Beginner Guide

Vital guide about how to do keyword research and use them in your blog

What are keywords?

When you go to Google, YouTube, Amazon, etc. and search for words, these specific words are called keywords.

SEO is to ensure that when people search for certain keywords, they end up visiting your website.

History of keywords in Google

To understand a little more in depth what keywords or keywords are, let’s go with a little history about Google:

  1. Until approximately 2011 , content was written for GoogleBot (not thinking about the user) doing keyword stuffing and other Black Hat SEO techniques. This ended with the update of the algorithm called Panda.
  2. With the following Panda enhancements, SEO consultants began to improve their content and to think more about users and write for humans,not bots.
  3. Google continues to improve its artificial intelligence and it is becoming increasingly difficult to deceive users. High quality content are being written for humans  (images, videos, audios …) instead of bots .
  4. A new algorithm enters the scene about 2013: Now the good content must be of high quality for humans with multimedia and enriched with semantic content and context.
  5. In 2015 Rank Brain appeared, another Google update to analyze, among other things, the user’s search intention.
  6. Google continues to evolve and improve its algorithm to this day. Good content currently must be of high quality, written for humans and not search engines, enriched with LSI, satisfying search intent (new) and including important entities.

Google is getting smarter and the content must be of higher quality. But are keywords still that important?

Google and keywords

Keywords are everything to Google. It remains the fundamental basis of its operation . A person types something in his search engine and Google has to give him an answer that satisfies his search.

How we use keywords on our website and our content is essential. Let’s see how to do it.

Why are keywords important?

Keywords are important because Google is looking for something to accurately relate to what a user is looking for.

Therefore, if we use keywords well in our content strategy, we will get Google to position us well for certain keywords and when people search for them, they end up entering our website.

What are keywords for?

Keywords are good for many things. With a study of keywords we can find 👇🏻

  • New market niches.
  • Ideas to create content related to our product or service on the blog.
  • Ideas to answer user questions, FAQs, etc.
  • Create the web architecture.
  • Ideas for ecommerce categories.
  • Ideas for ecommerce products.
  • Ideas for product descriptions.
  • Update content of old articles.
  • And a long etcetera.

In the guide How to do a keyword study you have all the information.

Where are the keywords used?

Keywords can, and should, be used in a multitude of sites, here are some examples:

  • URL (
  • Meta title and meta description
  • Headers: H1, H2, H3, H4, and H5
  • Inside the content
  • In bold (strong / bold)
  • In links (internal or external) as anchor text and title
  • ALT of images and file names s
  • etc

In the SEO Positioning Factors guide you have all the places to use keywords to optimize your content.

How to choose the best keywords?

There are many ways to find the best keywords for your website. Depending on the search criteria : depending on the search volume, the search intention, the cost per click or the content strategies that you are following, you will reach some keywords or others.

To find out how to choose the right keywords, we have a full article dedicated to them, check out the guide on how to do keyword analysis .

Keyword metrics

When we talk about keywords we will always take into account some other concepts and metrics, these are:

  • Search volume . The number of times that keyword is searched. Then we will see it in depth.
  • Trend . How searches evolve throughout the year. If it grows, it decreases, it is seasonal or it remains constant.
  • Cost per click (CPC) . Cost of clicking on an ad bidding on this keyword.
  • Competition in Google Ads . Value from 0 to 100. Number of ads bidding on the keyword. The more ads there are, the more competition. Only at the level of Ads, not organic seo. Do not confuse with difficulty of positioning a keyword.
  • Search intent . What type of search intention the keyword is associated with.
  • Entity . It is possible that the keyword is related to one or more entities. In another guide later we will see what entities are in SEO and how to use them to our advantage.
  • Keyword difficulty. Difficulty in positioning a certain keyword.

Search volume for a keyword

The search volume of a keyword is the average number of times it is searched per month .

Each month a different number of times is searched, but when taking the average for the whole year, a number comes up, that is the data that is usually used.

For example, the keyword Perfume is searched up to 4 times more in November, December and January than the rest of the year.

Things to know about search volumes:

  • Only Google has the actual search volume data . In his Google Keyword Planner tool he gives them approximate.
  • Absolutely all SEO tools give you estimates of search volumes . Each uses data sources or processes them differently. That is why there are no 2 tools that give the same data. Although they may be similar, but not exact.
  • Search volumes can be:
  • General: the whole year they stay more or less the same.
  • Seasonal: there is a time of year where much more is sought than the rest of the year.
  • Geographical: it depends on the physical place from where they are searched.
  • Language: depends on the language in which it is searched.
  • There are keywords that the tools will tell you that their volume is 0. This is because either very little is searched (10 times a month or less) or because the tool (or Google itself) still does not have data for that keyword and it appears as 0 , even if you search a lot.
  • If the search intention of the keyword is transactional (the user wants to buy) the search volume has to give you the same if it is low, if in the end you get him to end up buying.
  • Many low volume long tail keywords ultimately generate much more traffic than few high volume short or middle tails , since they are easier to rank for.
  • Your business will have a series of associated keywords for which you will have to fight to position yourself. Do not discard them because they have low volumes, include them in your content strategy.

Keywords Classification

Keywords can be classified in 2 ways, depending on the number of terms they have or according to the search intention.

Number of terms

Depending on the number of ends that the keyword has, it is called in a certain way:

  • Short Tail or generic : 1-2 Words. High or very high search volume.
  • Middle Tail : 2-3-4 Words. Medium-high volume.
  • Long Tail: 4 words onwards. Medium-low volume.

Search Intent

The classic classification of keywords according to the user’s search intention is:

  • Informative : they are those that simply look for information (how to do this or the weather in Madrid, for example).
  • Transactional : they are those that imply some intention to convert (buy this, or download this other, for example).
  • Navigation : are those that focus on a specific website (Facebook, El Confidencial, etc).

But, as we have commented before, Google is evolving and therefore the search intentions as well. New search intentions are classified like this:

  • Know: knowing, researching a topic in a broad sense. Ex: who is the best soccer player, how does a gasoline engine work …
  • Simple know: more specific: find a data, an image, etc. Ex: when Messi was born, age of the Pope …
  • Do: do something. Eg: download movie, listen to music, body mass calculator …
  • Device action: do something with one of our devices: mobile, Google Home, etc.
  • Website: browsing search of a specific website. Ex: buy pc keyboard components,

This topic is very important and broad, so here is the article with all SEO search intentions explained in detail. You can watch it now, or wait for your turn to come in the series you are reading now, it is the 4th article, let’s go to the first 😁

Keyword Suggest

With this tool you can find thousands of keywords related, suggested, questions, classified according to search intention and a long keyword, starting from a seed keyword.

You have the complete analysis of this tool to get the most out of it in Keyword suggest .

Content Analysis

The Content Analysis tool allows us to analyze the content (oh, surprise) of the competition and see all the keywords, words and terms that they are using. how and where

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