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What is the difference between a keyword and a keyphrase?
Iris Guelen is a Content Manager at Yoast. She loves to write and is responsible for all Yoast mailings and Yoast product pages.
You’ve probably heard that doing keyword research is an essential, first step in optimizing your website properly. But how about these keywords: can they only be single words or can they also be longer multi-word keyphrases? And what exactly is the difference between the two? In this SEO basics post, we’ll explain the difference between a keyword and a keyphrase.
What is a keyword?
Keyphrase versus long tail keyword
You’ve probably also heard of long tail keywords and that these are more specific than focus keywords. Most of the time – but not necessarily – they consist of more words. You might wonder what the difference is between long tail keywords and keyphrases? Keyphrases by definition exist of more than one word and they can be either general or specific. Long tail keywords may consist of more words, but they do not always. The main difference between the two is that keyphrases can be general or specific, e.g. [puppy training] or [puppy training for deaf dogs] whilst long tail keywords are always more specific [puppy training location in LA].
A (focus) keyword is a word that describes the content of your page or post best. It’s the search term that you want to rank for with a certain page. So when people search for that keyword in Google or other search engines, they should find that page on your website.
E.g. Your website is about dogs, and you’ve just written a blog post all about puppies. The keyword that describes the content of that post best is probably: “puppy”.
What is a keyphrase?
A (focus) keyphrase is the search term that you most want your post or page to rank for, so when people search for that keyphrase, they should find you.
E.g. Your website is all about dogs, and you’ve just written a blog post all about how puppies can become obedient. The keyphrase that describes the content of the post best is something along the lines of: “puppy obedience training”
What are the differences?
Keywords or keyphrases should both describe the essence of what the post is about. The difference between the two is that keywords are single words, while keyphrases are made up of a few words.
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What is a key phrase?
The words that we use on web pages to help customers find a website are known as keywords. So what is a key phrase?
Keywords make up key phrases, also known as key terms. A key phrase consists of more than two keywords – certainly 50% of online searches use more than four in a query.
Longer terms are known as long-tail key phrases and will contain up to 10 keywords.
Website owners give a page or post intention using a key phrase – by doing this they target a search query.
The key phrase is used in the URL, the title and throughout the content. This practise is a fraction of organic search engine optimisation.
On a website, the use of short, high competition key phrases like ‘biking’ are quite unlikely to improve the ranking position on a search engine. Simply because there are so many other websites battling for that same word.
Using a key phrase on a web page
These days our search queries are quite specific, especially considering the use of voice search. So an effective key phrase is longer and less ambiguous.
Guided mountain biking holiday French Alps
Build pages and posts around longer key phrases to increase the chance of being ranked highly.
Consider a key phrase that would be used to find a website like yours, research the term and write around that topic. Incorporate the phrase into the copy, title and meta description.
Use the key phrase on your image alt tags, within links, headers and paragraphs to create a well optimised article.
Be sure not to take part in keyword stuffing which is the act of repeating a keyword or phrase to do well on search.
This is commonly seen on black hat websites, so the offending website runs the risk of penalisation by Google.
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About The Author
Kelly Drewett
I’m an SEO website designer who builds custom websites and assists business owners to work towards higher search engine listings. Because I’ve had such a long career in website design I really know the mechanics of websites and search engines.
My aspirations are for you to understand website design and SEO, to have an interest in your own website and to adopt habits for a more competitive online presence.
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9 thoughts on “What is a key phrase?”
Exactly what I was looking for, but I do have one question. When creating a key phrase for the overall site, is there a limit to how many words you use?
Hi Gerry, it is much better to use key phrases on each page (or post). You can rank for 3 or 4 phrases per article. So don’t use a general one for the whole site. Be specific on each page/post to rank well.
When it comes to the number of words within a phrase, just be sensible really. Four or more words to create a long-tail key phrase that people would actually search for. Remember people also search using voice search much more now so those phrases would be longer, up to 10 words.
Nice article easy to understand.
So, if a key phrase is clunky, can you seperate it with other words? using your example, do I say There is nothing more exciting than a Guided mountain biking holiday French Alps. or can I say “Consider taking a guided mountain biking trip on your next holiday in a beautiful place like the French Alps.”
I am writing SEO articles and am not sure whether or not to stick to the clunky word clusters that are given as key phrases.
Thanks.,
Hi Cookie, the most important thing is not to write for search engines. Write for humans. It used to be that we avoided joining words (such as the, a), but that just makes web pages read really badly. Search engines have caught onto that. If you have researched the term you’ll know which is searched most frequently. Does ‘trip’ need to be in there at all?
Out of the two I would suspect that “guided mountain biking holiday in the French Alps” is more highly searched, so I would use that throughout the content. I’d be happy using the second phrase too as it is still relevant and sounds nice. Just take out ‘trip on your next’. Don’t repeat one phrase throughout the page, you have to be clever and interesting about it. Make it sound human and to the point. Use the key phrase in the title, the first paragraph and the last paragraph to sum things up – but only if it sounds good.
