The keyword search is the focus of its content. With the right selection of keywords, your content will be found in the search engines and can get in touch with your reader.

This guide provides step-by-step instructions on how to do your keyword research.

We list the main tools you can use during this process and even analyze which keywords are used by your competitors.

And finally, we list various strategies to help you improve the position of your website on Google .

1. Key Words: Basic Concepts

In this first section, you will easily learn the basic concepts of a keyword search, how it works, the way it is navigated, how it is developed, how it can be used and the volume of searches, and everything you need to know to select the best keywords.

What is a keyword?

Keywords are the terms that users type in search engines like Google to find information.

Before you start optimizing your website, keyword research must be done and linked directly to the content your user is looking for.

Therefore, keywords are the focus of your optimization and are therefore responsible for the positioning of your company, product or service on the Internet.


Keyword research has the function of enabling mutual solutions for both consumers and for your company. After all, with your help it is possible to define keywords that have a good search volume and attract a qualified audience.

However, it is important that you work out your personas

A persona is a fictitious representation of your customer. The persona is based on the actual characteristics of your customers, so you can use it as a guide for creating your content.

Now that you know what a keyword is, it’s time to learn how it works.

The process can be broken down into a few steps:

  1. Persona: Define your persona;
  2. Topic: Select the main topic to be covered based on the persona, for example: Digital Marketing Course ;
  3. Analysis and Selection: Study the keyword ideas and choose the best ones (we’ll see how to do that later).

From there, you can understand how to find a keyword, analyze its properties, and choose the best ones for your digital marketing strategy.

Search Types

The keyword analysis process should first understand the search performed by the persona, since this is most aimed at sufficient of

We have two main types of search:

  • Information Search;
  • transaction;

Information search

Information search is a search in which the user searches for information about a specific person

Keyword research gives search engines results that contain information about what you have entered Keyword displayed, ie when searching for what SEO is . For example, you will come across pages that explain the topic in detail.

Transaction search

In the transaction search the user is already determined to execute a transaction d. H. is intended for purchase.

This type of search is named according to the user’s desire to complete a transaction, which is usually at an advanced stage (from the middle to the end) in the sales funnel, that is, buying a product or service. [19659002] For example, if we have a user who opens the page of a search page like Google and searches for in the search bar to buy a frost-free refrigerator, tends to be searching therefore, after purchasing this appliance, it will be configured as a transaction search that will produce a result that shows pages of products related to the search.

Long Tail, Middle Tail and Head Keyword

The keywords can be divided into three groups: Long Tail, Middle Tail, Head Keyword.

Long Tail

Long Tail, also known as “Long Tail” in Portuguese, is a keyword that consists of three or more words and forms an expression that can also be found in search queries.

For example, if a customer is looking for a marketing service but wants to be more specific or to find a company that is qualified for the promotion, they can search for an agency digital marketing in the center of sp instead of just marketing or digital marketing .

Middle tail

Middle tail, ie the middle of the tail, are the key words that make up two or three words.

According to the example used in the previous topic, the search agency is a mid-tail keyword.

Head Keyword

Contrary to the types of keywords- In the key described above, the head keyword consists of a word that covers the topic generically.

It is therefore possible to summarize your entire search from a single word, such as B. marketing

Search Volume

To select the ideal keyword and improve your search performance, you must measure the search volume .

It is characterized by the average of the number of searches per keyword, ie if the total number of searches can be If a particular topic is larger than a similar one, the best alternative is to use the term with the highest search volume.

Terms with a low search volume can also be relevant if they generate a good conversion rate, ie if they only attract a few visitors, but are qualified to carry out a conversion.

Head keyword terms tend to have a higher search volume, but attract an audience that is less prepared for conversion compared to long-tail terms, which have a lower search volume but have an audience closer to the time of the conversion .


Assuming that your website or blog needs to increase the conversion rate is the best solution when using keywords that appear on search queries by the main search engines.

Therefore, there are a number of factors that must be worked out so that their content reaches the specified public.

1. Content Development

First, good content consists of essential information that the user is looking for in search engines.

So, create content in an objective manner and respond directly to what the user may be looking for in relation to the keyword.

The content is primarily responsible for attracting a certain segment and increasing the relevance for a certain topic, product or service.

However, we have to take into account that not only information The content is important, but also the structure.

It is necessary to read the text comfortably and format it properly in order to avoid creating very long paragraphs, which can tire reading and consequently repel many users.

2. Information architecture

It is not enough to create great content if it is not presented clearly and objectively, broken down by topic and relevance, which makes the difference in optimizing the user experience.

A website or blog in their user interface should prioritize the information architecture so that searching for a topic is easier and faster.

Therefore, categorizing the content enables a comprehensive visualization of the topics so that the user can answer their doubts more quickly.

