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Web Design, Hosting, Digital Products & Services

Web Design, Hosting, Digital Products & Services


What Are Keywords and Why It's So Important to Choose the Right One!

What Are Keywords and Why It's So Important to Choose the Right One!


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Black Pearl Matrix

Tips for Choosing a Keyword

Keywords are terms made up of one or more words. These keywords, in English, are how a user types their question into search engines to get answers and complete their search. The use of keywords is very common in search engines like Google.

If you’ve made it this far in this article, I’m sure you want to understand what these so-called keywords are, right?

When we started to study what SEO (Search Engine Optimization) is, one of the most commented points are the keywords, their choice and the real importance of these terms that dictate the optimization.

In this article, we will cover the following:

1. What are “keywords”?
2. Keywords or keywords?
3. Why are keywords so important for your business?
4. Negative keywords: What are they?
5. How do I define which keywords I should use in my content?
6. Head Tail Keywords
7. Head Tail Keywords
8. What is the relationship between keywords and SEO?
9. What is the relationship between keywords and content?
10. How do paid ad keywords work?
11. How do keywords work on social media?

1- What Are Keywords?

Keywords (keywords) are the main search tool. These are terms composed of one or more words. They are the ways in which a user types their questions into search engines to get answers and solve their problems.

As much as the term itself is self-explanatory, it doesn’t hurt to explain in detail what it means. After all, it was this doubt that brought you here.

Basically, keywords are the main search engines.

BPM How Keyword searches work

Keep in mind that all research stems from a word, or more, used to present that problem to the researcher. Keywords can be defined as the terms used by users to get answers and solve their problems.

If you are a marketer, keywords are the terms we use to guide you when creating our pages, blog posts and websites.

That is, when defining a keyword for a certain page, you will send a message to Google, for example, that your content is about the subject of that specific term.

If everything goes well and you make the right choice, your content will be displayed exactly to the person who searched for that keyword.

Keywords are used by users (as you can see the word in the Google search box) and are also used by websites that want to be accessed that have the “answers” for that search.

2- Keywords or Keywords?

This doubt is more common than it seems. When we talk about the plural of this term, we must pay attention to the correct way to use it.

What creates more confusion is the fact that when two terms of a compound word are formed by nouns, both are pluralized.

Word is a noun, as is a key. So the rule applies.

Although it seems simple, in this case there is a small problem. The grammatical norm also states that when the second term specifies the function of the first, the second remains singular.

So instead of keywords, the correct grammar of writing is keywords. With the grammatical issue resolved, let’s get back to the concept itself!

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3- Why Are Keywords So Important For Your Business?

They are the ones that, when perfectly fitted, open the doors of your content to the world of the Internet.

For your business, it means the difference between being found, read, shared and liked or simply not being accessed due to ignorance or total ignorance.

And that’s exactly why keywords are tools that help a lot in content marketing.

When drawing up your investment plan, one of your company’s main objectives is to increase leads and customers and, consequently, your sales.

On the Internet, your content will face much greater competition than in your field.

In search engines, the borders are smaller and the results in each search are thousands and thousands of possibilities available to the public.

This means that it’s not enough to pick a bunch of keywords and sprinkle them in the middle of your posts.

For your business to stand out, you need to be more strategic and careful about these things.

So start by asking yourself why you need to use keywords.

The answer should come quickly and obviously to your mind: “because I need to help my audience find me on the Internet”. But the answer cannot stop there.

You have a conversion funnel with defined stages, which means that there are different types of audiences with different types of questions.

Those who started the buying journey are still wanting to know about basic items related to the niche in which their product or service is inserted.

Those in the middle of the funnel are likely doing research across multiple brands to decide which one benefits from the other.

And those who are at the bottom, almost determined to buy, need the security that they are making the right decision when choosing their company to close the deal.

And each of these groups has a very specific group of keywords that they choose to type into search engines.

Therefore, your company needs to recognize them in order to make the best use of them when producing each material.

