by The Computing Australia Group | Why they matter for SEO
Have you ever started typing something into Google and noticed that the search engine seems to know what you are looking for before you finish the sentence? Those suggestions are not random. They are shaped by common search behaviour, language patterns, location, trends, and what Google understands about user intent.
The words people type into a search engine are called search terms or search queries. They are one of the most important parts of SEO because they reveal what your potential customers are actively looking for. For businesses, this information is incredibly valuable. It helps you understand your audience, create better website content, improve Google Ads campaigns, and attract visitors who are more likely to become customers.
For example, a person searching for “what is SEO” may only be looking for information. But someone searching for “SEO agency Perth” is much closer to choosing a service provider. Both searches are related to SEO, but the intent behind them is different. That difference is where good SEO begins.
In this guide, our SEO and branding agency in Perth explains what search terms are, how they differ from keywords, why search intent matters, and how businesses can use search query data to improve organic rankings and paid advertising performance.
Google’s own SEO guidance continues to emphasise helpful, people-first content, clear page structure, descriptive titles, and content that makes it easier for search engines to crawl, index, and understand your website.
What is a Search Term?
A search term is the exact word, phrase, or question a user enters into a search engine.
It can be:
- A single word, such as “hosting”
- A short phrase, such as “website hosting Perth”
- A full question, such as “how much does website hosting cost in Australia?”
- A local search, such as “SEO agency near me”
- A transactional phrase, such as “buy business antivirus software”
- A branded search, such as “Computing Australia Group web development”
Search engines use search terms to understand what the user wants. They then compare the query with indexed web pages and return the most relevant results.
Search terms are important because they show real customer language. A business may describe its service as “custom web application development”, while customers may search for “custom software for small business” or “business app developer Perth”. If your website only uses internal industry language, it may miss the phrases your customers actually use.
This is why search term research is essential. It helps you bridge the gap between how your business describes its services and how your audience searches for them.
Search Terms vs Keywords: What is the Difference?
Search terms and keywords are closely related, but they are not exactly the same.
A search term is what the user types into Google.
A keyword is the word or phrase a business targets in its SEO or advertising strategy.
For example:
| User Search Term | Target Keyword |
|---|---|
| “best web development company for small business in Perth” | web development company Perth |
| “how to improve WordPress SEO” | WordPress SEO |
| “managed IT support near me” | managed IT support Perth |
| “Google Ads help for local business” | Google Ads management |
In SEO, you choose keywords based on the search terms your audience is likely to use. Ideally, your content should match the way users search, but it should also be natural and helpful. Modern SEO is not about forcing the same keyword into a page repeatedly. It is about understanding the topic, answering the user’s question, and covering related terms naturally.
Google Ads also treats search terms and keywords differently. Keywords are the terms you add to your campaign, while search terms are the actual queries that triggered your ads. Google’s documentation explains that keyword match types determine how closely a keyword must relate to a user’s search query before an ad can enter the auction.
This distinction matters because your chosen keywords may not always be identical to the real search terms users enter. Reviewing this data can help you improve your campaigns, remove irrelevant traffic, and discover new keyword opportunities.
Why Search Terms Matter for SEO
Search terms matter because they reveal demand. They tell you what people want, how they describe their problem, and what stage of the buying journey they are in.
For SEO, search terms can help you:
1. Understand what your audience is looking for
2. Build pages around real customer needs
3. Improve page titles, headings, and content structure
4. Identify new blog topics
5. Create better service pages
6. Match content with search intent
7. Improve click-through rates from search results
8. Find gaps in your competitors’ content
9. Support better Google Ads targeting
10. Attract visitors who are more likely to convert
A good SEO strategy starts with understanding the language of your customers. If your website answers the questions they are asking, you have a better chance of appearing in relevant search results.
Google’s SEO Starter Guide explains that SEO best practices help search engines crawl, index, and understand content more easily. This means your pages need to be clear not only to search engines but also to real users.
What is Search Intent?
Search intent is the reason behind a search term.
When someone types a query into Google, they are trying to achieve something. They may want to learn, compare, buy, visit a website, or find a local business.
Understanding search intent is one of the most important parts of modern SEO. You may have the right keyword, but if your page does not match the user’s intent, it is unlikely to perform well.
For example, someone searching “what is a search term” is probably looking for an explanation. A blog post like this is a good match.
Someone searching “SEO agency Perth” is probably looking for a provider. A service page would be a better match.
Someone searching “Google Ads pricing Perth” may be comparing options and costs. A pricing guide, service page, or consultation page may work well.
If your content does not match the intent, users may quickly return to the results and click another page. That behaviour can indicate that your page did not satisfy the search.
