The term keyword became widespread with the emergence of modern search engines. The use of words or phrases, which an SEO or marketing professional targets, aims to compare and classify what users are looking for.

The words used on web search engines determine which pages are most relevant to show in organic search results when a searcher performs a query.

Keywords generally represent topics, ideas, or questions.

Currently, the use of keywords as a guide for SEO work is in crisis.

With the emergence of algorithms like BERT , LaMDA , and MUM , which specialize in understanding the semantic context of complete sentences, focusing solely on elements as short as keywords without proper contextualization impoverishes the optimization .

At Semântico SEO, we use the term "terms" because we believe it better represents this current stage of SEO.

Keyword cannibalization

A type of self-competition that occurs when multiple pages on a website rank for the same query in a SERP.

This can result in a lower CTR, decreased authority, and lower conversion rates than having a well-ranked, consolidated web page.

Keyword Density

The frequency with which a word or phrase appears in the content of a web page.

At best, this unproven concept is outdated, if it ever really mattered to search engines.

There is no ideal percentage that will help a web page rank better.

Keyword Research

The process of discovering any relevant topics, subjects, and terms that researchers enter into search engines, as well as the volume and level of competition for those terms.

This practice is made possible by a variety of free and paid tools.

Keyword stuffing

Adding irrelevant keywords or repeating keywords unnaturally to a web page in the hope of increasing search rankings.

spam tactic Google 's Webmaster Guidelines and may result in manual action and could be considered a Black Hat tactic.