Why is keyword research so important to your online business?

Keywords are the main way for users to find your webpage or blog, they define the topic or ideas of the content. These terms will be the ones the user enters into the search engine.

With this definition, we can already understand the importance of using the right keywords. Most website visits can be traced to keywords because it’s rare for someone to type in an exact URL.

Keyword research should be one of your first steps when developing your digital marketing strategy, as the results will help you optimize content. You can use your chosen keywords in your website, landing pages, ads, social media, blogs and more!
Here we will tell you more about them and how to select the right keywords for your business.

What are the keywords?

Let’s start with the basics: keywords refer to the terms that users type into search engines to find content. Keywords can be made up of a single word or a set, i.e. phrase, known as a long-tail keyword.

Keywords help users find the most relevant results for their query and allow them to rank content to help them get the best information. Therefore, anything queried on a search engine (usually Google) is considered a keyword, whether it’s a single term or a phrase.

In SEO, keywords are also the search terms that the web page owner uses to optimize it so that it ranks higher in the search engine results page (SERP). Generally, when we talk about search engine, we refer to Google because it is the most used in the world.

Why is keyword research important for your online business?

Keywords are essential in SEO positioning because Google needs to know the content to rank it.

The keywords you choose to include in your SEO content will influence the traffic you receive since these keywords refer to your content and audience. Moreover, using the vouchers will allow you to position your content in the top search positions, which will lead to increased visits to the website.

SEO isn’t the only reason why keywords are essential; knowing what users are looking for is even more critical. Because of this, you need to get inside your users’ heads and use the words they would use when searching for something.

Simply put, keywords should reflect what the audience is looking for.

To do this, you should use them in at least the following areas, so that search engines know what your content is about:

  • In the title and some subtitles.
  • In the meta description.
  • In the text, especially in the first paragraph.
  • In alt text or alt text of images.

Types of SEO keywords

There are different keywords, and we explain them here:

1. Browsing

When the user searches for the particular site or page to access the official site. Instead of entering the full URL, the user enters the brand name.

2. Informative

The user searches for information on a subject; that is, they are looking for an answer to a question or general information.

3. Commercial or transactional

The user’s research intent is to purchase or acquire a product or service.

1. Short tail

Formed from a single word, usually with a large search volume, there are usually very generic terms, such as “marketing” or “sneaker”.

2. Medium Tail

Composed of 2-3 words, these are more specific searches and are the most common in SEO strategy. For example, “Inbound marketing” or “women’s sneakers”

3. Long Tail

These keywords are very specific, usually made up of more than three words, and have a lower search volume. Well thought out, they work great for SEO; an example would be: “how to apply inbound marketing in my business” or “women’s mountain sports shoes”

Choose the right keywords

How do you know which keywords to choose?

Knowing that keywords are the method by which people typically search the Internet, we have enough reason to prioritize them, spend time studying them, and always use them in your digital content strategy.

Using keywords correctly translates to more visits to your page, which means more conversions for you. This is why it is essential to define what type of keywords you are going to work with before you start creating content.

To do this, it is advisable to always have your Buyer Persona at hand and to work on this basis. Choosing the best keywords is always a challenge, but everything you work on should always have one goal in mind: to attract customers.

That’s why, for best results, you need to select topics that will help your target audience find your website. To achieve this, it is essential to use various tools available in the market to help you achieve your goals.

How to do keyword research for your website

Don’t worry, it’s not as hard as it looks. Many tools can help you in your task and are very useful in finding the keywords that best suit your needs.

Google Keyword Planner

Photo credits: Google

Google Keyword Planner is one of the most powerful tools. It allows us to see the monthly search volume, the level of competition for a list of words and ideas based on a topic or webpage. To use it, you only need a Google Ads account.

google trends

Photo credits: Google

Another Google tool, Google Trends is extremely useful, although less intuitive than Keyword Planner. It allows us to explore and analyze the most popular topics on Google by comparing searches and keywords. In addition, it gives us a series of graphs and data that can be of great help when it comes to understanding the evolution of a keyword over time. In this article, we explain in detail everything you need to know about this tool.


Photo credits: SEMrush

The main function of SEMRush allows us to analyze how the competition is behaving in both SEO and SEM. That is, what keyword they use, the level of traffic they get, if they use Adwords, etc.

When researching keywords for your website, knowing what the competition is doing and how is essential, these are just a few of the tools most used by SEO professionals, but there are many more that you can use to search for keywords that you can also use.

The best approach is usually to choose keywords with a medium search level, meaning neither words that everyone is looking for nor words that no one is interested in and have a low level of competition.

SEO strategy should be part of building your brand

There’s nothing worse than having a website with a great product you want to market, but no one ever finds it when searching online. Integrating your SEO strategy into your website should always be part of building your brand.

Google is increasingly prioritizing quality content that contributes and helps people in everything from information to usability with accessibility concepts (such as screen readers, visual difficulty and even hearing).

Are you using keywords correctly? If you want to create a top-notch SEO strategy for your business, we can help. Let’s talk!

About Ricardo Schulte

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