What is the importance of keywords in an SEO strategy?

According to recent data, an average of 6.5 billion searches are performed on the mechanisms daily.

It is only natural that with the exponential growth of content marketing around the globe, companies will compete for the traffic generated by those engines.

As obvious as it is, the vast majority focus their efforts on the largest tool of its kind, Google, which accounts for 77.43% of global searches. Following are Baidu (8.13%), Bing (7.31%) and Yahoo (5.6%) .

The biggest search engine is therefore hegemonic when talking about web searches, but here is another interesting fact: 94.95% of the clicks are in organic results , which leaves a tiny fraction for sponsored links .

Therefore, choosing the right keywords can be a great differential in bringing visitors to your site.

But do not just make a good selection. You have to rank them. After all, the chances of clicking on the first page are much greater than in the subsequent pages, just as there is also a huge difference in traffic generated between the first page positions.

For this, there are three types of terms, about which we will speak next

Keywords head tail

The so-called keywords are more succinct, but high-volume search terms . Of course, so competition for them is also great.

It is the case of words like digital marketing, car, mobile phone, refrigerator, video game and computer.

To have a good positioning in terms like these requires a very high page authority, which can become a problem for new entrepreneurs and even for highly relevant domains. This action requires hard work and something your company may not have: time.

This is because they need many relevant page backlinks and other SEO factors on page. If you're here, you're probably not interested in them, since your goal is to find new search terms, and those are the most beaten.

However, only text placed on the first page can bring many visits to your site. So choosing head tail may be a valid option, depending on your strategy and the investment.

Keywords [short ](https://express.edgewood.edu/ICS/Portal_Homepage.jnz?portlet=Wingra_Weekly_Announcements_(Students%29&screen=View%20Post&Id=db283b97-f597-4204-ae5a-852cf5016c52)tail

This type of keywords is a middle ground in SEO strategies. They have a significant average search, but are not so specific.

Generally, when worked, they are related to the positioning of the brand , as they can attract an audience that is not interesting for your business, but consolidate your company in terms of branding. In addition, they are widely used in e-commerce .

Some interesting examples are Motorola cell phone, Wolkswagen car and management software. Note that they are longer than a head tail, but they are also difficult to position.

Keywords long tail

Here's the golden egg hen for anyone who wants to generate traffic to a website. Long tail keywords have a low search volume, but also low competition .

Therefore, when creating quality articles, you can position them in a short time. Also, because they are specific, they can bring exactly the profile of people you want to attract.

For example, if you have a computer peripherals sales site, a good example would be “the best mouse to play online” or “how to choose a good headset to talk on Skype.”

Realize that they are bigger phrases but that they have a huge potential for attracting qualified leads interested in doing business.

In this sense, both autocomplete and related searches are powerful weapons to understand what the user is looking for.


Of course, it's no use picking good keywords and throwing them in the middle of your articles. They should follow Google's best practices, respecting the density of terms and using semantic variations .

So you need to analyze the numbers, understand what words are being ranked and of course, delivering better results for your business. From this, it is possible to understand user behavior and outline new goals and strategies.

Using autocomplete to find keywords

You've certainly done some Google search, am I right?

Google autocomplete is nothing more than the automatic suggestions that complete the search terms.

Cookies usually record your latest searches, so it is recommended to use an anonymous tab , which ignores browsing history.

How about taking a test right now? Open an anonymous window and do a search for any keyword. If you search for “marketing,” for example, the tool will recommend “digital marketing,” “personal marketing,” and “multilevel marketing.”

That means these are highly sought after terms, probably short or head tail.

Now, how about we think of a more advanced level of long tail research that, after all, is our goal here.

Suppose your business is a digital marketing agency located in Belo Horizonte and you look for specific terms. So why not use the platform as an aid? Try to use different terms and insert each letter of the alphabet to complement.

Here are some results and suggestions:

Term: Digital Marketing A

Suggestions: Digital Marketing Agency, Digital Marketing Article, Digital Marketing a4d, Digital Marketing Anhanguera

Term: Digital Marketing B

Suggestions: Digital Marketing BH, Digital Marketing blog, Digital Marketing BH course, Digital Marketing Brazil

Do you see the range of possibilities that autocomplete opens to find good references?

Then you can use your already found words to look for even more specific terms. For example:

Term: Digital Marketing agency

Suggestions: Digital Marketing Travel Agency, Digital Marketing Advertising Agency, Digital Marketing for Travel Agency

Term: Digital Marketing BH

Suggestions: Marketing Digital course, mba digital marketing bh, digital marketing bh wave

Let's continue with our agency example. From this brief survey, we can conclude that:

  • there is a good amount of people searching for places and specializations in the city. Some of them probably suit your persona , because they are managers and marketing analysts who control the online sector of some company;
  • travel agencies seem to be a niche quite interested in your business.

Therefore, it may be a good idea to create some articles with the following titles:

  • The best Digital Marketing courses in Belo Horizonte
  • Top 10: Websites to Find Digital Marketing Booths in BH
  • Digital Marketing: Why should my travel agency invest in this strategy?

From there, opens up a vast opportunity to find targeted audiences and gain insights for their strategy. For example, it is possible to identify the interest by the academic sector, do you agree? So how about focusing on even more specific articles, which involve pricing, locations, channels, and study tips?

Similarly, the tourism industry seems to be very enthusiastic about what is offered. So let's get back to the beginning. How about playing that similar term on the quest and observing the power of autocomplete?

Remember: autocomplete not only reveals the best keywords but outlines your audience's behavior and interest profiles . Therefore, it is a tool not only technical, but can be exploited as a search engine. Cool huh?

Another good idea is to add prepositions to the most valuable terms. Take a look:

Term: Digital Marketing for

Suggestions: Digital Marketing for Small Businesses, Digital Marketing for Lawyers, Digital Marketing for Beginners, Digital Marketing for Lay People

Again, how about using the alphabet rule?

Term: Digital Marketing for A

Suggestions: Digital Marketing for Academies, Digital Marketing for Artists, Digital Marketing for Affiliates

Other examples of prepositions are “of”, “with”, “in” and “on”.

Questions can also be very valuable. See the following example:

Term: Why marketing

Suggestions: Why Effective Marketing is Important to an Organization, Why Marketing is Important, Why Relationship Marketing is So Popular Today, Why Personal Marketing is Important

Try variables. For example, questions started in “how,” “when,” and “where.”

See how this tool can be useful?