There are several factors that determine the performance of keywords and, consequently, of websites indexed in search engines. Therefore, when choosing the appropriate terms, you should consider the following aspects:
Products and services
What are the main characteristics and objectives of your company and what is the best way to define what it offers?
People
How does your audience behave online? What topics catch their travel agency email list attention? What keywords will attract them to your website?
Strategies
What is the goal of your digital marketing campaign? What do you hope will happen when your company appears in a search? That the customer will learn about your company, buy from you immediately, or get in touch?
Competitors
What are the terms that differentiate your business from the competition? How can you prevent potential customers from finding other companies before you do? The idea here is not to copy keywords, but to analyze the search volume and act in a different way, or with synonyms to compete .
Metrics
After finding the keyword, the ideal is to monitor its progress, to assess whether it is offering good results or not.
Updates
It is common for Google algorithm updates to appear, which can influence the ranking of your keyword, so being in line with these changes is essential.
This will depend on each company, regardless of whether it is in the top positions or not, it will be necessary to optimize the processes.
It is worth remembering that optimizations need to be constant, since to occupy good positions, websites are always updating information to remain as the best result.
Use good tools
Although it may seem like an easy process, deciding which keywords are ideal requires a lot of research, subsequent testing, and accurate analysis. The good news is that there are some tools that can be great allies in finding the ideal keyword. Here are some of them:
Google Keyword Planner
This tool helps you create campaigns optimized for Google AdWords, and offers in-depth analysis on what to change in your strategies.
It will present the results of searches for the term, in relation to quantity and period, which helps to measure its relevance in the market.
SEMrush
One of the best and most well-known tools, despite being paid, SEMrush lives up to its reputation. It offers a comprehensive analysis of keywords, with their variations and synonyms, as well as observing the competition.