What is the difference between a search query and a keyword?

The terms "keyword" and "search queries" are often confused and occasionally used interchangeably. Although they are similar, it is helpful to understand the difference to understand the information you see in Leadfeeder.

A keyword is what a marketer will use to guide SEO optimization and paid advertising goals. Marketers use keywords that are high ranking for particular campaigns in content, meta descriptions, and tags. In paid advertising, these keywords are bid on and used in ads.

A search query is the real word or words that people type in to search forms to find what they need online.

Search queries often contain keywords. For example, a keyword your marketing department decides upon may be "lead identification". The search queries that trigger the keyword may be the exact term, or a variation such "free lead identification," "quality lead identification," or "website lead identification".

Search queries aren't often available to platforms outside of your analytics.
Keywords can be shared with other services.

If you are interested in seeing more about your search queries you may want to look into Google Search Console as a supplement to your standard Google Analytics and Leadfeeder.

How do I see keywords in Leadfeeder?

In order to see Google Ad campaigns and keywords in Leadfeeder you will need to assure that your Google Analytics account is integrated, you likely did this when you signed up. Your Google Analytics account and your Google Ads account also need to be connected. Find details on how to connect those in this article.

If a Google Ad keyword or keywords are retrieved you will see them in two different locations in Leadfeeder!

NOTE: Leadfeeder cannot show search queries of organic searches.

Each Lead with identified keywords will have a small key icon visible. Hover over this to see all of the keywords that were found in visits from this lead.

In the visit details of the lead, you will see the keywords listed beside the visit. This will show the specific keyword identified for that visit. The example below shows where you can see the keyword information!

You may see Google Ads as a source of the visit without a keyword - this means that the visit came from a different ad type, for example, Display ad. You can use your ad ID to identify the details of the ad in your Google Ads account.

The keyword matching and retrieval is an independent process, not tied directly to the identification of leads and the hourly updates that happen in Leadfeeder. In simple terms, you won't see these keywords at the exact time the leads appear, however they will be available the day after the visit. 

If you have questions reach out! Contact us via live chat or support@leadfeeder.com, we are happy to answer questions, help out, and we always appreciate a good joke!


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