Keywords: from concept to research, everything you need to know

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When we think of keyword (keyword, in English), it is almost inevitable not to think of the Google. In fact, the term began to be disseminated much because of its search tool and, today, it is an important variable of internet searches.

However, today, the key words have come to mean much more than a simple way to find a site on the internet. Today, the keywords are a form of market thinking. Did not understand? Check out the next block:

The importance of keyword

Brazil already has more than 16 million businesses and the number is increasing every day, since, according to a survey released in 2013 by the portal Empresômetro , a new company is born in the country every 5 minutes.

At least I, when I come across a given like this, just think: “that so many companies are created so? What’s the purpose?”.

Well, there is no doubt that a major motivation in common among many of these entrepreneurs is the search for money. However, only this ambition should not be enough to inspire the creation of a new business.

“But it is not simply the greed for money, why so many companies are created? And what does all this have to do with keyword? “

A company is created for one purpose: to solve problems ! Yes, problems which consumers are thirsty for the solution. I challenge anyone to find a company whose purpose is not that.

But the really interesting part of this story I’m telling you is that she make a perfect intersection with the subject of this article (keyword), considering that all research conducted on the Internet also has a purpose: to solve problems !

You can see the size of that? More than 100 billion searches are made daily on Google, and behind each search, there is a user with a problem. Problem that quite possibly the YOUR COMPANY is able to solve.

You wanted to know the importance of keywords? So here is a phrase that will make it clear to you that importance:

On the internet, the main element that separates the problem of your target audience of the solution that your company offers is the keyword .

It is precisely for this reason that when we think of keyword, the mindset should not be simply biased to SEO or Sponsored Links, but facing the business as a whole.

If you use the keyword search only to SEM (Search Engine Marketing), you are wasting a super intelligence.

If you do not have a structured keyword search and prioritized, the next block is for you; I will talk about how to build your keyword list.

Keyword search

As mentioned in the previous block, the keyword search is insanely important not only for SEM strategies, but also for any business.

The type of communication that a brand must have the layout of a product, the focus of a strategy Content Marketing and more can be defined by influence of a keyword search, and it is for this reason that you must have dedication and excellence at this stage of strategic planning.

We concluded together a few paragraphs that the main element that separates your audience to find your company is the keyword. So to be able to do an excellent keyword research, you need to have a thorough knowledge about your target audience.

That’s because the same problem can be represented by several different keywords; what will determine the form of research is precisely the person behind the word. So you can see better, check out the example:

For all understand well, we go to old classic that discussion of “Cookie or Cookie?”:


Suppose you have a shop selling biscuits / cookies online. As you do your marketing strategy? Using which one keyword choices?

This is one of the problems that the knowledge of your target audience will be crucial to solve. In this example, the answer is much simpler than in some other dilemmas we usually have time to build our marketing strategies.

First, we need to analyze a comparison of search volumes terms (using Google Trends ):

volume and wafer biscuit search

Even first time of our analysis, investing in the keyword “cookie” proves more interesting than investing in the word “cookie”. It turns out that when we move to the second part of the analysis, some other information start to show:

regions cookie and cracker

Your target audience is in the south of Brazil? If so, you know that term to give greater focus. Your target audience is in Brazil? You will need to make a custom marketing strategy for each audience. And so let’s get going, analysis analysis …

D fter you have the knowledge of your target audience and well understand HOW he is used to refer to the problem your company solves, you can begin to develop your list of keywords.

How to make a list of keywords

The difficulty for most people when trying to produce the keyword research is usually pegged to start. The justification is always the lack of creativity in time to have ideas of keywords.

But do not fall for it. The keyword research hardly has to do with creativity. It is related to the deep knowledge of your audience and use the right tools. I will teach you to start your search.

The first thing you need to do is list all subnichos (categories) of your niche and link to each of them a minimum of 10 related keywords.

Obs .: If your niche is already extremely specific and has no subdivisions, extract the subject as many keywords as possible and apply the next steps that will say immediately afterwards.

