Keyword Magic: Choosing the right keywords for SEO in 2023

Keyword Magic: Choosing the right keywords for SEO in 2023


Chances are, you’re familiar with keywords and their importance in the online world. After all, you can’t have an effective SEO strategy without them. But how do you choose the right keywords for SEO?

It’s important to target keywords that are relevant to your business and that people are searching for. That’s where keyword research comes in. In this article, we’ll walk you through the process of finding and analyzing keywords for your business.

What Is Keyword Research?

What Is Keyword Research

Before you can create great content, you need to find the right keywords to target. Keyword research is the process of finding and analyzing keywords your ideal website visitors enter into search engines. That enables you to target the most effective keywords in your content strategy.

But it’s not as simple as picking any old word or phrase and plugging it into your blog post or website. You need to find keywords that are relevant to your business, that have low competition, and that have high search volume. Keyword Magic: Choosing the right keywords for SEO.

That’s where keyword magic comes in. With the right keywords, you can make your website more visible to your ideal customers and drive more traffic to your site.

How to Use the Google Keyword Planner

How to Use the Google Keyword Planner

The Google Keyword Planner is a great tool for finding keywords and estimating how much traffic they could bring to your site. It can be used for free if you have a Google AdWords account.

To use the Keyword Planner, go to and sign in with your Google account. Then, type in a few keywords related to your business. The planner will return a list of related keywords, as well as information on how often people search for each keyword, the average monthly search volume, and the competition for ads related to that keyword.

You can also use the Keyword Planner to get ideas for new content by typing in a topic or product you’d like to write about, and it will return a list of related keywords.


you can read more on 25-free-tools-to-increase-internet-traffic/

Finding the Best Keywords for SEO

Finding the Best Keywords for SEO

So how do you find the best keywords for your website?

The first step is to think about what your ideal website visitors might search for. What are the problems they’re trying to solve, or the questions they’re trying to answer?

Then, you’ll want to use a tool like Google Keyword Planner or SEMrush to research the popularity of those keywords and see how competitive they are. That will give you an idea of how difficult it will be to rank well for those keywords in search engines.

Finally, you’ll want to include those keywords in your content strategy, targeting them in your website copy, blog posts, and even your paid advertising campaigns.

Choosing the Right Keywords for an Article

Choosing the Right Keywords for an Article

Choosing the right keywords for an article is an important part of SEO. When you choose the keywords for your article, make sure you are choosing words and phrases related to your subject matter that people might use when searching for information. They should also be relevant to the topic you are writing about.

It’s also important to do some keyword research to see what other words and phrases people may be used to search for content like yours. Tools like Google Keyword Planner can help you find those related keywords, while tools like SEMrush can help you get more granular with keyword analysis.

By researching and gathering insights on the types of keywords people are using in searches, you can create content that is more likely to be ranked higher on search engine result pages (SERPs).

Advanced Keyword Research Strategies

Advanced Keyword Research Strategies

Once you have identified your core set of keywords, you can start to dive deeper into the world of keyword research. Here are a few advanced strategies you can use to find the right keywords for your website:

– Use a keyword research tool: There are many online tools (like Google Keyword Planner or KWFinder) that provide helpful insights into keyword trends and suggest related phrases. Researching with these tools helps you find keywords with higher search volume and the lowest competition.

– Analyze competitors: Taking a look at what keywords your competitors are using can give you an idea of what words are trending in your industry, as well as which terms might be more profitable for your business.

– Monitor search engine results: Keeping an eye on what keywords appear in featured snippets, organic search results and ads can help you discover new opportunities to target with your content strategy.

Tools to Help You Find Great Keywords

Tools to Help You Find Great Keywords

Luckily, several tools can help you find great keywords. Google Trends and Keyword Tool are two of the most popular keyword research tools out there. With Google Trends, you can look for keywords related to the topics you want to target and see how their popularity has changed over time. Meanwhile, the Keyword Tool can help you find long-tail keywords related to your topic based on what people are already searching for online.

Another great tool is the Moz Keyword Explorer which gives you detailed data on search volume, difficulty, and other related keywords. You can also use Ubersuggest to generate more keyword ideas, as well as access data about specific terms like search volume and competition level.

Although there are many different tools and strategies you can use for finding great keywords, it’s important to remember that the quality of your content is what counts—not just the keywords you choose. So make sure whatever words and phrases you select are relevant to the user’s intent!

Popular & Benefits of Using a Keyword Research Tools

Popular & Benefits of Using a Keyword Research Tools

Are there any benefits to using a keyword research tool? It turns out, there are quite a few! For one, keyword research tools will give you insights into the search volume of a keyword. That way, you can prioritize the most effective keywords and focus on them in your content.

Second, keyword research tools can provide you with long-tail keywords that are related to your initial search topic. These long-tail keywords provide great opportunities for you to target more niche audiences or explore new areas of content.

Finally, keyword research tools can help discover new keywords that are related to trending topics and industry news. By using these types of keywords in your content, you can effectively attract new visitors and stay on top of what’s happening in your niche.

Analyzing Search Volume and Competition

Analyzing Search Volume and Competition

Once you have your keyword list, you’ll want to analyze how often people search for each keyword and how much competition there is for that keyword. This can be done using a keyword research tool.

Google’s Keyword Planner is a great place to start as it gives you insights into the search volume and competition of keywords. It allows you to get an idea of how many people are searching for each keyword and how difficult it would be to rank for that keyword.

You want to target keywords with a high search volume and low competition so that you can easily rank in the search engine results pages (SERPs). That way, your content will be seen by more potential customers, leading to better visibility and potential sales.

Google Keyword Planner for Keyword Research

Google Keyword Planner for Keyword Research


Now that you know the basics of keyword research, it’s time to dive into specific tools and resources that can help you find the right keywords for your website. One of those tools is Google Keyword Planner.

Google Keyword Planner is a free resource created by Google to help marketers find the best keywords for their campaigns. This tool also provides data on competition, search volume, and related terms, which can be invaluable in picking the right keywords to target in your content.

You can use Keyword Planner to get keyword ideas, so you know which ones will give you the most bang for your buck. It’s also a great way to compare different keywords and see which ones are more competitive or have greater search volume.

FAQs on Choosing the Right Keywords for SEO

FAQs on Choosing the Right Keywords for SEO

You may have some FAQs about keyword research and selection for your SEO strategy. Let’s try to answer some of those here.

– How do I choose keywords for SEO?

- How do I choose keywords for SEO

It depends on the type of website you have and the goals you want to achieve with SEO. If you’re selling products, focus on long-tail keywords that people use in their purchase searches; if you want more blog readers, look for short-tail keywords related to your topic.

– What are long-tail keywords?

What are long-tail keywords

Long-tail keywords are words or phrases that are more specific than a general keyword. Because they’re targeted, they often perform better in search engine rankings than general keywords since they provide a narrower audience with precisely what they’re looking for.

– How do I know which keywords are right for my website?

How do I know which keywords are right for my website

Start by analyzing the search terms people use when searching for topics related to your website, then generate an extensive list of relevant terms and phrases based on those searches. Finally, use a tool like Google Keyword Planner to get an estimate of the search volume and competition level for each keyword or phrase.


So, how do you go about finding the right keywords for your business? In this article, we’ll walk you through the basics of keyword research, and show you how to find keywords that will bring you the most traffic. We’ll also show you how to use the Google Keyword Planner to find keywords that are relevant to your business.

Once you’ve chosen your keywords, it’s important to use them in your content. In order to rank well in search engines, your content must include the keywords you’re targeting.

If you’re not sure where to start, or you need help targeting the right keywords, we’re here to help. Contact us today for more information on how we can help you improve your website’s SEO.





Do you want to raise the SEO rating of your website? You are fortunate. To assist you with getting started, we have put up an extensive handbook.

Finding the issues, you assist your clients with is the first step. You can begin to address the technical SEO issues that are keeping your website from ranking better once you are aware of what those are.

It’s now time to concentrate on your content. Make a smart plan and employ the proper keywords. To keep ahead of the competition, take advantage of new search trends.

If you adhere to these suggestions, you’ll soon be on your way to raising your SEO ranking.

Understanding SEO Basics

The fundamentals must be understood before you can begin to work on your SEO. Describe SEO. Simply explained, SEO is the process of improving your website so that it appears higher on search engine results pages (SERPs). This can be accomplished in a number of ways, such as by optimizing the content of your website, enhancing the architecture of your website, and obtaining backlinks from other websites.

But SEO involves more than just cheating the system. Additionally, it’s about giving your customers the finest user experience imaginable. Because they want to give their consumers the greatest search results possible, Google and other search engines are continually changing their algorithms. Therefore, you must keep up with the most recent SEO trends and best practices if you want to stay ahead of the competition.

