When we search (put a Query) through Google, it basically wants to get us to our relevant answers as quickly as possible, satisfying our needs and helping to narrow into the right results. So let’s see how this works.

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What is a Query

It is the search definition question that users key into the search field. As an example, if we find that many teen segment consumers in the market looking for baseball caps search for “cool baseball caps” So Google will try to find “cool baseball caps” that are available in your market based on your query.

What is a Keyword

A keyword is what advertisers bid on. So if we know that in that particular market, our target customers who are teens specifically tend to type in the term “cool baseball caps” to find the coolest selection in the market. Then as an advertiser, that is the keyword I would want to bid for in my SEO, or even PPC.

Understanding and Matching User Intent with advertisers



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Short Tail vs Long Tail Keywords


Short Tail Keywords

  • General in nature
  • High volume of monthly searches
  • = Lower Conversion rates

Long Tail Keywords

  • Very specific
  • Lower search volume
  • = Higher conversion rates

Choosing the right Keywords can help:

  • Drive business (by search volume)
  • Convert (according to targeted relevancy)
  • Match (advertiser and user intent)
  • Rank (amongst competition in the Search Engine Results Page)

By this stage, it should be clear why Keywords are given priority in Search Engine Optimization.


Next, find out how to Draw up your own Keywords.