Keywords are considered to be among the most important aspects of SEO and SEM as it plays the main role in fulfilling their respective functions. Its importance is reflected upon the very first process of SEO and SEM, which is research. In the research phase, keywords research is among the research process to determine what kind of keywords to use. This will influence the entire direction of the content of SEO and SEM.

Search engine optimization (SEO) and search engine marketing (SEM) are relevant in this context because SEO is a component of SEM. SEM includes various marketing strategies on the search engine platform, such as Pay-per-click (PPC) and search engine optimization (SEO). On the other hand, SEO is specifically about gaining organic traffic by optimizing content and website. SEM is usually about using paid search method to gain traffic through paid advertising on the search engine. Despite their differences, both of them need keywords research to make it happen.


Keywords research helps you to determine what your target audience want. Having the right keywords is essential in helping you to plan strategically on what kind of content that you want to create and cater to your audience effectively. Keywords serve as a channel for your audience to find what they want from the contents of your webpage or website. The right keywords allow you to reach out directly to your audience in SEO and SEM.  It also helps you to understand your audience better by knowing what concerns them and what they want.

Keywords attract traffic to your website. Optimized keywords in your content allow your contents to be indexed by the search engine bots. With this, your website’s content will show up on the search results pages when the internet users type in the similar keywords on the search engine. For SEO, your website’s visibility has increased and the users will click on your website to view your content that is catered to them. For SEM, your website will be shown on the paid search ad section on the search results pages because the users typed in the keywords that you have optimized.

In SEO, keywords research’s importance lays on having professional measures in website and content optimization. With the acquired knowledge, proper controls can be done to ensure the better success of SEO. However, the importance of keywords research to SEM is that it is an excellent basis for the adwords in PPC planning.

Overall, keywords research determines the result of your website’s online marketing. It provides the understanding you need towards your demographics and the data that you need to plan how to reach the goals of your website and cater to your audience effectively. 

Raefi Azrani

Raefi Azrani

CEO of Majoris Digital Marketing Agency

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