What are the keywords and why are they important for the marketing of your business?

December 29, 2017 amanat 16 minutes read

Think about the searches you make daily on the internet. Now answer what is the search mechanism that you use the most?
Keywords (Keywords) are the main instrument of an investigation. They are terms composed of one or more words. They are the way in which a user writes their doubts in the search engines in order to obtain answers and solve their problems.

If you came this far in this article, I am certain that you want to understand what those key words are, right?

When we start to study what SEO is (search engine optimization) one of the most talked about points is about the keywords, the choice of keywords and the real importance of those terms that dictate the optimizations.

Without further ado, now you will learn – once and for all 😉- what that means. Come on!

What are keywords?
The keywords (keywords) are the main instrument of an investigation. They are terms composed of one or more words. They are the way in which a user writes their doubts in search engines in order to obtain answers and solve their problems.

As much as the term itself is self-explanatory, it costs nothing to explain in detail what they are and what they mean. In the end, that was the doubt that brought you here!

Basically, keywords are the main search tools.

Think that all searches originate from a word used to present this problem to the search engine. The keywords can be defined as the terms used by users to get answers and solve their problems.

If you are a marketing professional, the keywords are the terms we use to give an address when creating our pages, blog posts and sites.

That is, by defining a keyword for a certain page, you will be passing the message to Google, for example, that your content deals with the subject of that specific term. If everything goes well and you make the right choice, your content will be displayed exactly to the person who searched for that keyword.

In practice, this is how it works:

The keywords are used by users (as you can see the word in the search box of Google) and is also used by the sites that want to be entered that have the “answers” of that search.

Why are keywords so important to your business?
It is not coincidence that they are keywords. These are the ones that, when they fit perfectly, open the doors to your content towards the world of the internet.

For your business, it means the difference between being found, read, shared and liked or simply not being entered because of ignorance or complete ignorance.

And that’s exactly why keywords are tools that help (and very much) content marketing .

When preparing your investment plan, one of the main objectives of your company is to increase leads, customers and, consequently, your sales.

On the Internet, your content will face greater competition than in your area of ​​action, however busy it may be. In the search mechanisms, the borders are smaller and the results in each investigation, millions and millions of possibilities are within reach of the public’s fingers.

That means that it is not enough to choose a handful of keywords and splash them in between publications.

The thought needs to be more strategic and careful about them so that your business stands out. Therefore, start by asking why the need to use the keywords.

The answer should come quickly and obviously in your mind: “because I need to help my audience to find me on the internet”.

Only the answer can not stop there.

You have a conversion funnel with defined stages , which means that there are different types of audiences with different types of questions.

Who started the purchase process, still wants to know about the basic items referring to the universe in which it is inserted to your product or service.

Who is in the middle of the funnel, is probably doing research among several brands to decide what are the benefits of one over the other.

And who is in the background, you are almost deciding the purchase and need the assurance that you are making the right decision when choosing your company to close the deal.

And each of those groups has a more specific group of keywords that they choose to type in the search mechanisms.

Therefore, your company needs to recognize them to make the best use of them when producing each material.

You know why?

For these will be the first contact between the brand and the public and will probably decide if that visitor will close the window and will continue in the search results or if it will continue on your site.

Each keyword must be considered as a question that needs to be clarified objectively, without half words.

And the role of the content of your company is to focus on offering them, so that they love your ability to answer the questions and, from them, go on to build a trust relationship with your company.

That is to say: unlocks the locks from the keywords, informs and transforms visitors into possible clients.

Negative keywords: what is that?
Negative keywords are those that inform Google – in an AdWords campaign or ad group – what are the search terms you do not want to attract to your business.

For example: sell sports goods produced only in Brazil.

Then, you can include among your negative keywords, the term “imported”, so that your ads are not displayed from searches that contain that word.

You will wonder what is the reason for this. Certainly, it helps you to invest with more quality, that is, you increase the opportunity of return.

How? From the moment you know that your target audience will not find what you want when entering your ad, you stop paying for clicks on your ad that will hardly result in the generation of a lead, or even in the closing of a sale.

That means, in practice, to bring more customers really interested in your product or service, instead of curious visitors who will click ( remember that the click on the ad generates a charge by Google ), spend a few seconds scanning the content of the page, do not find what you are looking for and return to the results page.

How to find the keywords?
Let’s be a little malicious: Google will not really import if you have some unnecessary paid clicks on your page. In the end, a good portion of their income comes from that.

