Keyword

A word or phrase a page is built to answer, chosen because people search for it.

One primary keyword per page, supported by the variants people actually use. Two pages chasing the same keyword compete with each other.

Judge a keyword on intent and value, not volume alone — a term with 200 searches and clear purchase intent beats one with 20,000 and none.

Keywords are how a content plan connects to real demand instead of internal vocabulary.

They are also the unit the whole programme is reported on, so choosing badly distorts every number after it.