With each list for each ready subnicho, you must use free tools specially made to generate more keyword ideas from those already selected for you.

It is important that you break his head a little to think of great original keywords, because it is from them that the tools will generate new ideas.

New keyword ideas with Google AdWords

The Google AdWords is undoubtedly one of the best tools to generate new ideas for keywords. Check out how to find new ideas through.

1 – On the home page tool, click the “Tools” menu and then “Keyword Planner.”

key words

2 – You will come across the screen below. In the Block “Finding new keywords and see search volume data”, click “Check for new keywords using a phrase, website or category”, enter your original keywords in the first field and then the button “Get ideas.”

key words

3 – On the next screen, you will come across a panel of keywords with two options in the header: “Ideas ad groups” and “Ideas for keywords.” Select “Ideas for keywords” and check out all the suggestions given by the tool.

key words

Studying the generated table, you will find many other keywords that people usually search on Google, and that are related to you entered initially (consequently to your niche).

In addition to get new keyword ideas, the tool will also give an idea of ​​the search volume of each, which will be essential for you when we learn to qualify the words.

Note .: Up to August 2016, the AdWords displayed the search volume keywords with much more precision. But the tool has undergone an update and began to display only the range of searches. For example: Keyword 1 | Search volume between 1 and 10 MIL MIL monthly searches.

New ideas for keywords with Ubersuggest

You know when we search for a phrase in Google and so common that it is, the seeker has to complete before you finish? The tool Ubersuggest works under the same logic: you enter the keyword more generally and wide and it returns add to the word from A to Z.

The use of it is extremely easy and will not need to do the minitutorial with prints of paintings. Simply access it, change the language to Portuguese, enter the keyword that will generate the ideas and click the “suggest”.

Check out the whole list. Look for keywords that make sense to you, always taking into account your audience, and pay attention to words that can generate even more ideas.

There are many other tools on the market that are able to generate insights similar to those quoted here, but not all are free and effective as those I have mentioned. Only with the two tools mentioned here and enough effort, you can already generate robust lists to work.

I did my keyword list. And now?

Only the keyword list from the point of view of business, already contributes powerfully to all the company’s strategies, but from the point of view of SEO, the list of keywords just for Word List key is worthless.

Just imagine: a list of 100 keywords for you to consider in your SEO strategies. Where to start? In which I focus on? All at once?

That is why I want to pass on to you now the ideal way to interpret a list of keywords to be able to see clearly the list of potential major.

Interpreting the keywords

When we look at the keywords, we need to see more than just them but also their attributes. I usually say that a keyword can and should be evaluated in 4 different dimensions:

  • search volume;
  • Difficulty ranking;
  • Buy intention;
  • Current position for the keyword.

To better understand this concept, let’s delve a little on each:

search volume of the keyword

To be clear the weight of this attribute, I will make a side that will be very useful for the explanation of this size and other nearby, so keep it in mind as we explain:

Imagine you have a shop that has great prices and great quality products. This is a great store. But his shop is on a busy street so little neighborhood. You can have the most striking sign of all, it will still be difficult to attract customers.

In parallel I made up the street is the Google results page, the store is your website and the sign, its snippet (the results of a search page, formed by the title, description and URL of the site).

A little busy neighborhood street would be equivalent to a keyword with low search volume. For this reason, it is interesting that we are always where there is more movement of users.

Learning : Give priority for keywords that have a large volume of search is highly recommended for those who want a lot of traffic (for obvious reasons).

Difficulty keyword rankeamento

You found an ideal street to allocate your store! It is a very busy road, which will bring a lot of visibility, helping it to attract many people. But soon you discover that exactly the same reason the price to allocate your store in the region is quite high.

With SEO it is pretty much the same thing. The difference is that the SEO coin is the time / effort.

Learning : Before choosing a keyword to prioritize, you need to consider how difficult it will be to get positioned for it. Sometimes, all the effort and time that will be needed will not be paid for the traffic you will get.

