Keywords: from concept to research, everything you need to know

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Keywords: from concept to research, everything you need to know

When we refer to keywords (keywords in English), it is inevitable to think of Google. In fact, the term began to be widely disseminated by the same tool until it became an important variable in internet searches.Today, keywords have come to mean much more than just a way to find a website on the internet. They represent the way of thinking of the market. Here I explain why:
The importance of the keyword
Every day thousands of companies are born in the world. In addition to the intention of making money, companies are created with one purpose: to solve a problem.
.The type of communication that a brand should have, the layout of a product, the focus of a Content mobile number list strategy and much more can be defined by the influence of a keyword research, and it is for this reason that it is important. be vigilant in this strategic planning stage. We said earlier that the main element that separates your audience from finding your business is the keyword. Having this clear, to do an excellent study of the keyword, it is necessary to have a deep knowledge of your target audience.
Since the same problem can be represented by different keywords, what will determine the type of study is precisely the person behind the word. For clarity, look at the following example: Suppose you have a store that sells cakes / cakes online in Colombia. How would you do your Marketing strategy? Which of the two keyword options would you use?
To solve this problem, having knowledge of your target audience is a determining factor. The answer in this example is simpler than in other casesFirst, we need to analyze a comparison of the search volumes of the terms (using Google TrendsOnce the lists corresponding to each sub-niche are finished, you should use free tools, specially made to generate more ideas of keywords based on the ones you have already chosen.
It is important that you make a little effort to think of the best and original keywords, because it is from tthat the tools will generate new ideas.

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” Next, you will find a keyword panel with two options under the heading: “Ad group ideas” and ” gulf email list Keyword ideas”. Select “Keyword Ideas” and review all the suggestions that the tool offers.By studying the generated table, you will find more keywords that people normally search in Google, and that are related to the ones you inserted at the beginning (as a result, your niche)
In addition to getting new keyword ideas, the tool will also give an idea of ​​the search volume for each of them. This is a determining factor in choosing the best words for your campaign.
New keyword ideas with Ubersuggest
Has it happened to you that you are going to search for a phrase on Google and it is so common that the search engine completes the phrase before you finish? The Ubersuggest tool works under the same logic: you write the keyword in a more general and broad way, and it picks up complements for that word from A to Z.Using it is really easy, you don’t even need to do a tutorial. You only need to enter it, change the language to Spanish, enter the keyword that will generate the ideas and then click on “suggest”.
Take a look at the list. Search for keywords that make sense to you, always keeping your target audience in mind. Also pay attention to the words that can generate the most ideas.
There are many other tools on the market that are capable of generating insights similar to the ones you create here. However, not all of them are free or as effective as the ones I mentioned. With these two tools and a lot of dedication, you will be able to generate robust lists to work on them.
I already made my keyword list. Now?
With just the keyword list, from a business point of view, you have already made a powerful contribution to all business strategies. However, from an SEO point of view, the keyword list is not of significant value.
Imagine that there is a list with 100 keywords to take into consideration in your SEO strategies. Where to start? Which ones should I focus on? All at the same time?

Keyword search volume
To make the weight of this aspect very clear, I am going to give an example that will be very useful for explaining this and the next ones: Imagine that you have a store that has very good prices and high quality products. This is an excellent store. However, your store is on a street where there is very little movement. You could have the most striking sign of all, which will still be difficult to attract customers.
In the example I mentioned above, the street would be the Google results page, the store would be your website and your sign the snippet (the result that appears on a search page that consists of the title, description and URL of the website ).
A street in a neighborhood with little movement would be equivalent to a keyword with little search volume. For this reason, it is interesting that we are always where there is more user movement.
Learning: Prioritize keywords that have high search volume.
Keyword positioning difficulty
You discovered an ideal street to place your store! It is a very busy street, with a lot of visibility, which helps to attract a good number of people. However, later you realize that for the same reason, the price to place your store in that region is quite highWith SEO it would be practically the same. The difference is that the currency of SEO is time / effort.Learning : Before choosing a keyword and prioritizing it, you need to analyze how difficult it will be to rank. Sometimes all the effort and time that will be necessary will not be paid with the traffic that you are going to obtaHow to evaluate the difficulty of positioning of the keyword
There are some tools that could do that analysis:
If you do not have access to any of these tools, you could evaluate the individual indicators of each website positioned on the results page, related to your keyword.
The analysis will become more subjective, but it can be enough to obtain the necessary knowledge in your strategy.Learning: Keywords with low positioning difficulty are always excellent tags. These will give you faster results with less effort.

Intent to buy keywords
For a good price you could locate your store on a busy street in the center of your city. Many people come by and see your store every day. However, later you realize that most of the stores on this street are specifically for the sale of household appliances, a niche that your store also works with, but not specifically. Some consumers who walk down the street may even think that your store is interesting, but most are looking for a more specialized service.Positioning for a keyword that has many searches and little difficulty in positioning is not always the best option. If the keyword doesn’t represent what your store sells well, it may not be a good deal to invest in it.
In reality, SEO takes care of attracting a lot of traffic organically. If using it you were not able to generate customers, it does not make much sense to invest in it.

