SEO is referring to Search Engine Optimization and is a technique in digital marketing that allows increasing the website traffic quality through organic search engine results.

Keyword is referring to a term or phrase people typed into the search bar of a specific search engine e.g. Google, Yahoo or Bing. The keyword can be differentiated into .

Navigational Keyword
Informational Keyword
Transactional Keyword

Navigational Keyword is referring to a search query entered by the searcher with the intent of finding a particular website or webpage. For example, people who typed "Facebook" in Google are actually searching for Facebook website URL, rather than entering the URL into a browser's navigation bar or using a bookmark.

Informational Keyword is referring to a search query entered by the searcher with the intent of finding answers to a certain question e.g. looking for general knowledge. These group of people are probably not looking for a specific site, as in a navigational query, and they are not looking to make a commercial transaction. They just want to answer a question or learn how to do something.

Transactional Keyword is referring to a search query entered by the searcher with the intent of buying a product or a service. Transactional search queries may include exact brand and product names (like “samsung note 9”) or be generic (like “iced coffee maker”) or actually include terms like “buy,” “purchase,” or “order.”

The Importance of Keyword in SEO:
The digital marketing uses the keyword for the user convenience when searching to find specific information on the search engine. For a better ranking in search engines, the choice of keyword and its relevancy are important and the place of applying keywords in content will reflect site ranking too. You may want to include your keywords on Title, Meta Description, Image Alt tags and Headings (H1, H2, H3 etc).
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