What Are Search Terms in SEO and PPC? A Complete 2025 Guide
I. Introduction
Search terms are the foundation of every online search. Whether someone is looking for answers to a question, comparing products, or trying to find a local service, they type a phrase into a search engine like Google. That phrase is called a search term.
As a business owner or marketer, understanding search terms isn’t just useful—it’s essential. When you understand the language your target audience uses, you can create content, optimize pages, and run advertising campaigns that match their intent.
In this guide, we’ll explain what search terms are, how they differ from keywords, why they matter for both SEO and PPC, how to identify them, and how to use them to drive qualified traffic to your website in 2025.
II. What Are Search Terms?
A search term is the exact word or phrase a person types into a search engine. If you recently Googled “best restaurants near me” or “how to unclog a sink,” you entered a search term.
Every user query—whether typed into Google, Bing, or YouTube—is a search term. These terms reflect real-life questions, needs, or buying intentions.
For example, a user searching for “affordable standing desks in Delhi” has a specific goal: to find budget-friendly standing desks available in a specific location. That phrase becomes valuable data for businesses selling desks in that region.
The goal for marketers is to analyze and respond to these terms with content or ads that directly address user intent.
III. Search Terms vs. Keywords: What’s the Difference?
While often used interchangeably, search terms and keywords are not the same.
Search terms come directly from users.
Keywords are phrases chosen by marketers and advertisers to target through content or campaigns.
For example, in PPC advertising, a business might target the keyword “eco-friendly cleaning products.” However, users might search “best biodegradable cleaners for kitchens.” Although the wording is different, the intent is similar.
Google’s algorithm may match that user’s search term to the advertiser’s keyword if the match type allows it.
In SEO, you might optimize your content for the keyword “used camping gear,” but your audience could be searching “pre-owned camping equipment.” If Google deems your content relevant, it will still appear in the results.
In short:
Search terms = what users search
Keywords = what businesses optimize for
Knowing this difference helps you create more effective strategies.
IV. Why Search Terms Matter
Search terms give you a window into the minds of your audience. By analyzing them, you can:
Discover how people find your products or services
Uncover new content ideas
Improve ad targeting and efficiency
Identify irrelevant traffic and reduce bounce rates
Improve conversions and ROI
If you’re not paying attention to what users actually search, you might miss opportunities—or waste money targeting the wrong audience.
V. How Search Terms Impact PPC Campaigns
In PPC campaigns like Google Ads, analyzing search terms can dramatically improve your performance.
Here’s why: when you create an ad campaign, you assign keywords. But those keywords trigger your ads based on match types, which define how closely the search term must match your keyword.
Types of Match:
Broad Match: Ads may appear for loosely related terms.
Example: Keyword “fitness equipment” → Search term “home workout gear”Phrase Match: Ads show if the search term includes the keyword meaning.
Example: Keyword “running shoes” → Search term “best running shoes for men”Exact Match: Ads show for close variants with the same intent.
Example: Keyword “men’s gym shorts” → Search term “gym shorts for men”
Choosing the right match type allows you to balance reach and relevance. But it doesn’t stop there.
Use Negative Keywords
If you’re getting irrelevant clicks, you can add negative keywords to block specific search terms. For instance, if you run ads for “wedding photographer” but get clicks from people looking for “wedding videographer,” you can exclude “videographer.”
This simple action saves budget and improves click quality—making it a core part of PPC optimization.
VI. Why Search Terms Matter for SEO
In SEO, understanding search terms helps ensure you’re attracting qualified traffic.
Imagine you’re a florist in Miami. Your product page talks about tulips and includes a subheading: “Sourced from tulip farms in Holland, Michigan.” Google might now show your page for the search term “tulip farm Holland Michigan.”
Problem? You’re not offering tours of a tulip farm. You’re selling floral arrangements in Florida. These visitors won’t convert.
By reviewing your search term data (using tools like Google Search Console), you can spot this mismatch. Update your page’s headings and content to reflect what you actually offer—like “tulip floral arrangements Miami.”
The result?
Fewer irrelevant visits
More qualified traffic
Higher conversions
That’s the power of aligning your pages with the right search terms.
VII. How to Identify Relevant Search Terms
A. Google Ads: Search Terms Report
In Google Ads, the Search Terms Report shows you the actual queries that triggered your ads.
How to access it:
Log in to Google Ads.
Click “Campaigns” > “Insights and Reports.”
Choose “Search Terms.”
You’ll see impressions, clicks, CTR, and other metrics—helping you understand what people are really searching.
B. Google Ads: Search Terms Insights
This feature groups search queries into themes and subthemes based on intent. It helps identify broader trends and categorize user interest efficiently.
C. Google Search Console
If you’re running an organic SEO campaign, Google Search Console is your best friend.
How to use:
Go to the Performance tab.
Scroll to the “Queries” table.
Filter by impressions, clicks, CTR, or date.
This reveals the exact search terms users typed before landing on your site.
D. Explore Keyword Suggestions
Even without advanced paid tools, many keyword suggestion platforms let you:
Check search volume
Analyze keyword difficulty
Determine search intent
See related or long-tail variations
Using this data, you can identify new keyword opportunities and match them with your content plan.
E. Google Trends
Google Trends reveals the popularity of search terms over time.
How to use:
Visit trends.google.com.
Type your topic (e.g., “tulip bouquets”).
View graphs, top regions, and related queries.
This helps you align your strategy with seasonal or trending topics in your niche.
F. Competitor Keyword Analysis
You can analyze competitors manually by searching key terms in Google and noting who ranks. Study their content structure, topics, and headings to uncover opportunities.
VIII. Understanding Search Intent Behind Search Terms
Search intent is the “why” behind a query. Why did the person search for that term?
The 4 Types of Intent:
Informational: User wants to learn something.
Example: “What is search engine optimization?”Commercial: User is comparing options.
Example: “Best standing desks under $500”Transactional: User is ready to act or buy.
Example: “Buy ergonomic chair online”Navigational: User wants to reach a specific site.
Example: “Login to Gmail”
Understanding this intent helps you create content that directly satisfies the user—leading to better rankings and lower bounce rates.
IX. Real-World Examples of Search Terms
A. Paid Advertising Example
Let’s say you own a plumbing business in Los Angeles. You add the keyword “plumber” to your Google Ads campaign.
Someone searches “top LA plumbers”, and your ad shows.
Search Term: “top LA plumbers”
Keyword: “plumber”
This shows how keyword match types can help your ad show for different but related terms.
B. Organic Search Example
You want to rank for “Los Angeles plumber.” But users might type:
Best plumber in Los Angeles
Affordable Los Angeles plumbers
Plumbing services LA
Plumber near me
These variations all share the same intent, and Google recognizes that your page satisfies them—if your content is optimized correctly.
X. Turning Search Terms into SEO Wins
Identifying the right search terms is just the beginning.
Next, optimize your content by:
Including search terms in headings and subheadings
Matching the format to user expectations (lists, how-tos, etc.)
Optimizing title tags and meta descriptions
Using internal links to related content
Improving readability and mobile responsiveness
The goal is to align your content with what users actually want—and how they’re searching for it.
XI. Conclusion
Understanding search terms is no longer optional—it’s a requirement for anyone looking to grow online in 2025.
By analyzing what users are searching, you can:
Create content that matches their needs
Run ads that convert
Improve your SEO performance
Save on wasted ad spend
Outrank your competitors
The key? Focus on intent, stay updated with trends, and continuously optimize your strategy based on real data.
Start exploring your search terms today—and turn them into your most valuable marketing asset.