engines (such as google, bing, yahoo, etc.), also called “search queries.” If you boil everything on your page — all the images, video, copy, etc. — down to a simple words and phrases, those are your primary keywords.
As you post your ad, you want the keywords on your page to be relevant to what people are searching for so they have a better chance of finding your content among the results.
Examples of keywords
If you have dogs that you want to advertise, keywords might be “dog breeds”, “puppies for sale”, “dogs for adoption”, “dogs for sale”, etc depending on what your intention is. To create an ad, on title, enter your keyword and the ad title will look like ‘German shepherds dogs for sale in Avondale’.
Why are keywords important?
Keywords are important because they are the linchpin between what people are searching for and the content you are providing to fill that need. Your goal in ranking on search engines is to drive organic traffic to your ad from the search engine result pages (SERPs), and the keywords you choose to target (meaning, among other things, the ones you choose to include in your content) will determine what kind of traffic you get to your ad. If you own a golf shop, for example, you might want to rank for “new clubs” — but if you’re not careful, you might end up attracting traffic that’s interested in finding a new place to dance after dark.
Keywords are as much about your audience as they are about your content, because you might describe what you offer in a slightly different way than some people ask for it. To create content that ranks well organically and drives visitors to your site, you need to understand the needs of those visitors — the language they use and the type of products/ content they seek. You can do this by talking to your customers, frequenting forums and community groups, and doing your own keyword research with a tool like Keyword Explorer.