Nail Down What Problems You Solve for Customers

Understanding what you provide your clients is essential for small business SEO. What specific issues do you resolve for them? What gaps in their requirements do you fill that they cannot? Once you are aware of this, you can begin to center your marketing and content strategy around it.

Consider your distinct qualities and how you may express them to your audience. What advantages come from cooperating with you? Why should prospective clients pick you above your rivals? You’re well on your way to better SEO rankings once you can respond to these inquiries.

Fix Your Technical SEO Issues

Your website needs to function well in addition to looking amazing if you want to draw in clients. That entails no broken links, mistakes, or sluggish page loads.

When it comes to SEO, having a subpar website might be a major concern. Technical problems are one of the many considerations Google analyzes when ranking websites.

How do you next proceed to address your technical SEO issues? Although it could seem like a difficult task, we can assist. To begin, look for the following:

  • Defective links
  • On-page errors – Slow page loads
  • Repeated information

Expert Tips for Small Business SEO Strategy in 2023

If you’re looking for small business SEO strategy tips, you’ve come to the right place. SEO can be confusing and overwhelming, but with a few simple tweaks, you can dramatically improve your search rankings. Here are some expert tips:

– Tap emerging search trends. Keep an eye on what keywords people are searching for and adjust your content strategy accordingly. Staying on top of trends gives you a better chance of being seen by potential customers.

– Plan your content wisely. To boost your SEO rankings, create content that is relevant to what people are searching for, and also uses a variety of keywords and phrases that describe your business or products.

– Use the right keywords. Target keywords that are highly relevant to your business so that when users search for them, they’ll find you first. Use long-tail keywords to target more specific topics related to your niche and use the Google Keyword tool or other resources to select the best words for your content.

Tap Emerging Search Trends

Tapping into emerging search trends is essential for small business SEO. The landscape is always changing and if you want your website to stay ahead of the competition, then you need to stay ahead of the game.

So, how do you do that? One way is to pay attention to what is trending in the industry and find ways to incorporate those topics into your content. This could be anything from writing about new products or services, providing industry insights, or staying up-to-date on any news related to your sector.

You can also use keyword research tools to identify what people are searching for and develop content around those topics— this way, you can get ahead of the competition, find new opportunities and maximize your visibility. Moreover, don’t forget about voice search optimization since this type of device usage has exploded in recent years. Just make sure that you create content with conversational language and natural phrases that users are likely to use when speaking on their devices.

Plan Your Content Wisely and Use the Right Keywords

If you think about it, Google is just trying to give users the best experience after they type in their queries. That experience may be an article, a video, or even a map – but whatever medium the user chooses, it has to answer their question.

That’s why planning your content wisely and using the right keywords is key. You want to create content that’s optimized for both users and search engines. Make sure your content includes topics related to what your customers are searching for and use related keywords that Google will pick up on. This will help improve your rankings as well as show Google that you’re an expert in the field and know what you’re talking about.

By executing effective SEO techniques with thoughtfully crafted content, you’ll start to see organic traffic improving on your website in no time!

Find the right keywords

Finding the right keywords for your small business is essential for SEO success. It is not just about stuffing your website with keywords, it is about making sure your website is optimized for the right phrases and terms to drive relevant traffic to your site.

Start by building a list of all possible topics related to your small business. Brainstorm a list of primary and secondary keywords that would describe each one. Try using keyword tools like Google Keyword Planner or SEMrush to help you find relevant search terms related to each topic.

Next, you will want to find ways to use those terms in the content on your website, in blog posts, and even in meta descriptions. But be sure not to over-optimize with too many keywords as this could lead to a penalty from Google. Balance is key!

Focus on your unique offerings.

Focus on what makes you unique and how you can differentiate yourself from the competition. For example, if you offer a specialized product or service that is not found elsewhere in your market, this is something you should emphasize in your SEO effort.

You can do this by creating content that speaks to the pain points of customers and how your offering will solve them. This helps give your website an edge over the competition and can help you rank higher in the SERPs. Additionally, you can use structured data markup to make sure that Google knows exactly what your page is about so that it can properly rank it accordingly.

By focusing on what makes your small business unique, you will be able to increase visibility and authority in the SERPs even more than when just focusing on generic keywords. So, get creative with content marketing strategies and other SEO tactics to ensure that your website stands out among the competition!

Don’t overstuff your site with keywords

When it comes to keyword research, it is important to remember that quantity is not as important as quality. Dona fill your page with irrelevant keywords just for the sake of adding them. Instead, focus on only the relevant terms that have meaning to your target audience.

Using too many keywords can hurt your rankings. Not only will you be competing with yourself and pushing down rankings, but search engines may penalize you for what is known as keyword stuffing. This is when you use too many keywords on your page, and it makes the content difficult to read and understand.

The key is to use enough keywords to make sure your website appears in relevant searches, without overdoing it. If you feel like you are using too many, then chances are that you are. Focus on choosing only the most important and pertinent terms that match customer queries and are likely to lead them directly to your business offerings.

Become social

Because consumers use social media platforms as search engines, social media is a terrific ally in your SEO strategy. They’ll frequently use Facebook’s search feature, for instance, to look for businesses or products. When customers search for your business or for similar phrases, your company’s social media page will also appear in the search results.


Ensure that your website is accessible.

Have a simple, intuitive website. Make sure your identity and what you have to offer are crystal clear to visitors.


Increase readability by using numerous headers and including your keywords in the headings. Search engines will notice headings and you will rank higher as a result.

For SEO, site speed is equally crucial. The last thing you want to do is make your website slow and irritate your users.


The last thing you should do is make sure your website is mobile-friendly. Nowadays, search engines penalize websites that are difficult to view on a smartphone.

Measuring outcome (results)

Free and inexpensive tools like Moz, Spy, SEMRush, and Google Analytics will give you more details on the SEO performance of your site and provide you with more information about your visitors, including where they are from (search engines, referring websites, etc.), how long they spent on each page, and how they found you.

This blog post has more information on analyzing your data to optimize your SEO performance. And f you would like to understand more about the importance of website analysis and the steps involved to complete one on your own, see How to conduct a website analysis.

Read more from our blog 





Be persistent

Keep an eye on the outcomes right away, but don’t anticipate quick results. An increase in search engine ranks typically takes several months.


Also keep in mind that SEO is a dynamic field. What is effective right now might not be in two or three years. Maintain your efforts and keep abreast of recent modifications that have an impact on rankings.

Aim high.

The majority of your users won’t click past page one of search results. Being found on the top two pages of search results is considered an excellent position. The majority of people won’t see your page past page three. Aim high, then!

Build links to your site

Link building is an integral part of any effective SEO strategy for small businesses. Links are like word-of-mouth recommendations – search engines reward sites with more links from reputable sources by increasing their ranking. That is why it is important to take the time to build quality links to your webpage.

To start, find out who is linking to your competitors, and then work on reaching out and getting those same sites to link back to you. You could also submit your website link to online directories and mention it in digital publications.

Be sure the websites you partner up with are legitimate, as bad links can hurt your ranking in search engine results. You should also avoid buying links – search engines frown upon this practice, and it could even lead to a penalty that negatively impacts your ranking significantly.

Publish high-quality content and lots of it

Publishing high-quality content is essential for SEO success, especially for small businesses. The more high-quality content you publish, the better your chances of ranking on Google.

A good SEO strategy is to create content that solves a customer’s problem and answers their questions. Your content should be relevant, accurate, and engaging. You can also use videos, images, infographics, and other visuals to tell stories that capture your audience’s attention.

Another important part of your strategy should be to update existing content regularly. You can do this by adding new information or updating old facts and figures. This tells Google that your website is up-to-date and relevant, which will help your rankings in the long run.

Remember: the key here is quality over quantity. Focus on creating content that is useful for your customers and makes them want to keep coming back for more!



In a nutshell, if you want your small business to succeed in the online world, you need to focus on your SEO. By following the tips in this guide, you can improve your rankings, and in turn, your business’s visibility and reach. So what are you waiting for? Get started today!



In this article you will learn to prevent hacking into your website in 2023.

Plugins for SSL and security.

Plugins for SSL and security

Every organization is aware that cyberattacks pose a significant digital danger to its operations. However, many businesses are unaware of the proper security precautions they may take to safeguard their websites from hackers. Prevent hacking into your website


1) Install plugins for SSL and security.

Install plugins for SSL and security.

The installation of SSL and security plugins is one of the fundamental security measures to safeguard a website against hacking. As a result, only the intended receivers will receive the information provided by your website because it will be encrypted. This can also prevent hacking into your website


2) Install the most recent security software.

Install the most recent security software.

Website owners should always verify that the most recent security software is installed. The owners of websites using WordPress or other content management systems (CMS) that use numerous plugins will find this tip to be of the utmost value. To handle emerging risks and protect websites from hackers, updates include specialized security patches and features.


3) Use a Secure Password.

