Keywords and key phrases What are they?
Keyphrases are, roughly speaking, the terms that your specific audience will search to find you. Each page and each post on your site should target a specific key phrase, directly related to the content of the same.
Let’s give an example: imagine that we have a website that sells salt lamps from the Himalayas, in the City of Buenos Aires, and we want potential customers to find us when they do their searches on this topic.
In the first place, one would imagine that users interested in the product will search for: “salt lamps in Buenos Aires”, “Buy salt lamps in Buenos Aires” or “salt lamps shop”. This would be a correct deduction, but let’s dig a little deeper.
Strategic Marketing: Keyword Research
Let’s continue with the example above, we already have our keywords but when we search for them we discover that there is a huge amount of competition targeting this keyword phrase, and among them some extremely large, beautiful and well-known sites. This would be a moment to get discouraged since we would think that our little website has no place in this market… Nothing more wrong!
Now let’s think about our audience again, but this time we’ll use synonyms or characteristics of our product instead of literally its name: ”modern lamps in buenos aires”, ”aromatherapy lamps buenos aires” or ”interior lighting feng -shui”. BINGO! This time the competition is less fierce and we continue to be the objective of the search for our users. This is a keyword research or ”keyword research”.
Tools to analyze key words and phrases.
Performing a search is a great way to start researching, but luckily there are some very powerful free tools that will help us plan our keywords and even find new ones. At Mano Digital, we use the following for our projects:
Google’s powerful SEM tool (Paid Search Engine Positioning) has an incredibly powerful keyword planning tool and above all, Free! Contrary to what is believed, we should not carry out an advertising campaign to use it, we just have to correctly configure the account to access the interface.
This tool allows us to know:
Approximate traffic (number of searches) for key words and phrases
Difficulty of positioning them (based on the competition)
Cost per click for SEM campaigns
Related keywords that could help us in our strategy
All these functions in an interface that allows you to filter the results by geographic region and by time of year (from daily to annually).
Ideal for comparing keywords over time or by region, using simple but detailed graphs. The tool also includes compilations of the most searched keywords per year, trending lists, and even a free course on how to use the tool.
At faltronsoft, we use it to compare the keywords that we previously researched with the Google Ads keyword planner, since the graphs are very useful when it comes to knowing in which regions they have the most impact and if they are on the rise or on the decline. low.
The tool designed by digital marketing guru Neil Patel.
This simple and comprehensive keyword analysis tool has features that can turn simple keyword research into deep and professional marketing research.
With features like keyword and website traffic source analysis (you can analyze any URL) and related keyword phrase suggestions, it’s one of our favorite tools.
We faltronsoft partners use it to analyze competitor websites and analyze their strengths and weaknesses to use them to improve our own SEO.
Ubersuggest allows a certain number of daily searches for free, at that point one must wait until the next day or purchase the paid tool (one of the cheapest on the market) to continue investigating.