Keywords are phrases and word that people are using when they search the Internet for a product, service, or searching for information of relevance to them. As a site owner or content creator, you definitely want the keywords that are on your pages to be relevant to the searches people make on the Web. The goal is to be first in the search results.

The keywords are therefore the connective tissue between what people are looking for and yours content, which tries to satisfy the needs of the audience. Your goal is getting a good position on search engines and attracting organic traffic to the website. And the quality of that traffic will depend definitely on the keywords you’ve been optimizing your content for.

You have to keep in mind that the terms and expressions for which you want to position are narrowly related to your offer. Attracting traffic to a website that is not related to the intent of Internet users can bring more harm than benefits. You do not want to end up attracting an audience that is not interested in what you offer.

As far as keywords are concerned, keep in mind that they are related to the audience, as much with the content on the site. To create content that will be well ranked in organic search and attract new customers, you need to understand the needs of those visitors – the language they use when searching, and the type of content they are searching for.

Regular contact and communication with clients certainly can help you with this, and you can gain very valuable information. Keyword research is also an essential step in defining strategy.  For this, you can use some free tools, such as Keyword Explorer or Ubersuggest.

Keyword phrases (Long-tail keyword)

What are Long-tail keywords? This term refers to search queries consisting of two, and very often more words or terms. This search mode is much more accurate and much better reflects the ultimate intent of the one who searches the Internet.

It is likely that individual keywords are what is the ultimate goal for everyone one of us. But it should be considered that competition for such terms is generally very large, and it is much easier to achieve success using key-phrases (long-tail).

 In addition, individual words can very often be irritatingly vague and confusing. For example, if someone types word dog in the search engine, you will not have the slightest idea of ​​what he’s actually looking for, whether it’s dog food, leash, veterinarian or actually just looking for a site with pictures of nice dogs.

For this reason, long-tail keywords have a much clearer end-user intent. Also, which is very important, this type of keyword has less competition, which drastically facilitates positioning for the same.

Keywords and content strategy

Choosing keywords must be a top priority in designing your content strategy. Since keywords are largely determined by the content of each of your pages, it’s best to optimize each page for a particular keyword.

By creating this kind of strategy, you will be able to better understand the impact of your existing content and identify weak points or gaps that need to be filled in. At the same time, your content will be optimized for targeted keywords and understanding your target audience and their interests much better.