Home
About us
Contact us
In the world of digital marketing, understanding keyword search terms is crucial for driving organic traffic and optimizing paid advertising campaigns. A search term is simply the word or set of words that a user types into a search engine. These search terms provide valuable insights into user intent and can help marketers tailor their content and ads to reach the right audience.
In this comprehensive guide, we will explore the difference between search terms and keywords, the importance of search terms for SEO and PPC, how to identify search terms using various tools, and how to optimize your content and ads based on search term data.
Search Term vs. Keyword: Understanding the Difference
While search terms and keywords are closely related, they are not the same thing. A keyword is a specific word or phrase that marketers target to rank for in search engine results. On the other hand, a search term refers to the actual words that users enter into a search engine.
For example, if you are a camping equipment retailer targeting the keyword “used camping equipment,” users may search for related terms such as “pre-owned camping equipment.” In this case, “pre-owned camping equipment” is the search term, while “used camping equipment” is the targeted keyword.
Search engines like Google can understand the relationship between search terms and keywords. They can recognize when a search term is related to a specific keyword and display relevant content or ads accordingly.
The Importance of Search Terms
Understanding search terms is essential for both SEO and PPC strategies. By analyzing search term data, marketers can optimize their content and ads to reach their target audience more effectively. Let’s explore why search terms matter in both SEO and PPC.
Search Terms in SEO
In the realm of SEO, search terms provide valuable insights into how people are finding your website. By analyzing search term data, you can identify which search terms are driving traffic to your site and whether users are finding the information they are looking for.
For example, let’s say you are a florist in Miami, Florida, and you have a product page targeting the keyword “tulip floral arrangements.” However, you notice in your Google Search Console that many users are finding your page through the search term “Tulip Farm Holland, Michigan.” This indicates that users are looking for a tulip farm in Michigan, not in Florida. Armed with this knowledge, you can optimize your content by removing any references to Michigan and focusing on your local relevance.
By aligning your content with the search terms users are using, you can improve your organic search rankings and drive more relevant traffic to your website.
Search Terms in PPC
In the world of PPC advertising, understanding search terms can significantly impact the success of your campaigns. By analyzing search term reports in Google Ads, you can identify which search terms are triggering your ads and adjust your targeting accordingly.
For instance, let’s say you are running a Google Ads campaign for your photography business, targeting keywords like “wedding photographer” and “newborn photo session.” However, you notice in your search terms report that your ads are also appearing for the search term “wedding videographer.” Since you don’t offer videography services, you can add “videographer” as a negative keyword to prevent your ads from showing up for irrelevant searches. This helps you save money and ensure that your ads are reaching the right audience.
By regularly reviewing and optimizing your search term data, you can improve the ROI of your PPC campaigns and increase the chances of converting potential customers.
How to Identify Search Terms
Now that we understand the importance of search terms, let’s explore various methods to identify them.
Use the Keyword Overview Tool
The Keyword Overview tool is a powerful resource for finding relevant search terms. To access it, navigate to the Keyword Research toolkit in Semrush and enter your desired topic or keyword in the search bar. For example, if you are interested in search terms related to “corporate gift baskets,” enter that phrase.
The tool will provide you with a wealth of information, including monthly search volume, keyword difficulty, search intent, SERP features, and related keywords. This data can help you identify search terms that align with your target audience’s search behavior.
Explore the Keyword Magic Tool
The Keyword Magic tool takes your search term research a step further by providing an extensive list of search terms and related information. This tool can be found in the Keyword Research section of your Semrush dashboard.
Simply enter your desired search term or topic, and the tool will generate a comprehensive list of related search terms, including search intent, monthly search volume, keyword difficulty, CPC, competitive density, and more. This data allows you to refine and sort your results based on location, keyword type, or specific keyword data.
Utilize the Keyword Gap Tool
If you want to identify search terms that your competitors are targeting, the Keyword Gap tool is a valuable resource. This tool can be found in the Competitive Research section of Semrush.
To use the Keyword Gap tool, enter your domain and your competitors’ domains. Choose the types of search terms you want to analyze, such as organic, paid, or product listing ads keywords. The tool will then provide you with insights into the search terms your competitors are ranking for but you are not. This information can help you discover new keyword opportunities and optimize your content accordingly.