Then, it is necessary to think about how you will use the tools that Google offers in your favor.

If you’ve already searched, you’ll know that AdWords has a real arsenal in its favor to get the most value out of each click. There are specific tools, Keyword Planner (we will talk about it later), which can be of great value when it comes to finding negative keywords.

To explain its operation, I will try to exemplify in a simple and direct way.

If you have a company that sells umbrellas, it will put that word on the Keyword Ideas tab and click on the search.

In the list of results you will see several search terms related to the word with some basic information. In that list, you will mark all the ideas that do not talk about your universe.

For example, it could be “umbrella designs”, “umbrellas, new spelling” and “personalized umbrellas”.

From the moment you recognize the search elements that clearly do not talk about your branch of action, ready! The answer was already given.

You can create your list of negative keywords including exactly those selected terms – in the example: “design”, “spelling” and “custom”.

Another way to make an optimal selection of negative keywords (and also to find other positive keywords for your repertoire!) Is to put yourself in the user’s place and use your list of keywords.

Returning to the example of the umbrella as your product.

Look for that term and other related ones, which would be used in the production of content on your page, such as “imported umbrellas” or “umbrellas”.

You will probably see, in the first pages, links for things that have nothing to do with that business, being able to be the name of a book, the lyrics of a song, etc.

In this way, you will get more and more to the end of the universe of words that should be in your content, helping your customers to reach you with greater ease and without wasting time entering links that have little or nothing to do with it. with what they want and need.

How to define which keywords should I use in my content?
Once you have a list of “seed” keywords, which we discussed in the previous point, it was time to include more data in your analysis.

To define the keywords that will bring the maximum results for your company, you should consider some other factors. Look below some of them:

One of the most important factors to choose the keywords for a blog, is the adaptation to the needs of the person .

I am certain that when you are going to produce content for the blog that you created, you have in mind that the material must answer the doubts and questions of who is reading the content, right?

In order for your content to be considered useful and valuable to whoever is searching for that specific keyword, you should always think of yourself.

How would your audience search the internet when they want to find your text in response? This is a good way to find efficient keywords.

Objective of the strategy
This is a very important information for the moment to discover the definition of the best keywords of your business. The objective that is defined for your strategy should be taken as a guide for all the attitudes that are taken to achieve it.

That is, if your company has the goal of increasing the number of sales of your products, for example, it is possible to direct the search for keywords for the terms that drive purchases.

You must invest, then, in terms that contain “buy”, “review”, “the advantages” of the product and others like it. Thus, it is possible to drive the public to purchase through the texts produced for the blog.

Competition research
This is another very interesting way to make the definition of the keywords that should be used for your business.

If you have large competitors that also invest in a content marketing strategy, it will certainly be interesting to analyze how they are dealing with issues related to products and services in front of the public.

Another interesting advice is to search for great players in the market, even if they are not direct competition. Probably, these companies will have interesting approaches on how to deal with the production of content, be it with an innovative language or producing complete pieces, which solve all the doubts of the public.

Competition research can be efficient both to discover what is not being done to attack it and as an opportunity, as well as a way to identify the strengths of the competition, gathering efforts to overcome those points.

In case you have a tool like SEMrush that allows that analysis in a much clearer and simple way, an optimal way to identify what your competition is doing is monitoring the organic results in the search engine, as well as being attentive to their social networks and newsletter.

Use practical tools
There are dozens of tools addressed to the goal of finding relevant keywords, but the main ones you will find in day to day are:

Google Ketword Planner – Google’s “keyword planner” is ideal for creating optimized campaigns in Google AdWords. This tool is ideal to diagnose your strategy, identify what is working or not, to correct or maintain. The data can be exported in spreadsheets, which facilitates the analysis.
SEMrush – this tool does not give you precise data on navigation, traffic and keywords of the blog, but it offers a report of the trends and, consequently, gives you advice on which paths you can bet on for the success of your content. It is worth analyzing your own site, as well as the pages of your competition and who you consider reference in quality and results. The free version gives an overview, but the paid version is ideal for a complete planning.
Keywordtool.io – Analyze the autocomplete resource of Google and with that it gives you more ideas, offering different options of variations of keyword, especially the keywords of the type “long tails”.
Learn about the long tails here:

Other worthwhile tools are: Wordtracker , Keyword Dicovery , Majestic , Keyword Spy .
Google Trends – an optimal free tool. Trends is an English word that could be translated as fashion or “of the moment”. Google Trends helps you discover, from a term, what related searches users are doing.
Learn more about Google Trends by entering this article: Get on the wave of trends with Google Trends .

