What is a keyword in SEO which gives traffic?

I got this question on Quora. Also sharing the answer here. This is for a newbie.

A keyword is a search term that a user uses on any search engine to find a solution to his problem.

There are different kinds of keywords based on user intention.

They are:

Informative, Transactional, Navigational and Commercial Keyword.

These should be used carefully in every section of an A.I.D.A funnel. ( Awareness, Interest, Desire and Action )

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If you want to get traffic from a keyword, you need to see its ranking minimum possibility.

You need to compare some metrics such as keyword difficulty, DA ( domain authority ), PA ( page authority ), number of referring root domain to the webpages ranking and monthly search volume etc.

Then check the user intent, compare the web contents, find keywords relevant to the main keywords, use LSI keywords to make it relevant.

Also, remember Google now matches intent behind a keyword, not the keyword itself.

Hope this answer helps.

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