In the computer world, a query refers to a command sent to a database. The purpose of such a command is to retrieve specific data. The database must therefore be configured in such a way that the desired data can actually be displayed.
When applied to the field of online marketing, performing a search in Google (or any other online search engine) can also be viewed as a query. In any case, queries frequently performed by people in your target audience are very important for your business. Later in this article, we’ll delve deeper into the differences between search terms and keywords. We’ll also provide tips to help you conduct effective keyword research.
The importance of queries and search terms
When a consumer performs a search via Google, you could view that as a query. In online marketing jargon, however, the term “search term” is usually used. For you as an entrepreneur, it is crucial to know which search terms your (potential) customers use, because:
- Your customers’ search terms reveal a lot about what’s on their minds. You can capitalize on this in all sorts of ways.
- By looking at your customers’ search terms, you can get to know your target audience even better. In this way, these search terms can also contribute to a comprehensive target audience analysis.
- Once you have a clear understanding of commonly used search terms, you can tailor your website’s content accordingly. This can lead to a higher ranking in Google, and thus better discoverability and more website visitors.
The difference between a search term and a keyword
In the world of online marketing, the terms “search term” and “keyword” are often used interchangeably. That’s not a problem in itself, but when you actually start working with them, it’s obviously better to know the exact meanings of both terms. A search term is literally what a consumer types into Google. A keyword, on the other hand, is the word (or words) you want to make your website more discoverable for, or even use for advertising (under the umbrella of SEA; Search Engine Advertising).
Tips for thorough keyword research
Comprehensive keyword research is extremely helpful in determining which keywords you should focus on, and which keywords you should therefore include in your content and other communications. We have the following tips for you regarding keyword research:
- First, have a long brainstorming session and write down all the search terms you would logically expect a customer to enter, in relation to your company and products/services.
- Try entering a few of your keywords into Google, and check at the bottom of the search results page to see which related terms are suggested.
- Find a suitable tool to conduct keyword research.
- Conduct the research using the relevant tool, and pay particular attention to the suggestions the program offers. A program can, in fact, know in detail which keywords are used and how often.