UberSuggest – Another free way to get keyword suggestions. Simply insert the desired term in the search area, select the language and the area (web, images, news, shopping, video, etc). You can click on the term suggestions and get other related words.
Your “seed” keywords will be useful, but they will not always be the best options to work with.

Remember that the most generic keywords – usually one or two words – are very disputed and, hardly, you will be able to position well for them in the short term.

But, if you still have doubts about the matter, we will understand what are the main types of keyword.

Head tail Keyword
We’ve already defined the keywords “seed” before, right? The head tail keywords represent exactly this concept.

Normally, these terms are what define the corebusiness of your company. It is through these terms that both you and your audience must be able to summarize your company and the services provided.

For the most part, head tail keywords have one or two keywords and present a whole business segment, which can be dismembered in innumerable contents.

Because they are very generic, these terms have very large search volumes. At first, it may seem that they should be the most worked on the blog to get that high volume of people too, right?


Imagine how much the people and companies that, like you, want to position for these keywords that have high volume. That’s why, next to the volume, they have a lot of competition around those keywords.

To achieve a good position for them, an intense and strategic marketing work is necessary , with other techniques besides searching for keywords.

Long tail keywords
Long tail or long tail, is a term created by Chris Anderson that refers to the number of searches / purchases per million specific items that can exceed the number of searches made by generic and famous items.

We are going to analyze these two types of keyword comparatively. Some good examples of seed keywords, also called “head” would be: Content, blog, marketing.

On the other hand, good examples of long tail words would be. “Content for blog”, “corporate blog” or “content marketing”.

Put yourself in the place of your audience
As we said earlier, it is important to think about people to define the relevant keywords for the business. If you have not done the job of identifying yourself, discover how it is done here .

It is important to identify what the most searched terms would be for your audience from the moment they start looking for information about the subject.

Think about how your audience, not as the knower and specialist that you are about your product or service. Reflect: How would you look for the product or service on the internet?

There are several possible variations of search for a particular subject and that search in relation to the public is efficient just to bring the results that would most coincide with the position of this audience.

A good advice to identify those opportunities is to try to talk with some people who fit in your audience, whether clients or potential customers and ask these questions to discover.

Consider the stage of the sales funnel
Keep in mind that your reader will look for different ways too, depending on the stage they are in the funnel. In a practical way, it is necessary to remember that: if you are looking for alternatives to solve a problem, you should focus on the problem, even as a keyword.

The good practices of contents for this stage are those of definition of concepts and advice to carry out some action, for example.

However, if you are beginning to consider that your solution is interesting, you should talk to him about the reasons why he chooses what is yours.

A good list of reasons to choose a plausible solution to a problem, or even the advantages of such a solution for whoever purchases it.

If you are evaluating and intend to act, talk about your differentials. The texts of success stories of your clients or of comparisons between market solutions, for example, are the most suitable for this stage of the funnel.

Keywords and SEO
The use of the keywords is something recurrent, and highly efficient, when we talk about optimization so that your site is well positioned in the searches. As a term for SEO (Search Engine Optimization), keywords must be used strategically, thought out and defined within an effective planning of your marketing strategies.

Meta descriptions
When we talk about site optimization, we need to remember and give due importance to the goal descriptions . You know that they are?

Well, the meta description is just the description that appears on Google (do you know that summary that appears below the title that is in blue? It’s exactly that!)

This should be done directly, but still be stimulating for the people who visit the pages. Including the keyword of the content in the meta description is essential!

In addition to always thinking about user experience and creating urls that are friendly, another important point for optimizing content is the page’s own address.

Try to create an address that is simple and self-explanatory. The best way to use the url is to include the keyword in that area.

SEO Title
It is not only the title of your blog that must have the keyword previously defined.

Unlike the title of the page, the SEO title is the one that will be displayed when your content appears in the search results in the engines . At this point, it is also essential that the keyword is present.

Learn more about how to create SEO titles .

Title tag
Keywords also need to be used in the internal titles of your articles. Depending on the format of your blog, possibly the title tag will be the same as the H1.