Use a Secure Password

Verify that you are using a secure password. A strong password must have unusual characters, digits, and letters and should be untraceable. You shouldn’t utilize frequent word combinations, dates, or words that could be connected to your biography or area of expertise, it can also prevent hacking

4) Employ the HTTPS Protocol.

To strengthen the security of data transport, HTTPS is encrypted. When users communicate sensitive data, this is very crucial..

What is the https protocol, how does it work and what is it for?


Starting with the notion that the Hypertext Transfer Protocol or HTTP or Hypertext Transfer Protocol is the protocol used in every data transaction on the web, the letter “S”

Starting with the notion that the Hypertext Transfer Protocol o or HTTP Hypertext Transfer Protocol is the protocol used in every data transaction on the web, the letter “S” appears in the HTTPS more than once we have seen in our most recent browsers. What is the HTTPS protocol, how does it work and what is it for? – HTTPS-background

Well, HTTPS is the Secure Hypertext Transfer Protocol and is based on the aforementioned HTTP but with the particularity of using encryption based on the secure Socket Layers better known as SSL and thus creating an encrypted transfer channel that increases security in information traffic compared to the common HTTP protocol.

This HTTPS protocol is used by banks because the information they handle is of utmost confidentiality and importance and therefore it is necessary to keep the transfer channel encrypted.

Lately, security has been improved not only in banking web services but in services that users like us use every day such as our email accounts (Hotmail, Gmail, Yahoo Mail), our accounts to social networks such as Twitter and Facebook among other sites commonly visited by most people who surf the Internet.


So how does HTTPS work?

HTTPS work


Well, it is simply because the browser we are using acts as the entity that tells us if the site we are visiting is correctly encrypted and if so in whose name is the aforementioned SSL certificate so we are relying on the security information that our internet browser gives us and therefore we will know that it is not some counterfeit site that could try to steal our data or credentials so then we could conclude in the judgment that the HTTPS protocol serves to encrypt the transfer of hypertext and therefore improves our security and that of our data. What is the HTTPS protocol, how does it work and what is it for? – HTTPS

In the coming days, we will talk about how to implement these security improvements in the most popular services such as Twitter, Facebook, or the same Hotmail that do not have HTTPS enabled by default.


Information: Wikipedia HTTP and HTTPS

  1. NFTs: Cyber Landscape and Risks
  2. The NFTs have generated doubts and risks about their use, especially of the news of a millionaire who burned a painting of Frida Kahlo.

NFTs: cyber risks.

Non-fungible tokens (NFTs) are virtual assets that represent objects influenced by art, music, games, and videos. They can only be purchased online and are usually coded with the same software that many cryptocurrencies use; each cryptographic token is unique, so no two NFTs are identical in the blockchain space. However, as happens in the digital world the most common security risks in NFTs are presented through smart contracts and identity theft.


NFTs: Cyber Landscape and Risks – nfts1.

The Most Common Risks NFT Users Face

Cybersecurity experts from WatchGuard Technologies share the most common risks faced by NFT users:

Smart contracts

As with cryptocurrencies, this is a space that lacks governance and regulation. With smart contracts, which are used to process payments and manage token transfers, the risk of exposing sensitive information is imminent. The quality of the code used to develop smart contracts is critical to avoid vulnerabilities from scams, blockchain experts recommend that security audits be conducted to identify any coding errors.

Identity fraud

Cyber attackers can access a user’s cryptocurrency wallet using malware or phishing and steal tokens by transferring them to other wallets or marketplaces. Given the ambiguity surrounding true ownership, once NFTs are stolen it is virtually impossible to verify their authenticity.

“Everything that touches technology becomes digital and the creative space was not going to be the exception, the value of NFTs is a very controversial issue mainly because of the economic cost it entails and second because of the risk in cybersecurity issues for which the vast majority of users, creators and consumers are not prepared, not to mention the unreliability of the changing digital marketplace,” said Jessica Gonzalez, a cybersecurity expert at WatchGuard Technologies.

The vulnerabilities reach marketplaces such as OpenSea, one of the largest markets of NFT, and Bored Ape Yacht Club, because they have been victims of threats through a scammer who compromises an account (YouTube, Instagram) and promotes a fake raffle that aims to offer airdrops (common initiative in the cryptocurrency space that distributes tokens to wallet addresses to promote the concept of virtual currency), This tricks users into clicking on a phishing link.


What to do?

According to these facts and scams, the most common recommendations for NFT users are as follows:

  • Choose a secure crypto wallet with reliable user privacy criteria that encrypt your data
  • Enable multi-factor authentication
  • Use strong passwords
  • Back up your wallet frequently
  • Use a private Internet connection
  • Evaluate content and sources if you’re the subject of an airdrop offer

“Regardless of the controversy surrounding it, the non-fungible token community is growing, and there is no doubt that there are users who believe in their value and are willing to claim ownership. Given the dynamics at play in this type of space, the debate on improving cybersecurity corresponds to both the platforms that sell NFT and the users


5) Avoid Following Instructions in Suspicious Emails

Avoid Following Instructions in Suspicious Emails

It is best to refrain from carrying out the instructions provided in dubious emails or messages as these communications could be part of a phishing campaign.


6) Manage the Information Visitors Upload to the Website.

Avoid Following Instructions in Suspicious Emails

If users are required to upload files, you should outline the permitted file types and sizes. Don’t forget to scan the uploaded files as well because they can be infected with malware. To prevent a website’s functionality and the security of its data from being harmed even if submitted files include malware, they should be kept apart from the root folder.


7) Avoid Cybersquatting Websites.

Avoid Cybersquatting Websites

Some people purchase domain names that resemble well-known domain names but differ only slightly in spelling or top-level domains. Depending on the situation, this is referred to as cybersquatting or typosquatting.

For instance:

Instead of,,,,, and, use,,,, and, respectively (instead of

In light of this, take care while entering a domain name in the address bar. Check the address bar once more to make sure you are on the correct website before sharing any personal or financial information.


8) Employ website security software.

Employ website security software

To determine whether your website is susceptible to actual attacks, use specialized website security tools that can simulate hacker attacks. Using firewalls to stop hackers from accessing websites is one of the most efficient ways to move in this direction.

 9) Protect Your Website.


Keep a backup of your website. If it is hacked, you will be able to recover all the data and get the website back to working properly.


10) Opt for Reputable Web Hosting Companies


Select dependable web hosting companies that frequently do backups and check logs for activity from known dangerous actors. In the event of a cyberattack, the accountable service provider will work with you right away to filter traffic. Examining a hosting provider’s history of security problems may be reasonable.


11) Use only the necessary plugins.


Utilize only plugins that are kept up to date and are necessary for your activities. You should refrain from using a plugin if it hasn’t been updated in years or has known security flaws.11) Pass Regular Security Testing


12). Spot Phishing Emails.


According to FireEye, one out of every 101 emails is malicious! Attackers can direct you to websites that are tainted with malware using email attachments. Some cybercriminals aim to psychologically trick you into disclosing personal information.

Fortunately, there are a few indicators you should watch out for to prevent falling for phishing scams:

  • Double-check the email address of the sender. Be wary if it seems strange or lasts too long. Additionally, if someone is posing as an employee of a reputable company, their email address will follow “@” with the domain name of the organization. “,” “,” “@APstylebook,” etc. They won’t send messages using a free email service like Gmail, Hotmail, Yahoo, AOL, etc.
  • Pay attention to grammar, punctuation, and spelling mistakes. Good businesses have rigorous editing guidelines. They don’t frequently send professional emails with a lot of mistakes. So, if you spot such mistakes, be on the lookout because it’s probably a con.
  • Does the email attempt to elicit an intense emotional reaction from you? By sending you a false transaction alert, for instance, an attacker can try to make you feel anxious, so you’ll open the attachment and look into it. Alternatively, they can supply you with a fantastic discount on a good or service in the hopes that your excitement would cause you to click the link in the email and take advantage of the offer.

Request security testing from reputable suppliers, such as penetration testing. To fix the current vulnerabilities and stop the creation of similar problems in the future, security engineers will test your web environment’s resistance to cyberattacks and will provide you with advice on what security enhancements you should do. This type of security check enables manual and methodical evaluation of a system to gauge the client’s capacity to stop website hacking.



The Complete Guide for You to Conquer the Top of Google in 2023.
These will help you to get the best ranking for your website.

SEO stands for Search Engine Optimization. It is the set of strategies and optimization techniques that are made on a web page so that it appears organically in Internet search engines such as Google, Yahoo, or Youtube. The correct application of SEO can cause expressive increases in traffic and visibility of brands on the Internet.


One of the biggest goals of companies that invest in Digital Marketing is to reach the top positions in search engines — after all, who doesn’t want free clicks and more visitors to their site?