Be very clear about all the stages of the purchase process of your target audience. Many times, a keyword may not seem advantageous from a sales point of view, but you still have to do the analysis to understand if really that superficial interest of the visitor in your subject, will not evolve in the future for a greater interest and will become a saleLong tail keyword
The long tail keywords (or long tail) are basically possible variations that may exist for the same word. Usually composed of more than one, they show a greater purchase intention than the other keywords. To make it clearer, look at this example:
User A – Entered Google and searched for “tennis” in the tool.
User B – Entered Google and searched for “water resistant nike jogging shoes”First question: Which keyword is likely to contain the highest search volume? Probably the keyword “tennis”, being much more general, should have more searches than the word “waterproof nike jogging shoes”.But now, let’s go to the second question: which user probably has a greater intention to buy a pair of tennis shoes? User B most likely has more purchase intentions, since he has a much more specific need and knows exactly what he wants.The relationship between long tail and short tail * (* short tail would be the shortest and most invariable version of the keyword) is precisely linked to the purchase intention. For this reason, it is important that you have this knowledge when evaluating the purchase intention behind the words.
Learning: Even if a keyword has low search volume, there is a chance that it will generate more sales than a keyword with high search volume. Always analyze this point.
Current position for the keyword
To explain this aspect, instead of using the example I used previously, we are going to use research done by Advanced Web Ranking.
According to research, the click-through rate per SERP (Search Engine Results Page) works as follows:

A URL that is in 12th place can easily enter the first page and be within the first 6 positions, with content optimizations and link building, for exampleLearning: Before creating a new page to rank for a specific keyword, check that your website doesn’t have any “pre-ranked” pages for that word. To position a URL that is on the second page of results on the first page, it may not take as much effort as to create a web page from scratch.What to do with each keyword
The Mindmap below shows the main actions we can perform with a keyword:
Mindmap: Keywords Basically, there are 4 actions: create content, optimize (SEO), buy in Google AdWords and leave as is.When to create content for a keyword
Your company must create content for a keyword when it appears beyond the 100th position in Google, that is, it does not appear even in the first 10 pages of search results.
his is probably because we have no content on the subject actually using those terms.
In a situation like that, in which the company already has some authority in Google, when creating content about the word that appears in a bad location, the page must, at least, appear among the first 100 results. However, the position will depend on the difficulty and competence of each word.
There is another case in which it is worth creating new content: when the page that is in the top 100 positions does not reflect the issue well or is already optimized for another more important term.
When to optimize content for a keyword
There are two cases in which a certain keyword can be optimized, both when the term already appears in the top 100 positions.

In the first case, if the term is on a page and it has a bad On-page SEO score for that word, the first thing to do is optimize it for keywords . As an example, we are going to show the term “social media monitoring”There are several actions to improve On-page SEO: using the word in the Page Title, repeating it a few times throughout the page, among others. In the example below, we use RD Station to assess the current status of a page’s optimization for the term “social media monitoring”Another case in which SEO must be optimized for a word is when it appears in the top 100, but is still in a bad position, and its On-page SEO score is good, as is the case with the term “web analytics”:In that case, what we must do is draw a link building strategy, to get links from other sites and add authority before Google.One of the most effective ways to achieve this goal is by Guest Posts and inserting in that material, which will be sent for publication on another site, a link to the page that needs to be ranked.
When to buy a word in Google Ads
There are many cases in which you can buy a word in AdWords. From to generate more traffic, more conversions, to publicize an offer, be it direct or indirect.
One of the options that arises as an opportunity when analyzing a keyword panel is to buy the word when there is a combination of bad position and low price. This option still coincides with what we said about the SEO optimization of a certain page: by buying the term in Google and directing the ad towards a Landing Page, your company can measure the conversion rate of that word and decide if it is worth the effort to appear on the first page of Google.
It is also worth evaluating terms that are important and have a good conversion rate, which can be quite useful to gain volume, even if the company is already well positioned. To know if this optimization is worth the effort, analyze the cost per lead before making the decision.


When to leave a word as is
When your word has reached the first position, you will no longer need to worry about executing any type of action, except doing the monitoring to make sure that it continues to be at the top of the results.Another situation in which nothing needs to be done is when there is a combination of high price, bad location and high competition. An example is the term “email marketing toolThe price of the click for that expression is so high (R $ 9.00 – 9 reais) that it is impossible to buy that term in AdWords. The competition for her is also high, that is, there are many people advertising and probably also disputing the organic position on the first pageIn that case, it would be better to dedicate resources to other words that will bring many times better results or, still, to focus on long-tail expressions, that is, much more specific terms and with less search volume. For the previous case, an example would be: “how to mount an html template in an email marketing tool”.Finally, it is not worth optimizing the site for terms that are very generic, such as “Marketing”That term is too generic and will surely attract many disqualified visitors that do not cover the audience we want to attract, such as Business Administration students doing a job on Philip Kotler.Finally, what to do in those cases in which it is not interesting to perform an action for a word? The answer is simple: look for long-tail terms, like the one mentioned above, and look for synonyms, to find out if your company’s site already has a good ranking or if any action is needed.The keyword is the bridge between you and your audience. Use all available resources to ensure maximum efficiency of this bridge. Although the last lessons of this article had a very SEO-focused approach, with little effort it is possible to turn the instructions given into a business vision.If you have any questions about keywords, leave us your comment. On the other hand, if you are ready to take your Digital Marketing strategy to the next level, schedule a consultation with our team to understand how, with the RD Station Marketing Pro Plan, you can generate more traffic, leads, create automations, new sales and relationships for your company.

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