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

What Are Search Terms?


Search presumption are the nonstop words oregon phrases users participate into hunt engines erstwhile they‘re looking for information, products, oregon services online.

Think of the past happening you Googled. That was a hunt term.

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

Understanding the Google hunt presumption radical usage to find your website, products oregon services tin amended your hunt motor selling results.

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

What’s the Difference Between Search Terms and Keywords?


Search presumption are what users benignant into hunt engines. Keywords are the presumption businesses people and optimize their contented for.

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

For example, successful pay-per-click advertising (PPC), keywords are the words oregon phrases Google Ads uses to lucifer its ads with the presumption radical are searching for. 

Synonyms tin trigger a match. Someone whitethorn benignant successful the 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 presumption selected to people applicable topics. With the extremity of improving your ranking successful the hunt motor results pages (SERPs).

Someone whitethorn benignant successful “pre owned camping equipment” and spot the No. 1 effect is simply a leafage titled “Used Camping Equipment.” The tract has targeted this keyword successful its content, and Google understands that it matches what the idiosyncratic is looking for. 

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

Your keyword-targeted contented works to bash that. 

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

Why Are Search Terms Important?


Search presumption supply invaluable accusation to businesses. They archer you precisely what a idiosyncratic is searching for.

Use this cognition 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 presumption helps you manage your PPC campaigns to maximize your instrumentality connected concern (ROI).

Because you tin usage hunt word information to assistance you place the astir applicable and profitable keywords to people with your advertisement campaigns.

Here’s how:

To tally a Google Ad, acceptable the keyword lucifer type to dictate however intimately a keyword needs to lucifer the user’s hunt term.

There are 3 types:

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

To gain postulation that converts, equilibrium scope with relevance. By deciding however intimately hunt presumption should lucifer keywords.

Choosing the close lucifer benignant helps guarantee your fund is spent efficiently connected clicks that are much apt to convert.

And that starts with 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 concern 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 the hunt presumption your people assemblage uses tells you however radical 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 with a merchandise leafage for tulip floral arrangements.

But past you usage Google Search Console to reappraisal the hunt presumption radical benignant into Google earlier they click connected your merchandise page. 

(More connected however to bash that later.)

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

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

In reviewing your merchandise page, a subhead adjacent the apical of the leafage details that your tulips are sourced from a “tulip workplace successful Holland, Michigan.”

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

Your leafage isn’t optimized for the close keyword. 

Improving on-page SEO includes elements similar heading structure. You tin inactive item your tulips root connected the page, but it’s nary longer the absorption of the content. 

Instead, you regenerate it with a subhead that includes the 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 presumption means you tin optimize for the close keywords. And doing that equals amended SEO results.

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

How to Identify Search Terms


Identifying applicable hunt presumption for your concern is the archetypal measurement successful processing an effectual search motor marketing strategy.

Here are six ways to bash that.

View Search Terms successful Google Ads 

Search Terms Report


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

To entree it, spell to your Google Ads account.

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

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

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

Search Terms Insights

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

Here’s however to presumption it:

In your Google Ads account, click “Campaigns.”

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

Scroll down to the Consumer Spotlight conception to spot the 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 larn much astir a peculiar hunt category, grow it to presumption the subcategories.

Review Google Search Console


Google Search Console is simply a escaped instrumentality that shows assorted show 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 the left-hand menu, click “Performance” to spot a graph of clicks and impressions to your site.

Scroll down nether Queries to spot the liable hunt terms. 

You tin filter and benignant the information by:

• Clicks
• Impressions
• CTR
• Position
• Date range

Research successful Keyword Overview


Find hunt presumption to people successful your SEO keyword strategy with the Keyword Overview tool. 

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

In seconds, you spot tons of information. 

Such as:

• Monthly hunt volume: The mean fig of times users benignant the hunt word into Google each month
• Keyword difficulty: A measurement of however hard it would beryllium to fertile good for this hunt word successful integrated hunt results
• Search intent: The intent of the idiosyncratic erstwhile they hunt the word successful question
• SERP features (SF): Results connected the hunt motor results leafage (SERP) for the hunt word that are not accepted Google results. These see affluent snippets, the section pack, People Also Ask, images, and more.
• Paid hunt info: Information applicable to Google Ads: CPC (cost per click), contention level, merchandise listing ads, and more

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

You’ll present see:

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

Find New Keyword Variations 

Dig deeper into keywords and observe different people keywords with 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 question variations.

Start by entering your main keyword oregon taxable successful the hunt bar.

The instrumentality volition present a database of keywords, including tons of utile long-tail variations.

Along with utile accusation similar hunt intent, monthly hunt volume, keyword trouble (KD%), CPC, and idiosyncratic keyword trouble (PKD) if you entered your domain.

Filter your hunt to find precisely the types of keywords you need. Such arsenic question variations oregon 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 the keywords your competitors are ranking for but you’re not. 

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

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

Click “Compare.”

“Top Opportunities” volition amusement the highest measurement hunt presumption your competitors fertile for and you don’t.

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

Scroll down to spot the afloat keyword list. Select the Missing filter for the keywords your competitors fertile for but you don’t.

This database helps you place which keywords to make 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 escaped online instrumentality that analyzes the popularity of planetary hunt terms.

So you tin spot trending and high-volume hunt presumption applicable to your concern oregon industry.

Here’s how:

Go to Google Trends. Enter your basal taxable oregon basal hunt word successful the hunt bar. Click “Explore.” 

You’ll spot accusation astir your term, specified arsenic involvement implicit time:

Or involvement by portion and subregion. 

And related topics and queries. 

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

How Search Intent Affects Search Terms


Search intent is the underlying extremity oregon 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 oregon marque options. 
• Transactional: A idiosyncratic is acceptable to instrumentality action. Like making a purchase. Signing up for a newsletter. Downloading a escaped ebook. 
• Navigational: Navigational intent indicates the idiosyncratic is trying to get determination online. Like logging into their banking relationship oregon Instagram profile. 

Pages that conscionable the searcher's intent usually person higher SEO rankings. 

Approach contented with hunt intent successful mind. Give the idiosyncratic precisely what they’re looking for. 

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

Give users what they asked for. 

They’ll similar it. And Google volition reward it.

Search Term Examples


Paid Advertising Search Terms Example


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

You adhd the keyword “plumber” to your campaign. Which means your ads could amusement 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, the hunt word was “top LA plumbers.” 

And the keyword was “plumber.” 

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

Organic Search Terms Example


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

Specifically, erstwhile idiosyncratic searches for plumbing services successful your area. So, you optimize the leafage for this keyword: “Los Angeles plumber.”

Like this:

Not everyone who lands connected your caller leafage volition benignant that nonstop operation into Google. They’ll usage variations. 

Like:

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

These are each hunt terms. But the effect is the same:

They stock hunt intent with the keyword you’re targeting, truthful Google knows your leafage is the 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 presumption for your website is conscionable measurement one. 

You indispensable besides optimize your pages for those terms. 

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

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

Use it to:

• See however good your pages are optimized for your people keywords
• Get suggestions connected however to amended your content, rubric tags, and meta descriptions
• Understand the SERP features you tin fertile for and how

And more. 

Simply participate your domain and the keywords you privation to fertile for. And you’ll spot a dashboard with tons of optimization ideas. 

Like this:

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

Click the “# ideas” bluish fastener to spot the antithetic ideas to amended the page.

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

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