A search term is a word or a set of words that users type into search engines to research some information. When a search term occurs, search engines such as Google interpret it to find out what the user's intention is and show the most relevant results.
The search terms are of great importance because they allow webmasters to know what words users type to obtain information in search engines, and they become a valuable resource that can be used in the following ways:
To achieve success, it is essential to know what users are looking for when they access search engines because this helps to focus the campaign to satisfy their intention.
In a search term, all the ads that are shown in the search engines have relevance; for this reason, the webmasters look for people to click on them.
To achieve this, it is necessary to investigate which terms are searched in the niche of the product or service offered by your website. In doing so, you can use an advertising platform such as Google Ads (in the case of Google) to "bid" for the terms you want your ads to show.
With this process, it is possible to optimize a website and its content for specific search terms to achieve top rankings in the SERPs.
For example, in the case of Google, it takes the search query, breaks it down into several keywords, and searches the index to see which pages can satisfy the user's intent.
It should be noted that search engines currently use many factors for the ranking process, but it is known that one of the most important is that the content is relevant to the search terms, so it is recommended that these terms are included in different parts of the web pages as in the header, title, and others.
Keywords are exact words or phrases that search engines have in their index. On the other hand, search terms are the words or groups of words that users type in the search box.
In the case of Google, it will automatically correct the search terms if they are out of order, incomplete, contain extra words, or even have spelling errors.
Today, it is estimated that users perform more than 6 billion searches on Google every day of the year. Approximately 15% of these searches have not been performed before; that is, they are new searches.
There are different tools to help optimize organic and paid advertising campaigns to investigate what these search terms are.
Some of them are mentioned below:
A simple and quick way to find keywords associated with your search terms is when using the Google search engine.
When you access Google, it shows suggestions of phrases or terms that other people have searched for.
When you get the search results, you will see a section called
"People also ask" and "Searches related to...".
A Google tool is Google Trends, it is free, and when you access it, you can enter a search term and see what the trend of people's search with that term is.
Another advantage of using this tool is that it can show trends by date, period, geographic location, and topics.
This is another tool that Google has at its disposal for free and is useful for knowing which keywords are related to a specific search term.