But in a field as fierce and competitive as the Internet, making your website stand out among the millions of pages on the net seems like an impossible task. And I say it looks like it’s because it’s not.

However, being on the Internet is not enough to guarantee that your site, e-commerce, or blog achieves a place on the first page of Google: it is necessary to invest in a specific strategy to optimize the results and ensure that your business reaches a good web positioning for the most important keywords of its segment.

With SEO or Search Engine Optimization, you can make your website appear in relevant searches, connecting your content with people who are looking for products or services like the one you offer.


It’s the perfect operation!

But you should know that doing SEO requires a lot of studies to understand terminologies, build strategies and apply practices that take you to the top of Google results pages. For you to conquer the top of google in 2022, you need to understand SEO.



Do not worry! Whether you want to take your first steps in the world of search engine optimization, or you want to refresh your knowledge, in this complete SEO guide we will explain everything you need to know about the subject.

In this article you will find:

  • What is SEO (Search Engine Optimization)?
  • 7 advantages of implementing an SEO strategy
  • What types of searches are there?
  • A brief history of SEO and how Google’s algorithm has evolved
  • How to put together a good SEO strategy and conquer the top of Google?
  • What is SEO on Page?
  • What is off-page SEO?
  • How does technical SEO work?
  • What is local SEO?
  • Conclusion and bonus

Read carefully and become a web positioning specialist!


What is SEO (Search Engine Optimization)?

What is SEO

What is SEO

SEO stands for Search Engine Optimization, which stands for “search engine optimization.” It consists of a series of techniques, disciplines, and optimization strategies that are implemented in the pages of a website or blog to improve its positioning in search engines.

That marketing strategy is essential for your company to gain standing, and visibility in the digital world, and, consequently, more leads, customers, and turnover for your business.

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Optimizing sites and blogs through the use of techniques to improve the web positioning of your pages and positioning your company in the first results of Google, for example, increase (and a lot) your business opportunities.

At the end of the day, 90% of people who search on Google only click on the results that appear on the first page of the engine.

The main goal of SEO, therefore, is to increase the volume of organic traffic and ensure more visibility for web pages.


What is the difference between SEO and SEM?

seo sem

We do not want to leave out of this article a topic that causes a lot of confusion among professionals who are starting in the world of Digital Marketing, and this is the difference between SEO and SEM.

Although at first, they may seem to refer to similar actions given the similarity of their acronyms, you should pay close attention because they refer to completely different actions. Let’s look at them one by one.


SEO = Organic Positioning

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As you already know, SEO refers to all those actions that you can take inside or outside your website to optimize your positioning in search engines organically. This last point is key since organic means “no payment”.

With an SEO strategy, you don’t pay Google or any other search engine to gain positions in the SERP. It’s your valuable content and optimizations that earn those places in their own right.


SEM = Paid to position

sem Paid to position

In contrast, SEM (Search Engine Marketing) refers to those strategies that include the use of paid ads.

That is, with an SEM strategy you create an advertising campaign so that when a user types a search, your site appears before the organic results in the form of an ad, as long as it matches the user’s search intention.

Which one to choose?

which one to choos

A complete Digital Marketing strategy should not opt for one and exclude the other. That is, you should include in your strategy a combination of SEO and SEM strategies to increase your results.

With the use of SEM, results are generated instantly in a short term, necessary when you want to increase visibility or brand recognition quickly or when you want to launch products or promotions for a limited time.

In addition, SEO is a strategy that works in the medium and long term, bringing better quality visits constantly.

If you want to expand on this matter we recommend you read our article on SEO vs. SEM.

But what are the advantages of this SEO strategy and how efficient can it be? Below we propose the main ones.


 7 advantages of implementing an SEO strategy

 7 advantages of implementing an SEO strategy

·        Increase the visibility of a brand

Implementing an SEO strategy is one of the best ways to increase your brand’s visibility organically.

Imagine the following scenario: your business handles the sale of washing machines. A user, let’s call him Pedro, is having problems with his washing machine, so google how he can repair it himself.

Coincidentally, you have an article that shows a step by step to repair washing machines, so you conquer that visit for your website.

And although the article talks about repair and not sale, this is only the beginning of a customer relationship with your brand. It is what in Inbound we know as the attraction stage.

·        Attract qualified traffic

Like Pedro, many other users will come to your content to solve their doubts or find solutions to their problems.

With the creation of valuable content, optimized for search engines, your website will be able to organically attract the leads it is looking for, at the right time.

In this way, the more visits you receive, the more people will know you and the more likely you are to close a sale, which leads us to the next advantage.


·        Generate sales opportunities

Imagine that, although Pedro repaired his washing machine, he needs to change it, as it still has other failures.

As Pedro already knows your brand, thanks to the solution to his questions in your articles, he will surely already trust your business and think of you, as the first option, to buy his next washing machine. This is the decision stage in the Inbound methodology.


·        Position a brand as an authority in the market

Continuing with our example, in the mind of Pedro and in that of many other users like him, your company will be it occupies its Top of Mind, that is, it will be the first brand that comes to mind when they think of washing machines.

SEO allows you to achieve this by facilitating the correct indexing and improving the organic positioning of your content.

So, whenever Pedro or anyone else searches for information about washing machines, your website will be the first to appear, or at least, the result they are looking for.

In this area, a concept that has been highlighted is that of EAT (Expertise, Authoritativeness, Trustworthiness), an acronym used to represent the three fundamental elements of quality content.

Recently Google has looked favorably on the content published by authors who have technical authority and recognized credibility in the respective topics.

For example, on a disease content website, you may want to have articles written by doctors, with an author page containing information about your professional history.


·        Educate the market

Users like Pedro have surely been educated by your articles about the operation, care, and maintenance of their washing machines.

Likewise, they have managed to understand what are the specifications they are looking for with their washing machine, according to their personal needs.

As you can see, the importance of positioning content not only lies in closing sales but also in educating the audience to make better decisions.


·        Succeed over the competition

Finally, if it is your brand that produces the most complete and relevant content about washing machines, what do you think users will look for when they want to know something about washing machines?

Although it takes time and a lot of work to implement an SEO strategy, in the long term it generates constant and lasting results.


·        Better return on investment

SEO requires a much lower investment than other strategies such as SEM or traditional advertising.

The investment that SEO requires translates into the payment of some tools such as those we saw above, the salaries of the SEO specialist or the content creator, and the payment of the domain and hosting of the website, for example.


However, the return more than multiplies the investment and the best thing is that the work that was done once continues to generate returns in the medium and long term.


We are going to explain now, step by step, the most important concepts of SEO and teach you the strategies we use to reach the top of Google.

And it all starts when the user searches.


What types of searches are there?

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The psychology of search revolves around the user: their needs, their way of looking for answers, the results they expect when looking for something, etc.

Companies that invest in Digital Marketing should respond objectively to all those doubts and needs.

One of the first steps to understanding user search is to know the intent of their navigation, which is essential to be able to attract the right audience to your site.

So let’s explain what it is that brings the user to Google. There are three types of searches:

1.     Navigational search


This type of search — also known as a shortcut search — happens when the user already knows which site they’d like to visit, but may not remember the full URL or are lazy to type.

For example, if the user searches for “Daravision Content” or “DaraVission Content blog” to find our content, their search intent is clear and therefore there is little chance that this user will change their final destination on the web — this person already knows what they are looking for.


2.     Informational search

As the name itself says, in the informational search the user seeks information, either through news, product launches, or explanatory articles.

Unlike navigational search, the user does not know exactly which site they will go to to find the content they are looking for, as it is not possible to identify their search intention.

In an Inbound Marketing strategy, this organic visibility is essential to attract users to the pages of a business and start their journey to become customers.

By not knowing exactly which site he wants to visit, the user tends to use the organic results to look for the solution to his doubt or need, and it is at that moment that the good web positioning of the blog or site is an advantage for the business.


Look at an example of informational research:

3.     Transactional search

In this type of search, the user wants to execute a transaction, such as directly buying a product or finding a store. This search is extremely valuable, especially for e-commerce.

Now that you have understood the 3 types of search, in the next topic, we are going to explain how the largest search engine in the world, Google, works.

4.     Local Search

Local searches are searches with a geographical component, within a certain region, for example, when the user searches for restaurants, cinemas, shops, hotels, schools, and offices, among other types of establishments with a physical location.


Other types of search

There are also other types of searches that users can perform, such as:

  • news;
  • institutions;
  • songs;
  • academic searches;
  • specific information (weather, date, etc.);
  • images;
  • videos.

Keep in mind that for each type of search, Google has increasingly strived to deliver specific results.

In (transactional) product searches, for example, it shows results from Google Shopping or when searching for a music theme, it shows the clip on YouTube and the lyrics.

The intention is to improve the search experience with more agile and accurate answers for the user.


 A brief history of SEO and how Google’s algorithm has evolved

Since people realized that the best way to deliver their content to Internet users was through search engines, they devised a series of techniques to conquer their first places.

