If you have ever wondered what a search term actually is, you are in the right place. Search terms (also called search queries) are the literal words people type into Google, and understanding them is the foundation of every successful SEO and PPC strategy. This guide explains what search terms are, how they differ from keywords, the four main types of search terms by intent, and exactly how to find and use them in the Google Ads Search Terms Report and Google Search Console.
What Is a Search Term?
A search term is the exact word or phrase a person types or speaks into a search engine such as Google when they are looking for information, a product, a website, or an answer. Also known as a search query, a search term reflects what a real user actually wants, making it the single most important signal in both organic search (SEO) and paid search (PPC) marketing.
For example, when someone types "best running shoes for flat feet" into Google, that entire phrase is the search term. When someone searches "what is a search term" (the very question that may have brought you here), that is a search term too. Every result you see on a search engine results page (SERP) is Google's best attempt to satisfy your search term.
Search Terms vs. Keywords: The Key Distinction
The terms "search term" and "keyword" are often used interchangeably, but they are not the same thing. The simplest way to remember the difference: search terms are what users type; keywords are what marketers target. A search term is generated by a real person in the moment, while a keyword is chosen in advance by an SEO specialist or advertiser to attract those searches.
In Google Ads there is a popular saying that captures it perfectly: keywords are what you buy, but search terms are what you pay for. You bid on a keyword, but you only pay when a real search term triggers your ad. A single keyword can be matched by hundreds of different search terms, which is why monitoring your actual search terms is so valuable.
| Aspect | Search Term | Keyword |
|---|---|---|
| Who creates it | The user (searcher) | The marketer / advertiser |
| When it exists | The moment of a real search | Planned in advance |
| Form | Natural, messy, often long | Curated, structured, targeted |
| Example | "cheap waterproof hiking boots near me" | hiking boots |
| Where you see it | Search Terms Report, Search Console queries | Your ad group / content plan |
| Marketing role | Reveals true user intent & gaps | Defines what you optimize or bid on |
Put simply: a keyword is your target, and search terms are the real-world searches that hit (or miss) that target. The closer the two align, the more efficient your keyword research and ad spend become.
The 4 Types of Search Terms (by Search Intent)
Not all search terms are equal. The most useful way to classify them is by search intent — the underlying goal behind the query. Matching your content and ads to the right intent is what turns a search term into traffic and revenue. There are four primary types of search terms.
| Type of Search Term | What the User Wants | Example Search Terms | Best Page Type |
|---|---|---|---|
| Informational | To learn or understand something | "what is a search term", "how does SEO work" | Blog post, guide, FAQ |
| Navigational | To reach a specific site or brand | "Google Ads login", "DMarketing Agency" | Homepage, brand page |
| Commercial | To research before buying | "best SEO agency", "SEMrush vs Ahrefs" | Comparison, reviews, listicle |
| Transactional | To take action or buy now | "hire SEO agency", "buy running shoes online" | Service page, product, landing page |
Notice that the page you are reading targets an informational search term ("what is a search term"), so it is written as an in-depth guide. If you were targeting a transactional term, you would build a service or product page instead. To go deeper on this concept, see our comprehensive guide to SEO search intent.
Why Search Terms Matter for SEO and PPC
Search terms are the bridge between what people want and what you offer. Studying them tells you the exact language your audience uses, the questions they ask, and the problems they need solved — in their own words, not yours.
Why search terms matter for SEO
- They power keyword research. Real search terms reveal long-tail variations and questions you can target with content.
- They expose content gaps. Terms you rank for on page 2 show where a stronger page could win.
- They align content with intent. Knowing the intent behind a search term tells you what format Google rewards.
- They feed featured snippets & AI Overviews. Answering search terms precisely increases your chance of being cited in Google's AI Overviews (now a default SERP feature in 2026).
Why search terms matter for PPC
- They control wasted spend. Irrelevant search terms cost money until you exclude them with negative keywords.
- They uncover high-converting queries. Profitable search terms can be promoted into their own tightly-themed ad groups.
- They reveal match-type behavior. The report shows how broad, phrase, and exact match keywords actually translate into searches.
Whether you run organic campaigns with an SEO agency or paid campaigns through a SEM agency, search terms are the raw data that make every decision smarter.
The Google Ads Search Terms Report: How to Find and Use It
The Search Terms Report in Google Ads shows the actual queries that triggered your ads — not just the keywords you bid on. It is one of the most actionable reports in the entire platform because it lets you cut waste and double down on winners.
How to find the Search Terms Report
- Sign in to your Google Ads account.
- Click Campaigns in the left-hand navigation panel.
- Open the Insights and reports submenu.
- Select Search terms.
- Use the date range and segment options to analyze performance by clicks, cost, conversions, and match type.
How to add negative keywords from the report
Negative keywords stop your ads from showing for irrelevant search terms. Here is how to add them directly from the report:
- Review the list and find search terms that are irrelevant to your offer (for example, "free" or "jobs" when you sell paid services).
- Tick the checkbox next to each unwanted search term.
- Click Add as negative keyword.
- Choose the right match type (often phrase or exact) and the campaign or ad group to apply it to.
- Save, then revisit the report weekly to keep refining your Google Ads account.
A quick example: if you sell prescription eyeglasses and notice the search term "wine glasses" triggering your ads, add "wine" as a negative keyword to immediately stop wasting budget on the wrong audience.
How to Find Search Terms in Google Search Console
For organic search, Google Search Console (GSC) is your free window into the search terms that bring people to your site. In GSC these are labelled "queries," but they are exactly the same thing — real search terms.
- Open Google Search Console and select your property.
- Go to Performance > Search results.
- Click the Queries tab to see the search terms that earned impressions and clicks.
- Enable the Average position and CTR metrics to spot opportunities.
- Filter for queries ranking in positions 5–20 — these are search terms where a content refresh can quickly lift you onto page one.
New to the tool? Our Google Search Console guide for beginners walks through setup and reporting step by step.
How Search Terms Inform Keyword Research and Content
Search terms are not just a reporting metric — they are a content engine. The workflow looks like this:
- Collect real search terms from the Search Terms Report, Search Console, and tools like Google Keyword Planner.
- Cluster them by topic and intent so related search terms map to a single page (avoiding cannibalisation).
- Prioritize by volume, relevance, and difficulty.
- Map each cluster to the right page type (guide, comparison, or service page) based on intent.
- Create or refresh content that answers the search term more completely than competitors.
This is the heart of modern SEO. See our deep dives on keywords and on building PPC campaigns that convert search terms into customers.
Matching Search Terms to User Intent
The biggest mistake marketers make is producing content that does not match what the search term actually wants. If a search term is informational ("what are search words") but you serve a hard sales page, you will rank poorly and convert worse.
To match a search term to intent, look at three signals: (1) the wording of the query itself, (2) the current top-ranking results — Google has already decided what intent it serves, and (3) the SERP features present (a "how to" snippet signals informational; a shopping carousel signals transactional). Build your page to mirror what already wins.
Common Search Term Mistakes to Avoid
- Confusing keywords with search terms. Optimizing only for your tidy keyword list ignores the messy, valuable long-tail search terms users actually type.
- Ignoring the Search Terms Report. Skipping it means paying for irrelevant clicks month after month.
- Never adding negative keywords. Without exclusions, broad match keywords bleed budget on unrelated search terms.
- Mismatching intent. Targeting a transactional term with a thin blog post (or vice versa) almost never ranks.
- Keyword stuffing. Cramming a search term unnaturally into copy hurts readability and rankings — write for humans first.
- Forgetting voice & conversational search. In 2026, more search terms are full questions and spoken phrases; structure content to answer them directly.
Frequently Asked Questions
What is a search term?
A search term, also called a search query, is the exact word or phrase a person types or speaks into a search engine like Google to find information, products, or websites. It represents the user's real intent and is the core data behind both SEO and PPC.
What is the difference between a search term and a keyword?
A search term is what a user actually types, while a keyword is what a marketer chooses to target. In Google Ads, you bid on keywords but get charged for the search terms that trigger your ads — one keyword can be matched by many different search terms.
What are the different types of search terms?
Search terms are grouped by intent into four types: informational (to learn), navigational (to reach a specific site), commercial (to research before buying), and transactional (to buy or act now). Matching content to the right intent is key to ranking.
Where can I see my search terms?
For paid campaigns, use the Search Terms Report in Google Ads (Campaigns > Insights and reports > Search terms). For organic search, open the Queries tab under Performance in Google Search Console to see the search terms bringing visitors to your site.
What does "your search term" mean on a search engine?
When a results page says "your search term," it simply refers to the words you just entered. Messages like "your search term did not match any documents" mean the engine found no relevant results for that exact query, often due to a typo or a very specific phrase.
Turn Search Terms Into Results With D'Marketing Agency
Understanding search terms is step one — turning them into rankings, traffic, and sales is where strategy matters. At D'Marketing Agency, our SEO and SEM specialists mine the search terms your customers really use, match them to high-intent content and campaigns, and cut the wasted spend competitors leave on the table. Ready to win the searches that matter? Request a free quote using the form on this page and let's build your search strategy together.
