A keyword or keyword phrase is a specific word or combination of words that a searcher might type into a search engine. Included are generic, category keywords; industry-specific terms; product brands; common misspellings; and expanded variations (called keyword stemming), or multiple words (called long tail for their lower clickthrough rates but sometimes better conversion rates). All might be entered as a search query.

For example, someone looking to buy coffee mugs might use the keyword phrase “ceramic coffee mugs.” Also, keywords—which trigger ad network and contextual network ad serves—are the auction components on which PPC advertisers bid for all ad groups/orders and campaigns.[1][2]

See also



  1. ^ American Marketing Association, AMA Dictionary.
  2. ^ SEMPO (Search Engine Marketing Professional Organization). SEM Glossary.

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