A keyword phrase is generally two or more words that are used by advertisers in search engine optimization, or by visitors who are using search engines in a desire to find information based on that particular phrase. For example, an advertiser that sells blue carrot shoes might use “blue carrot shoes” as a keyword phrase to draw more visitors interested in the topic. On the other hand, visitors to a search engine looking to buy blue carrot shoes would also use the keyword phrase “blue carrot shoes” in the search engine, which would then match the keyword phrase with websites like that of the advertiser that mention the same keyword phrase. Keyword phrases are also the words that paid inclusion advertisers bid on when they are starting paid inclusion campaigns, where the more popular the keyword phrase, the more expensive it will be for the advertiser to bid on.
Advertisers that work with keyword phrases use search engine optimization techniques to ensure that they are getting the most out of a particular keyword phrase, and drawing the type of visitors that they are looking for, which are those who are also looking for that particular keyword, and want information or may complete the action that is the main goal of the advertiser. This means that the keyword phrase may be used in the title of the web page, as well as the heading and in the first few lines of text. Another way advertisers use keyword phrases is to change them slightly. If using the blue carrot shoes example from before, advertisers would use different version of it, such as “carrot shoes”, “blue carrot shoe”, and “blue carrot-shoes”. By working with keyword phrases and variations of a particular keyword phrase, the advertiser can be certain that they will get more hits pertaining to that one particular keyword phrase.
Visitors to search engines that use keyword phrases are generally using them to search for something on the Internet. Whether the visitor just wants information on blue carrot shoes, or simply wants to know where to buy a pair, the search query will bring back pages that match what is typed into the search bar. Using precise keyword phrases will bring the visitor to the search engine exactly what he or she is searching for with a minimal amount of time spent looking through the search engine results page. When a visitor uses a precise keyword phrase, he or she will spend less time looking at unrelated information, and will even be exposed to the advertisements of those advertisers who bid for those particular keyword phrases.
Keyword phrases that are used in Meta data are no longer frequently used by search engines to index pages that have to do with that particular topic. Major search engines such as Google no longer look for keyword phrases in the Meta data, and are more apt to use the information within the actual text of the web page. Listing the keyword phrases in the Meta data does not do any harm though, but is completely up to the website to whether they will use keyword phrases in the Meta data.