Keyword

A keyword is an individual word or a phrase in a web page matching with the word(s) entered into search engines. Conducting keyword research is an essential part of an SEO strategy. By performing a keyword search and discovering popular terms, brands identify relevant keywords that align with brand identity, allowing them to optimize their performance on search engine results pages (SERPs) and gain new subscribers through organic traffic.

If a searcher is satisfied with the information they find related to the keyword, their search intent is met. Fulfilled search intent gives visitors a positive impression of a brand, meaning they might be more likely to subscribe to newsletters or purchase products, expanding a brand’s email lists and boosting website traffic.