Tracing a keyword strategy is essential to attract organic traffic, the one generated by search engines when users enter their queries.
To determine the keywords that we will use in the SEO strategy we must do a keyword search or keyword research; a tool that can be used to implement a content strategy within a blog, to decide how to articulate the information and sections of the web page or to improve SEO on-page, including keywords in titles, meta tags, descriptions or even the domain.
By defining the keywords to use, we will avoid investing time and effort developing content that no one is looking for (or that our potential client is not looking for).
In addition, the autocomplete function of the search engine will also offer us clues of what is being searched for on the internet. For example, if we enter ‘buy sneakers’ in the Google bar, it will offer us several search possibilities, such as ‘buy Nike shoes’, ‘buy running shoes’, ‘buy cheap shoes’ or ‘buy sports shoes’. This Google function allows us to know what users are looking for on the internet (to offer content that responds to them) but it does not offer a key metric that other tools do offer: the difficulty of positioning that keyword.
The difficulty to position a keyword is one of the main things to consider, beyond the volume of searches. No matter how much effort is invested, it is very difficult that, when a user searches for a generic word, such as ‘sneakers’, they end up on the website of a small company, because the competition is very high. However, if we bet on long-tail keywords (also known as long-tail keywords), such as ‘buy Nike shoes in Seville’, the possibilities increase. Also, by including an action verb (such as ‘buy’), we will be capturing people ready to consume.
Keyword Planner: Why Choose Long?
Long-tail keywords account for 70% of internet search traffic, expected to increase, because user searches increasingly tend to a more natural language, with longer and more structured phrases. For example, someone who wants to lose weight may enter a specific phrase in the search engine, such as ‘how to lose weight fast’ or ‘how to lose weight in a healthy way’, instead of just entering the term ‘lose weight’. Long-tail keywords convert more because they are more specific.
How to choose the keywords for your business?
Keywords must not only attract visitors, but they must be from your potential customers. Therefore, they must define your website and your business model, but also attend to the questions or issues that your potential consumers ask (and that, as a provider, you can respond).
For example, if you are a hotelier in New York, you should work on content with keywords such as ‘hotels in New York’, ‘family hotels in New York’, etc., but you must also go ahead to reach that user who has not yet made a decision about destination. In this way, you could create a content with the keyword ‘beach destinations in USA’.
On the other hand, it is also a good idea to analyze your competition to find out what keywords they use.