Keywords: what is the definition and why are they so important?

As key words are present in the daily lives of everyone who searches on search engines, such as Google. They are those terms that have one or a few words that summarize the theme of the page.

However, we need to remember that keywords are even more important nowadays, as they are what help guide a user to certain content.

In this way, they also make a lot of difference when it comes to the SEO of a website. But why that? We explain it to you!

What are keywords?

We can say that keywords serve as a tool for research. They are what, and how, someone writes their question or problem in a search engine.

We define them as something close to a search engine, and should be used as a way to direct the creation of websites. Therefore, through them, you will be telling a search engine: “Hey, this page of mine is talking about a certain subject!”

In other words, they are the ones that will guide a user to a certain page or website. Thus presenting a possible solution to this problem. And don't forget, what's right is keywords, not keywords.

The market today depends on them. Because, based on keywords, companies can chart a path to attract potential customers.

Now, let's understand its importance.

How important are keywords?

Here, let's use Google as an example. Well, it is the most used search engine. Keywords will guide a user to your page, so if they are misused, your website will not be found. Therefore, you must put together plans to use them optimally.

Relevance is very important to Google. Because, through SEO reports, he will know in which position his content should be placed. But, be careful and always keep in mind that the use of keywords must be related to your business, not just SEO.

People search for something all the time, and each search is leading to some website using keywords. Therefore, they are also involved in generating leads for your website.

Therefore, from the moment your content goes live, it will be competing with hundreds, or thousands, of other websites. Your objective should be to achieve the best ranking, and this is only possible with good use of keywords.

Within this, there are still negative keywords. Do you know what they are?

Negative keywords

Negative keywords exist, but don't worry, that doesn't mean they can't help your website too.

They are the ones that show search engines what should not be related to your page. That is, terms that are not linked to your content. This way, if you know what your audience doesn't want to find, you can invest time and money in the right spots.

Understanding how they work will help a lot in the process of creating content and marketing your business. After all, this will make your website attract potential customers, and not just users who just come in for a few moments and leave.

Therefore, knowing both positive and negative keywords will only bring advantages to your company.

How to choose which keywords to use?

Deciding on the ideal keywords is very important because, remember, they are what guide a user to your website. To be effective, they need to relate to the theme or content of the page. Therefore, knowing which ones to choose will bring advantages to your business.

Therefore, we need to talk about some relevant points at this decision stage. Let's go?

Persona

Understand your persona, or ideal customer, is essential. Knowing what she is looking for and what problems she has will help you define keywords. The terms chosen need to be involved with the daily lives of your audience.

It is through them that you will be found, so think about what this user might be looking for, and in what way too. If your team knows your business persona well, the chance of creating good planning is greater.

search volume

There are themes that are more popular than others, and this may occur according to current trends. This way, within your market, there will also be subjects that are most sought after.

Therefore, your team can make use of tools that show the search volume of keywords. For example, the Google Keyword Planner and the SEMrush.

So, do some research to understand how popular a given topic is.

Ranking difficulty

Another important point within the SEO of your website is the ranking difficulty of a keyword. Therefore, this point is related to search volume as well. Well, a very searched term is also very competitive.

Think about your theme, and from there, choose a balance between the search volume and ranking difficulty. Remembering that, if a keyword is easy to rank for, but there is no search, see if it is worth using it.

Buy intention

There's no point in chasing all this, and in the end not getting conversions, right? Therefore, you must invest in keywords that bring this return.

Using terms that attract a lot of traffic but don't convert is not good, as they won't be able to nurture your business. Therefore, using words that, even though they bring few visits, have a high conversion, will be much more efficient.

Head Tail and Long Tail

We can divide keywords into two categories, Head Tail or Short Tail, and Long Tail or Long Tail. Let's understand what the difference is between them.

• Head Tail: This keyword is intended to generally summarize an entire topic or content. However, because they are more common, the search volume for them is higher, which can make ranking difficult. For example, the keyword “TV” will cover all content related to TV.
• Long Tail: Almost the opposite of Head Tail, this term generally has more words. And its objective is to let the user be more specific in their search, to find a particular subject. For example, the keywords “32 inch plasma TV” when someone is searching for something exact.

Understanding how each of them works can bring advantages to your business compared to the competition. With them, your team will know how to get a better ranking for your page.

It's important to remember:

You need to pay attention to the relevance of certain keywords to your content, after all, there is no point in choosing a good word that is not related to your content.

Study which type of word to use, Head Tail or Long Tail, according to the material, always thinking about its ranking. Keep in mind that terms that are too specific can be harder to bring in traffic.

Keep an eye on trends, and stay up to date on current topics, so you don't end up using a weak keyword in a given period.

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