A keyword or keyword in English is a possible search that we think a user can do in our sector. That is, it is a matter of putting yourself in the mind of the user or possible client and thinking: how would I look for a service like the one I offer ?, so that our page appears when a user makes a related search. Unfortunately this is not so easy and we have to take into account many factors when it comes to thinking about our keyword.
Although it is true that in the background a keyword is a purely SEO issue, that is, its main objective is to position our website in search engines , it also has to help users find relevant information and understand the content of our site. .
With this I mean that not only must we take into account SEO when thinking about keywords, but we must also bear in mind the user experience ( User Exeperience ) when we use them within the content of the web.
But let’s go in parts. The first thing we have to do is know how to find the keywords that will give us the best results at the level of positioning. Trying to position a very generic keyword is an arduous and often pointless task, since surely there are many web pages that are using the same word. The best thing when choosing our keywords is to think of specific services or more specific searches that have less competition. For example, if we have a web page where we talk about cinema, trying to position ourselves by the word “cinema” would be, at least, crazy. The best thing would be to delimit the keyword thinking about something that our page offers in a more concrete way: “current Spanish cinema”, “news of cinema in Spain” …
It is what today is known as the Long Tail Keywords , keywords formed by longer and more specific phrases. It is easier to understand if we put ourselves in the mind of a consumer who wants to buy a product. Imagine that you sell antique furniture in the outskirts of Madrid. Now imagine that you are a user interested in buying an old mahogany furniture in the Getafe area. What would your search be? Most likely, you would do a very precise search by specifying the product you are looking for: buy antique mahogany furniture Getafe. If your page as a furniture seller appears when the user does his specific search and offers a product very similar to what he was looking for, the chances of him clicking and buying are much greater than if your keyword had simply been “furniture” “
Relax, it’s not as difficult as it seems. There are many tools that can help you in your task and that are very useful when it comes to finding the keywords that best suit our needs.
These are just some of the most used tools by SEO professionals, but there are many other tools to search for keywords that you can also use depending on what you need.
The best option is usually to choose keywords with an average level of searches, that is, no words that everyone searches for, or words that do not interest anyone, and that have a low level of competence. That’s why you have to have a good list of possibilities and use the tools to discard those that are not worthy or find new ones that may be better. Regarding the number, it is usually advisable to work with 3 or 4 different keywords for each section of the page.
Once we have our list of keywords selected and ready to use, you have to integrate them into the texts of our website. As I said at the beginning, we have to take the user into account in this step and the integration has to make sense. If our keyword is “classic Spanish cinema”, it is not worth putting “Spanish classic cinema is a classic Spanish cinema for Spanish classical cinema”. In addition to having no contextual sense, Google would detect that there is something weird and would penalize us for repeating the keyword too many times in the same sentence.
To make a good integration of keywords, it is best to have a density of about 3%, that is, if our text has 600 words, repeat the keyword about 18 times. Always in a logical way. In addition, the keyword must appear at the beginning of the text and in the titles (H1, H2 …). If, in addition, we put it in bold at the beginning, better than better.