3.1 Do you know why?

Because they will be the first contact between the brand and the public and will probably decide whether that visitor will close the window and move on in the search results or stay on your website.

Each keyword should be considered as a question that needs clear and objective clarification, without mincing words.

And the role of your company’s content is to focus on offering them, so that they are enchanted with your ability to clear up doubts and, from them, start building a relationship of trust with your company.

4- Negative Keywords: What Are They?

Not everything that is negative is actually bad.

In fact, when we know how to use them, they can be a very important part of your content marketing success.

Negative keywords are keywords that tell Google (in an ad campaign or ad group) which search terms you don’t want to link to your business.

For example, you sell sporting goods produced only in New York.

You can then include the term “imported” among your negative keywords so your ads won’t show on searches that contain that word.

But then, you might wonder why this is so important to your business. In fact, it helps you to invest with more quality, that is, it increases your chances of return.

Like? Once you know what your target audience won’t find when they click on your ad, you can stop paying for clicks on your ad that are unlikely to result in lead generation or even closing a sale.

This means attracting more customers who are genuinely interested in your product or service, rather than onlookers who will click through, spend a few seconds skimming through the page’s content, not find what they’re looking for, and return to the results page.



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4.1 How to find negative keywords?

Let’s be a little naughty among ourselves: Google really won’t care if you have a few unnecessary paid clicks on your page.

After all, a good part of your income comes from there.

So, you need to think about how to use the tools that Google itself offers to your advantage.

If you’ve been researching (or have known for a long time) ads, you’ve already realized that you have a real arsenal in your favor to get the most value out of every click.

There is a specific tool, the Keyword Planner (we already talked about it here in the article), which can be of great help when it comes to finding negative keywords.

I will try to explain how it works for this specific purpose in a simple and direct way.

If you have a business that sells umbrellas, put that word in the Keyword Ideas tab and click “search”.

In the results listing, you will see several search terms related to the word with some basic information.

In this list, you’ll check off all the ideas that don’t pertain to your niche.

In our example, it could be “umbrella designs”, “new spelling umbrella”, or “custom umbrella”.

Once you recognize search elements that clearly don’t belong in your field of activity, that’s it!

The answer has already been given.

You can create your negative keyword list by including exactly these selected terms, for example: “design”, “spelling” and “custom”.

Another way to make a great selection of negative keywords (and find positive ones as well) is to put yourself in the user’s shoes and use your keyword list.

Going back to the umbrella as your product example.

Search for this term and similar ones that would be used in the production of content on your page, such as “imported umbrella” or “umbrella”.

You will probably see, on the first few pages, links to things that have nothing to do with this business. It could be the name of a book, the lyrics of a song or an article about the “Umbrella Revolt in China”.

In this way, you will be able to become increasingly aware of the universe of words that must appear in your content, helping your customers to reach you much more easily and without wasting time inserting links that have little or nothing to do with what they want and need.

5- How to Define Which Keywords Should I Use in My Content?

Once you have a list of “seed” keywords, it’s time to include more data in your analysis.


You should consider some other factors before setting the keywords that will bring the most results for your business. Check out some of them below:

5.1 Persona

One of the most important factors for choosing keywords for a blog is suitability to the persona’s needs.

I’m sure that when you are going to produce content for the blog you created, keep in mind that the material must answer the questions and doubts of those who are reading the content, right?

In order for your content to be seen as useful and valuable to those searching for that specific keyword, you should always think about your persona.

This is very important information when it comes to discovering and defining the best keywords for your business. The objective defined for your strategy must be taken as a guide for all the actions that are taken to achieve it.

That is, if your company aims to increase the number of sales of its products, for example, you can direct keyword research to terms that drive purchases.

So, you should invest in terms that contain “buy”, “evaluate”, “the advantages” of the product, and others in that sense. Thus, it is possible to lead the public to purchase through the texts produced for the blog.

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5.2 Research of Competitors

This is another very interesting way to define the keywords that should be used for your business.