Search engines now understand a lot more about the intent that people have when they make a search. When it comes to the slug, leave out joining words and keep it short.
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What Are Keywords and Key Phrases?
When talking about keywords try to understand that there are keywords and key phrases. The technical terms are short and long tail keywords. A long tail keyword is long, includes modifiers and more information, while a short tail keyword is short and often consists of only one word without modifiers.
What Does a Search Engine Do?
Use Keywords and Keyword Phrases Throughout the Content
Keywords and key phrases should appear throughout your content. They should appear normal though, and not contrived. For example, don’t purposely misspell words just because other people do, and don’t drop keywords in that affect the flow of the content you’ve created. The keywords that you use should fit seamlessly into the content and expand on the meaning of the content too. This can take some thought and planning.
Write Normally
The best thing to do is to write normally. Write how you talk. Don’t try to sound like someone else. You have your own unique voice that your audience wants to hear. Keep the keyword phrases you’ve chosen in mind, but just write normally. Then when you edit the content go back and add the keyword phrases that work best and make most sense without altering the meaning of the content. It’s best not to include any keywords if it makes the content look weird or lose its meaning. Your first job is to write for your audience, not the search engines.
Do Your Research
Before using keywords, you want to use the tools available to you to find out how in demand they are and how many people are searching for this information using these words? If you don’t know that a phrase is in high demand you could be wasting your time adding them to the content. Some good tools to use are Google AdWords Keyword Planner Tool, Moz.com, Spyfu.com, Semrush.com, and others.
Use keywords for titles, alt text for images, headings, subheadings, bullet points and so forth but use keyword phrases sprinkled throughout the content to enhance understanding as well as help search engines find your information. Don’t forget to use synonyms too, but always check with tools to ensure that the keyword or keyword phrase produces results or not. If you don’t check you don’t know.
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Keyphrase or Keyword: Is There a Difference?
Jan 29, 2021 3 min read
When you’re trying to find a product or service search engine, you describe it in words and type them into the search field. The search engine matches those words with the words on various websites that are included in its index.
Then it gives you the most relevant results (websites that best match the words you typed). In search marketing, these words are called keywords, and they are the most important ingredient of the successful promotion of any project.
Adding relevant keywords to your website content will help search engines associate your project with search queries and improve your rankings. Therefore, it is crucial to do keyword research to find the right keywords for your project.
Keywords, keyphrases, keyword phrases. You can find these terms in almost every SEO article, and often they are used as synonyms. So what do they mean, and what is the difference between them?
What Are Keywords?
Strictly speaking, a keyword means one single word. When the first search engines were launched, they had relatively simple algorithms, and many users used single words for their searches.
But search engines support large key phrases with two or more keywords. It is also much more convenient for users because now they can express their needs more precisely, and search engines provide them with more relevant results.
What Are Keyphrases?
A keyphrase means a set of separate words that build a phrase (so it’s a multi-word search term).
If it is essential to distinguish between a single word and a phrase, these terms are used in their initial strict meaning.
Otherwise, many search marketers often use both terms as synonyms and prefer the term “keywords” since it is shorter. For successful on-site optimization, you should carefully choose your relevant keywords to build keyphrases and incorporate them into your website content.
How Long Should a Keyphrase Be?
Typically a keyphrase is four words, but it depends. Beyond four words, and you’re getting too complex.
For example, if you’re a recipe website and looking to rank for a buffalo chicken recipe. A good keyphrase may be «easy buffalo chicken recipes.» Something like «easy buffalo chicken recipes in under 20 minutes» would be too long or complex of a keyphrase to target.
However, as we said before, it depends. Some businesses or verticals may find that longer-tail keywords are garnering more amounts of traffic. That’s why it’s important to do your keyword research to determine if longer keyphrases may be necessary for your business or niche.
What Are the Key Differences?
Keywords usually have considerably higher search volumes compared to key phrases. But on the other side of the equation, key phrases often drive more targeted and specific traffic to the website. The more keywords your keyphrase has, the more chances you have to receive exactly what you’ve been looking for and get it quickly.
For instance, it is tough for any search engine to understand what you mean by typing the keyword “digital,” and the chances are high that you’ll get irrelevant results.
At the same time, if you type “digital marketing companies,” the system will recognize you are looking for information about companies dealing with digital marketing and will provide you with relevant results containing additional information on this topic.
So, should you focus more on keywords or keyphrases or both when optimizing your project? Actually, it depends. Mainly it depends upon your business niche.
Let’s say you sell amber or provide information resources about amber. In this case, you would likely be most interested in getting good rankings for the keyword “amber.” And in this case, it makes sense. But what if you are a digital marketing agency? What is the point of trying to get higher rankings for the keywords “digital” or “marketing” separately? So it’s all about common sense.
When you’re determining your keywords and keyphrases, you must be doing the right research to determine your needs. Keywords are important, but keyphrases could deliver you more converting traffic and capture the audience you need to be successful. A good SEO strategy ties in both keywords and keyphrases!
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