A keyword is any term or phrase entered in a search engine by an internet user. It could be a word, a group of words, or subject matter, e.g., “apparel” or “apparel for women.”
When you use Google, the words you type into the Google search bar to find relevant information about a word or a topic are called “Google keywords." The results on the Google search engine—whether organic or paid—are displayed because they are relevant to the keyword in the Google search bar.
In digital marketing, keywords are essential. Website owners, SEO professionals, and marketers use keywords to optimize their content and increase its relevance. When keywords are placed strategically in a piece of content, it helps Google (and other search engines) to find the best match for the keyword that a user has searched for among trillions of search results. If your page shows up at the top of the Google search results, the keyword ranking is a source of organic traffic to your website. Therefore, it is crucial to select appropriate keywords that best describe the content you are about to launch online.
Google has specific rules in place to ensure websites are using keywords adequately. Keyword density plays a significant role in ascertaining whether your website uses keywords authentically. Keyword density tells you the number of times a target keyword appears on a webpage or within a piece of content to the total number of words it contains. According to most SEO experts, an ideal keyword density is around 1-2%, meaning that a target keyword appears one or two times per 100 words. A keyword density greater than 2% indicates keyword stuffing, leading to lower rankings.
On the other end of the spectrum, if you have an advertising budget, you can utilize pay-per-click (PPC) advertising by bidding on specific keywords to show up in the search results above the organic results. To succeed in PPC, you must bid on the right keywords. To find out which keywords are suitable and relevant to your business offering, you can use keyword research tools.