Keyword.
A keyword (search term) is the word or phrase that a user enters into a search engine. Keywords are the foundation of every SEO strategy. A distinction is made between short-tail (1–2 words, high search volume) and long-tail keywords (3+ words, lower volume but higher conversion probability).
Keyword — Explained in Detail
A keyword (search term) is the word or phrase that a user enters into a search engine. Keywords are the bridge between what your target audience is searching for and what your website offers. Keyword research — the systematic process of finding and analyzing relevant search terms — is the first and most important step of any SEO strategy.
A distinction is made between: Short-tail keywords (1–2 words, e.g. 'web design') with high search volume and strong competition. Mid-tail keywords (2–3 words, e.g. 'web design Zurich') with medium volume and competition. Long-tail keywords (3+ words, e.g. 'web design agency Zurich for SMEs') with lower volume but significantly higher conversion probability — and less competition. For new websites, long-tail keywords are often the best starting point.
Beyond search volume and competition, search intent is crucial: Informational (user seeks information), Navigational (user searches for a specific website), Commercial (user compares options) or Transactional (user is ready to buy). Each intent requires different content: blog articles for informational, product pages for transactional keywords. Tools for keyword research: Google Keyword Planner, Ahrefs, Semrush, Ubersuggest.
Related Page
SEO Agency ZurichFrequently Asked Questions About Keyword
Steps for keyword research: 1) Collect seed keywords — which terms describe your offering? 2) Expand with keyword tools: Google Keyword Planner, Ahrefs or Semrush show search volume and competition. 3) Analyze search intent: What do users expect for this keyword? 4) Competitive analysis: Which keywords do your direct competitors rank for? 5) Set priorities: Search volume × Relevance × Achievability.
Keyword stuffing refers to the excessive, unnatural repetition of keywords in a text — formerly a widespread (and harmful) SEO practice. Google now detects and penalizes keyword stuffing. Modern SEO uses keywords naturally and semantically — with related terms, synonyms and natural language. A keyword density of approximately 0.5–2% serves as a guideline, not a target.
Short-tail: short search terms (1–2 words) with very high search volume but also very high competition ('web design' — 10,000 searches/month in Switzerland). Long-tail: specific phrases (3+ words) with lower volume but less competition and higher conversion rate ('web design agency Zurich for startups' — 100 searches/month). For new websites: long-tail as a starting point.
More Terms Starting with "K"
Ready for Your Project?
Apply this knowledge to your website — DLM Digital will help you.