These techniques were baptized with the name of SEO.

However, in the 90s many contents were more concerned with positioning than with the user experience. That’s why Google began to constantly update its algorithm to deliver the most relevant results in each search.

Next, we will take a look at the main updates of the algorithm.



Google Panda

In 2011 came the first major update of the algorithm. Google Panda began to analyze and evaluate websites based on the quality of their content by reviewing aspects such as grammar and duplicate content and rewarding, in turn, original and valuable content.


Google Penguin

A year later, in April 2012, Google Penguin was launched to monitor the health of website link building.

Google Penguin checks that the external links that are sent to the pages are natural and of quality. Therefore, it stimulates relevant backlinks that add value to the user who arrives at another website from them.


Google Hummingbird

In 2013, with Google Hummingbird, it was agreed to classify the contents according to semantic factors and user interest.

It is with Hummingbird that Google co-understands natural language, expanding its way of interpreting content to variations of keywords or related keywords.


Google Pigeon

In 2014, with Google Pigeon, the search engine began to organize the results of searches according to the geographical location of users. It is from here that local SEO begins to gain prominence.


Google Mobilegeddon

In 2015 comes the boom of mobile devices and Google adapts to it with Google Mobilegeddon. With this update, Google rewards mobile-friendly sites: those that have a responsive design and optimize their loading speeds.


Google RankBrain

One of the most radical changes in the algorithm occurred with Google RankBrain, in 2015. With this update, Google delivers the most relevant content to the user according to their search intention.

In this free infographic that we prepared you can find more detailed information about this story and how Google currently works.

Read more from our website blog

 How to put together a good SEO strategy and conquer the top of Google?

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Now, it’s time to know the step by steps you need to follow to create and implement a successful SEO strategy. Notes!

1.     Define your goals

The first step of the strategy is to define what your goals are when optimizing your website, blog, or eCommerce. For this, you must know what SEO is, some possibilities are:

  • increase organic traffic;
  • generate more leads;
  • generate more sales;
  • reduce the cost of acquiring customers (CAC);
  • educate the market;
  • increase brand authority.

You should always align these SEO goals with your brand’s macro goals. If you want to increase your brand recognition, for example, SEO can help you with that by putting your company’s website in the top positions of Google.

When defining objectives, you can also identify goals and KPIs. If you want to have more authority, for example, you can use the Domain Authority and Page Authority metrics. You just have to define what score you want to achieve in these KPIs and at what time.

This way, you can monitor the strategy using these indicators to be sure that you are on the right track to achieve your goals.

2.     Create a buyer persona

The first step is to define who you want to reach with your content, that is, to delimit who would be your ideal client. To do this, the concept of buyer persona will be completely useful. In short, a buyer persona is a semi-physical representation of your ideal customer built from data.

Unlike the target audience, a buyer persona is a character with a specific and detailed description, created to better understand your customers, their interests, and their problems or needs.

Creating a buyer persona is the first step to implementing an SEO strategy because it allows you to define the communication language, the content you expect, and the best content distribution channels.

That is, it will give north to your digital strategy and allow you to write for real people and search engines at the same time.

Remember this: everything your brand produces should be addressed to your buyer persona to make sense and lead them to naturally transit through the stages of the customer journey until concluding the purchase.

3.     Install initial and basic SEO tools

To start an SEO strategy you must have, at least, the basic tools to make a diagnosis of your current situation, support the planning, make the first optimizations and start monitoring the impacts of each action.

We are mainly talking about two indispensable tools for SEO: Google Analytics and Google Search Console. Google provides them for free and they will always help you monitor your strategies. Let’s get to know them better!


Google Analytics

Google Analytics is a widely used data analysis tool that offers a wide variety of resources to evaluate the performance of digital strategies. In SEO, you can help in different ways:

  • get to know your audience better to build the buyer persona;
  • identify which are the most visited and best-performing pages;
  • monitor the amount of organic traffic;
  • identify the channels that generate the most traffic (email, social, organic, etc.);
  • understand participation (bounce rate, pages per visit, session duration);
  • monitor the conversions generated by the SEO strategy.

These are just a few analytics you can do with Google Analytics that can help from planning to SEO monitoring. Undoubtedly, you will find many other data in the tool to help your strategy.

Google Search Console

Google Search Console is a tool that facilitates communication between a site and Google and offers valuable reports to apply SEO techniques. Here are some of the features it offers:

  • find out if there are problems with indexing the site;
  • helps you know if the site has been hacked or penalized by Google;
  • monitor the average position of your pages in the SERPs;
  • identify the click-through rate (organic CTR) of your pages in the SERPs;
  • identify which keywords activated your website in the SERPs;
  • identify which sites direct backlinks to yours;
  • ask Google to rework dubious backlinks to your site.

Google Search Console is a bit more technical, so it’s geared toward webmasters. But the interface is very friendly, so anyone can use it to make diagnoses and direct more complex demands to specialized professionals.

The tool can also generate various ideas for content optimization, as well as be the primary source for identifying queries that drive traffic to your pages and the click-through rate of your top keywords.

4.     Do keyword research

Since you know who you’re going to talk to and what topics might interest you, it’s time to land those ideas to create relevant content for your buyer persona.

What separates your content from your users is called keywords. A keyword is a term that users type in search engines to find content that solves their concerns.

For example, if a person is planning a trip to Japan they will surely type “best destinations in Nigeria or Japan” or “the cheapest destinations in Nigeria or Japan” in the search bar.

What I put in quotes are the keywords, which have different types those terms that cover interesting topics for your buyer persona.


Doing keyword research is a complete process:

  1. you start with an idea about a topic,
  2. you use tools like SEMRush or Google’s Keyword Planner to identify the keywords you can use in your articles,
  3. you determine if your search volume is relevant or how difficult it is to rank content by that word,
  4. you create a list with the best keywords.

In this keyword search, it is also very important to know the location of your audience, since this information will guide the entire content production of your website.

If you have a company in Mexico but want to expand your operations to Colombia, you will have to do specific research to find out which terms are the most common in this country.

To achieve this territorial dominance in Google for different regions of the world, there are the techniques of international SEO, which you can know more about in detail in the last link.

Among them, there are the use of hreflang tags and the production of content adapted to each national market.

We recommend you read our article on keywords to understand in-depth how to perform this process.


 Keyword Tools



An indispensable tool in the work kit of an SEO is SEMRush. With this platform, you can, among other things, analyze the general positioning status of your website and identify the keywords of your sector.

But perhaps one of the most valued features of SEMRush is competitor analysis. Thus, you can identify the strengths of your competition’s SEO strategy and adjust yours.

In this article, we propose a complete tutorial on how to use SEMRush.




If you want to know the status of your link-building strategy and the health of your backlinks, you should use Ahrefs. This platform has the most comprehensive index of links on the Internet.

Ahrefs, which now has a free version, allows you to execute different functions: find link-building opportunities, find broken links on your website or that of your competition, find ideal pages for guest posting and analyze the backlink profile of your page.

To take care of your link-building strategy, and avoid being penalized by Google Penguin, you should use Ahrefs.




MOZ is a whole suite of tools that, correctly used, will boost your SEO strategy through its recommendations for optimization in positioning, the definition of the topics of your content, and the improvement of your strategy in social networks.

For example, with the Crawl Test function, you will be able to identify the technical SEO problems of your website. In addition, only with MOZ will you have access to two metrics that are essential to understand Google’s PageRank: the Page Authority and the Domain Authority.


5.     Analyze the competition to identify opportunities

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Another fundamental step before starting content creation is to review what your competition is doing.

With tools like SEMRush, google analyze, you can identify which are your most successful keywords, which of your articles are the ones that are best positioned, and how they are being found by users.

With this information, you can make adjustments to your strategy, adopt their best practices or try to position their keywords by creating more complete content.

6.     Organize the contents with the Topic Clusters methodology

After identifying your best keywords with their different types, it’s time to write your articles.

You must explore the main topics of your market with complete content, which must be reconciled with minor and more specific articles on topics related to the most prominent issues.

Once you have several specific articles on a general topic, you can organize them into Topic Clusters, which means bringing together several related articles into one main post, creating interconnections between them.

You must pay attention to this methodology since increasingly, Google is paying attention to the user’s search intent and not only to the keywords that appear in an article.

With Topic Clusters, you give Google to understand that your article is the most complete on a topic and thus you will gain better positions in the SERP.

DaraVision Content universe is the pillar content we have on the concept of Marketing, which has almost 10 thousand words.

But to talk about this topic it is impossible to stop covering related concepts, such as:

  • Digital Marketing;
  • How to put together a marketing strategy;
  • SEO-marketing;
  • What is the relationship between Marketing and Advertising;
  • What types of Marketing exist;

The concept of Topic Clusters tells us that it is advisable to write specific articles on each of these topics, making those contents send internal links to the “Marketing” page, and vice versa.

