From a user’s point of view, they are words they type in a search engine to explain what information they need, they can also be referred to as search queries.
But being a SaaS marketer, you would define those words or phrases that describe what your content is about. And when the searcher’s intent matches your content’s keyword your page pops in the search result listings.
There was a time when Google search was a form of hit and trial session, where the user would enter words or phrases and sometimes would get what he was looking for and sometimes not. But with the evolution of technology, Google now has its own RankBrain among several other algorithm elements. The search engine’s AI analyzes even the most complex query and matches it with the right content.
Although search engines still use keywords to determine what a page is about, they also now have a deeper understanding of what that specific keyword is about and the other terms that it relates to. Google has now become more interested in why we are searching rather than what. All thanks to Google’s Hummingbird algorithm, Google was able to “Read Between the Lines” as it enabled the search engines to understand words and their relationships in order to match the intent behind the search, thus displaying relevant search results.
For SaaS companies, there are two types of keywords: