søgeord

Søgeord are words or phrases that users type into a search engine when looking for information, products, or services. In digital marketing and search engine optimization, they form the basis for understanding what audiences seek and for shaping content to meet those needs. The term is Danish, with the equivalent concept known as keywords in many other languages.

Keyword research involves identifying relevant søgeord that have meaningful search volume and achievable competition. The process considers user intent, which can be informational (seeking knowledge), navigational (finding a specific site), or transactional (intending to buy). Long-tail søgeord—more specific, multi-word phrases—often yield higher conversion rates and reflect more precise intent than short, broad terms.

Søgeord influence several elements of web content. They are commonly incorporated in page titles, headings, meta descriptions, URL slugs, image alt text, and body copy. A balanced approach uses short-tail terms for broad topics and strategically places long-tail phrases to address particular questions or needs. Local and seasonal variations may require tailored keyword lists for different regions or times of year.

Best practices emphasize user experience over keyword density. Avoid keyword stuffing and prioritize natural, readable text that satisfies the search intent. Regularly monitor performance with analytics, adjusting content and targeting based on rankings, click-through rates, and organic traffic trends. Tools such as Google Keyword Planner, Ahrefs, SEMrush, and Ubersuggest assist in discovering and evaluating søgeord, supporting iterative optimization across websites and campaigns.