Thus the algorithm can better understand the semantic structure of the domain and reward it for this organized work.

In this free spreadsheet that we prepare you can use this methodology to guide the production of your content. Download it for free!

What is SEO on Page?

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Here it should be remembered that On-Page factors refer to what the website administrator can optimize on their pages to improve the visitor experience and facilitate the reading of the site by Google.

These optimizations must be integrated into the Content Marketing strategy since a large part of them is implemented in the content published on the website or blog.

On-Page SEO brings together all the variables that you can control directly within your website such as:

  • length of the title,
  • user intent,
  • content size,
  • author pages (E-A-T),
  • number of publications,
  • scannability,
  • meta description,
  • Friendly and easy-to-understand URL,
  • use of keywords,
  • image optimization,
  • loading speed,
  • formatting by subtitles,
  • internal links between pages,
  • among others.

From now on we are going to break down the main factors of SEO on Page optimization and their best practices:

User Intent

SEO is not about what people are looking for, but about what they want to find.

Therefore, on-page optimizations should focus on the user’s search intent, which varies with each search, so that your pages and content match what they want to find.

That is what Google concentrates on to offer what the user wants and, for that, natural language processing and analysis of the user’s location are elements that help decipher this intention.

Therefore, the challenge for an on-page SEO and Content Marketing strategy is to understand search intentions, as Google does, to deliver to users what they want.

And the best way to understand user intent is by turning to Google itself!

Let’s understand better with some examples:

After keyword research, you should search Google to analyze which results are in the top spots. After all, these are the pages that Google considers to respond best to user intent.

Let’s look at the results page for the “SEO” search:

As you can see all the first contents are educational, focused on teaching what it is and how to use SEO, therefore, to position yourself you need to have content following this line.

But what if I intended to find a “Batman costume”? What would I like to find?

Exactly, images of the products!

Can you imagine someone renting or buying a costume without seeing it? To reach the top positions you must use images!

So, analyze the first results for specific keywords and identify the topics you need to address and how to improve your content with topics that those results don’t yet address.

Overcome them and offer optimized and more complete content!


Content size

The size of the content usually has an impact on ranking, although it is not a direct factor in the ranking of the algorithm.

Extensive content tends to be more complete, detailed, and in-depth and can therefore better answer users’ questions.

But, of course, there is no rule: for each topic and each person, the ideal extension may vary. Here at Rock Content, we have super complete publications, such as this one about advertising.

It is ahead tail keywords, with a lot of competition, and search volume and that requires extremely complete content, due to the breadth of the topic.

Already a post about 18 Instagram tricks, for example, is much more specific, with fewer searches and competition, and can therefore be shorter and more direct.

In concussion: the best size is the one that best answers the user’s question. To gain insights into how long your post has to be to reach the top of Google, you can also take a look at the websites that are already ranking well for each keyword.


Volume of publications

The volume of publications also tends to favor positioning. After all, the more content you post, the better chances you have of ranking better.

However, you can’t just think about the number of posts, okay? We need to combine quality and frequency.

It doesn’t make sense to post hundreds of pieces of content that aren’t relevant or don’t answer users’ questions. That would be a waste of energy. Publishing a lot at the beginning of a blog and then abandoning is useless.

It is necessary to maintain the frequency of publications to retain the public and show Google that you always have new and updated content.

However, there is no ideal volume or frequency of publication. You must identify the demands of your topic area, and its identity, and, in addition, evaluate the content production capacity of your business.

Remember that the most important thing is that quantity and quality work together!


Featured Snippets

Moreover, Featured Snippets are a type of featured snippet known to be Google’s famous zero position. They are boxes that appear above all the results with a concrete answer to a user’s search.

In general, terms, to conquer a Featured Snippet you must create very valuable content and present it in a simple way that completely answers a question in a small space.

Therefore, lists, definitions, and short answers are the most common contents found in Featured Snippets.

As an additional fact, you should know that when you perform a voice search, the result you get will surely be read from a Featured Snippet. That is why it is so important to try to conquer position zero.

There are three types of featured snippets:

  • lists.
  • tables.
  • and paragraphs.

Here you can see an example of a paragraph snippet featured that we conquered for the keyword “marketing information system”:

Images for SEO

Google still doesn’t fully understand what an image says, so it needs your help. And how can you help him? With image optimizations for SEO.

This strategy serves to provide data in the form of text about the images. We are talking about the alt text (tag alt), the name of the file, the title of the image, the URL of the image, and the context (words of the environment).

The most important thing here is the alt text, which is essential for the experience of visually impaired people, as the screen reader reads the alt text to the user.

Therefore, the alt text should be a description of the image and, whenever possible, contain the keyword. Look at this example:

All these elements make Google understand what the image shows, index it for search in Google Images, and turn it into another source of traffic.

Image optimization for SEO also includes some attention to file size and format, so they are quickly uploaded and indexed.

Rich Snippets

Rich Snippets are boxes that appear with extended information about your website. They occupy the position that your website occupies for a certain search.

If Snippets are a combination of a title, short description, and website URL, Rich Snippets are a rich version of these that includes more detailed information that is relevant to users.

To enrich your website with those resources, it will be necessary to establish a solid and organized structure of information that can be understood by the algorithm. That is achieved by setting up the pages with the code snippets available in the Schema Markup.

An example of a rich snippet is the qualification of the contents in the SERPs. Positive user feedback can help others who come to the page have more confidence in and access content.

Internal links

The network of internal links of your website is also part of the on-page SEO strategies.

Linking internal pages has one main function: to guide navigation and direct the user (and search engines) to other content that may interest them.

But that action also serves a technical function in SEO. The internal link network helps Google find your content and better understand your site by showing the hierarchy between pages.

For example, the closer to home a page is and the more internal links it receives, the more important it will be.

We link, in addition to our blogs and most important pages, more relevant content directly from the home page of our website:

Another example of rock content’s internal link is found in our super comprehensive post on”Digital Marketing”, much other diverse content more specific to the subject (email marketing, SEO, social media, etc.) has links to that post and thus strengthens your authority.

This is how a topic cluster strategy works.


This acronym caught the attention of SEO professionals and stands for Expertise (specialty), Authoritativeness (authority), and Trustworthiness (reliability) Google uses these words as guidelines to evaluate the quality of search results.

They are presented in the document that guides the group of evaluators who perform a manual analysis of the relevance of the results offered by the search engine. Therefore, they also show what Google considers important for the content to be considered of quality:

  • the specialty of the author of the content;
  • the authority of the author of the content, the content itself, and the website;
  • how trustworthy the author of the content, the content itself, and the website is.

Therefore, follow these guidelines in your content strategy and SEO optimization to be aligned with what Google thinks. To learn more about the subject read our article on EAT.

What is off-page SEO?

Now, it’s time to look outside of your pages for off-page SEO. What can you do to gain more authority in the marketplace and show Google that you’re a reference?

Here you need to realize that, unlike on-page SEO, in off-page SEO you don’t have full control over optimization. The decision to backlink your site and mention or directly search for your brand depends on third parties.

What you can do is increase the chances of that happening by adopting a link-building strategy, performing guest posting, and redirecting broken links, among other ways to reinforce the backlink profile and generate more authority for the page.

Below, you’ll learn more about these strategies!

What is link building?

Links are the basis of the internet. They connect one page to another and allow the user to navigate by discovering content.

Like users, robots also traverse this interconnected network to index new content and understand which pages are the most important, as one transmits link juice and authority to the other.

That’s why a link-building strategy is so important in off-page SEO.

Link building is the construction of a network of links that direct the user to your pages (called backlinks)and strengthen your authority on the web. For Google’s algorithm, the more quality links the page receives, the more relevant it will have in the market.

Keep in mind that quantity and quality must go together. It doesn’t make sense to get hundreds of backlinks from the same domain or a questionable website or out of context.

For a link-building strategy to work it must be able to obtain quality links.


What are quality backlinks?

As we have already seen, Google makes a great effort to avoid black hat actions.

Link building was once a widely used tool to increase authority artificially, with systems of artificial link production and “super optimization” of anchor texts, for example.

A quality backlink, therefore, is the opposite of these actions, it is a link to your domain that you receive on your own merits and shows that you relate to reliable sites and references in your market.

Quality backlinks, therefore, are those that:

  • come from sites with domain and page authority.
  • they come from sites that Google trusts;
  • they come from several different domains;
  • are naturally integrated into the context of the page;
  • uses consistent anchor text;
  • are in a privileged position on the page (at the beginning of the text, for example);
  • come from sites related to your area of expertise.

These are the main features that you should look for in backlinks when designing a link-building strategy.

Nofollow Links

There is also an important point in the characteristics of backlinks: the difference between dofollow and no-follow links.