Google’s helpful content guidance encourages content creators to focus on information that benefits people, rather than content created mainly to manipulate rankings.
The Main Types of Search Intent
Search queries are commonly grouped into four main intent categories: informational, navigational, commercial, and transactional.
1. Informational Search Queries
Informational queries are used when someone wants to learn about a topic.
Examples include:
- “What is a search term?”
- “How does SEO work?”
- “What is Google Tag Manager?”
- “How to improve website speed”
- “What is mobile SEO?”
These users are usually at the awareness stage. They may not be ready to buy yet, but they are looking for helpful information. Blog posts, guides, explainer articles, FAQs, and tutorials are ideal for informational searches.
For businesses, informational content is valuable because it builds trust. If a potential customer finds your website when researching a problem, they may remember your brand when they are ready to choose a provider.
2. Navigational Search Queries
Navigational queries are used when someone wants to find a specific website, brand, product, or page.
Examples include:
- “YouTube”
- “Google Search Console”
- “Computing Australia Group”
- “Facebook login”
- “Microsoft 365 support”
These users already know where they want to go. For businesses, branded search terms are important because they show brand awareness. You should ensure your website, Google Business Profile, social media profiles, and key landing pages are easy to find for branded queries.
3. Commercial Search Queries
Commercial queries are used when someone is researching before making a decision.
Examples include:
- “Best SEO agency Perth”
- “Top web development companies in Australia”
- “WordPress vs Shopify for small business”
- “Managed IT services pricing”
- “Google Ads agency reviews”
These users are considering their options. They may be comparing providers, reading reviews, checking service features, or trying to understand pricing.
To target commercial intent, businesses can create comparison pages, service pages, case studies, testimonials, buyer guides, and industry-specific landing pages.
4. Transactional Search Queries
Transactional queries are used when someone is ready to take action.
Examples include:
- “Hire SEO agency Perth”
- “Buy antivirus software”
- “Book IT support consultation”
- “Get website design quote”
- “Google Ads management services”
These are high-value searches because the user is closer to converting. Service pages, contact pages, quote forms, booking pages, and product pages should be optimised for transactional search intent.
Why Intent Matching is More Important Than Keyword Stuffing
Older SEO practices often focused heavily on repeating exact-match keywords. Today, that approach is outdated and can make content sound unnatural.
Modern SEO is more focused on relevance, usefulness, structure, experience, and intent. Search engines have become better at understanding meaning, context, and related terms. This means a page does not need to repeat one exact keyword dozens of times to rank.
Instead, your content should answer the user’s question thoroughly.
For example, a page targeting “search terms” should naturally discuss:
- Search queries
- Keywords
- Search intent
- Keyword research
- SEO strategy
- Google Ads search terms
- Organic search results
- Paid search
- User behaviour
- SERPs
This helps search engines understand the topic more completely, and it gives users a better experience.
Google recommends creating content for people first, not content made only to attract search engine traffic.
How Search Terms Help Keyword Research
Keyword research starts with understanding search terms. The goal is to discover what your audience is searching for, how often they search for it, how competitive the terms are, and what type of content ranks for those terms.
A strong keyword research process usually includes:
1. Listing your main services or products
2. Identifying customer problems and questions
3. Researching related search terms
4. Grouping terms by topic and intent
5. Checking search volume and difficulty
6. Reviewing competitor pages
7. Creating or improving content to match intent
8. Monitoring rankings and traffic over time
For example, a Perth business offering SEO services may find search terms such as:
- “SEO agency Perth”
- “SEO company Perth”
- “local SEO Perth”
- “Google Ads management Perth”
- “website SEO audit”
- “WordPress SEO help”
- “how to rank higher on Google”
- “SEO for small business Australia”
These terms can then be grouped into content opportunities.
A service page may target “SEO agency Perth”.
A blog post may target “how to improve WordPress SEO”.
A landing page may target “local SEO for small businesses”.
A case study may support commercial-intent searches.
Good keyword research prevents guesswork. It helps you create content based on real search behaviour.
Search Terms and Google Ads
Search terms are also essential for search engine marketing and Google Ads.
In Google Ads, businesses choose keywords to trigger ads. However, the actual search terms users type may vary depending on keyword match types. Google explains that match types help determine how closely the user’s search query must relate to the advertiser’s keyword.
The Search Terms Report in Google Ads shows the queries that triggered your ads. This is useful because it helps you see whether your ads are appearing for relevant searches.
For example, if you are advertising “web development Perth”, your ad may appear for terms such as:
- “web development agency Perth”
- “website developer near me”
- “business website design Perth”
- “cheap website builder”
- “free website templates”
Some of these may be useful, while others may not be suitable. If “free website templates” does not match your service offering, you may want to add “free” as a negative keyword.
