Keywords are the main tool for research . They can be made up of one or more terms, and can be more generic or specific. In other words, it is through them that a potential customer will reach your product or service.
Therefore, whether in an SEO or Content Marketing project, strategically selecting keywords is crucial to appearing at the right time to the right people. Furthermore, a good analysis of these terms is essential to discovering niches and avoiding fights with giants.
Want to learn more about how to effectively select keywords for your business? Check out the tips we’ve put together!
1. Choose the best keywords for your niche
You can start this selection process in the obvious way: using terms related to your products and services and/or attributes that are highly sought after by customers. For example, “air conditioning maintenance São Paulo”.
However, a good strategy goes argentina email list beyond the obvious. Therefore, once you have listed these terms, it is essential to start filtering them based on some criteria, such as:
Search volume;
Difficulty ranking in SEO;
Person;
Competition;
More generic terms vs. more targeted terms.
This data can be obtained from SEO tools such as SEMrush or MOZ.
2. Choose between Head Tail vs. Long Tail terms
Generally speaking, there are two types of keywords: head tail and long tail.
Head tail, or short tail, are keywords made up of a maximum of two terms, which give a general idea of the search , such as “women's shoes”.
Despite covering a large number of searches, these words are more competitive and harder to rank for. Furthermore, most of the time, they do not represent a purchase intention. In other words, betting on them is the equivalent of making a huge effort for little result.
The long tail, or long tail, represents more specific searches , such as “red women's shoes size 38”.
Precisely because they are more specific, the search volume is lower and encompasses only a group of people. Here at Coruja, we really like to focus on long tail terms, precisely to be able to boost the results.
3. Think about keyword intent
This may seem like a somewhat abstract topic, however, every keyword has an intention behind it, which could be:
Navigational: when the person just wants to get to a destination. Typically, they type the name of the website itself into the search, such as “YouTube”.
Informational: when a person searches to obtain information on a topic or solve a problem, such as “headache medicine”.
Transactional: when there is an intention to make a purchase, such as “women’s shoes price”.
Which one is best? It depends. The choice will vary according to your strategy, market and competitors. In general, it is good to have a mix of all of them.
4. After research, make the selection
With the above concepts in mind, combine the data you’ve collected from keywords (volume, difficulty, competition) with intent and your persona . Taking a look at the keywords your competitors are ranking well for can also help.