Search Terms: Definition & How to Use Them (with Examples)

What Are Search Terms?


Search position are nan nonstop words aliases phrases users participate into hunt engines erstwhile they‘re looking for information, products, aliases services online.

Think of nan past point you Googled. That was a hunt term.

A hunt word is thing you type into a hunt engine. Yes, anything. 

Understanding nan Google hunt position group usage to find your website, products aliases services tin amended your hunt motor trading results.

Because it helps you optimize your website and advertisement campaigns for what group really hunt for. 

What’s nan Difference Between Search Terms and Keywords?


Search position are what users type into hunt engines. Keywords are nan position businesses target and optimize their contented for.

Often, they’re nan same. But not always. 

For example, successful pay-per-click advertising (PPC), keywords are nan words aliases phrases Google Ads uses to lucifer its ads pinch nan position group are searching for. 

Synonyms tin trigger a match. Someone whitethorn type successful nan hunt word “best biodegradable cleaners for kitchens.” Which triggers an advertisement for “green cleaning products.” A keyword an advertiser has bid on.

In search motor optimization (SEO), keywords are researched position selected to target applicable topics. With nan extremity of improving your ranking successful nan hunt motor results pages (SERPs).

Someone whitethorn type successful “pre owned camping equipment” and spot nan No. 1 consequence is simply a page titled “Used Camping Equipment.” The tract has targeted this keyword successful its content, and Google understands that it matches what nan personification is looking for. 

People type each kinds of communal words and phrases into Google. They don’t needfully cognize aliases attraction astir utilizing precise keywords. They conscionable want their questions answered. 

Your keyword-targeted contented useful to do that. 

In summary, hunt position travel from users. Keywords are identified and targeted by you.

Why Are Search Terms Important?


Search position supply valuable accusation to businesses. They show you precisely what a personification is searching for.

Use this knowledge to optimize your contented and advertisement campaigns. So you tin scope much customers. 

And standard your business.

Why Search Terms Are Important for PPC


Analyzing hunt position helps you manage your PPC campaigns to maximize your return connected finance (ROI).

Because you tin usage hunt word information to thief you place nan astir applicable and profitable keywords to target pinch your advertisement campaigns.

Here’s how:

To tally a Google Ad, group nan keyword lucifer type to dictate really intimately a keyword needs to lucifer nan user’s hunt term.

There are 3 types:

• Broad match: Searches that usage related keywords tin trigger an ad. For example, an advertisement for nan keyword “fitness equipment” showing erstwhile personification uses nan hunt word “workout gear” because they’re conceptually similar. 
• Phrase match: Ads tin show erstwhile nan hunt word includes nan keyword’s meaning. Such arsenic an advertisement for “running shoes” erstwhile nan personification searches “trendy moving shoes.” 
• Exact match: An advertisement whitethorn show erstwhile nan hunt word has nan aforesaid meaning aliases hunt intent arsenic nan keyword. Like “men's gym shorts” and “gym shorts for men.” 

To gain postulation that converts, equilibrium scope pinch relevance. By deciding really intimately hunt position should lucifer keywords.

Choosing nan correct lucifer type helps guarantee your fund is spent efficiently connected clicks that are much apt to convert.

And that starts pinch analyzing hunt terms.

To further optimize your advertisement performance, leverage negative keywords to exclude ads from showing erstwhile users usage definite hunt terms.

For example, if your photography business targets “wedding photographer” but gets clicks for “wedding videographer,” adding “videographer” arsenic a antagonistic keyword prevents showing ads for that irrelevant hunt term.

This helps forestall wasted advertisement spend. A cardinal portion of PPC strategy. 

Why Search Terms Matter for SEO


Understanding nan hunt position your target assemblage uses tells you really group find your website. And what they’re looking for. So you tin guarantee your contented addresses their needs.

For example, you’re a florist successful Miami pinch a merchandise page for tulip floral arrangements.

But past you usage Google Search Console to reappraisal nan hunt position group type into Google earlier they click connected your merchandise page. 

(More connected really to do that later.)

And there’s a problem. Hundreds of group type “tulip workplace Holland, Michigan” earlier landing connected your site.

You’re not moving a tulip workplace successful Michigan. You’re trading tulip arrangements successful Florida. 

In reviewing your merchandise page, a subhead adjacent nan apical of nan page specifications that your tulips are originated from a “tulip workplace successful Holland, Michigan.”

That’s apt why your website appears successful Google results erstwhile group participate that hunt term. The problem is that those group are looking for tulip farms successful Michigan, not florists successful Florida.

Your page isn’t optimized for nan correct keyword. 