Regardless of whether or not it is the H1 of your blog, follow the rule that says the keyword must always be present. Unlike the SEO title that has the objective of making someone leave the search page to enter your content, the Title tag is the title that has the objective of ensuring that a reader remains on your page and continues reading your Article.

In this case, the use can be anywhere, as long as it is present.

Remember that keywords and content are the perfect pair for good results
Focus on keywords to optimize the content of your blog, but the priority should be to solve the problem and meet the expectations of your people.

Use the keywords in your blog posts, in your titles, throughout the articles and, whenever possible, in intertitles, as well as in the description of the images. Do not forget to maintain the naturalness throughout the text. It is useless to write a text focused on the word keyword for repetition. Readers do not like that and will stop reading your content.

If you write for Google and not for people, you probably will not have the best results.

The production of relevant content is made based on people, their ailments and problems; not thinking about search engine robots. Remember that if you make content that adds value, answers questions and solves problems, you will automatically be well in the reader’s priorities and, believe it, Google also considers all that when ordering search results.

Evaluate strategically, the use of keywords
The search engines are evolving at an incredible speed. Every six months, more or less, we are witnessing changes in the algorithm, mainly from Google, which are always changing the way marketing professionals create and develop our content and sites.

After the update that occurred in 2016 as it strengthened the semantic analysis of searches and the addition of RankBarin. The first innovation guaranteed that the search engine managed to interpret the user’s intention, through the term used. As RankBrain, is an artificial intelligence that happened to be part of Google’s algorithm and that is what is completely changing the way how searches and results are being displayed.

Keywords for paid ads
As well as the search of keywords for the organic marketing strategy, it is very important to take into account all the factors listed above for the election of the most important terms for the paid advertisements.

Another factor that begins to have some importance when it comes to paid ads, is the value of each keyword. This price varies according to the search volume of such term, in addition to the interest of people and companies in advertising using that specific keyword.

When you set up your Google AdWords account, you can choose which type of campaign payment will be made: campaign payment per click (CPC, or cost per click), impression (CPM, or cost per thousand impressions) or conversation (CPA) , or cost per acquisition).

The value presented for each keyword represents the maximum price that can be paid for that ad. If the ad was clicked so many times, making the total value reach the stipulated budget for the day, the ad will not be shown until the next day, when the budget is restored.

But how does that influence the choice of keywords?

For an initial payment ad strategy, it is important to look for terms that have low competition and low estimated values ​​so that the ad can be displayed several times to the people who made the corresponding searches, regardless of the stipulated budget.

On the other hand, if we were dealing with a deeper strategy of Google AdWords, it is important to make ad groups with different variations of different keywords, so that it covers the searches of the person, and can use a larger budget to be successful.

Keywords in social networks
In addition to being good ways to disseminate published content, social networks play a very important role when defining keywords.

A good advice is to find your audience in the most important social networks for your business and find ways in which he communicates to clarify your doubts about the issues.

In addition to defining important questions about the language that should be chosen, it is possible to find possible doubts that they have regarding your business, which may end up becoming prorogation opportunities for your blog.

But, there is a concetp that is becoming increasingly popular on the Internet, mainly in social networks, which is the use of hashtags.

Once the content published on social networks, such as annexes, images and legends, is not indexed by Google robots, the only way to do this indexing, is through the hashtags. These are considered hyperlinks that gather all the publications with such a hashtag in a single search.

Besides that, hashtags are widely used by young people and those considered “heavy users” of social networks. That is why, when using hashtags that are relevant to your business, it is possible to index the content, at the same time that it approaches the public and creates a certain type of closer relationship.

But, it is important to be careful with some actions when the issue is the use of hashtags.

It is important you know that they must match the content that is being published. If you simply use hashtags that have a large volume of searches on social networks, without these being related to your publication, the public can interpret that you are just looking for more visualizations for your publications, without worrying about the concerns and doubts of the person . That may end up moving away from your audience.

In addition, it is important to choose words and expressions that are valuable to those who seek such content. Create and strengthen institutional hashtags, which speak about the customs and values ​​of the company.

In this way, it is possible that you create a community around the use of the hashtag, encouraging the use of this by the public and creating a relationship with the people who decided to embrace your cause.

And then, now that you’ve learned a little more about the definition and use of the words calve, are you ready to use these techniques in your online marketing strategy?

Tell us your experiences on that matter and, if you still have any questions, we will be happy to solve it!

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