How to evaluate the difficulty of keyword rankeamento

There are some tools that are able to do this analysis:

  • The tool MOZ is able to analyze the difficulty of rankeamento through a metric created by them, but it is not free. Even recently we had an upgrade tool and more than just see the difficulty of the keyword rankeamento, you can understand the potential “gain SEO” behind the keyword. It is worth checking.
  • The tool SEMRush (paid) also recently acquired this feature, and now can evaluate this issue for the the keyword.

If you do not have access to any of the tools mentioned here, you can evaluate individual metrics for each site positioned on the results page for the keyword.

The analysis becomes more subjective, but this may be enough for you to achieve the necessary intelligence to your strategy.

Learning : Keywords with low difficulty rankeamento always are great targets. They tend to bring faster results with less effort.

Purchase intent keyword

You could, for a great price, your shop stay at the busiest street in the center of your town! Several people passing and viewing your store every day. But soon discovers that most stores that street are geared specifically for electronics, niche with your shop also works, but not in a focused way. Some consumers moving across the street to find their interesting store, but most are looking for a more specialized service.

Be positioned for a keyword that has a lot of search and little difficulty rankeamento is not always the best option. If the keyword is not very well what his store sells, or is, but in a very superficial way, can not be a good business to invest in it.

In fact, SEO it comes to attracting quite organically traffic, but at the end this traffic is not able to generate customers, there is not much sense in investing in it.

Be very clear all stages of the buying journey of your target audience. Often, a keyword might not even seem advantageous in the sales point of view, you should still do the analysis to understand if really that superficial visitor interest in your subject can not eventually evolve to a greater interest and become a sale.

Keyword long tail

Keywords long tail (or long tail) are basically possible variations that can exist in the same word. Usually composed of more than one word, they typically express a greater intention to purchase than other keywords. To better understand, analyze the fictional scenario:

User A – went to Google and searched for “shoes” in the tool.

User B – went to Google and searched for “running shoes nike resistant to rain”

First question: what probably keyword possuei a greater volume of search? Well, most likely by the keyword “shoes” to be much more generic it should be sought that the word “nike running shoes resistant to rain.”

But now we go to the second question: which user probably has a greater intention to effectively buy a tennis? Most likely, the user B has the highest purchase intent, since it has a much more specific need and knows exactly what he wants.

The ratio of long tail and short tail (* short tail would be shorter and invariable version of the keyword) is just linked to purchase intent. For this reason, it is important that you have this knowledge when evaluating purchase intent behind the words.

Learning : As much as sometimes a keyword search has much less than another, there is always the chance to bring more sales for you than the one with a higher search volume. Always analyze this regard.

Current position for the keyword

To explain this attribute, instead of using the parallel I made in the explanation of the other dimensions, we will use an updated survey by Advanced Web Ranking .

According to research, the click rate by results of the SERP (Search Engine Results Page or results page of the search engine) works as follows:


1st place 29.81%
2nd place 16.05%
3rd place 9.97%
4th place 6.74%
5th place 4.85%
6th place 3.57%
7th place 2.7%
8th place 2.1%
9th place 1.68%
10th 1.33%


As you can see, 71% of clicks are the first 6 places in the results page. Therefore, before thinking of a super strategy to position a new URL on the first page, make sure you no longer have any URL “misplaced”.

A URL that is in 12th place can easily enter the first page and reach the 6/1 positions with optimization of the content and creation of links, for example.

Learning : Before creating a new page to position it for a specific keyword, make sure your site does not already have a page “pre-positioned” for this word. The effort to rankear an indexed URL in the 2nd page of results in the first can be much lower than create a webpage from scratch.


The keyword is the bridge between your audience and you. Use all available resources to ensure maximum efficiency of this bridge. Despite the recent teachings of this article have a very strong bias SEO, with very little effort you can convert the instructions for a business vision.