If you made it this far in this article, I’m sure you want to understand what those keywords are, right?
When we begin to study what SEO (search engine optimization) is, one of the most talked about points is about keywords, their choice and the real importance of those terms that dictate optimizations.
Without further ado, now you will learn – once and for all – what that means. Go!
What are keywords?
Keywords are the main instrument of an investigation. They are terms composed of one or more words. They are the way in which a user writes their doubts in the search engines in order to obtain answers and solve their problems.
As much as the term itself is self-explanatory, it costs nothing to explain in detail what they are and what they mean. In the end, that was the doubt that brought you here!
Basically, keywords are the main search tools.
Think that all searches originate from a word used to present this problem to the search engine. Keywords can be defined as the terms used by users to get answers and solve their problems.
If you’re a marketer, keywords are the terms we use to target when creating our pages, blog posts, and sites.
That is, by defining a keyword for a certain page, you will be passing the message to Google, for example, that your content is about the subject of that specific term.
If all goes well and you make the right choice, your content will be displayed exactly to the person who searched for that keyword.
Keywords are used by users (as you can see the word in the Google search box) and are also used by sites that want to be entered that have the “answers” of that search.
Why are keywords so important to your business?
It is no coincidence that they are keywords. These are the ones that, when they fit perfectly, open the doors to your content to the world of the internet. The truth is that a company that wants to survive the digital transformation cannot stop looking at them in detail.
For your business, it means the difference between being found, read, shared and liked or simply not being entered due to ignorance or complete ignorance.
And that is exactly why keywords are tools that help (and a lot!) to content marketing.
When preparing your investment plan, one of the main objectives of your company is to increase leads, customers and, consequently, your sales.
On the internet, your content will face more competition than in your area of activity, no matter how crowded it is.
In Internet search engines, the borders are smaller and the results of each investigation, millions and millions of possibilities, are within reach of the fingers of the public.
That means it’s not enough to just pick a handful of keywords and sprinkle them in the middle of posts.
Thinking needs to be more strategic and careful about them for your business to stand out. Therefore, start by asking yourself why you need to use the keywords.
The answer should come quickly and obviously to your mind: “because I need to help my audience find me on the internet”.
Only the answer can’t stop there.
You have a conversion funnel with defined stages, which means that there are different types of audiences with different types of questions.
Who started the purchase process, still wants to know about the basic items related to the universe in which your product or service is inserted.
Whoever is in the middle of the funnel is probably doing research between several brands to decide what are the benefits of one over the other.
And whoever is in the background, you are almost deciding the purchase and needs the assurance that he is making the right decision by choosing your company to close the deal.
And each of those groups has a more specific set of keywords that they choose to type into the search engines.
Therefore, your company needs to recognize them in order to make the best use of them when producing each material.
You know why?
For these, they will be the first contact between the brand and the public and will probably decide if that visitor will close the window and continue on in the search results or if he will continue on your site.
Each keyword should be considered as a question that needs to be objectively clarified, without half words.
And the role of your company’s content is to focus on offering them, so that they are delighted with your ability to answer questions and, from them, go on to build a relationship of trust with your company.
That is to say: unlock the locks from the keywords, inform and transform visitors into potential customers.