If you have large competitors that also invest in a content marketing strategy, it will certainly be interesting to analyze how they are dealing with issues related to products and services before the public.

Another interesting tip is to research major players in the market, even if they are not direct competitors.

These companies will probably have interesting approaches on how to deal with their content production, either with an innovative language or producing complete pieces that solve all the public’s doubts.

These companies will probably have interesting approaches on how to deal with their content production, either with an innovative language or producing complete pieces that solve all the public’s doubts.

Competitor research can be efficient both to find out what is not being done by them, what can be attacked by your company as an opportunity, and as a way to identify competitive forces, joining efforts to overcome these points.

If you don’t have a tool like SEMrush that allows this analysis in a much clearer and simpler way, a great way to identify what your competitors are doing is to monitor their organic search results and keep an eye on their results on social networks and newsletters informative.

5.3 Use Practical Tools

There are dozens of tools aimed at finding relevant keywords, but the main ones you will encounter on a daily basis are:

• Google Keyword Planner

Google’s own “keyword planner” is ideal for creating optimized Google Ads campaigns. This tool is ideal for diagnosing your strategy, identifying what is working or not to correct or maintain. Data can be exported to a spreadsheet, which facilitates its analysis.

• Semrush

This tool does not provide accurate data on blog navigation, traffic and keywords, but it offers a trend report and, consequently, gives tips on which paths you should follow for the success of your content. It’s worth analyzing your own website, as well as your competitors’ pages, if you consider them a benchmark in quality and results. The free version offers a more overview, but the paid version is ideal for more thorough planning.

• Keywordtool.io

She takes a look at Google’s autocomplete feature and gives you even more ideas by giving you several options for keyword variations, especially the “long tails”. We’ll talk about that later.

Other tools worth checking out: Wordtracker, Keyword Discovery, Majestic and Keyword Spy.

• Google Trends

A great free tool from this information giant. Trend is an English word that can be translated as fashion, or “of the moment”. Google Trends helps you discover, based on a term, what related searches users are doing. The best part is that the results can be filtered (country, state), time period and sources in the search areas of the page.

• UberSuggest

Another free way to get keyword suggestions. Just enter the desired term in the search area, select the language and search area (web, images, news, shopping, video and even recipes). You can still click on suggested terms and get other related words.

Your “seed” keywords will be helpful, but they won’t always be the best options to work with.

Keep in mind that more general keywords (usually just a word or two) are highly sought after and you’re unlikely to be able to rank well for them in the short term.

But, if you still have any doubts about this, let’s first understand the main types of keywords.

6- Head Tail Keywords

We defined the keyword “seed” earlier, right? Head tail keywords represent exactly this concept.

Typically, these terms are the ones that define your company’s core business. It is through these terms that both you and your audience should be able to summarize your company and the services provided.

Most head tail keywords are one or two words long and represent an entire business segment, which can be broken down into multiple pieces of content.

Imagine how many people and businesses like you want to rank for these high volume words. So with volume, you have a lot of competition around those keywords.

To get a good ranking for them requires intense and strategic marketing work, relying on techniques other than keyword research.

7- Head Tail Keywords Chart

Long tail is a term created by Chris Anderson that refers to how the number of searches/purchases for thousands of specific items can exceed the number of searches made for generic and famous items.

Let’s look at these two types of keywords comparatively. Some good examples of seed keywords, also called “heads”, would be: content, blog, marketing.

On the other hand, good examples of long tail keywords would be: “blog content”, “corporate blog” or “content marketing”.

To define them, here are some tips:

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7.1 Put yourself in your audience’s shoes

As previously mentioned, it is important to think about personas to define relevant keywords for the business. If you still haven’t done a good job of identifying your personas, find out what they are and how you should create them here.

It is important to identify which terms are most searched for by your audience from the moment you start looking for information on the subject. Think like your audience.

Reflect: how would he search for your product or service on the internet?

