Keywords 101: How They Work and Why They Matter for Your Business

Keywords are the targeted terms you optimize for, while search terms are what buyers actually type into Google. Keepital bridges the two to help SMEs be found by the right audience at the right time.

In the world of digital marketing, keywords are one of the most important tools you can use to get your business found online. These simple words and phrases have the power to connect your business directly with potential customers at the exact moment they’re looking for what you offer. In fact, they’re one of the most important building blocks of search engine optimization (SEO) and online visibility.

But what exactly are keywords, and how do they work?

Keywords vs. Search Terms

Although people often use the terms interchangeably, they serve different roles in digital marketing.

Keywords are the words or phrases you deliberately choose and target in your content to attract your ideal audience. They’re part of your SEO strategy. For example, if you’re an industrial supplier, you might target “industrial water pump supplier” or “HVAC equipment manufacturer Philippines” as your keywords.

Search Terms are the actual words and phrases people type into search engines when looking for something. These reflect real-world buyer behavior and intent. For example, a buyer might search for “where to buy stainless steel water pump for factory,” this is their search term.

In short: keywords are what you aim for, search terms are what people actually use. Sometimes they match exactly; other times, search terms reveal new opportunities you might not have considered.

Why does the difference matter?

Focusing only on your chosen keywords without paying attention to actual search terms is like setting up a store without listening to what customers are asking for. By analyzing search terms, you can:
– Identify related phrases and variations buyers are using
– Discover long-tail keywords with lower competition but higher conversion potential
– Adapt your content so it aligns more closely with buyer intent

For example, you might target “centrifugal water pump,” but search term data could show people are actually looking for “energy-efficient centrifugal pump for food processing.” That insight allows you to refine your listing and attract more qualified leads.

How Keywords Work

Search engines like Google use keywords to understand what a web page is about. When a user types in a search query, Google scans billions of pages and tries to find the most relevant, high-quality matches.

If your keywords appear naturally in your titles, product descriptions, and company profile, you increase your chances of showing up in the results when someone searches for that term.

The more specific and relevant your keywords are, the more likely you are to attract buyers who are ready to take action and not just browse.

Why Keywords Matter for Industrial SMEs

For niche industries, the right keywords can mean the difference between being buried on page three and showing up on page one.

Broad keywords (e.g., “water pump”) bring in more traffic but also more competition.

Long-tail keywords (e.g., “stainless steel centrifugal water pump for food processing”) bring in fewer visitors, but those visitors are much more likely to become paying customers.

How Keepital Helps

Finding and using the right keywords can be time-consuming and technical, but that’s where Keepital comes in. Our platform is SEO-optimized from the start, meaning we enhance your product listings and company profile by structuring them with the right keywords to help you:
– Show up in front of the right buyers at the right time
– Rank higher on Google without expensive ad campaigns
– Turn search traffic into real customer inquiries