Keyword Research

Why keyword research is important to position your online business in the top positions?

Jesse Denis
Published on Aug 10, 2022

Why keyword research is important to position your online business in the top positions?

Keywords are the primary way for users to find your web page or blog, they define the topic or ideas of the content. These terms will be the ones that the user enters into the search engine.

With this definition, we can already gather the importance of using the proper keywords. Most website visits can be attributed to keywords, as it’s rare that someone enters an exact URL. 

Keyword research should be one of your first steps when crafting your digital marketing strategy since the results will help you optimize the content. You can use your chosen keywords in your website, landing pages, Ads, social media, blogs, and more!
Here we will tell you more about them and how to select the right keywords for your business.

What are keywords?

Let’s start with the basics– keywords refer to the terms users enter on search engines to find content. Keywords can be composed of a single word or a set, i.e., a phrase, which is known as a long tail keyword.

Keywords help users find the most relevant results for their query, and they allow them to classify the content to help them get the best information. Therefore, everything queried on a search engine (usually Google) is considered a keyword, whether a single term or a phrase.

In SEO, keywords are also the search terms that the web page owner uses to optimize it to be better positioned in the Search Engine Results Page (SERP). Generally, when we talk about a search engine, we refer to Google since it is the most used worldwide.Keyword research for SEO

Why is keyword research important for your online business?

Keywords are essential in SEO positioning because Google needs to know the content to classify it.

The keywords you choose to include in your SEO content will influence the traffic you receive since these keywords refer to your content and the audience. In addition, using the right ones will allow you to position your content in the top search positions, leading to increased website visits.

SEO is not the only reason keywords are essential; knowing what users search for is even more critical. For this reason, you must get into the head of your users and use the words they would when they are looking for something.

Simply put, the keywords must reflect what the audience is looking for.

To do this, you should use them at least in the following areas, so search engines will know what your content is about:

  • In the title and some subtitles.
  • In the meta description.
  • Within the text, especially in the first paragraph.
  • In the alternative text or alt text of the images.

Types of SEO keywords

There are different keywords, and here we explain them:

1. Navigational 

When the user searches for the site or page in particular to access the official site. Instead of typing the complete URL, the user types the brand name.

2. Informative

The user is looking for information on a topic; that is, they are looking for an answer to a question or general information.


3. Commercial or transactional

The user’s search intention is to buy or acquire a product or service.

1. Short tail

Formed by a single word, generally with a large search volume, are usually very generic terms, such as “marketing” or “sneaker”.

2. Medium tail

Composed of 2-3 words, they are more specific searches and are the most common in SEO strategy. For example, “Inbound marketing” or “women’s sneakers”

3. Long tail

These keywords are very specific, usually composed of more than three words, and have a lower search volume. Well-considered, they work perfectly for SEO; an example would be: “how to apply inbound marketing in my company” or “women’s mountain sports shoes”

Choosing the proper keywords

How to know which keywords to choose?

Knowing that keywords are the method by which people typically perform their searches on the internet, we have enough reasons to prioritize them, dedicate time to study them, and always use them in your digital content strategy. 

The correct use of keywords translates into more visits to your page, which means more conversions for you. That is why it is vital to define what kind of keywords you are going to work with before starting to create content.

To do so, it is advisable always to have your Buyer Persona at hand and work based on that. Choosing the best keywords is always challenging, but everything you work on must always have one goal in mind: get customers. 

That is why, to obtain better results, you must select topics that will help your target audience to find your website. To achieve this, it is essential to use various tools available on the market to help you achieve your goals.

How to perform keyword research for your website

Don’t worry, it’s not as difficult as it seems. Many tools can help you in your task and are very useful for finding the keywords that best suit your needs.

Google Keyword Planner

Photo credits: Google

Google Keyword Planner is one of the most powerful tools. It allows us to see the monthly search volume, competition level for a list of words, and ideas based on a topic or webpage. To use it, you only need a Google Ads account.

Google Trends

Photo credits: Google

Another Google tool, Google Trends is extremely useful, although it’s less intuitive than the Keyword Planner. It allows us to explore and analyze the most popular topics on Google by comparing searches and keywords. In addition, it gives us a series of graphs and data that can be of great help when it comes to understanding the evolution of a keyword over time. In this post, we tell you in detail everything you need to know about this tool.


Photo credits: SEMrush

SEMRush’s main function allows us to analyze how the competition is doing in both SEO and SEM. That is, what keyword they are using, the level of traffic they are getting, if they use Adwords, etc.

When looking for keywords for your website, knowing what the competition is doing and how is essential, these are just some of the most used tools by SEO professionals, but there are many others you can use to search for keywords that you can also use.

The best approach is usually to choose keywords with a medium level of searches, i.e., neither words that everyone searches for nor words that nobody is interested in and that have a low level of competition. 

SEO strategy should be part of building your brand

There is nothing worse than having a website with an excellent product that you want to launch to the market, but nobody ever finds it when searching online. Integrating your SEO strategy into your website must always be part of building your brand.

Google increasingly prioritizes quality content that is a contribution and helps people in all areas: from informative to friendly with accessibility concepts (such as screen readers, visual difficulty, and even hearing).

Are you using keywords correctly? If you want to build a top-notch SEO strategy for your business, we can help you. Let’s talk!

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