Keyword
Search term or phrase users enter into a search engine and that advertisers and content owners target with their pages and ads.
Also known as: Search Term, Query, Search Word
A keyword is the word or phrase a user types into a search engine. From an optimisation point of view it is the anchor your content, ads and landing pages are aligned with so they surface for the matching query. Picking the right keywords decides whether your reach and conversions line up.
Types and Search Intent
Keywords sort by volume, competition and intent. Generic terms such as "insurance" have high volume but unclear intent. Specific phrases such as "home insurance comparison Berlin" produce fewer hits but with a clear buying signal. The split into informational, navigational and transactional helps you plan content with purpose.
Research and Maintenance
A solid keyword list grows from several sources: your own search console data, competitor analysis, suggestions from research tools and internal site search logs. Regular pruning matters because language and trends shift. Negative keywords block irrelevant queries in paid campaigns and protect the budget from waste.
Relevance to the JD Platforms
In JD Partner keywords help categorise advertisers and campaigns so list owners can locate matching offers quickly. In JD Mail strong terms feed into subject lines and preview text, because inboxes are themselves a competitive search surface. A consistent keyword strategy ties organic reach, ad placements and email communication into a coherent brand picture.