By default, all links are “dofollow”. This attribute tells the robot to follow the path indicated by the link and transmit authority from one page to another.

The “nofollow” attribute, on the other hand, prevents the robot from following that path and assigning authority to the linked page.

It is used, for example, in blog comment boxes and social media links, which are often for spamming and creating artificial authority.

This is not to say that no-follow links are expendable in off-page SEO. While they don’t directly convey authority to your pages, they generate traffic and make more people aware of your brand.

Link building techniques

Let’s see, then, what link-building techniques can you adopt to strengthen your market authority? Next, we will talk about the main ones. Read!

Link Bait

It is the most natural and efficient strategy. It is about creating content that is so good that it generates backlinks naturally, without having to look for or propose associations.

For this, you can invest in in-depth content, disseminate exclusive research data, create rich materials, and offer your tools, among other types of content that become assets with a lot of potential to be linked or shared.

Interactive content is an example that usually brings natural backlinks, as it surprises the user with its immersive character and encourages them to share it on their social networks.

There are several types of interactive content, such as:

  • calculators
  • infographics,
  • questionnaires
  • and eBooks.

To make you visualize it better I show you the example of the interactive calculator that Lansinoh made, in which the user can know how much he would save with breastfeeding instead of standardized baby feeding formulas.

Guest posts

Guest posting is a strategy for posting guest posts on an associated blog. It’s usually an exchange: you produce content for the blog audience and you can place one or more links to your website.

In this way, you attract new visitors and gain more authority, if the link is “dofollow”.

It is very important to adopt this strategy in moderation. If Google realizes that you acquired a lot of links quickly, it can understand that you are using black hat techniques and penalize your pages.

Mentions of the brand

Brand mentions, even without a link to your website, are already valuable for SEO. Google analyzes this criterion to recognize brands that exist and have a good reputation in the market.

You can also search for these mentions without a link and identify opportunities to get a quality backlink. Just contact the administrator and suggest adding the link.

Broken links

What happens when a site’s URL pattern changes or content ceases to exist? Various broken links are created on the site.

That is, the user who tries to access that previous link does not find anything that falls on a page of Error 404 and you lose both the visit and the authority that transmitted the link.

In addition, you can find these links on websites with topics related to yours and display your content as a solution to that broken link.

You can find these links on other sites using tools like Screaming Frog and Ahrefs or using a free tool like Check My Links:

Link building tools

There are several link-building tools on the market. Some are paid, some are free; some are specialized, and others help with certain actions.

Tools like Majestic, Ahrefs, Moz’s Link Explorer, and SEMrush offer a complete analysis of a page’s backlink profile, from the volume of citations to the quality of anchor texts.

Some of them have indicators that help in this analysis, such as Majestic’s Trust Flow and Citation Flow and Moz’s Domain Authority and Page Authority.

These tools are paid, but they offer some free features.

In addition, you can work with more specific tools for certain actions. Google Search Console, for example, should be used to ask Google to reject dubious backlinks.

Google Alerts can alert you to mentions of your brand that are good opportunities to get backlinks.


How does technical SEO work?

The SEO universe is vast and includes many technical aspects of the structure of a website, so a very important part of on-page SEO is technical SEO.

When we talk about technical SEO, we are referring to all the optimizations you can make in the internal structure (i.e. in the codes and architecture) of your website, intending to make it more secure, fast, understandable, crawlable, and indexable.

Next, we will tell you what the fundamental elements are and how to optimize them. Don’t stop reading!


A sitemap is a text document that numbers all the pages of a website, as well as information about them, such as the date of the last modification and the frequency of updates.

Its SEO function is to show this information to search engines so that they can easily find and index URLs.

Although search engines already do this job of crawling, sitemaps make life easier for robots and ensure the indexing of all pages.

You can create the sitemap manually or with tools and plugins and then submit it through Google Search Console.


The robots file.txt is also a text document, inserted into the root folder of your website, that tells Google which pages of your website should not crawl so that, in that way, they do not appear in the search engine.

You can use bots.txt to prevent Google bots from accessing sensitive pages, such as the admin login form (the “wp-admin/” of WordPress sites, for example), scripts, or styles that aren’t important.

In addition, it is important to know about robots.txt for cases where your pages have a problem appearing in the SERPs. They may be in that file by mistake.

UX (user experience)

User experience and SEO are concepts that should go together. We have already said that the priority of engines is to offer the best search and browsing experience until the user finds what they are looking for.

And that includes their experience on your website.

But what does UX, User Experience mean? It is a concept used in the development of websites that centralizes all measures in the actions and responses of users to meet their needs.

According to Peter Morville, president of Semantic Studios, seven features are essential for a website to have a good user experience. It needs to be:

  • useful;
  • easy to use;
  • desirable;
  • localizable;
  • accessible;
  • valuable;
  • reliable.


Loading speed

Loading speed is one of the main criteria for classification. Google itself has already stated this openly: in 2010, for desktop searches and, in 2018, for mobile searches.

It is very important to remember that while speed does not make you gain positions, without it you will never reach the top.

A fast page speed won’t rank you above your competitors, but with a poor page speed, you won’t even have a chance to compete.

For Google, the quality of the user’s search experience depends on the agility of the information, since no one wants to wait more than a few seconds to find what they are looking for.

It’s no coincidence that the search engine has provided a free trial tool: PageSpeed Insights. The reports provide a speed diagnosis, as well as tips for improving loading, and optimizing images and website codes.

Mobile-First Index

If cell phones are already used more than computers if mobile searches have already surpassed desktop searches if mobile traffic is already higher, what do you think Google should do?

Of course, the search engine is an excellent reader of reality! Therefore, it began to prioritize in the search results those sites that offered a good mobile experience.

In 2015 Google announced that searches on mobile devices would become a ranking factor which motivated several sites to become responsive.

One impact that was also impressive was the announcement of the Mobile-First Index, starting in 2016, which began prioritizing the mobile version of sites to rank them.

So if you haven’t yet adapted your site to this trend, hurry up to improve the usability and loading of your pages on mobile devices!


Creating a responsive website is one of the most appropriate ways to make your website mobile-friendly. With this technique, the site only has one version, which best suits the different screen sizes that users can use.

In addition to responsive design, you can also adopt two other techniques, although they are less indicated:

  • Mobile URL, where the mobile version has a different URL than the desktop version (, for example);
  • Dynamic service, where the two versions have the same URL but have different CSS and HTML for each device.

If you want to know if your website is mobile-friendly, you can take Google’s mobile compatibility test and receive optimization recommendations.


Accelerated Mobile Pages are another initiative to improve the mobile search experience. This is an open-source project, spearheaded by Google, whose goal is to develop pages of static content that load faster on mobile devices.

They are identified in the mobile search SERP with a stamp, and a small lightning symbol next to the URL and are given priority in the ranking.

The red Flecha of the following image is fixed on the symbol that indicates that the page will be displayed in its AMP version.

 SEO Audits

seo audit

In technical SEO, one of the main actions is to perform audits, especially at the beginning of an optimization project.

An SEO audit identifies issues with tracking, loading, and usability (especially on mobile devices), among other errors that affect user navigation and website ranking.


Here are some elements that an SEO audit can point out:

  • broken links;
  • tracking errors;
  • redirect errors;
  • duplicate content;
  • blocked pages (robots.txt, noindex, nofollow);
  • slow loading pages.

One of the most comprehensive tools for this is Screaming Frog which offers comprehensive reports on all the elements we mentioned. But auditing can also combine other tools, such as SEMrush and Google Search Console.

What is local SEO?

One of Google’s priorities in recent years is to search with local intent. Understand why this is!

The search engine interprets that a user looking for solutions in a given region should receive answers differently, with more practical and objective information, rather than a list of links as in a traditional SERP.

In this type of search, Google activates the local search algorithm, which prioritizes the results in the region in which the user is located or that he types in the search terms.

In the results, the search engine usually presents information from Google My Business directly in the SERPs, so the user does not always need to enter the brand’s website (in the same line that we explained about the featured snippets).

Therefore, optimization for companies with a physical address, called local SEO, has some peculiarities. What changes this in an optimization strategy? Buy it better below.

Local keywords

To display local results in the SERPs, Google tries to interpret the intent of the user’s local search.

If you type in “hotels,” “nearest hotels,” or similar terms, Google considers the user’s location at the time of the search to show them the options in that region.

On the other hand, if the user types “hotels in Medellín”, the results will focus on the region they typed in the search, regardless of their location at the time. This can happen when we plan a trip, for example.

Therefore, keyword research for local SEO strategy should consider search intentions with all these variations, not just the one your city includes.

Think about the following:

  • terms that identify your business, for example, hospitality, hotel.
  • modifiers of industry terms, for example, best hotel, hotel better cost-benefit;
  • geographical modifiers, for example, Medellin hotels, downtown hotels, and hotels near the airport.


