A keyword is a word taken from your HTML that is used by the search engines to identify the purpose or subject of your web site.

Keywords are entered by people looking for web sites via search engines. For example, if you were looking for web design online you might enter the key word

These words are either submitted to search engines or are gathered by the automated software used by search engines to read the sites around the internet.

A key term or key phrase is simply a string of words that the search engine sees as if it were a single word e.g. “search engine optimisation”. These are vital to a search engine optimisation campaign as they can generate targeted traffic and attract visitors who are searching for terms that few sites are competing for.

Key terms are very important in Pay Per Click campaigns.