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Marketing Digital
There are some basic principles that companies should take into consideration when including practices that improve their web positioning ( SEO ), among them is the use of keywords as one of the most important. Search engines (Google, Bing, Yahoo, Ask among others) consider numerous factors when crawling and trying to understand your web pages. Keywords are part of these factors and become a key element when creating a particular content.
Let's start with the basics. What are keywords?
KWs are essentially terms related to topics that spark the interest of those who go online to research and solve their problems, since keywords group the central idea of a content.
For example: How to choose the right light bulbs? This may be a key question for someone who is having their home serviced and needs to replace their old light bulbs with new ones. Almost always, behind web searches there is a need that wants to be satisfied and the use of keywords (as is the case in this question) represents a direct mechanism by which that need can be satisfied, since they allow you to find the exact content that the person wants to find and learn more about it. Below, we will give you 7 key tips to make the most of your keywords .
1.
When it comes to doing On-Page SEO , that is, optimizing the pages of your website,The main objective is to attract more traffic to your information.In order for your content to attract these strangers (first stage of the inbound marketing methodology ) you must investigate and find out which keywords are related to your company or industry.
Always start by understanding the mindset of your buyers personas (ideal customers). They are the ones who, through their searches, become visitors to the different pages that are among the first results of search engines, and then become sales opportunities, customers and even promoters of these pages. So to find the right keywords for your brand, start by analyzing the audience you want to attract.
Determine who they are, what their goals are, what problems they have, and what language they use when searching the Internet. This will help you use your keywords correctly.because it will allow you to attract the right audience for you, that is, those who will connect with your value proposition and content.
2. Create keywords for each stage of the buyer’s journey.
Put yourself in your potential customers’ shoes and create a list of keywords based on the searches they might make in relation to the different stages of the buyer’s journey your potential customers are in (awareness, consideration or decision). Remember that inbound marketing focuses on the needs of buyers over the features of products and/or services.
Continuing with the light bulb example, companies that offer these products will need to create a list of keywords related to the possible searches their buyers might make at different stages of the buyer's journey , such as: when should I change my light bulbs (problem consideration), how to change the light bulbs in my home (solution recognition), where to buy new light bulbs (purchase decision). During this process, make sure to replicate the same language your buyer personas would use when conducting their searches.
3. Give specificity to your keywords
Take it upon yourself to research the list of keywords you made for each stage of the buyer's journey, to analyze whether these phrases really direct people to read those pages that relate to you, or even if the search engine automatically returns your own page as a result. It is very common that in this process you realize how general your keywords can be , that is, how they can return results that involve other industries.
In this sense,Try to make your keywords more specific, that is, make them a little longer if that guarantees a more precise search.For example: “phones” can be a fairly generic keyword that can return millions of results, meaning your chances of being found as a company that offers technical services decrease. On the other hand, if your content has much more specific keywords such as: “smartphones with broken screens” or “smartphones in Madrid”, it is very likely that your buyers will land more easily on your website.
Keywords that aim to achieve this specificity are called “long-tail keywords”; they are a string of words that direct readers to much more specific content that is therefore easier to find. People who use long-tail keywords represent qualified visitors who know exactly what information they want to obtain, that is, visitors who can be more easily converted into sales opportunities and subsequently into clients. In the long run, you will want to implement keywords with a high number of searches and a low level of competition.
4. Check the effectiveness of your keywords
There are various tools on the Internet that can help you check the effectiveness of your keywords within the content you publish on your blog. Google Keyword Planner and Keywordtool.io are some of the most commonly used. These platforms allow you to see the behavior of your keywords in the most recent searches by Internet users and find out how often they have been used, that is, their level of competition. They also allow you to calculate their performance and evaluate how effective they are in generating traffic to your web pages.
Using tools to check the effectiveness of your keywords is important to measure the impact that the implementation of these keywords has had on attracting new buyers.That is, if the keywords you chose are truly appropriate for your brand and generate high web positioning. Keyword analysis in search engines is a fundamental part of any inbound marketing strategy . For this reason, analyzing your keywords periodically will give you the opportunity to modify and prevent a poorly used strategy.
Webmasters Tool is a tool that Google offers among its many products. Its main objective is to provide content creators and managers on web pages with the possibility of checking the indexing status of their sites and determining which keywords are strongest within the content, with the purpose of optimizing visibility among search results. In other words, this tool will allow you to know how Google crawls your website and generates statistics on the performance of your pages and keywords. In this sense, it is an excellent platform to check the effectiveness of your keywords and the position in which they appear in Google search results.
5. Include your keywords in descriptions, titles and subtitles
Inbound marketing specialists recommend incorporating keywords not only in the content you want to rank, but also in the descriptions, titles and subtitles that accompany that information.Continuing with the previous example, “smartphones with broken screens” would represent an ideal long-tail keyword to use, so your goal will be to create web articles that include those keywords in both their titles and subtitles.
How to repair smartphones with broken screens ? can be an appropriat philippines telegram e title and What tools do you need to repair smartphones with broken screens ? can be a congruent subtitle. Using this technique with your keywords will help you index your blog posts more successfully in search engines, thus increasing your chances of appearing among the first results.
6. Now, create valuable content based on your keywords
While search engines are guided by the keywords used to return the best results, the content that contains those keywords also plays a fundamental role. After creating your keywords based on your buyer personas, giving them specificity and analyzing their efficiency, it is time for you to create a wide range of valuable content around them.
Why is this so important? Search engines are increasingly optimizing to be intelligent, in addition to understanding keywords, they also try to understand the intention of those searching. Google, for example, tries to analyze in depth what you are really looking for. In this sense, they do not give you information that exactly matches the keywords used, but rather they try to understand the content where they are found.
In this way,The information that provides context to those keywords is also essential for acquiring web positioning, even more so if its main objective is to educate readers and provide them with new knowledge.Remember that inbound marketing, in its philosophy, recommends creating valuable and educational content for people. In this sense, if you combine valuable content with optimized keywords , your inbound strategy will have the necessary elements to shine. If you search for “inbound marketing” on Google, the main results will not include companies that offer these services, but rather educational content that allows you to learn more about what this marketing paradigm is about.
Create valuable content based on your keywords
7. Take care of the density and size of your keywords
Keyword density is an important indicator to consider when it comes to SEO strategies.First of all, it is a percentage that tells us the level of appearance of a keyword, compared to the other words that appear in the texts. That is, to what extent the keywords are present in the content and how repetitive they become in it.
In this sense, try to keep your keyword density low so that your readers do not feel like they are reading content saturated with the same information. When you make your keyword lists, also create a list of possible synonyms that allow you to give your keywords a break and generate fresh, readable and easy-to-understand content.Google penalizes pages that have an excess of keywords and categorizes them as “artificial” because it perceives an intention to manipulate the ranking of a site in search results,That is, it penalizes bad SEO practices because its purpose will always be to better position the most appropriate content.
Just as Webmasters Tool is a tool to evaluate the efficiency of your web pages and keyword indexing, there are other platforms that can help you quantify the keywords that are present in your texts, thus providing a density percentage. Among the most notable are: Keyword Density Checker , Internet Marketing Ninjas and SEOBook Keyword Density . These tools not only allow you to access the count of your keywords in the text, but also in the titles, subtitles, meta descriptions and links of your web articles.
Keywords hide behind a long line of purposes that companies create, not only to acquire web positioning in search engines, but also to attract the right audience. Each of the keywords that organizations use for their content symbolizes the opportunity to connect with some type of consumer and ultimately, to establish a relationship with them, which stimulates a purchase or the promotion of said content.