It is also necessary to understand the technical meaning of what a keyword is. Searches on tools such as Google, Yahoo and Bing are carried out using these words. They are, therefore, the terms that Internet users use to carry out a search. And more than that, to find an answer that solves their problems.
It is by this definition that we often say that your company needs to be the answer that search engines find in a keyword search.
Why have a keyword strategy?
First of all, if you already understand the concept, you need to develop a coherent keyword strategy. It is not enough to have a few keywords from your area of activity in the text of your website.
To give you an idea of the importance of keywords, there are more than 40,000 searches per second on Google , on average. There are more than 1.5 billion websites on the web and more than 4 billion users. A number, in fact, that increases every second.
Imagine if you have a website that has been static for at least a year. It is therefore completely outdated. This happens because the same person does not always search for a given topic using the same keyword.
We also tend to imagine how people perform these searches, but each mind works differently. That is, each person searches differently.
Even if your keywords are still aligned with searches in your market, you could be wasting new visitors who are already searching for your services or products. Therefore, you need to have a consistent, daily keyword strategy.
In the post Search Engine Optimization Tips we talked about improvements and techniques for search tools and how they work. This will help you understand the technical part behind these devices.
Know your business well on the web
Even though you are a great expert in your field, it is essential that you know your business in the digital universe. Understanding how people conduct research and what stage of purchase they are in will help you achieve great results. Another very important concept for putting together a keyword strategy is sales funnel .
But how do you make all this work? In digital marketing, there are several tools that benin businesses director will help you put together these strategies . In addition to using them, you can also take a look at your competitors' websites and run tests by searching on Google, Yahoo and Bing.
It is also important to consider some variables that directly impact the research, in addition to the purchasing stage of your client in the sales funnel. These are: search volume, competition, opportunity and position.
Working with variables
Search volume is a basic variable, but it has some drawbacks. First, use the tools to find out how much volume each keyword can bring you.
You may be in an industry where a certain keyword has a very high volume, but is very competitive. And the opposite can also be true. And that's where the problems lie, as many people only focus on high-volume keywords.
But you can choose to work with keywords with a lower search volume and low competition. This will give you more immediate results, for example.
Remember also that each keyword corresponds to a stage of the funnel for your potential customer. This should be very clear in your strategies. There are segments with keywords with a very high search volume and little competition. These words can be used both in paid media , as well as organically.
Please note that the search volume variable is directly linked to the second variable: competition. As we have already said, you must consider whether the keyword is very competitive or not. This will depend on your company's positioning in the market and also on other strategic issues.
The third variable is opportunity. Some keywords bring with them other elements in the search results, such as videos, maps, business locations, etc. This can cause the user's attention to be scattered across the first page of results. The opportunity here is to find words that don't have as many elements in the search results, which will help you stand out in the SERPs.
The last variable is position. Using tools like SEMRush and RD Station , for example, you can evaluate your position in relation to a certain keyword. This way, you can draw up a specific keyword strategy for each word you are using, and stand out in one or another that is strategic for your company.
Always offer new content
Within a good keyword strategy you should always think about content generation. We always said here Why content production is so important . This is completely related to keyword work.
Content production for the web must be constant, always thinking about the benefit you will be transmitting to your audience. Always be aligned with your persona . It is also a basic and essential element for your strategy to be successful.
And always remember to evaluate your actions to evolve your strategies and always have your strategies recorded and documented.
Do you want to know more about inbound marketing and digital marketing? Subscribe to our channel "Content is gold" . And take the opportunity to watch our video on keywords:
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