Key words

Key words: simple definition for retailers and independent contractors

Keywords are the terms or expressions used by Internet users when they perform a search on Google. Contrary to popular belief, a keyword is not just an isolated word. It can be a complete expression, a question or a natural formulation, such as “emergency electrician Paris 15” or “vegetarian restaurant review”.

For a retailer or freelancer, keywords represent the direct link between what you offer and what your customers are actually looking for. They structure the visibility of your website, local pages, Google Business Profile and, more broadly, your online e-reputation.

Source: HubSpot, What Are Keywords in SEO?, 2024
https://blog.hubspot.com/marketing/keywords-seo

Why keywords are essential for e-reputation

Each keyword activates a different window on your company. A search on your brand name will not display the same results as a search associating your activity with terms like “review”, “price” or “problem”. Keywords therefore condition the way in which your reputation is exposed.

Some keywords are directly linked to trust. For example, “reliable company”, “best craftsman” or “customer review” direct Google towards evaluative content. If you don’t work on these keywords, other sources will do it for you. In e-reputation, the challenge is not just to be visible, but to be visible on the right terms.

Source: Search Engine Land, SEO and Online Reputation Management, 2023
https://searchengineland.com/seo-online-reputation-management-387845

Difference between generic, local and branded keywords

Not all keywords have the same business value. Generic keywords describe an activity without geographical precision, such as “plumber” or “sports coach”. They are often highly competitive and unqualified for freelancers. Local keywords add an explicit or implicit geographic dimension, such as “plumber Versailles” or “hairdresser around me”. These are the most strategic for local visibility.

Brand keywords correspond to the company name or its variations. They are crucial to your e-reputation, as they trigger the display of reviews, the Google Business Profile and content associated with your image. An unprotected brand on its own keywords leaves plenty of space for third-party platforms.

Source: SEMrush, Keyword Types Explained, 2024
https://www.semrush.com/blog/keyword-types/

Keywords and Google Business Profile: a direct link

Keywords have a major influence on the visibility of a Google Business Profile listing, although they should never be used artificially in the name of the business. Google associates keywords in categories, descriptions, customer reviews and business responses to local queries.

For example, if your customers regularly mention certain services in their reviews, these terms reinforce Google’s understanding of your business. Conversely, a listing lacking in textual signals limits your exposure to relevant searches.

Source: Sterling Sky, How Keywords Influence Local SEO, 2023
https://www.sterlingsky.ca/local-seo-keywords/

How Google interprets keywords today

Google no longer thinks in terms of exact word-for-word correspondence. It analyzes meaning, context and intent. Two different keywords can trigger the same results if they express a similar intent. This evolution forces companies to think in terms of themes rather than simply piling up keywords.

For e-reputation, this means that Google associates your company with notions such as quality, reliability or customer satisfaction, even if these words are not explicitly repeated. The overall consistency of content and reviews becomes more important than mechanical repetition.

Source: Google, Search Quality Evaluator Guidelines, public version
https://developers.google.com/search/blog/2022/introducing-eeat

Sensitive keywords and image management

Some keywords are sensitive because they directly affect reputation: “scam”, “dispute”, “problem”, “negative opinion”. These keywords exist because Internet users are looking for them. Ignoring them doesn’t make them go away.

An e-reputation strategy involves identifying these sensitive keywords and producing factual, explanatory and professional content. The aim is not to hide information, but to contextualize it and provide a clear, visible and controlled response.

Source: Reputation Institute, Managing Reputation in Search, 2022
https://www.reputationinstitute.com/research

Choosing the right keywords for lasting visibility

For a retailer or independent, the right keyword isn’t necessarily the most sought-after. It’s the one that corresponds to a real intention and a capacity to respond. It’s better to be visible on ten qualified local keywords than on one generic word with no conversion.

This logic is part of a sustainable vision of SEO and e-reputation. Keywords then become a tool for dialogue with customers, a means of aligning visibility, reputation and the reality of the service on offer. In the future, with the rise of conversational search and AI assistants, this intent-and-trust-oriented approach will be even more decisive for local businesses.