Leverage Google Search Console
Google Search Console is a built-in tool that provides valuable search term data for your website. To access this data, ensure that you have configured Search Console for your website. If you need assistance, refer to the provided guide for setting up the Search Console.
Once set up, go to Search Console and click on “Search results” in the left-hand sidebar. Scroll down to the list of top queries, which represents the search terms users entered into Google before clicking on your website. This information can help you understand how users are finding your site and identify opportunities for optimization.
Analyze Google Ads Search Terms Report
If you are running PPC ads through Google Ads, the Search Terms Report is an invaluable resource for identifying the search terms that trigger your ads. To access this report, go to your Google Ads account, click on “Keywords” in the left-hand sidebar, and then select “Search terms.”
The Search Terms Report provides detailed data on the search terms that trigger your ads, including average cost per click, conversion rate, and more. Analyzing this data allows you to refine your keyword targeting and optimize your ad campaigns for better performance.
Utilize Google Trends
Google Trends is a free tool that can provide insights into search term trends and popularity over time. To use Google Trends, navigate to the website and enter your desired topic or search term in the search bar.
Google Trends will display data on the interest in the search term over time, regional interest, related topics and queries, and more. This information can help you identify trending search terms and tailor your content and ads accordingly.
Understanding Search Intent for Search Terms
Search intent refers to the purpose or motivation behind a user’s search query. Understanding search intent is crucial for creating content and ads that align with what users are looking for. By analyzing search terms, you can gain insights into the search intent of your target audience and create more relevant and valuable content.
There are four main types of search intent:
- Informational Intent: Users are looking for information or answers to their questions. For example, search terms like “how to fix a door that won’t close” or “best blogs about SEO” indicate informational intent.
- Commercial Intent: Users are researching products or services but are not yet ready to make a purchase. Search terms like “iPhone 12 Pro vs. Galaxy S8+” or “top immigration attorney Chicago” suggest commercial intent.
- Transactional Intent: Users are ready to make a purchase or complete a transaction. For example, search terms like “buy iPhone 12 Pro” or “used Nissan Rogue for sale Minneapolis” indicate transactional intent.
- Navigational Intent: Users are searching for a specific website or web page. Instead of typing the URL directly, they search for the site name or relevant keywords. Search terms like “Semrush blog” or “Wells Fargo login” demonstrate navigational intent.
Understanding the search intent behind search terms allows you to create content and ads that align with users’ needs and increase the chances of ranking well in search engine results.
Examples of Search Terms and Keywords in Action
To illustrate the relationship between search terms and keywords, let’s consider a couple of examples.
Organic Search Terms Example
Suppose you are a plumber in Los Angeles and want to rank for the keyword “Los Angeles plumber.” While this may be your targeted keyword, users may search for related search terms such as “best plumber in Los Angeles” or “affordable Los Angeles plumbers.” These search terms indicate user intent and provide valuable opportunities to optimize your content to attract more relevant organic traffic.
Paid Advertising Search Terms Example
In a PPC campaign, you might target the keyword “plumber” to reach potential customers searching for plumbing services. However, your search term report reveals that your ads are also appearing for the search term “top LA plumbers.” Since this search term is not relevant to your services, you can add “top” as a negative keyword to prevent your ads from displaying for this search term. This ensures that your ads are shown to the right audience, improving the effectiveness of your PPC campaign.
Conclusion
Understanding keyword search terms is vital for optimizing your SEO and PPC efforts. By analyzing search term data, you can gain insights into user intent, refine your targeting, and create content and ads that resonate with your target audience. Utilize tools like the Keyword Overview, Keyword Magic, and Keyword Gap in Semrush, along with Google Search Console and Google Ads search term reports, to identify relevant search terms and optimize your strategies. By aligning your content and ads with user search intent, you can increase your visibility, drive more organic and paid traffic, and achieve better results in the ever-competitive digital landscape.
Remember, search terms provide valuable insights into what users are looking for. By focusing on their needs and delivering relevant and valuable content, you can establish a strong online presence and drive the success of your digital marketing efforts.
