Glossary
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Keywords:

Keywords are the specific search terms entered when a user attempts to find information on a search engine or through a website search bar (such as an internal search bar or on a social media network).

How Are Keywords Used?

Content marketers, search engine optimization specialists, and paid advertising/PPC experts consider keywords important for aligning content, ad copy, and spends on topics and interests their audiences are most interested in.

Types of Keywords

Here are some defined categories:

Broad Match: Keywords that include some words being bid on for PPC ads.
Exact Match: Keywords that are identical to terms being bid on for PPC ads.
Phrase Match: Keywords that match a long phrase being bid on for PPC ads.
Long-Tail: Keyword phrases that are typically three to four words or more long.

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