Keyword / SEO Terms Keyword A keyword is a word or phrase that users enter into search engines to find information, products, or services. In digital marketing and search engine optimisation (SEO), keywords help match your content with what people are actively searching for online. Including relevant keywords in your content, headings, meta descriptions and URLs increases the chances of your pages ranking in search engine results and reaching the right audience. Keywords can be short and broad, such as “marketing” or “donation,” or long and specific, known as long-tail keywords, such as “digital marketing strategy for nonprofits” or “how to donate monthly to a food bank.” The right keywords align with user intent, reflect what your audience cares about and match your content’s purpose. Tools like Google Keyword Planner, SEMrush and Ahrefs can help identify search volume, competition and trends for each term. Strategic keyword use supports content discovery, audience targeting and measurable SEO performance. For nonprofits, this might mean focusing on mission-driven terms like “volunteer opportunities near me” or “how to support refugees in Canada.” For B2B or SaaS companies, keywords might reflect solutions or pain points, such as “CRM for small businesses” or “project management for remote teams.” Effective keyword strategy involves integrating search terms naturally, updating them based on analytics, and aligning them with campaign goals and user journeys.