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.