As Aldous Huxley said: “Knowledge is not what you know, but what what you do with what you know. ” So look for new information and put all your learning into practice.

2. How to Find Keyword Ideas

This section provides some suggestions for finding keywords, including tools, competitive analysis, and brainstorming with experts.

Suggestions from the Google search box

When you enter a search on Google, other options for more specific search terms are often displayed.

For example, if you enter school of da …, you can use [ dance school or dance school in São Paulo .

These terms are relevant because they are the most commonly used keywords for this search that you just entered. A strong indication that your target group has a keen interest in getting answers to these surveys.

Competitor Headline Analysis

A very useful alternative for choosing the best keyword ideas is the competition headline analysis

Although there are many tools that can help with keyword selection, examining competitive strategies also guarantees a good result.

Analyze the main titles in your region to be inspired by the search for data using a specific keyword.


Brainstorming can be divided into three phases: brainstorming, selection and definition.

When brainstorming, everyone on the team can suggest possible terms that the target group has, and can be used in search queries to reach your website or online shop. Write everything down! It is not time to discard anything.

When you arrive in the selection phase, you have to set some criteria to select the ideas that are valid, e.g. B. Search volume, conversion rate etc.

Already in the definition phase it is necessary to define priorities and the action plan for each term within the digital marketing strategy.


The command Site: can be accessed in the box Enter the following example into the Google search engine: Website: which only shows results for a specific domain of your choice. Look at an example below:

  Site command:


Print an example of using the site command:

However, if you want to further filter your search, you can use multiple commands at the same time. This search targets a specific page.

To filter your search, you can use the inurl: command after the site: command to search for a specific term in the URLs of the website you selected .

If we use inurl: tips all URLs with the word “tips” are listed in the search result.

If you want to search Use the command in the text: for example: intext: marketing .

You can also segment your search further by searching for a term in the title of page. To do this, use the command title: for example: title: Sales .

After you’ve created all the filters you want, you can analyze which keywords and topics make sense for your digital marketing strategy.

Analyze H1

Heading tags are used to define the structure of a page, ie they are similar to the headings of a document.

In this hierarchy, H1 has the highest position, which is the main topic of the page.

It is recommended that a page have no more than one H1.

Because the H1 of a content determines the most important topic that contains the most importance on the page, it is as important as the title in the search results as it is most clear on the page.

For this reason, it is important to analyze the H1 tags of relevant websites in our industry or even our competitors, as it is a very rich source of keyword ideas. [19659007] Analyze H2

In addition to searching for a keyword in the H1 tag of a page, the H2 tag also has its meaning.

According to the hierarchy of the headings, the content available in the H2 tags represents secondary topics ie it enables the display of topics in connection with the title.

A user or even a company looking for keyword ideas can analyze the terms better if they are divided into H1 and H2 that reading is more dynamic.

It is also possible to use other levels of tags such as H3, H4, H5 and H6 as a source for consultations.

YouTube: Top topics

The video platform also suggests the most frequently searched terms in his research, be it a tutorial, a documentation, a video class or whatever the segment.

That way, if you’re looking for a keyword that is compatible with your product or service, a good option is to search for it on YouTube and analyze your butt

Einstein argued : “The most important thing is not to stop asking questions. Curiosity has its own reason to exist. “Always ask yourself questions!

3. Tools

Keyword optimization and search tools are excellent tools for keyword search. This section lists the most popular ones on the market.

Google Keyword Planner


Google Keyword Planner or KW Planner should support the development of new search campaigns on Google Ads but can also be used for SEO strategies are used.

The tool works on selecting the keyword in each ad group that users can use to evaluate behavior for each keyword.

 Keyword Plan

Google Keyword Planner can display search volume, average cost-per-click (CPC), and other keyword selection information. Key. This tool also suggests new options for terms to work on.

Keyword Tool

 Keyword Tool

The Keyword Tool (). io ) provides the complete list of terms related to its products and services according to the search suggestions of the search engines.

That means you can find suggestions for automatic completion from Google, Bing, YouTube among other things.

This tool generates about 750 suggestions per keyword has been searched in over 80 languages.



SEMrush is one of the most useful tools for keyword tracking.

Through domain analysis, it is possible to identify which keywords the website places in the organic results, for which terms there are ads, and it is also possible to get multiple competitors in both the organic and paid results identify.

Answer The Public

 Answer to the public   A quick search for a specific term gives you the main keyword search at Answer The Public.

A free website where the user can access the most searched keywords related to the selected topic divided by questions: what, how and where; or prepositions: or with and for.

The tool uses Google Suggest to generate its reports, ie Google’s search suggestions.

Answer The public presents the most important questions asked by users. Very large font for your website.



With the Ubersuggest tool, you can quickly get the search volume for a specific keyword and other variations of the keyword, making it much easier to expand the keyword list.