Google Ads documentation notes that the search terms report helps advertisers understand how search terms that triggered ads relate to account keywords and match types.
Using Search Terms to Improve Google Ads Performance
Search terms can improve paid advertising in several ways.
Add High-Performing Search Terms as Keywords
If a search term is generating clicks, enquiries, or conversions, it may be worth adding it as a dedicated keyword. This gives you more control over bids, ad copy, and landing pages.
Add Irrelevant Terms as Negative Keywords
If your ads are appearing for irrelevant searches, you can add those terms as negative keywords. This helps reduce wasted spend.
For example, a premium SEO agency may add negative keywords such as:
- free
- template
- course
- jobs
- salary
- DIY
This prevents ads from appearing for users who are unlikely to become customers.
Improve Ad Copy
Search terms reveal the language users use. If many people search for “SEO help for small business”, your ad copy could include that phrase naturally.
Improve Landing Pages
If search terms show that users are looking for pricing, case studies, audits, or local expertise, your landing page should address those points.
Separate Campaigns by Intent
Informational, commercial, and transactional searches should not always be treated the same. High-intent terms may deserve stronger bids and more conversion-focused landing pages.
Search Terms and Organic SEO
For organic SEO, search term data helps you understand what content to create and how to improve existing pages.
Here are practical ways to use search terms for SEO.
1. Improve Page Titles
Your page title should clearly describe what the page is about. Google’s guidance for developers recommends using descriptive titles and meta descriptions because they help Google show how pages are relevant to users.
Instead of a vague title like:
Search Terms Explained
Use a more specific title like:
What is a Search Term? SEO Guide for Business Owners
This is clearer and more likely to attract relevant clicks.
2. Improve Headings
Headings help readers scan your content. They also help search engines understand the structure of the page.
Use headings to answer common search-related questions, such as:
- What is a search term?
- What is the difference between a search term and a keyword?
- Why does search intent matter?
- How do search terms affect SEO?
- How do search terms affect Google Ads?
3. Add FAQs
FAQs are useful because many users search in question format.
Example FAQs for this topic include:
- What is a search term in SEO?
- Are search terms and keywords the same?
- Why are search terms important?
- How do I find search terms?
- How do search terms help Google Ads?
4. Update Old Content
Search behaviour changes over time. A blog post written years ago may need updated examples, clearer explanations, better formatting, and more current SEO guidance.
5. Build Topic Clusters
A topic cluster is a group of related pages connected by internal links.
For example, a website could create a cluster around WordPress SEO:
- What is a Search Term?
- What is a Keyword?
- What is Mobile SEO?
- What is a Canonical URL?
- What is a Redirect?
- What is Google Tag Manager?
- How to Improve Mobile Site Speed?
This helps users explore related information and helps search engines understand the depth of your website’s expertise.
How to Find Search Terms for Your Business
There are several ways to discover search terms relevant to your business.
Google Search Console
Google Search Console shows the queries that bring users to your website from organic search. This is one of the best sources of real SEO data.
You can review:
- Queries that generate impressions
- Queries that generate clicks
- Pages that rank for specific terms
- Average ranking position
- Click-through rate
This helps you identify pages that need better titles, improved content, or stronger calls to action.
Google Ads Search Terms Report
If you run Google Ads, the Search Terms Report shows the queries that triggered your ads. This can reveal new keyword opportunities and irrelevant terms to exclude.
Google Autocomplete
Google’s autocomplete suggestions can show common searches related to your topic. These suggestions can help generate blog ideas and FAQ topics.
People Also Ask
The “People Also Ask” section in Google results can reveal common questions users have about a topic.
Competitor Research
Reviewing competitor pages can help you understand which topics they cover and where your website may have gaps.
Customer Questions
Sales calls, support emails, contact forms, and live chat messages are excellent sources of search term ideas. Customers often use the same language in search engines that they use when asking your team for help.
Example: Search Terms for a Perth Web Development Agency
Let’s say a small business in Perth is looking for a web development company. They may use search terms such as:
- “web development agency Perth”
- “website design Perth”
- “small business website developer”
- “custom website development Perth”
- “WordPress developer Perth”
- “eCommerce website design Perth”
- “business website redesign”
- “website support Perth”
- “SEO friendly website design”
A business like Computing Australia Group could optimise its service pages, blog posts, and case studies around these terms.
However, not every term should be used on one page. A better strategy would be to create dedicated content for different needs.
For example:
- A web development service page for “web development agency Perth”
- A WordPress service page for “WordPress developer Perth”
- An eCommerce page for “eCommerce website design Perth”
- A blog post for “what makes a website SEO friendly?”
