Keyword

What is a keyword in SEO?

A keyword is a term or an expression that an Internet user types into a search engine to find information, a product or a service. En SEO, keywords are the cornerstone of any content strategy: they determine what queries a site should be positioned on to attract qualified traffic.

What are the different types of keywords?

A distinction is usually made between generic keywords (Short tail, e.g. “web designer”) who have a high volume of searches but strong competition, long-tail keywords (ex: “freelance web designer Annecy”) who are more precise, less competitive and often more converting. There are also brand keywords, semantic keywords (or LSI), and transactional vs informational keywords.

How do you choose your keywords?

The choice of keywords is based on three criteria: monthly search volume, positioning difficulty (KD), and search intent. Tools like Google Search Console, Ahrefs, Semrush or Google Keyword Planner allow you to analyze this data. The objective is to find keywords with a good volume to difficulty ratio, aligned with the user journey and the business objectives of the site.

What is the difference between SEO and SEA in terms of keywords?

In SEO (natural referencing), we optimize the content of the site to position ourselves organically on targeted keywords. In SEA (paid referencing, e.g. Google Ads), positions on these same keywords are purchased via an auction system. The two approaches are complementary: SEA brings immediate results while SEO builds sustainable visibility. The SXO goes further by combining SEO optimization and user experience.