Have you ever wondered how Google shows you different results depending on the terms you have entered in the search? This is because, through these keywords, the search engine is capable of filtering the contents, providing the user with the most useful response possible. Next, we will tell you how the proper use of these key terms on your website can help you gain online visibility.
Keep reading if you want to know more about how users search on the Internet!
What is a keyword?
A keyword, in English keyword, is a term or the set of them, through which, if we introduce it in the Google search engine (or any other), it will provide us with a series of results of web pages that contain said term or some derivations. It’s Google’s way of answering user questions.
You must think that all searches originate from certain terms that aim to present the query in the search engine. These terms will be selected by the user to pose your problem. The search engine will send you a series of results that deal with that matter in a specific way.
Thus, we must be aware of the key terms that appear on our websitesince this will help that if we make the right choice, that content will be shown to the user who made a search related to what we offer.
What kinds of keywords are there?
When selecting the keywords that we will include in our website within our strategy, and thus be able to appear when a search related to our content is carried out, it is important that we consider why the person has carried out said search, that is, What is your search intent: find out about something, get to a specific website, purchase a product or service, etc.
This is especially important, as Google aims to provide users with the most relevant results for their queries. This means that if we want our content to be positioned for a search, it must be aligned with the user’s search intention, since this will mean that it is from relevance.
Next, we will tell you about the main search intentions that exist, since depending on it, the content that you offer to the user will be different:
Informational
The user is looking for information. The answer to your question may be short and simple, or on the contrary, it may require a more complex answer. These types of search intentions do not always have to be introduced by a question. Some examples of keywords for this search intent can be:
- Year French Revolution
- Differences SEO and SEM
- Who is Joe Biden?
- How does Zoom work?
The user is looking for a specific web page. This way, you already know what content you want to target. This can happen because it is faster for him to enter what he is looking for in Google and it will give him the result, or on the other hand, he does not know the exact URL. Example of it:
- amazon
- French Revolution Wikipedia
- Google Analytics
transactional or commercial
The user aims to buy a product or acquire a service, at the time of the search. This purchase does not have to be made at that time, but they are looking for information on where they can acquire what they want to buy. For this, it is possible that you search for analysis, reviews and comparisons of said product or service, which will lead you to make the final decision. Some examples:
- Buy iPhone SE
- The best portrait lens
- Renault Capture Price
- cheap converse
Why are keywords important for your online business?
Without a doubt, keywords are those that They open the door for your content to be viewed by a potential customer. For this reason, the selection we make of them is of great importance, since for your online business, it will make the difference between your content being known and shared, and being directly ignored due to ignorance.
Therefore, we recommend that you plan a search strategy. Think about the motivation that it can have for a user, consume your content and from there, select the key terms for which you think such content may satisfy their search intent.
In this step, it will be very helpful to prepare a Keyword Research, since you will be able to place yourself in the mind of your potential client, to establish through what terms, you consider that they could search for the content that you offer on your web page. Once you have oriented your positioning strategy based on certain key terms, the SEO will help you in optimization of your websiteso you can be visible when a user performs this type of search.
Understanding search intent will allow Google to create that strategic list of keywords. When the search engine has a clear idea about the user search intent, try to go beyond what is implicitly indicated in the keyword, thereby adapting your search results. In this way, we can distinguish different results, which will be shown to the user, depending on their search intention.
This will be a way that we can work the content marketing of our website, since we must consider what our user’s search intention is, showing him content that Google can associate as the most relevant to said intention. On the other hand, in case Google is not clear about the search intent, it will try to cover a wide variety of possible answers.
If you are interested in the techniques to use so that Google shows your content as relevant to users, do not miss . In , we work on web positioning, making your project relevant in the eyes of Google. Do not hesitate to contact us if you need more information.
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