It is also possible to access the average CPC and two difficulty indicators for both organic and paid results.

Google Search Console


The Google Search Console or GSC is a tool that you can use to control the “state” of your website through a hub provided by Google that you can use to troubleshoot and maintain healthy traffic on your website. [19659002] From the resources available in the tool, it is possible to analyze the performance of the site on searches where we have access to the best performing terms, impression rate, clicks, and click-through rate ) which optimizes the terms with the greatest potential for the site.



Another way to identify keyword opportunities is to analyze the content of competitors and check the density of specific keywords.

A good hint, within the est SEO strategies, is to watch the most frequently repeated keywords within the content.

To facilitate this keyword density analysis, WordCounter can be a good ally.

In addition to density, this tool also analyzes the number of paragraphs, number of sentences, reading time and reading time.

Despite the ease that platforms offer, keep in mind that the brain is the best tool. Don’t trust tools blindly!

4. How to Measure Keyword Competition

For each term entered in search engines, we find different websites that compete for the top positions.

If we understand who these search competitors are, we can define which keywords are prioritized within the digital marketing strategy.

Next, some ways to analyze competition in search results are explored.

Install MozBar

While you are surfing the Internet, the MozBar extension from Google Chrome and Mozilla Firefox can be used to display various SEO data on the websites.

When accessing multiple websites, the extension observes how competitors are working on their optimization strategies.

This allows some procedures to be implemented on your website, increasing the time it takes to load pages, increase the number of internal and external links, improve titles, and more.


An efficient way To analyze the competition, the SERP (Search Engine Results Page), “Search Engine Results Page”, must be studied in free translation into Portuguese.

Since the main answers to search queries are always listed, it is possible to check the positions of competitors using a specific keyword and understand whether the term is an opportunity to work on.

Sort by volume

One way to better determine the level of competition is to separate the keyword analysis by search volume.

One prioritization technique is to start with low volume terms because there is less competition.

If your website becomes more relevant within the algorithm, you can search for terms with larger volume and more competition. [19659007] Permission

With MozBar, a tool already mentioned in this article, we can analyze the domain authority (DA) “Domain Authority” and the page authority (PA) “Page Authority”. They form the authority level of a domain and a page and share it with us the relevant level of competition with.

Based on this information, you can search for keywords with competitors that have lower DA and PA, or try to increase your DA and PA by purchasing backlinks from high authority websites.

Searching for your competitor’s brand

One way to understand how your competitor is viewed by customers is to search by brand, that is, to search for terms that consist of a keyword along with your competitor’s brand.

One tool mentioned earlier in this article that makes it easier to find these terms is SEMrush. While analyzing a domain, the tool offers a study of brand-based terms.


With the SimilarWeb tool, we can analyze the performance of our competitors and identify the main keywords, traffic sources, etc. Total number of visits, among others.

To have a direction in which strategies achieve better results and consequently to enable a direction to the terms that are prioritized.

Behavioral metrics

The selection is not enough In order to get a good keyword and achieve a good positioning in the search results, the visit must be of high quality.

The most important behavioral metrics that must be evaluated are listed below.

Pages Per Visit [19659027] This metric relates to the total number of pages that a user visits when accessing your website.


If you are a content portal, specify the number. The more articles the user visits with the same access, the more they liked your content.

Average Session Duration

It is also important to check how much time the user spends on your website on average.

Very low times may indicate that your content is not being consumed satisfactorily.

Bounce Rate

The bounce rate indicates that the user who accessed your website has not visited any other pages, i.e. H. You left your site on the same page you entered.

There is no ideal bounce rate because there is a percentage for each site type.

However, you can always try to reduce this bounce rate. [19659002] Remember: Your biggest competitor is yourself. So understand your competitors, but focus on improving 1% every day. In this way, you improve by 100% in 3 months.

5. How to choose your keywords

So far you have learned different ways to find the best keywords for your digital marketing strategies. However, to get results faster, we will list some techniques for prioritizing keywords.

Clickthrough rate by position

The higher your position in Google search results, the higher your click rate, ie the more clicks your result receives and consequently the larger your audience will be.

So prioritize within your strategies to always improve your positioning, which improves your clickthrough rate.

Start by going to the first page of Google terms on the second page and then bring terms between 5th and 10th place in the TOP 5 of the search results, to the point on which you always work to maintain the 1st position.

Traffic Estimation

Knowledge q If each position in the search results has a click-through rate, we can calculate a traffic estimate, ie how many visits we get after getting a certain position in the organic results.

According to the Advanced Web Ranking Tool that generates a study, if you rank first on Google, it can result in a click rate of around 35%. If your website comes first for a keyword with a monthly search volume of 100, you will get a click-through rate of around 35 visits per month.