Improving on-page SEO includes elements for illustration heading structure. You tin still item your tulips root connected nan page, but it’s nary longer nan attraction of nan content. 

Instead, you switch it pinch a subhead that includes nan keyword “tulip floral arrangements,” which is your primary keyword for that page. 

Next clip you cheque Google Search Console, you spot that clicks from “tulip workplace Holland, Michigan” person decreased. Which is OK. Those visitors weren’t looking for what you were selling. 

But clicks from “tulip floral arrangements” person increased. Sending you qualified postulation and much imaginable customers. 

Google Analytics shows that conversions person increased, too.

Understanding hunt position intends you tin optimize for nan correct keywords. And doing that equals amended SEO results.

Further reading: SEO vs. PPC: What nan Differences Are & When to Use Each

How to Identify Search Terms


Identifying applicable hunt position for your business is nan first measurement successful processing an effective search motor marketing strategy.

Here are six ways to do that.

View Search Terms successful Google Ads 

Search Terms Report


The Search Terms Report successful Google Ads shows you nan nonstop hunt position that triggered your PPC campaign ads.

To entree it, spell to your Google Ads account.

Click “Campaigns” from nan left-side menu. Then prime “Insights and Reports.” 

From nan drop-down, take “Search Terms.”

Here, you'll spot a database of nan hunt queries that resulted successful advertisement impressions and clicks. Plus tons of different useful information. 

Search Terms Insights

Unlike nan erstwhile study wherever you position nan hunt position individually, Search Terms Insights automatically groups them into themes and subthemes based connected hunt intent.

Here’s really to position it:

In your Google Ads account, click “Campaigns.”

Click“Insights and Reports.” From nan drop-down, prime “Insights.”

Scroll down to nan Consumer Spotlight conception to spot nan Search Terms Insights widget.

Image Source: Google Support

Here you’ll spot adjuvant data, specified as:

• Clicks
• Impressions
• Click-through complaint (CTR)
• Conversions
• Search volume 

To study much astir a peculiar hunt category, grow it to position nan subcategories.

Review Google Search Console


Google Search Console is simply a free instrumentality that shows various capacity metrics for your site.

Including which hunt queries thrust integrated postulation to your site.

To entree this report, motion successful to your Google Search Console account.

In nan left-hand menu, click “Performance” to spot a chart of clicks and impressions to your site.

Scroll down nether Queries to spot nan responsible hunt terms. 

You tin select and benignant nan information by:

• Clicks
• Impressions
• CTR
• Position
• Date range

Research successful Keyword Overview


Find hunt position to target successful your SEO keyword strategy pinch nan Keyword Overview tool. 

Start by entering up to 100 keywords. Select your location and click “Search.”

In seconds, you spot tons of information. 

Such as:

• Monthly hunt volume: The mean number of times users type nan hunt word into Google each month
• Keyword difficulty: A measurement of really difficult it would beryllium to rank good for this hunt word successful integrated hunt results
• Search intent: The intent of nan personification erstwhile they hunt nan word successful question
• SERP features (SF): Results connected nan hunt motor results page (SERP) for nan hunt word that are not accepted Google results. These see rich | snippets, nan section pack, People Also Ask, images, and more.
• Paid hunt info: Information applicable to Google Ads: CPC (cost per click), title level, merchandise listing ads, and more

To get personalized recommendations for your website, participate your circumstantial domain:

You’ll now see:

• Personal keyword trouble (PKD): How difficult it would beryllium for your website to rank for nan keyword 
• Topical authority: How applicable your contented arsenic a full is to nan analyzed keyword 
• Potential Position: The rank you could execute by creating high-quality content
• Current Position: Where you’re ranking now (if applicable)

Find New Keyword Variations 

Dig deeper into keywords and observe different target keywords pinch Semrush’s Keyword Magic Tool.

Generate thousands of keyword ideas based connected seed keywords. And uncover a scope of applicable hunt terms, specified arsenic related keywords and mobility variations.

Start by entering your main keyword aliases taxable successful nan hunt bar.

The instrumentality will present a database of keywords, including tons of useful long-tail variations.

Along pinch useful accusation for illustration hunt intent, monthly hunt volume, keyword trouble (KD%), CPC, and individual keyword trouble (PKD) if you entered your domain.

Filter your hunt to find precisely nan types of keywords you need. Such arsenic mobility variations aliases ones nether a definite difficulty. 

Further reading: How to Do Keyword Research for SEO (A Detailed 3-Step Guide)

Conduct Competitor Research 

Keyword Gap allows you to spot nan keywords your competitors are ranking for but you’re not. 

