Keyword

When someone searches a word or phrase on Google, the results point to pages containing keywords related to that query, so keywords act as the bridge between what users type and the pages that answer them. That makes keywords one of the core building blocks of search engine optimization. Used naturally in original, high-quality content, they help search engines associate a page with the right topics. Used manipulatively, they trigger penalties, since search algorithms have gotten better at detecting that kind of misuse with every update.