However, we recommend being more conservative and proceeding as follows:

Position Expected clickthrough rate (19659190] 1 10%
] 2 9%
3 8%
4 7%
5 6%
6 5%
7 ] 4%
8 3%
9 2%
10 1%

With this type of estimate, you can plot your growth goals and what the action plan will be needed to achieve them to reach.

Define the landing page and ensure the best content.

A landing page is basically the page through which users access your website. After clicking on your ad or search result on Google.

If you know this, you must offer the ideal content to the visitor entering the page to solve the problem that the search query was trying to solve

Keyword targeting

After selecting the keywords, we recommend targeting them in some control groups so that your strategy has focus.

TOP 10 Priority Keywords

Choose the 10 keywords that are most important to your business and are constantly working to reach the top of searches.

These are probably the most competitive keywords in your selection. Therefore, take the long-term result into account. [19659031] TOP 20 Priority Keywords

Create a set of 20 secondary keywords within your strategy, terms that you want to achieve results in the medium term.

These are terms with less competition in your TOP 10.

TOP 50 priority keywords

The third group of keywords should contain 50 keywords that you have found to be less difficult to position, probably long- Tail terms. [19659002] The result is considered here at short notice.

Sales Funnel

We can divide the consumer’s journey into three main phases of a sales funnel: top, middle, and bottom. The top of the funnel represents the discovery; the center of the funnel identifying options; eo fundo do funil, a análise de opções.

When choosing keywords, it is important to be aware that top funnel terms will attract visitors who are still ready to buy your product or service, that is, informational terms will be the most appropriate for this purpose.

As we get closer to the bottom of the funnel, terms that are transactional or that break objections in the sales process will be more useful.

Main erav aoas9959 palais about knowing the correct way to choose your keywords is to know what problems to do. For this reason, we have listed below the main mistakes when choosing a keyword.

Only work head keyword or irrelevant keywords

It can be attractive to want to work only with keywords with more search volume than we have already learned in this guide, these terms are generic and will bring many visitors to your site that are completely aligned with your persona.

So stay tuned so you can work only with a focus on head keywords or irrelevant keywords due to their high search volume.

Only work on very specific keywords

Although very specific keywords may be easier to place on Google searches, it is important to remember that searches are done in menus, not in menus, but also in menus, in this way limiting the audience that you can reach.

Remember to build a list with keywords long tail, middle tail and head tail, as explained in this guide.

Smart work, not hard. Remember this!

6. Advanced strategies for reaching the top of searches

To be successful and advance in Google positions, you need to put in place some SEO strategies. Below, you will know some of them.

Focus efforts on high volume keywords

Once you have applied the basic SEO techniques, you should focus your efforts on keywords with the highest search volume. 19659226] These terms are the ones that will generate the greatest number of visits to your website or online store and, consequently, the greatest business opportunities.

Another positive effect of concentrating efforts on keywords with higher volume is that they are more competitive and, by gaining a good position for them, means that your website has greater authority on the subject.

Long tail terms derived from these keywords will even be easier to position.

Optimize keywords on the second page

After selecting the keywords with the highest search volume, pay special attention to those that are currently on the second page of Google results.

The simple fact that you are gaining a position in the TOP 10 of Google will already make a big difference in the total of accesses.

According to what you have already learned in this article, each position has a CTR and, being on the second page of results, the CTR is very low.

Choose keywords according to your profit margin

When prioritizing keywords, it is very important to take into account the real potential in generating revenue for your company.

One way to choose the right keywords is to check which terms attract customers who buy the products with the highest profit margin.


The more terms we have to achieve good positions, the better it will be for the authority of your domain, which will generate greater brand presence in searches.

Always be on the lookout to grow your keyword list and be focused to position yourself as well as possible.

Long tail

Following the strategy of openness, you can explore the long tail terms that are more specific and targeted.

Taking advantage of the advantages of a long tail means expanding your opportunities, since the terms in this category are increasingly direct and punctual.

If those terms represent your products or services with the highest profit margin, it’s the perfect match.

Positioning your brand

Thinking about the valuation of your company, it is very important that your brand is associated with your product or service.

This makes finding the Internet much easier, after all, your potential customers will be typing the name of the product with your brand.

This is a great signal to the algorithms that you are an authority in your industry.

The following are some examples of brands that have successfully achieved this goal:

Search Examples: Dell NotebooksDell Servers. [19659267] Search Examples: HP PrinterCharger HP.

Search examples: SamsungTV Samsung cell phone.


By following the guidelines in this guide, your keyword research process will be much more assertive, attracting the right people at the right time to consume the content available on your site.

In addition, keyword research is an excellent way to generate insights to make your content more complete and relevant. If you are looking to improve the performance of your website, be sure to stay on top of good practices.



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