Even when buying in physical stores, people research online first. According to a study by the National Confederation of Shopkeepers (CNDL) and the Credit Protection Service (SPC), 97% of internet users search for information online before making an in-person purchase.
That's why your website or blog needs to be well positioned in Google search results. However, this can only really be achieved by working well with keywords. So, learn more about them below!
After all, what are keywords in digital marketing?
We can define keywords as terms that are made up of one or more words and are often used by people to search the internet, especially on Google.
Keywords are one of the pillars of SEO and content marketing. If you do a good job with them, your company will be shown more in organic search results. In other words, you will need to invest less in advertising!
The more users search for these terms, the greater the chances they will find content produced by your company. They may then engage in an inbound marketing strategy and become your customers.
However, when inserting keywords into blogs and websites, you need to be careful! There is no point in “forcing” their use, such as simply repeating them many times throughout a text. They should be used naturally and strategically.
How to do good keyword research for your business?
Once you understand what keywords are, you need to know how to research the terms that are most relevant to your business.
For this, we have some practical tips. Check it out!
Have a persona
The starting point for keyword research is your business persona . This is a semi-fictional character that should be built from interviews with customers who best represent the profile of those who buy from your company.
To define a persona, you need to understand their germany business fax list behavior on the internet. Try to understand what topics they are interested in, so that you can develop content with keywords that answer their questions.
Set a goal for your strategy
Choosing the best keywords also depends on the objective of your digital marketing strategy. They can vary depending on the stages of the inbound marketing sales funnel : attraction, consideration, and decision.
For example, when someone doesn’t know your brand yet, the goal is to get them to find your website or blog via search engines. This is possible thanks to more generic keywords. However, they may not necessarily be interested in your products or services at this point.
On the other hand, if someone is looking for ways to solve a problem and your company is able to help them, it is important to offer tools that are useful. An example of this happens when someone downloads an e-book and shares data such as their phone number and email address.
At other times, the objective is really to sell, that is, to reach those who already have in mind buying from a company like yours.
Keywords should accompany each of these situations.
Take the company's segment, products and services into consideration
When defining keywords, it is essential to consider your company's segment, as well as the products and services you sell. After all, based on this information, specific terms can be defined for your business.
A shoe store, for example, should look for ways to use keywords related to its products in the content it produces. This way, people searching for them will be able to find it on Google. The same logic applies to any segment.
Investigate the competitors
The idea here is not to copy the competition, but rather to check how they handle the production of content for the web.
Some tools analyze the websites you provide and generate reports that indicate the keywords used. We will talk more about these later.
Another tool that can be used is Google Alerts . In it, you define keywords and are notified when new publications appear.
If you notice that a certain keyword is used a lot by your competitors, you can develop better strategies — such as producing more complete content — and try to surpass them in the Google rankings.
Use the right tools
There are online tools that help with keyword research. One of them is Google Trends , maintained by Google itself. It shows, based on a term, the most searched topics on the search engine.
Google Trends also filters results by geographic location. So, if a company only serves Minas Gerais, for example, it can check searches made only in that state.
There are also similar tools, such as:
SEMrush : allows you to track the results of keywords, links and traffic of your own website and also of your competitors;
UberSuggest : the tool stands out for providing ideas for content to be produced with keywords;
Majestic : this tool has the advantage of showing reports of websites that are at the top. It has other interesting features, such as backlink queries, but to access the full version you need to pay a monthly fee;
Keyword Tool : Shows search reports for media other than Google. You can search for rankings on YouTube, Instagram, and Twitter, for example.
What are the main criteria that should be analyzed during keyword research?
There are still some very important criteria that need to be analyzed in keyword research. They are as follows:
volume: the number of times a term was used for searches;
difficulty: competition with other companies using the keyword;
opportunity: the possibility of creating content with such keyword;
purchase intention: the interest in purchasing on the part of those searching for the term;
current position: the keyword's position in search engine rankings.
Based on these criteria, you can create lists of keywords to be used in inbound marketing and content marketing strategies, involving SEO.
As you may have noticed, researching and defining keywords is a complex and laborious process. Therefore, having an agency that specializes in this is a good idea to have more success with your strategy.
