What’s the deal with keywords? A brief ‘ABC’ for scaling up your marketing strategy

What’s the deal with keywords? A brief ‘ABC’ for scaling up your marketing strategy


Scaling up your business is an effort, especially marketing wise. The better you position yourself, the higher the chances in front of the competitors. Online, we’re talking about SEO, keywords and web performance metrics. These elements translate into a well integrated digital marketing strategy.

Surely, you have heard about the importance of keywords or at least the notion of ‘keywords’ once. You know that they are essential to work well with the Search Engine Optimisation (SEO) of your website or your blog content, but you do not quite understand why…

This article will explain what keywords are and why they are essential for your marketing strategy. In addition, we will explain step by step how to choose the best keywords for your plan and what tools you may need.

Shall we start?

To begin with, we are going to define what keywords are. The keywords or simply keywords refer to the terms (composed of one or more words) that Internet users use to search in the digital world in general. For example, ‘inbound marketing’ and ‘small business digital marketing’ are possible word combinations users might type in their browser’s search box.

Why do we need keywords?

And as you may have already guessed, doing good keyword research is essential for many reasons:

  • Keywords are the primary way for users to find our blog or web page since, today, there are very few who write the URL directly in the browser. Therefore, they are the first step to guarantee the visibility of our brand online.
  • A good selection makes it possible for our website to appear higher in the search engine results and, therefore, attract traffic that is much more organic.
  • Keep in mind that the first three results of Google monopolize the majority of visits, and that very few users go beyond the first page of results.
search keyword

Keywords are also extremely helpful in defining the main content and its structure and the different posts published.

You have already seen that keywords are essential pieces in the complex gear of positioning (SEO). Therefore, it is necessary to correctly select the ones you will use on your website or blog and in its different posts.

The selection is a complex process in which the analysis is mixed with a web page and its ideal audience (buyer persona) and the competition.

One step at a time.

The search process can be divided into the following phases:

1. Analysis of the website or blog

This analysis must be complete and broad since you have to consider the topics you want to deal with and the possibilities of your page and its situation compared to the competition.

2. Define your buyer persona

Once you are clear about the position of your website against the competition, you can move on to the next phase, which consists of the exhaustive definition of your ideal audience or buyer persona, their needs and how they perform searches to solve them and obtain information.

3. Choose the keywords to position

You have to find a balance between the searches generated by these words and your competition.

4. Identify long-tail keywords

You have to find a balance between the searches generated by these words and your competition. (e.g.instead of using ‘food’, use ‘healthy food in Amsterdam’)

5. Algorithm changes and how it affects keywords

It would be best to keep in mind that numerous algorithm changes in Google reaffirm the positioning of keywords.

And you? Have you already started with your keywords or keywords strategy? What are the results telling you? 

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