In digital marketing and SEO, a keyword (or search query) is a word or a string of words that a user types into a search engine like Google to find information, products, or services.
Keyword research is the foundation of SEO and PPC campaigns. Businesses must identify the specific keywords their target audience is using (e.g., 'affordable family lawyer near me') and strategically include those terms in their website content, title tags, and advertising campaigns to ensure their business appears when those searches are performed.