diff --git a/blocks/README.md b/blocks/README.md
index 239bbe82ba972..9383695c2906f 100644
--- a/blocks/README.md
+++ b/blocks/README.md
@@ -246,6 +246,7 @@ editor interface where blocks are implemented.
 - `save( { attributes: Object } ): WPElement | String` - Returns an element
   describing the markup of a block to be saved in the published content. This
   function is called before save and when switching to an editor's HTML view.
+- `keywords` - An optional array of keywords used to filter the block list.
 
 ### `wp.blocks.getBlockType( name: string )`
 
diff --git a/blocks/api/registration.js b/blocks/api/registration.js
index cc34dbd2656bb..679abff7d3296 100644
--- a/blocks/api/registration.js
+++ b/blocks/api/registration.js
@@ -67,6 +67,12 @@ export function registerBlockType( name, settings ) {
 		);
 		return;
 	}
+	if ( 'keywords' in settings && settings.keywords.length > 3 ) {
+		console.error(
+			'The block "' + name + '" can have a maximum of 3 keywords.'
+		);
+		return;
+	}
 	const block = Object.assign( { name }, settings );
 	blocks[ name ] = block;
 	return block;
diff --git a/blocks/api/test/registration.js b/blocks/api/test/registration.js
index 3dbab80710bbb..ea98cf73644cb 100644
--- a/blocks/api/test/registration.js
+++ b/blocks/api/test/registration.js
@@ -88,6 +88,13 @@ describe( 'blocks', () => {
 			expect( block ).toBeUndefined();
 		} );
 
+		it( 'should reject blocks with more than 3 keywords', () => {
+			const blockType = { save: noop, keywords: [ 'apple', 'orange', 'lemon', 'pineapple' ] },
+				block = registerBlockType( 'my-plugin/fancy-block-7', blockType );
+			expect( console.error ).toHaveBeenCalledWith( 'The block "my-plugin/fancy-block-7" can have a maximum of 3 keywords.' );
+			expect( block ).toBeUndefined();
+		} );
+
 		it( 'should store a copy of block type', () => {
 			const blockType = { settingName: 'settingValue', save: noop };
 			registerBlockType( 'core/test-block-with-settings', blockType );
diff --git a/blocks/library/verse/index.js b/blocks/library/verse/index.js
index 3b93d3553c05c..966124ca2324c 100644
--- a/blocks/library/verse/index.js
+++ b/blocks/library/verse/index.js
@@ -21,6 +21,8 @@ registerBlockType( 'core/verse', {
 
 	category: 'formatting',
 
+	keywords: [ __( 'poetry' ) ],
+
 	attributes: {
 		content: children( 'pre' ),
 	},
diff --git a/editor/inserter/menu.js b/editor/inserter/menu.js
index c8f990484701f..021a23975dc06 100644
--- a/editor/inserter/menu.js
+++ b/editor/inserter/menu.js
@@ -1,7 +1,7 @@
 /**
  * External dependencies
  */
-import { flow, groupBy, sortBy, findIndex, filter, debounce, find } from 'lodash';
+import { flow, groupBy, sortBy, findIndex, filter, debounce, find, some } from 'lodash';
 import { connect } from 'react-redux';
 
 /**
@@ -20,6 +20,15 @@ import './style.scss';
 import { getBlocks, getRecentlyUsedBlocks } from '../selectors';
 import { showInsertionPoint, hideInsertionPoint } from '../actions';
 
+export const searchBlocks = ( blocks, searchTerm ) => {
+	const normalizedSearchTerm = searchTerm.toLowerCase();
+	const matchSearch = ( string ) => string.toLowerCase().indexOf( normalizedSearchTerm ) !== -1;
+
+	return blocks.filter( ( block ) =>
+		matchSearch( block.title ) || some( block.keywords, matchSearch )
+	);
+};
+
 export class InserterMenu extends Component {
 	constructor() {
 		super( ...arguments );
@@ -88,8 +97,7 @@ export class InserterMenu extends Component {
 	}
 
 	searchBlocks( blockTypes ) {
-		const matchesSearch = ( block ) => block.title.toLowerCase().indexOf( this.state.filterValue.toLowerCase() ) !== -1;
-		return filter( blockTypes, matchesSearch );
+		return searchBlocks( blockTypes, this.state.filterValue );
 	}
 
 	getBlocksForCurrentTab() {
diff --git a/editor/inserter/test/menu.js b/editor/inserter/test/menu.js
index 224f504a90827..07c171e63a798 100644
--- a/editor/inserter/test/menu.js
+++ b/editor/inserter/test/menu.js
@@ -12,7 +12,7 @@ import { registerBlockType, unregisterBlockType, getBlockTypes } from 'blocks';
 /**
  * Internal dependencies
  */
-import { InserterMenu } from '../menu';
+import { InserterMenu, searchBlocks } from '../menu';
 
 const textBlock = {
 	name: 'core/text-block',
@@ -53,6 +53,7 @@ const youtubeBlock = {
 	save: noop,
 	edit: noop,
 	category: 'embed',
+	keywords: [ 'google' ],
 };
 
 const textEmbedBlock = {
@@ -196,3 +197,19 @@ describe( 'InserterMenu', () => {
 		expect( visibleBlocks.at( 2 ).childAt( 1 ).text() ).toBe( 'A Text Embed' );
 	} );
 } );
+
+describe( 'searchBlocks', () => {
+	it( 'should search blocks using the title ignoring case', () => {
+		const blocks = [ textBlock, advancedTextBlock, moreBlock, youtubeBlock, textEmbedBlock ];
+		expect( searchBlocks( blocks, 'TEXT' ) ).toEqual(
+			[ textBlock, advancedTextBlock, textEmbedBlock ]
+		);
+	} );
+
+	it( 'should search blocks using the keywords', () => {
+		const blocks = [ textBlock, advancedTextBlock, moreBlock, youtubeBlock, textEmbedBlock ];
+		expect( searchBlocks( blocks, 'GOOGL' ) ).toEqual(
+			[ youtubeBlock ]
+		);
+	} );
+} );