Keyword.

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.