What Are Keywords? The Search Terms That Bring Customers
Keywords (Search Terms) – The words and phrases that people type into search engines or ask AI platforms when looking for products, services, or information related to what a business offers.
Keywords are the words and phrases people type into Google (or ask ChatGPT) when they’re looking for something. “Dentist near me.” “Best pizza in Brooklyn.” “Emergency plumber Austin.” Every one of those is a keyword, and every one represents a potential customer actively looking for a business that can help them.
The core idea behind keyword strategy is matching: making sure a business’s website contains the same language that its potential customers are using to search. A plumbing company that describes its services as “residential hydro-jetting solutions” might be technically accurate, but if customers are searching for “drain cleaning Austin,” the website and the search query are speaking different languages. The businesses that show up in search results are the ones whose content matches how real people actually search.
The most valuable keywords for local businesses tend to be specific, what marketers call “long-tail.” Someone searching “plumber” could be anywhere and want anything. Someone searching “licensed emergency plumber in North Austin open weekends” is ready to hire. These detailed queries also happen to be the kind of questions people increasingly ask AI platforms, which makes them doubly valuable.
With AI search growing, the way keywords work is evolving. On Google, a business optimizes for short phrases that match how people type. On ChatGPT or Google AI, people ask full questions in natural language: “I need a family dentist in downtown Denver that takes Delta Dental insurance and is good with kids.” There’s no single “keyword” to optimize for there. Instead, the businesses that show up are the ones whose websites happen to contain those specific details, service types, locations, insurance accepted, specializations, scattered across their pages.
The practical takeaway hasn’t changed much: a website should describe what the business does in the language its customers actually use, with enough specific detail that both search engines and AI models can match it to the right queries. Keyword research is the process of figuring out exactly what that language is.
Frequently Asked Questions
How do I find the right keywords for my business?
Start by thinking about what a potential customer would actually type when looking for what the business offers. Then check those terms in a free tool like Google's Keyword Planner to see search volume. Focus on specific phrases that match the business's services and location rather than broad generic terms.
What are long-tail keywords?
Long-tail keywords are longer, more specific phrases like 'emergency plumber north Austin open Sunday' versus 'plumber Austin.' They have lower search volume but much higher intent, meaning the person searching is closer to actually hiring someone. For local businesses, long-tail keywords are often where the real customers are.
Do keywords matter for AI search?
The concept matters, but the mechanism is different. People ask AI platforms full questions rather than typing short keyword phrases. A business whose website content naturally answers those detailed questions is more likely to get recommended, even without traditional keyword optimization.
Does ChatGPT recommend your business?
Enter a website URL. Reachd checks how ChatGPT responds to real customer queries and shows a visibility score in about 30 seconds.