Start by entering your domain and up to 5 competitor domains.

Then, take your keyword types: organic, paid, aliases merchandise listing ads (PLA keywords).

Click “Compare.”

“Top Opportunities” will show nan highest measurement hunt position your competitors rank for and you don’t.

“Keyword Overlap” shows a ocular practice of keywords you and your competitors rank for. 

Scroll down to spot nan afloat keyword list. Select nan Missing select for nan keywords your competitors rank for but you don’t.

This database helps you place which keywords to create caller contented around. Or optimize existing content.

Further reading: What Is a Competitive Analysis & How to Do It (With Template)

Search Google Trends


Google Trends is simply a free online instrumentality that analyzes nan fame of world hunt terms.

So you tin spot trending and high-volume hunt position applicable to your business aliases industry.

Here’s how:

Go to Google Trends. Enter your basal taxable aliases guidelines hunt word successful nan hunt bar. Click “Explore.” 

You’ll spot accusation astir your term, specified arsenic liking complete time:

Or liking by region and subregion. 

And related topics and queries. 

Refine your hunt by adjusting nan clip range, category, and hunt type, specified arsenic web, image, and news. 

How Search Intent Affects Search Terms


Search intent is nan underlying extremity aliases information down a user's hunt query. Their “why.” 

There are 4 main types of hunt intent: 

• Informational: Users are looking for information. Like an reply to a question. A solution to a problem. Or an mentation of a topic.
• Commercial: Considering a purchase, but not yet decided connected which one. They’re browsing merchandise aliases marque options. 
• Transactional: A personification is fresh to return action. Like making a purchase. Signing up for a newsletter. Downloading a free ebook. 
• Navigational: Navigational intent indicates nan personification is trying to get location online. Like logging into their banking relationship aliases Instagram profile. 

Pages that meet nan searcher's intent usually person higher SEO rankings. 

Approach contented pinch hunt intent successful mind. Give nan personification precisely what they’re looking for. 

For example: If you’re penning contented astir “fast meal recipes,” don’t create four-hour look content. 

Give users what they asked for. 

They’ll for illustration it. And Google will reward it.

Search Term Examples


Paid Advertising Search Terms Example


Let’s opportunity you’re a plumber successful Los Angeles managing your ain Google Ads account. 

You adhd nan keyword “plumber” to your campaign. Which intends your ads could show up erstwhile imaginable customers hunt for "plumber" connected Google.

Someone successful Los Angeles Googles “top LA plumbers.” Your advertisement shows up successful their hunt results.

In this example, nan hunt word was “top LA plumbers.” 

And nan keyword was “plumber.” 

Your advertisement showed up because you added that keyword to your Google Ads campaign. And nan hunt word nan searcher utilized contained your keyword.

Organic Search Terms Example


Say you’re creating a page for your website. And you want it to look successful Google hunt results. 

Specifically, erstwhile personification searches for plumbing services successful your area. So, you optimize nan page for this keyword: “Los Angeles plumber.”

Like this:

Not everyone who lands connected your caller page will type that nonstop building into Google. They’ll usage variations. 

Like:

• Best plumber successful Los Angeles
• Affordable Los Angeles plumbers
• Plumbing services LA
• Los Angeles emergency plumber
• Plumber adjacent maine (if nan searcher is successful L.A.)

These are each hunt terms. But nan consequence is nan same:

They stock hunt intent pinch nan keyword you’re targeting, truthful Google knows your page is nan champion solution to their query. As agelong arsenic it’s decently optimized and satisfies hunt intent. 

Turn Search Terms into Valuable Keywords


Finding and analyzing hunt position for your website is conscionable measurement one. 

You must besides optimize your pages for those terms. 

That’s wherever nan On Page SEO Checker instrumentality comes in. 

It compares your pages to nan apical 10 integrated competitors for each target keyword. And provides actionable optimization ideas. 

Use it to:

• See really good your pages are optimized for your target keywords
• Get suggestions connected really to amended your content, title tags, and meta descriptions
• Understand nan SERP features you tin rank for and how

And more. 

Simply participate your domain and nan keywords you want to rank for. And you’ll spot a dashboard pinch tons of optimization ideas. 

Like this:

Start by tackling nan pages successful nan “TOP pages to optimize” database first. These will output nan champion results. 

Click nan “# ideas” bluish fastener to spot nan different ideas to amended nan page.

You’ll spot different ideas for that page, sorted by category. And accusation astir what to do, why, and how. 

Do this for each page and you’ll beryllium good connected your measurement to higher rankings. And good up of your competition.