Importance of keywords

Keywords are the terms that we type in Google to find the answer we are looking for.

What are keywords?

Keywords are mainly the questions that we ask the search engine and that it tries to answer in the best way for us, thus giving us an answer that is close to what we are looking for.

Google's way of answering our search is to offer us the most popular and relevant pages that the search engine considers finding our answer.

Everything we enter into the search engines is considered a keyword.

What are keywords for?

These are important, as they are part of today's marketing, and these keywords can be very beneficial when starting a marketing campaign.

Searching for the right keywords will become as easy or as complex and expensive as your pocket allows.

Analyzing and designing a keyword strategy will help you not to waste time trying to position keywords that will not benefit you and that can harm your project.

Studying keywords can help us in the following:

• Irrelevant keywords (that have few or no searches).
  
• Keywords that attract the wrong people (They are people who do not need what we are trying to promote).
  
• Keywords with a lot of competition (Bad since the search engines are full of them, if we are starting out it will not be a good idea).
  

In short, if you don't do a good keyword research, you will waste time, and probably even money. 

How to use keywords?

As mentioned earlier, keywords are often used in targeted marketing campaigns, where content marketing, SEO and PPC come into the equation.

The most basic way to make use of them is to introduce them in your website (page title, content, categories, subsections, etc.) that are written in the same way people do their searches.

This way, we will create organic traffic, since the search engine showed your site just as they did a search with the same words.

As icing on the cake, you can give extra information about the related topics of those keywords, that will add value and improve the SEO of your site.

Analyze your competitors' keywords

It is valid to analyze the competition and see what words you compete with, by doing this you can add new keywords and thus better expand your audience and have a greater reach.

To analyze the words of the competition we recommend some tools such as Semrush which is paid or the Google word planner that is totally free, but without as many benefits as it would be a paid one, if we are starting maybe the free version is our best option.

Eliminate keywords from your final list

Once you have selected a large enough list, it is time to separate out the keywords that are not as important.

As an unwritten rule, if you are selling a product or service, it is always better to use phrases that call the audience to action.

Now, to eliminate keywords, it is by putting ourselves in the place of an anonymous visitor.

• Think about what you as a visitor expect to find on a site that arrives through a specific keyword.
  
• Let's analyze if the visitor meets our ideal customer to carry out the actions of buying, subscribing, etc.

It is of utmost importance that your visitors find on your website what they have been looking for.

Aunque podemos valernos de algunos trucos para conseguir visitas, si al momento de entrar tu sitio no ofrece nada de lo que prometiste, o simplemente no llegas a cumplir las expectativas, la audiencia simplemente se marchara, esto podría perjudicar nuestro posicionamiento en Google.