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.