What is a Search Term?
Search term refers to the word or phrase that a visitor enters into a search engine. In return, the search engine uses the search term to determine the Suchabsicht and then displays results that are relevant to the visitor.
The search term is also known as a search query, Stichwort, or keyphrase. While these terms are often used interchangeably, subtle differences exist between them.
- Search terms and search queries refer to the terms the visitor searches for
- Keyword and keyphrase specifically refer to the terms the content ranks for
Importance of the Search Term
A search term refers to the actual words or phrases that visitors enter into a search engine when looking for information, products, or services. This helps reveal the search intent of the search term, which is the underlying motivation behind a search.
By analyzing search terms, businesses can gain insights into what their target audience is looking for, the language they use, and the problems they are trying to solve. This understanding allows companies to tailor their content, products, and marketing strategies to better meet customer needs.
Search terms are also essential for SEO and pay-per-click (PPC) advertising. In SEO, bloggers can quickly identify high-performing search ter ms during Stichwortforschung and optimize their site content to rank higher on search result pages.
For example, if a business discovers visitors frequently search for “affordable winter coats,” they can create content or product pages targeting that specific term.
In pay-per-click campaigns, search terms are used to determine the keywords to target and relevant ad copies to display. In this case, advertisers will analyze the search terms that trigger their ads, which ones drive conversions, and which ones are irrelevant. They can then optimize their ads as required.
What to Consider Before Selecting Search Term
Bloggers and advertisers consider multiple data and details when analyzing the search terms relevant to them. Some of those metrics and details are listed below. Keep in mind that the specific metrics and details they consider will differ depending on the intent.
1 Suchvolumen
Die search volume refers to the number of times a keyword or search term is queried in search engines over a given period. High search volume terms can drive significant traffic to your site, but they are often highly competitive.
On the other hand, low search volume terms may be easier to rank for but might not bring enough traffic to justify the effort. Bloggers typically include a mix of keywords with a high and low search volume on their site.
2 Keyword Relevance
The search term must align with the theme of the site. In the case of a blog, it should match the rest of the site’s content. In the case of a business site, it should be relevant to the products and services offered by the business.
Irrelevant search terms will be out of place, even with high search volume, and are unlikely to convert well. They may also confuse your visitors and can harm your site’s credibility. For example, a bakery targeting “luxury watches” would attract the wrong audience and confuse the existing ones.
3 Suchabsicht
The search intent refers to the reason behind a search query. It helps determine the sort of content that the visitor expects to see. Understanding the search intent is helpful for creating content that is relevant to the visitor.
This, in turn, allows bloggers to create content that matches what users want. For example, the search term “how to bake a cake” indicates informational intent, while “buy cake online” suggests transactional intent.
4 Keyword-Schwierigkeit
Keyword difficulty measures how hard it is to rank for a specific search term. High-difficulty keywords are often dominated by authoritative websites, making it challenging for newer and smaller sites to rank.
On the other hand, keywords with low difficulty are easier to target but may have lower search volume. Bloggers typically assess the keyword difficulty alongside other metrics like the search volume to determine the relevant keywords to target.
5 Long-Tail vs Short-Tail Keywords
Long-tail keywords are longer, more specific phrases, for example, “best running shoes for flat feet,” while short-tail keywords are broader and more generic. For example, “running shoes.”
Long-tail keywords typically have lower search volume but higher intent and conversion rates, which makes them easier to rank for. Short-tail keywords have higher search volume and can drive significant traffic. However, they are more competitive.
Bloggers typically strive to rank for a mix of long-tail and short-tail keywords. However, newer and smaller sites typically focus more on long-tail keywords, while more established sites focus on both.
6 Conversion Potential
Conversion potential refers to the likelihood that a search term will lead to a desired action, such as a purchase, sign-up, or inquiry. It is typically linked to the keyword’s intent.
For example, a transactional keyword like “buy organic coffee beans online” is more likely to convert than an informational keyword like “what is organic coffee.”
7 Search Term Seasonality
Seasonality refers to fluctuations in the search volume of a search term. It is common for many search terms to be high during certain times of the year and lower during others.
For example, a search term like “Christmas gift ideas” will typically peak between September and December but will have a low search volume in March.
Understanding seasonality is helpful for planning content and ad campaigns. It also prevents bloggers and advertisers from targeting terms that may become irrelevant outside specific timeframes.
8 Search Engine Results Page (SERP) Features
The search results page displays features like featured snippets, knowledge panels, und Die Leute fragen auch for specific search terms. For example, informational queries are likely to trigger featured snippets.
Many bloggers want their content to appear for such features, so they select the search terms more likely to get them in the SERP features.
9 Brand Alignment
The search term should align with your brand identity and values. For example, a luxury brand will not want to target a search term that includes “cheap” since it may dilute its brand image. So, these sites will naturally avoid such search terms and only optimize their site for search terms that align with their business and brand.
10 Cost-Per-Click (CPC)
A search term’s cost-per-click (CPC) is an essential metric for businesses running paid campaigns. Search terms with a high cost-per-click are more expensive than others. However, they will also typically bring in more targeted traffic.
The cost-per-click is also helpful for bloggers who want to rank for organic search results. It indicates the visitor’s intent and increases the chances that the blog or business will generate revenue from visitors who arrive at the site using such search terms.
11 Technical Feasibility
The search term should align with your site’s technical capabilities and structure. For example, it will be challenging to rank for informational keywords when your site lacks a blog. Similarly, it may be hard to include a gallery on your site if you do not use a theme optimized for image galleries.