- A case study for “website redesign for small business”
This approach gives each page a clear purpose and better matches user intent.
Common Search Term Mistakes Businesses Make
Many businesses understand that keywords are important, but they still make mistakes when applying them.
Mistake 1: Targeting Terms That Are Too Broad
A broad term like “SEO” is highly competitive and vague. A more specific term like “SEO agency Perth for small business” may attract fewer searches, but those searches are more relevant.
Mistake 2: Ignoring Search Intent
A blog post may not rank well for a transactional search if users expect a service page. Always check what type of pages currently rank for your target term.
Mistake 3: Using Industry Jargon
Your customers may not use the same technical language your team uses. Use terms your audience understands.
Mistake 4: Creating Thin Content
A short page that only defines a term may not be enough. Expand the content with examples, use cases, FAQs, and practical advice.
Mistake 5: Forgetting Local SEO
For service businesses, location-based search terms are critical. Terms like “SEO Perth”, “IT support Perth”, and “web design Perth” help attract local customers.
Mistake 6: Not Reviewing Search Data
SEO is not a one-time task. Search Console and Google Ads data should be reviewed regularly to find new opportunities and fix poor-performing pages.
How Search Terms Influence SERPs
SERP stands for Search Engine Results Page. This is the page Google shows after a user enters a search term.
Different search terms can produce different types of results.
For example:
- Informational searches may show blog posts, videos, featured snippets, and People Also Ask boxes.
- Local searches may show a map pack and Google Business Profiles.
- Commercial searches may show comparison pages, reviews, and service pages.
- Transactional searches may show shopping results, ads, and product pages.
This means your content format should match the search results.
Before creating a page, search your target term and review what appears. If the results are mostly guides, create a helpful guide. If they are mostly service pages, create a strong service page. If they show local map listings, improve your Google Business Profile and local SEO signals.
How to Optimise a Page Around Search Terms
Here is a simple process businesses can follow.
Step 1: Choose One Primary Search Intent
Decide what the page is meant to achieve. Is it informational, commercial, transactional, or navigational?
Step 2: Choose a Primary Keyword
Select one main keyword based on relevant search terms.
Example: “what is a search term”
Step 3: Add Supporting Terms
Include related phrases naturally.
Examples:
- search query
- SEO keyword
- search intent
- Google Ads search terms
- keyword research
- organic search
- paid search
Step 4: Write a Clear Title
The title should be specific and useful.
Example:
What is a Search Term? SEO Guide for Business Owners
Step 5: Use Helpful Headings
Break the content into logical sections. Make it easy for readers to scan.
Step 6: Add Examples
Examples make SEO concepts easier to understand.
Step 7: Add Internal Links
Link to related pages on your website. This helps users and search engines discover more content.
Step 8: Add a Strong CTA
Tell users what to do next.
Example:
Need help finding the right search terms for your business? Contact our SEO team in Perth for keyword research, SEO strategy, and Google Ads management.
Final Thoughts
Search terms are more than simple words typed into Google. They are direct signals of what your customers want, need, and expect.
By understanding search terms, businesses can create better SEO strategies, write more useful content, improve Google Ads campaigns, and attract more qualified traffic.
The key is to focus on intent. Do not simply chase keywords with high search volume. Instead, ask:
- What is the user trying to achieve?
- What type of content would best answer this query?
- Is this person researching, comparing, or ready to buy?
- Does our page give them a clear and helpful answer?
- What should they do next?
When your website content aligns with real search behaviour, you are more likely to reach the right audience at the right time.
Need help with search terms, keyword research, SEO strategy, or Google Ads management? Contact Computing Australia Group today or email sales@computingaustralia.group to speak with our SEO team in Perth.
Jargon Buster
Crawling – the process by which search bots visit a website.
Index – the database where a crawler stores the data from the pages it has crawled.
Google Ads – an online advertising platform by Google, where you can pay to display your ads on SERPs.
Chris Karapetcoff
FAQ
What is a search term in SEO?
A search term is the exact word, phrase, or question a user types into a search engine to find information, products, services, or websites.
Are search terms and keywords the same?
No. A search term is what a user searches for, while a keyword is the phrase a business targets in its SEO or Google Ads strategy.
Why are search terms important for SEO?
Search terms help businesses understand what their audience is looking for, so they can create content that matches user intent and improves search rankings.
What is search intent?
Search intent is the reason behind a user’s search. It shows whether they want to learn something, find a website, compare options, or make a purchase.
How do search terms help Google Ads?
Search terms show which real user queries triggered your ads. This helps you add useful keywords, remove irrelevant searches, and improve ad performance.
