Search terms refer to phrases or words people enter on search engines like Google and Bing to generate answers to specific queries. According to statistics, Google, with a 92% market share, processes over 100k+ searches every single second.
This implies over 8.5 billion daily searches are made only on Google, let alone other search engines. In addition, 15% of entered search queries are unique, meaning they’ve never been entered before.
Many people assume search terms are the same as keywords, but there’s a critical difference between the two. Keywords are terms that marketers target in organic and paid search campaigns. It’s the particular phrase or word you might be trying to rank for. On the contrary, search terms are phrases users enter into the search box.
You can pick keywords but cannot predict exactly what users type into the search bar. People use all types of variations of common phrases and words in the search engine to get answers to their queries.
But Google’s algorithm is smart enough to evaluate search terms related to popular phrases or words used commonly. For instance, if someone types ‘used kitchen equipment,’ Google knows it’s the same as ‘pre-owned kitchen equipment.’
When it comes to PPC, you can tell Google Ads the keywords you want to target, along with the synonyms that can trigger matches. It would display search terms similar to the targeted keywords.
Explore further to learn about the importance of search terms for SEO and SEM. Request a one-to-one consultation with seasoned specialists at Rocket Driver to get an impactful SEO strategy that comprises relevant keywords and search terms that reflect the user’s search intent effectively.
Importance of Search Terms for Search Engine Marketing
#1- Assistance for Users
Search terms assist users in finding what they’re looking for. Search engines have an autocomplete feature that helps people find the perfect match of the query that fulfills their search intent.
You can use the feature to find related keywords and search terms. If search terms are similar to others that might be searched for more frequently, the results of the latter will also be included in the SERPs.
#2- Advance Searches
Search terms are quite handy when it comes to the advanced features boasted by search engines. For instance, users can select certain terms they want to exclude from the search results, leave spaces in the search queries, or look at results from a particular region or domain. Although not many people use it, the feature assists tech-savvy searchers in finding the most relevant results.
#3- Search Engine Adverts
Search terms are integral to the success of search engine advertising. Based on what a user types into the search box, sometimes they’re directed to SERPs with adverts. Identify the popularly searched terms to boost the access of ads to your client’s target audiences. Marketers and advertisers intelligently select specific keywords to increase the possibility of ads appearing on the SERPs.
#4- Search Engine Optimization
Optimizing the content for specific search queries and terms relevant to your client’s industry can significantly aid SEO efforts. Search engines give a lot of weightage to search queries and terms, breaking them down into different keywords when ranking pages on the SERPs.
They can look within the index to provide suitable results based on the user’s search intent and rank the pages according. The website content’s relevancy with respect to search terms heavily impacts SEO and rankings. Ensure the content includes search terms organically to enhance on-page SEO for clients.
Choosing the Right Search Terms and Keywords
#1- Users’ Search Intent
Search intent refers to the ‘why’ behind searches. It seeks to understand the purpose behind searches, which can be transactional, navigational, commercial, or informational. Consider the search intent of users when selecting targeted keywords that match the search terms to increase the chances of ranking.
If the page ranks and people visit your client’s website but don’t find what they’re looking for, it could increase the bounce rate. Search intent is important because high bounce rates indicate poor quality content to search engine bots, which can harm the SERP rankings significantly.
#2- Long-Tail Keywords
While long-tail keywords are less popular, they relate adeptly to topics. Even though search volumes may be lower for long-tail keywords, they tend to be more relevant and less competitive. This implies that they might match a lower number of search terms, but the connection will be strong enough to attract qualified leads.
#3- Google Ads Report
When you run PPC ads on Google, you must monitor the terms searched to reach the desirable URL. Known as the search term report, it shows the exact phrases for which a particular ad appeared.
Surprisingly, it’s often different from keywords marketers target, even in the ‘exact match’ mode. Knowing how specific searches are performing can help refocus your efforts on the right keywords with the insights to save money by removing unwanted ones.
The report is great for indicating whether the content strategy you created for the client is heading in the right direction. You can use these insights to discover things that can be improved on the site to ensure everything is in line with what your client’s target audience is looking for.
If you’ve tried multiple tactics, but the SEO results haven’t improved over time, seasoned SEO specialists at Rocket Driver can assist you. Our team uses trailblazing tactics, cutting-edge tools, and advanced software to pinpoint loopholes that may be impeding success.
This partnership with Rocket Driver opens the doors to a wealth of resources for agencies that need support to scale like a Fortune 500 company. Our white-label reseller agency has propelled many agencies toward growth with exclusive white-label marketing solutions.
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