There are several possible variations of the search for a given subject, and this research in relation to the public is efficient precisely to bring the results that would be more consistent with the public’s attitude.

A good tip to be able to identify these opportunities is to try to talk to some people who fit your audience, whether they are customers or potential customers, and ask this question to find out.

7.2 Consider the stage in the sales funnel

Remember, your reader will also search in different ways depending on where they are in the funnel. In a practical way, it is necessary to remember that: if he is looking for alternatives to solve a problem, you must focus on the problem, including as a keyword.

Good content options for this stage are the definition of concepts and tips for performing certain tasks, for example.

BPM Sales Funnel What are keywords and why is it so important to choose the right one

However, if he is already starting to find your solution interesting to him, you should talk to him about why he chose to do this.

A good list of reasons for choosing a plausible solution to the problem, or even the advantages of such a solution for the buyer, can be good content choices.

If he is already evaluating and about to act, be direct, talk about yourself and your differentials. Texts from your clients’ successful cases or comparisons between market solutions, for example, are the best suited for this stage of the funnel.

To go deeper into these content theme specifications, see this article that demonstrates the use of the most diverse keywords along the sales funnel.

8- What is the Relationship Between Keywords and SEO?

The use of keywords is something recurrent, and highly efficient, when we talk about optimization so that your website is well positioned in search results.

As an SEO (Search Engine Optimization) technique, keywords must be used strategically, thought out and defined within the effective planning of your marketing strategy.

• Meta Descriptions

When we talk about website optimization, we need to remember and give due importance to meta descriptions. do you know what they are?

Well, the meta description is nothing more than the description that appears to Google (you know that summary that appears just below the title that appears in blue? That’s right!).

It must be done directly, but without ceasing to be stimulating for people to visit the pages. Including the content keyword in the meta description is essential!


In addition to always thinking about the user experience and creating friendly URLs, another very important point for content optimization is the page address itself.

Try to create an address that is simple and to the point. The best way to use the URL is to include the keyword in this area.

• SEO title

It’s not just the title of your blog that should count, but also the keyword you defined earlier.

Unlike the page title, the SEO title is what will show up when your content appears in Google searches as well as social media shares. It is also essential that the keyword is present at this time.

• Title

Keywords also need to be used in the inner titles of your articles. Depending on the format of your blog, possibly the title tag will be the same as the H1.

Regardless of whether or not it is the H1 of your blog, the rule is that the keyword must always be present.

Unlike SEO titles, which aim to get someone off the search page, title tags are titles that aim to ensure that a reader stays on your page and continues reading your article.

In this case, the keyword can be used anywhere as long as it is present.

9- What is the Relationship Between Keywords and Content?

Focus on keywords to optimize your blog content, but the number one priority should be solving the problem and meeting your personas’ expectations.

Use the keywords in your blog posts, in the titles, throughout the article and, whenever possible, in the inter titles, as well as in the description of the images. Don’t forget to keep the text natural.

There’s no point in writing forced text, where the keyword is repeated tirelessly and readers don’t like the content they’re reading.

If you write for Google and not people, you probably won’t get the best results.

The production of relevant content is based on personas, their pains and problems, and not thinking about search robots.

Remember that if you make content that aggregates, answers questions and solves problems, you will automatically be on the right path with the reader and, believe me, Google also takes this into account when ordering its search results.

10- Evaluate More Strategically Using Keywords

Search engines are evolving at an incredible speed. Over the past six months, we’ve seen changes in algorithms, most notably at Google, which has innovated the way we marketers create and develop our content and websites.

After the updates that took place in 2016, such as those that strengthened the semantic analysis of searches and the addition of RankBrain. The first innovation ensured that the search engine was able to interpret the user’s intention through the term used.

RankBrain is an artificial intelligence that has become part of the Google algorithm, and this is what is completely changing the way searches and results are being displayed.

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11- How Do Paid Ads Keywords Work?

As with keyword research for your organic marketing strategy, it’s very important to consider all of the factors listed above when choosing the most important terms for your paid ads.

