Keyword research is a fundamental step in any SEO strategy or PPC campaign. We explain what it is and how we apply it to our clients' strategy, if you need this service you can contact us.

What is a keyword?

Keywords are the terms that users enter into the search bar on search engine websites, such as Google; think of them as the "questions" that the search engine has to answer, although they do not necessarily have to be questions.

Sometimes these searches consist of a single word, but more often they combine several words or even form a complete phrase. For this reason, a distinction is sometimes made between keywords and key phrases, although in this article we will use "keyword" to refer to both.

In general, keywords tend to be longer in long tail searches (e.g. trail running shoes size 9) and voice searches. In addition, it is common for users to use questions and complete sentences in voice searches.

By understanding the importance of keywords to search engines, it is clear why keyword research is so important.

Keywords are the main way users find blogs or web pages, as very few people type URLs directly into the browser. Therefore, keywords are the first step to ensure the visibility of your brand online.

Good keyword selection makes it possible for your website to appear higher in the search engine results and therefore attract much more traffic. Keep in mind that the first three Google results account for the majority of visits and very few users go beyond the first page of results.

Web positioning also contributes to your brand image. More or less consciously, users tend to assume that websites that appear in the top results are better or more important than those of competitors.

Choosing your search terms well will help you define the structure of your website and your content strategy. You can think of them as a kind of "map" that guides the steps you take to build your online brand.

Avoid wasting time and resources. If you try to use a word with high competition or low search volume, you will be wasting time and money. For example, the term may have too much competition, be too generic or attract users who are not interested in your products and services.

What is keyword research?

Keyword research involves identifying a set of keywords or search terms that are of interest to your brand, in order to make your website appear in Google when people search for them.

These search terms will be the basis on which we will organise our entire SEO strategy, so keyword research will always be one of the first steps to take.

Good keyword research is based on balancing different requirements:

• The relevance of the keyword, i.e. that it is really related to our products and services.
• Your marketing objectives. For example, if you want to convert, you should look for terms with high purchase intent.
• That it has a sufficient number of searches.
• Not too much competition.

Remember that we have professionals who do the search work for your website, as well as its creation and design so that your business can start to get better results.