Anyone who works with content marketing or runs a business and wants to start implementing digital marketing strategies needs to understand the concept of keywords. After all, if you want to be found on search engines, you need to know what they are and how to use them. them correctly.
The choice of keywords needs to be done very carefully so that the company’s blog is successful, always taking into account your market and the ideal persona.
Check below what keywords are, how important they are and how they should be used when producing your content!
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WHAT ARE KEYWORDS?
The keywords, or keyword in English, are terms composed of one or more words that form the main focus of a search. In practice, they are the way users type their queries into the search bar of search engines to get an answer.
For marketers, keywords are the terms used to craft an article for the web. When the keyword is defined, whoever wrote the article sends the message to search engines, so that they understand the subject addressed in the article.
Still confused? Think about this: you want to lose weight and want to start a diet. So what would you do? Most likely I would go to Google and type something like “diet to lose weight”. In this situation, the keyword corresponds to: diet to lose weight.
It may seem simple, but the choice of keywords must be done with great care, planning and after a lot of research. Otherwise, using them incorrectly can harm your entire content marketing strategy .
WHY ARE KEYWORDS IMPORTANT?
Keywords are like guides for your article . When well chosen and well inserted in the content, they can bring great results to your website and blog. Also, combined with good writing, they can make your article easily findable, widely read and shared with others.
That is, an article without a keyword is like a traveler without a destination. Therefore, if your goal is to be found on the internet by your audience and get customers, you need to take the time to understand which keywords are ideal for your blog.
However, being found on the internet cannot be your only goal. Keywords need to be used taking into account your persona’s buying journey .
Keep in mind that each potential customer of yours may be at a different stage of the funnel and you need to know which keywords are ideal to guide them through that funnel until the moment of purchase.
HEAD TAIL X LONG TAIL: WHAT ARE THEY AND WHICH ONES TO USE?
There are two types of keywords: head tail keywords and long tail keywords .
HEAD TAIL WORDS
Head tails are keywords that are usually made up of one or two terms and are very broad. They have a high volume of searches and end up being generic. Examples of head tail can be: marketing and digital marketing.
However, keep in mind that these words are usually smaller and simpler, having a high search volume. Therefore, the competition is greater and the ranking difficulty as well.
LONG TAIL WORDS
Long tail words , that is, long tail words, are usually longer and composed of 2 or more terms. In general, people use long-tail words to be more specific.
Long tails end up having a lower search volume. Therefore, there is less competition and it is easier to rank.
WHICH OF THE TWO TO USE?
In your content project, ideally, you produce materials using both types of keywords. However, the best thing to do is to prioritize the use of long tail words , as, as seen, the search volume is lower and the chances of ranking are better.
Tip: if your content project and your blog are new, the ideal is to bet on long tails first for a while .
HOW TO CHOOSE THE BEST KEYWORDS FOR YOUR BUSINESS?
To start choosing the best keywords for content production, you need, first of all, to know your persona well .
Research and analyze what are the pains, the most common problems, the way of life, financial issues, among other important characteristics to know what type of content you can produce to attract attention and make it reach your website.
Then evaluate your market, your business and the solution you have . What exactly do you offer and how can you help your audience’s problems? Think about it. Don’t forget to also analyze the competitors. If they already have a blog, look at the keywords they use!
Also, always consider the stages of the funnel before choosing the ideal keywords . Understanding your persona, mastering your business and your market, what solution your company offers and the stages of the funnel are already great indicators to be able to define the keywords to be worked on.
WHERE TO USE THE KEYWORDS IN THE ARTICLE?
In addition to working as a guide, keywords are important for the blog’s on-page SEO . Basically, you need to use the main keyword and parts of it throughout the text in a natural way.
Also use secondary keywords. Also, you need to use your main keyword in the following places:
- obligatorily at the beginning of the title and SEO title ;
- preferably in the first sentence of the introduction and in the last sentence before the first H2;
- on the first H2 if you can;
- part of the keyword in other H2s throughout the article, if possible.
- obligatorily in the alternative text of the image;
- obligatorily in the name of the image file;
- in the article’s url/slug, preferably just the keyword;
- mandatory at completion.
Using them in these places in your texts can already bring good results.