Another factor that starts to matter a bit when it comes to paid ads is the value of each keyword. This price varies according to the volume of searches for that term, in addition to the interest of people and companies in advertising using that specific keyword.

When setting up your Google Ads account, you can choose the campaign payment type to be made: pay-per-click (CPC or cost-per-click), impression (CPM or cost-per-thousand impressions) or conversion (CPA or cost-per-acquisition campaign).

The value displayed for each keyword represents the maximum price that can be paid for that ad.

If the ad is clicked so many times that the total amount falls within the stipulated budget for the day, the ad will no longer show until the next day, when the budget is reset.

If the ad is clicked so many times that the total amount falls within the stipulated budget for the day, the ad will no longer show until the next day, when the budget is reset.

But, how does this influence the choice of suitable keywords?

For an initial paid ads strategy, it’s important to look for terms that have low competition and low estimated values so that your ad can be shown multiple times to people who do the corresponding searches, regardless of their budget.

On the other hand, if we are dealing with a more in-depth Google Ads strategy, it is important to make ad groups with several variations of different keywords, in order to cover persona searches, being able to use a larger budget to be successful.

To learn more about campaign creation techniques on Google Ads, check out our post on the subject.

12- How Do Keywords Work on Social Media?

In addition to being great ways to promote published content, social networks play a very important role in defining keywords.

A good tip is to be able to find your audience on the most important networks for your business and research the ways in which they communicate and seek to clarify their doubts about the subjects.

In addition to defining important questions about the language to be chosen, it is possible to find possible doubts that they have about your business, which may end up becoming opportunities for producing content for your blog.

But there is a concept that is becoming more and more popular on the internet, especially on social networks, which is the use of hashtags.

As content published on social networks, such as attachments, images and captions, is not indexed by Google’s robots, the only way to achieve this indexing is through hashtags. Hyperlinks that bring together all posts with that hashtag in a single search are considered.

In addition, hashtags are widely used by young people and those considered “heavy users” of social networks.

Thus, by using relevant hashtags for your business, it is possible to index the content, while getting closer to the audience and creating a certain type of relationship with them.

But, it is important to be careful with some attitudes when it comes to the use of hashtags.

It is important to know that they must be consistent with the content being published.

If you simply use hashtags that have a high search volume on social media, without them being related to your post, the public may interpret that you are just looking for more views for your posts, without caring about the persona’s concerns and doubts.

In addition, it is important to choose words and expressions that are valuable to those looking for this type of content. Create and strengthen institutional hashtags that speak about the company’s customs and values.

In this way, it is possible for you to create a community around the use of this hashtag, encouraging its use by your audience and creating a relationship with the people who decide to embrace your cause.

FAQ – Frequently Asked Questions about the Importance of Choosing the Right Keywords

1. What is the importance of identifying Keywords in a text?

Keywords are the words or terms that summarize the main information presented in a text. They make up a set of SEO strategies designed to improve search results on search engines.

2. How to work with keywords?

The big trick, in this case, is to discover the variations of the keyword that are less competitive. When doing keyword research, you identify the terms that are easiest to generate results and choose exactly those terms.

3. What is the best keyword planner?

If you're still starting to learn SEO and keyword research or you don't want anything too complicated, you need to know Keywordtool.io, one of the keyword planners that stands out for its easy-to-use interface.

4. How to find out what keyword the competitor is using?

Google Trends does this, just go to Google and perform a search on the word you want the first position to discover competitors, but Google Trends provides other valuable information, such as, for example, which sites users tend to frequent and the regions of greatest search.

5. What is Head tail keyword?

Well, head tail words are more general search terms. They are succinct and simple, the shortest answers to questions that would lead someone to search for something in the search bar. They are usually subjects, themes that can be the focus of an entire website or blog. An example of a head tail word would be “digital marketing”.


So, now that you’ve learned a little more about defining and using keywords, are you ready to use these techniques in your online marketing strategy?

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