What are keywords?
Keywords are the terms or phrases that users type into search engines like Google to find information, products or services on the Internet. These words act as a bridge between what a user needs and the content that a website offers.
For example, if someone searches for “best sneaker store in Barcelona,” the search engine will display a list of websites that include those keywords in their content.
Keywords can be a single word, such as “shoes,” or more specific phrases, such as “where to buy sports shoes in Barcelona.”
Neil Patel, one of the most respected experts in SEO and Digital Marketing, points out the importance of keywords in the positioning strategy. “Keywords are the foundation of any SEO strategy. It is not just about choosing the right words, but also about understanding the intention behind the user’s search. When you use the right keywords, you not only help search engines understand your content, but you also connect with your audience more effectively.”
Why are keywords important?
Keywords play a fundamental role in web positioning because they help search engines understand what a site is about. Correct keyword selection and optimization allows a website to:
- Attract more organic traffic from search engines.
- Rank better in Google results.
- Reach the right audience at the right time.
- Increase conversion rate and consequently sales or interactions.
However, it is not enough to include random keywords; it is crucial to carry out proper keyword research to find those that generate a high search volume without excessive competition.
How to find keywords for SEO
There are many different tools for finding relevant keywords for a website, some are free, some are paid, and others offer limited services. These tools allow you to analyze search frequency, competition, and user intent.
- Google Keyword Planner: Allows you to discover new keywords and analyze their search volume.
- Ahrefs: Provides detailed data on traffic, competition, and keywords most used by other websites.
- Ubersuggest: A free option that helps you find long tail keywords and analyze your competition.
When using these tools, it’s important to consider factors such as search intent, level of competition, and conversion potential for each keyword.
Type of keywords
Keywords can be classified into different categories depending on their search intent. Each type fulfills a specific function within an SEO strategy.
Informative keywords
These are those that users use when searching for information on a particular topic, and are usually associated with general questions or queries.
Example:
- What is SEO and how does it work?
- Benefits of digital marketing for companies
These keywords are ideal for driving traffic to a blog or content page.
Navigation Keywords
They are used when the user already knows a brand or a website and wants to access it directly:
- Facebook login
- Amazon Spain
This type of keywords is useful to reinforce the branding and visibility of a company on the Internet.
Keywords Transactional
These are used by users who have a clear intention to purchase. They usually include terms such as “buy”, “price” or “offer”.
For example: buying soccer shoes, price of running shoes.
Optimizing a website with these types of keywords can significantly increase conversions.
Commercial Keywords
They are similar to transactional ones, but with a more comparative approach. Users look for information before making a purchase decision. For example, “best digital marketing agencies Barcelona” or “opinions on iPhone 14”.
These keywords are very important to attract users who are close to making a purchase, but need more information before making a decision.
How to write with keywords
Incorporating keywords into website content should be done strategically and naturally. A common mistake is overusing keywords, which can affect user experience and Google rankings.
Avoid Keyword Stuffing
First, keyword stuffing is a technique that consists of repeating keywords excessively in content, with the aim of improving its positioning in the results. In Spanish it can be translated as “excessive use of keywords.” Google penalizes this type of practice, so it is advisable to use synonyms and variations in the content.
Example of keyword stuffing (incorrect): “If you are looking for sports shoes in Mexico City, the best sports shoes in Mexico City are in our store. Buy sports shoes in Mexico City now.”
Optimized example (correct): “If you are looking for sports shoes in Mexico City, we have a wide selection of models for all needs. Discover our options and choose the perfect pair for you.”
Analyze the competition
A great way to improve your keyword strategy is to analyze your competitors. Look at what terms they are using in their content and how they structure their pages to rank better on Google.
This can be done with tools like Ahrefs or SEMrush, which allow you to identify the Keywords that are generating the most traffic on other websites.
Write naturally
Content should be focused on responding to user needs in a clear and fluid manner. The best way to integrate keywords is to use them naturally within the text, without making it seem forced.
A well-optimized article will not only attract more visitors, but will also improve the user experience, which is key to good SEO positioning.
What Google’s official sources tell us about keywords
According to Google Search Central, in their SEO guide for beginners, they point out that “keywords are a fundamental part of helping search engines understand what your content is about. However, it is important to avoid keyword stuffing. Instead of repeating a keyword over and over, focus on creating useful and relevant content that responds to user needs. Google prioritizes user experience, so content should be natural and valuable.” As we mentioned before, Google will always incentivize us about the value of content.
Keywords are the basis of the SEO strategy
Keywords are a significant element in any SEO and digital marketing strategy. Knowing how to choose, categorize and use them correctly can make all the difference in a website’s visibility and traffic.
From informational to transactional keywords, each type plays a key role in how users interact with search engines. Using keyword research tools, avoiding practices like keyword stuffing, and maintaining natural writing are essential to achieving well-optimized content.
If you are looking to improve your SEO strategy and select the right keywords for your business, in ClickCrows we help you optimize your presence on the Internet and stand out in search results.
