Marketing Terms

Keyword Marketing


Putting your message in front of people who are searching using particular keywords and phrases.


Keyword marketing can have slightly different meanings depending on whom you ask. For ad buyers, keyword marketing involves purchasing ad units, typically banners, on the search results page when a Web surfer searches for particular keywords and phrases. For search engine optimization professionals, keyword marketing involves achieving top placement in the actual search listings themselves.

The advantage of keyword marketing is the potential to reach the right people at the right time.

For example, assume a Web surfer enters “buy widgets online” as a search phrase. First, we know the potential visitor is interested in widgets. Specifically, they are interested in buying widgets.
Better yet, they are looking to buy online. This three word search phrase tells us much about what the Web surfer is looking for at that exact moment in time.


Premium tools:

SEMrush – extensive keyword research tools for SEO and PPC. (free trial & discountssponsored

Free tools:

Google AdWords Keyword Planner – requires signup to Google AdWords. Uses Google’s search query data.
Bing Keyword Research – requires signup to Bing Webmaster Tools. Another source of search query data.
Google Trends – compare keyword popularity over time, across geographies, vs. other terms, more.

see also: Digital Marketing Tools
see also: SEO Tool Discounts at

Related Terms

keyword, keyword research

view all terms in the SEO glossary or all terms in the Digital Marketing glossary