[GTM glossary](/glossary.txt) Keyword

Marketing

# Keyword

In short

A keyword is a word or phrase a person types into a search engine, and that a marketer chooses to target with a page or ad. "Sales engagement platform" and "how to write a cold email" are both keywords.

Keywords connect what buyers search with what you publish. Choosing them well decides whether your content is found by people who might buy.

## Types of keywords

* **Informational:** The searcher wants to learn, such as "what is account-based marketing".
* **Commercial:** The searcher compares options, such as "best sales intelligence tools".
* **Transactional:** The searcher is ready to act, such as "request a demo" or "pricing".
* **Branded:** Includes a company or product name.

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## How GTM teams pick keywords

Start from buyer problems, not product names. List the questions your prospects ask in sales calls, then check how people phrase them in search.

Compare search volume, difficulty, and fit with your offer. A keyword with modest volume and a clear buying purpose often beats a popular one that attracts students and researchers.

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## Where keywords are used

* **SEO:** Page titles, headings, and body copy are written around a target keyword.
* **Paid search:** Advertisers bid on keywords to show ads for those searches.
* **Content planning:** Keyword groups become topic clusters and editorial calendars.

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## Example

Say a team sells outbound tooling. "Cold email template" gets lots of searches but attracts beginners. "Cold email sequence for SaaS SDR teams" is narrower and attracts the actual buyer. The team writes one page for each and measures which produces demo requests.

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## Common mistakes

* **Stuffing:** Repeating a keyword unnaturally hurts readability and does not help ranking.
* **Ignoring intent:** A page that does not answer what the searcher wants will not hold its ranking.
* **Chasing volume:** High-traffic terms with no buying intent rarely produce pipeline.

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## Keyword FAQs

**What is a keyword in SEO?**

In SEO, a keyword is a word or phrase you want a page to rank for because people search it. It guides the page topic, title, headings, and copy so search engines can match the page to the searcher's query.

**What is the difference between a keyword and a search query?**

A search query is the exact text a person types. A keyword is the term a marketer chooses to target, usually standing for many similar queries. One keyword often covers several wording variations of the same need.

**How many keywords should a page target?**

Target one primary keyword and a few close variations that share the same intent. A page that tries to cover unrelated keywords is unfocused and usually ranks worse than separate, focused pages.

**How do you find keywords for a B2B business?**

Start with the questions customers ask sales and support, then check search volume and competition in a keyword tool. Prioritize terms that match buyer problems and show commercial or transactional intent over broad, general topics.

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## More related phrases

* [Programmatic SEO](/glossary/programmatic-seo.txt)
* [Brand](/glossary/brand.txt)
* [Brand salience](/glossary/brand-salience.txt)

## Similar phrases

* [Long-tail keyword](/glossary/long-tail-keyword.txt)  
A long-tail keyword is a longer, more specific search phrase with lower volume but clearer intent, which makes it easier to rank for and more likely to reach buyers.
* [Keyword research](/glossary/keyword-research.txt)  
Keyword research is the process of finding the search terms your target buyers use, so you can plan content, SEO, and paid search around real demand.
* [Search intent](/glossary/search-intent.txt)  
Search intent is the goal behind a search query, such as learning, comparing, or buying. B2B teams use it to match content to what searchers need.
* [SEO (SEO)](/glossary/seo.txt)  
SEO (search engine optimization) is the practice of improving a website so it earns more unpaid traffic from search engines such as Google.
* [Pay per click (PPC)](/glossary/pay-per-click.txt)  
Pay per click (PPC) is an advertising model where you pay a fee each time someone clicks your ad, used mainly in search and social campaigns to drive targeted traffic.