What are keywords?
Keywords are terms that users use in search engines to solve a need. These can be a single word (“SEO”) or be made up of several, such as “cheap zalo phone number data dentist in Barcelona” . On a website, keywords are a fundamental part of the SEO positioning strategy . They are mainly used to tell Google that the content of each page is focused on that term.
Let’s take an example. If you have a website for renting apartments, you probably have different pages with apartments in different locations. Well, each page will have a main keyword defined, for example “apartment in Lloret” , and other secondary keywords will appear in the content, such as “rent apartment in Lloret” or “apartments Lloret de Mar” .
keywords
What are keywords for?
We could summarise that they serve to refine searches and show your target exactly what they are looking for . In this way, if you have chosen your keywords well, your content will be shown to the user who searched for that term or a similar one. They are called that precisely for that reason, because they are key to being found , attracting qualified traffic and conversions.
Selecting the best keywords for your business will help you reach your target audience. To do this, you must integrate them into your content and into strategic places such as: titles, URLs, h1, metadescription, alt tags, anchor text, etc. Never forget naturalness , since something forced or repetitive will not please either the user or Google.
Within the process of web design and SEO optimization, you should always focus on answering the questions or needs of your target audience. This way, they will be satisfied with the result and you will transform visitors into potential customers. And in turn, Google will consider your website relevant and will reward you by positioning it better.
seo positioning
Keyword research
But as you can imagine, it's not a matter of just adding a thousand words without rhyme or reason, but rather you have to search and choose them strategically. What's more, the process of searching for keywords is fundamental within on-page SEO. And its objective is to identify all those words relevant to your business and target , in order to position the pages of your website in search engines.
The idea is that the words you use match what your audience is looking for, hence the origin of the research. It is not an easy task, which is why it is advisable to put yourself in the hands of an SEO specialist . He or she must carry out a keyword study and choose the most appropriate ones to create the information architecture of your website.
It is important to bear in mind that users may be in different phases when searching. Why? Because the same words will not work to attract a user who is deciding which company to hire as for another who only wants information about a product. In other words, the search intention will determine the type of content and its respective keywords to generate.
attract customers
Keyword research tools
To find keywords and implement them in the SEO strategy there are different tools (and some free), among which we highlight:
1. Google Ads Keyword Planner.
This tool shows you the average number of monthly searches for a given keyword on Google. It also shows search trends over three months and the level of competitiveness, among other information. In addition, if you have a campaign on Google Ads, the system itself will suggest new ideas to get the most out of it. It is very useful for finding keywords and choosing the ones that can generate the most quality visits.
2. Ubersuggest.
This is another free keyword search engine, but it focuses on finding long-tail words from a keyword. These types of words are those formed by several very specific search terms, for example “mountain running shoes”. Unlike Google’s tool, it does not show the number of searches but the volume of visits on desktop and mobile during the last few months.
3. Answer the public.
This is another free search engine that allows you to explore new keywords, by country and language. You must enter the keyword and it will show you related searches, organized by questions such as “when”, “how”, “which”, “why”, “for”, etc. It also shows the approximate cost per click and the search volume.
However, there are other tools, some of which are paid, such as SEMrush, Ahrefs, Moz or Sistrix.