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One of the most important activities of Digital Marketing , the keyword search is a collection of terms that best describe a product, a service, a market or a given problem.

Just those words that best define the business of a company is to be included in the content of your site or blog to be indexed by Google. Through them it is that the addresses reach a good position in the results pages, is this paid position, through AdWords , or organic, through SEO.

What happens is that many company doing research of keywords and do not know exactly what to do with those words. Create content? Buy it on Google Adwords? Optimize an existing page?

To answer these questions, we prepared a mindmap with key actions we can take on a particular keyword .

What to do with each keyword

The mindmap below shows the main actions we can take with a keyword:

Basically, there are four actions: create content, optimize (SEO), buying AdWords and leave it as is.

When creating content for a keyword

Your company should create content for a word when it appears above the 100th position of Google, ie not even figure among the first ten pages of search results.

Taking the word list of results Digital as an example, you can see that we are positioned to harm the terms “SEO Tips” and “Tips for Creating blog”:

This is probably because we have no content on the subject using in fact these terms.

In a case like this, where the company already has some authority on Google, to create content on the word that appears poorly positioned, the page should at least pass it through the first 100 results. However, the position will depend on the difficulty and competition of each word.

There is another case where it is worth creating new content, when the page is among the top 100 positions not well reflect the subject or is already optimized to another most important term.

When optimizing the content related to a keyword

There are two cases in which it can optimize particular keyword, both when the term already appears among the top 100 positions.

In the first case, if the term is on a page and she’s in a bad score SEO On-page for this word, the first step is to optimize it for the keyword. As an example, we show the term “monitoring social networks”:

There are different actions to improve On-page SEO: Use the word in the Page Title, repeat it a few times over the page, among others. In the example below, we use the RD Station to evaluate what the current state of optimization of a page for the term “monitoring social networks”:

SEO on-page

Another case in which to optimize SEO for a word is when it appears among the top 100, but still in a bad position, and your SEO On-page memo is good, as is the case of the term “web analytics”:

In this case, what we should do is to draw a link building strategy to get links from other sites and gain authority with Google.

One of the most effective ways to get achieve this goal is by Guest Posts  and inserting this material, which will be submitted for publication in another site, a link to the page that needs to be better positioned.

When buying a word in Google AdWords

There are several cases where you can buy a word in AdWords. Since generate more traffic, more conversions, to disclose an offer, be it direct or indirect.

One of the options emerges as an opportunity to analyze a panel of keywords is to buy the word when there is a combination of bad positioning and low.

This option also addresses what we talk about optimizing the particular page SEO: When buying the term on Google and drive ad for a Landing Page, your company can measure the conversion rate of the word and decide whether it is worth the effort to appear on the first page of Google.

It also evaluate terms that are important and have good conversion rate, which can be very useful to gain volume, even if the company is already well positioned. To find out if this optimization is worth the effort, consider the cost per Lead before taking the decision.

When you leave a word as is

When a word has reached the first position, you will not need to worry about performing any kind of action, but to monitor to make sure that it remains in the top results.

Another case where it is not necessary to do anything is when there is a combination of high prices, poor positioning and high competition. One example is the term “tool email marketing “:

The click price for this word is so high (R $ 9.00) which makes unviable the purchase of this term in AdWords. The competition for it is too high, meaning there are many people advertising and probably also vying for organic position on the first page.

In this case, it would be better to devote resources to other words that will bring results often better, or even focus on long tail words , or terms more specific and less search volume. To the term above, an example would be “how to assemble a html template on an email marketing tool.”

Finally, it is not worth optimizing the website for terms that are very generic, such as “marketing”:


This term is extremely generic and certainly attract many disqualified visits that do not fit the audience we want to attract, for example, administration of students doing work on Philip Kotler.

Finally, what to do in those cases where it is not interesting to perform an action to a word? Simple: seek long tail terms, as previously mentioned, and search for synonyms, to find out if your company’s website is well ranked higher or if you need to perform some action.