Keywords are search terms used by people when searching for specific topics on a search engine (such as Google). These terms are usually short (one to four words) and are used by search engines to show the most relevant results on a subject.
A company that sells shoes online, for example, may have the following keywords linked to its website:
footwear;
women's shoes;
tennis;
online shoe sales.
Below are some types of keywords you should be aware of.
Short tail
These are search terms with up to two words. They usually us companies board of directors email list reflect more generic and broad searches , such as “beer”. Small businesses have a hard time appearing through short-tail keywords, since they compete with large companies. In the example “beer”, imagine your company competing with AMBEV.
With this type of keyword, opportunities for growth arise, since although the traffic is greater, the competition will also be, therefore, it is a way to stand out and offer the best content .
Long tail
These are terms with more than three words. They relate to more direct and specific searches . Long-tail keywords are less sought after, but because they are more specific, they are easier for small businesses to target.
Following the previous example, being found by “Belgian red ale beer” is easier than by the word “beer”.
This content is ideal for converting visitors into leads , as it answers the questions of a specific demand, and according to your persona.
Negatives
These are keywords that you do not want to link to your website, as they do not correctly reflect the characteristics of your business or target audience, and can generate unwanted results.
Understand why keywords are essential
By indexing websites in search engines, you allow potential customers to reach your company through casual searches, which can lead to future sales . Therefore, it is important to choose keywords that best identify with the products and services that your company offers, as well as with the particular characteristics of your audience.
A website with efficient keywords will attract higher quality leads, since it will be possible to select the topics that are most relevant and interesting to your audience. The more you write accurately about your visitors' pain points and desires, the closer they will be to starting a relationship with your company.