A word or phrase used to describe a search topic or target a search opportunity.
A keyword is a word or phrase used to describe a search topic or an opportunity you want to address. In SEO discussions it may refer to an actual query, a research label or the main phrase associated with a page. Clarify which meaning is intended when reviewing a spreadsheet or a content assignment.
A keyword does not have to be a single word. It can be a question, a product name or a longer description of a problem. The wording is evidence about a possible need, but it does not always reveal that need completely. A broad phrase can have several meanings, and different phrases can express essentially the same task.
Using the term on a page is not the same as satisfying the search. A useful response needs the right information and format. Google’s language systems can connect related wording, so a business does not need an awkward separate sentence for every minor variation. Clarity and a genuinely relevant answer are more important than mechanically repeating a phrase.
Takeaway: Treat keywords as clues to what people need, not as magic strings. Use accurate terminology naturally and make sure the page actually delivers what its wording promises.
Example
A repair workshop researches “drawer slide replacement.” Some customers may want instructions, while others need a replacement part or professional repair. The workshop examines those different tasks before deciding whether its existing service page, a parts guide or a separate tutorial should address the phrase.
What to check
When assigning a keyword, include the intended audience and page purpose. Check similar phrases for shared intent before creating additional URLs. Avoid using a term for a service or product the business does not actually provide just because it appears in a popular search list.
For more detail, see Google SEO Starter Guide.