Google My Business

Google My Business is the main ranking factor in local SEO. At the top of the local search SERP, Google displays the Local Pack, which is a box with the top three results for the user, whose information is pulled directly from Google My Business.

It is there, therefore, that you should strive to appear, for it is essential to register your company in Google My Business. This tool offers several registration features for local businesses.

You can place your name, address, telephone, and hours of operation and, also, receive comments, respond to users, place photos, and inform your menu, among other specific functions for different types of businesses.

Take advantage of all this variety of forms of registration and interaction with users to have more chances of appearing in the Local Pack.

Google prioritizes companies that provide the most information on the platform, especially those that have the most reviews and high ratings.

Positioning factors

Google uses three main ranking factors for local searches: relevance, proximity, and prominence. The search engine itself presents these criteria on its recommendations page to improve local ranking on Google.

These factors are analyzed and combined to offer the best answer. If a company is more distant from the user, for example, but is more likely to deliver what it is looking for, it may appear better positioned.

Let’s better explain each of these factors below.

The relevance criterion considers the correspondence between the search keyword and the product or service offered by the business. If the user is looking for hotels, for example, they don’t want to see restaurant results, right?

That is why it is so important to complete the Registration of Google My Business with all the possible information since that is where Google makes this correspondence. For example, if the user searches for “hotel restaurant,” Google will only show hotels that have that feature.


Proximity refers to the distance of the business concerning the user’s location or the geographic terms placed in the search. Google understands that the best results are the closest to the user.

Prominence (highlight)

The highlight criterion evaluates whether the company is popular in your region, based on online and offline factors. If the business doesn’t have such a strong online presence, but it’s a well-known brand and is used offline, you can rank better.

But user ratings and ratings on Google My Business also count for a lot, in addition to the traditional on-page and off-page SEO optimizations the site adopts.

The more trust Google has in your business, based on these elements, the better your local ranking will be.


Conclusion and bonus for you

Although SEO is an extensive subject and subject to constant updates, with what you have learned in this post you are ready to start executing your first web positioning strategies.

However, we recommend you expand your knowledge with the articles that we have linked throughout the post to complement your learning.

After all, getting good results with search engine optimization depends largely on proper planning, execution, and measurement of the SEO strategy




The keyword is the Translation into Spanish of the English word “keyword”, which in programming is defined as a term responsible for promoting the exchange of information between web pages and users on the Internet.If you got this far in this article, I’m sure you want to understand what those such keywords are, right?

When we start studying what is SEO (search engine optimization) one of the most talked-about points is about keywords, their choice of them, and the real importance of those terms that dictate optimizations.

Without further ado, you’ll now learn – once and for all – what that means. Let’s go!


What are keywords?

Keywords are the main instrument of research. They are terms composed of one or more words. They are how a user writes his doubts in the search engines to get answers and solve his problems.

As much as the term itself is self-explanatory, it costs nothing to explain in detail what they are and what they mean. In the end, that was the doubt that brought you here!


Keywords are the main search instruments.

Think that all searches originate from a word used to present this problem to the search engine. Keywords can be defined as the terms used by users to get answers and solve their problems.

If you are a marketing professional, keywords are the terms we use to give an address when creating our pages, blog posts, and sites.

That is, when defining a keyword for a certain page, you will be passing the message to Google, for example, that your content is about the subject of that specific term.

If all goes well and you make the right choice, your content will be displayed exactly to the person who searched for that keyword.


In practice, here’s how it works:

Keywords are used by users (as you can see the word in the Google search box) and are also used by sites that want to be entered that have the “answers” of that search.

Why are keywords so important to your business?

It is no coincidence that they are keywords. These are the ones that, when they fit perfectly, open the doors to your content towards the world of the internet. The truth is that a company that wants to survive the digital transformation can not stop looking at them in detail.

For your business, it means the difference between being found, read, shared, and liked or simply not being entered due to ignorance or complete ignorance.

And that’s exactly why keywords are tools that help (and a lot!) content marketing.

When it comes to developing your investment plan, one of the main objectives of your company is to increase leads, customers, and, consequently, your sales.

On the internet, your content will face greater competition than in your area of action, no matter how crowded it may be.

In Internet search engines, the borders are smaller and the results in each research, millions and millions of possibilities are at the fingertips of the public.

That means it’s not enough to pick a handful of keywords and splash them in the middle of posts.

Thinking needs to be more strategic and careful about them to make your business stand out. So, start by asking yourself why the keywords need to be used.

The answer should come quickly and obviously in your mind: “because I need to help my audience find myself on the internet.”


Only the answer can’t stop there.

You have a conversion funnel with defined stages, which means that there are different types of audiences with different types of questions.

Whoever started the purchase process, still wants to know about the basic items referring to the universe in which your product or service is inserted.

Whoever is in the middle of the funnel, is probably researching several brands to decide what the benefits of one over the other are.

And who is at the bottom, you are almost deciding on the purchase and need the assurance that you are making the right decision when choosing your company to close the deal.

And each of those groups has a more specific group of keywords that they choose to type into search mechanisms.

Therefore, your company needs to recognize them to make the best use of them when producing each material.


Do you know why?

For these, they will be the first contact between the brand and the public and will probably decide if that visitor will close the window and go ahead in the search results or if they will continue on your site.

Each keyword should be considered as a question that needs to be clarified objectively, without half words.

And the role of your company’s content is to focus on offering them, so that they love your ability to answer questions and, from them, go on to build a relationship of trust with your company.

That is: unlock the locks from the keywords, inform and transform visitors into potential customers.


What do negative keywords mean?

Negative keywords are those that inform Google – in an AdWords campaign or ad group – what search terms you don’t want to attract your business with.

For example: selling sporting goods produced only in Brazil.

Then, you can include among your negative keywords, the term “imported”, so that your ads are not displayed from searches that contain that word.

You may wonder what the reason for this is. Certainly, it helps you invest with more quality, that is, you increase the opportunity for return.

How? From the moment you know that your target audience won’t find what they want when entering your ad, you stop paying for clicks on your ad that will hardly result in the generation of a lead, or even in the closing of a sale.

That means, in practice, bringing in more customers interested in your product or service, rather than curious visitors who will click(it’s worth remembering that clicking on the ad generates a charge from Google), spending a few seconds scanning the content of the page, not finding what you’re looking for, and returning to the results page.

How to find keywords?

Let’s be a little malicious: Google won’t matter if you have some unnecessary paid clicks on your page. In the end, a good portion of their income from them comes from that.

So, it is necessary to think about how you will use the tools that Google itself offers in your favor.

If you’ve already searched, you’ll know that AdWords has a real arsenal in its favor to get the most value from every click. There are specific tools, Keyword Planner (we will talk about it later), which can be of great value when it comes to finding negative keywords.

To explain how it works, I will try to exemplify it simply and directly.

If you have a company that sells umbrellas, put that word in the Keyword Ideas tab and click on the search.

In the list of results, you will see several search terms related to the word with some basic information. In that list, you will mark all the ideas that you do not talk about in your universe.

For example, it could be “umbrella designs,” “umbrellas, new spelling,” and “custom umbrellas.”

From the moment you recognize the search elements that do not speak about your branch of action, be ready! The answer has already been given.

You will be able to create your list of negative keywords by including exactly those selected terms – in the example: “design”, “spelling” and “custom”.

Another way to make an optimal selection of negative keywords (and also to find positive ones for your repertoire!) is to put yourself in the user’s place and use your keyword list.

Returning to the example of the umbrella as your product.

Look for that term and other related terms, which would be used in the production of content on your page, such as “imported umbrellas” or “umbrellas”.

You will probably see, in the first pages, links to things that have nothing to do with that business, being able to even the name of a book, the lyrics of a song, etc.

In this way, you will be able to stay more and more at the end of the universe of words that should be in your content, helping your customers to reach you with greater ease and without wasting time entering links that little – or nothing – have to do with what they want and need.


How to define the keywords for your content?

Once you have a list of “seed” keywords, which we talked about in the previous point, it’s time to include more data in your analysis.

To define the keywords that will bring maximum results for your company, you need to consider a few other factors. See below some of them:

I am certain that when you are going to produce content for the blog you created, you have in mind that the material should answer the doubts and questions of who is reading the content, right?

For your content to be considered useful and valuable for those who are looking for that specific keyword, you should always think about yourself.


Bottom of Form

Definition of the objective of the strategy

This is a piece of very important information for the moment of discovering the definition of the best keywords for your business.

The objective that is defined for your strategy, should be taken as a guide for all the attitudes that are taken to achieve it.

That is, if your company has the objective of increasing the number of sales of your products, for example, it is possible to direct the search for keywords for the terms that drive purchases.

It must be invested, then, in terms that contain “buy”, “review”, “the advantages” of the product, and other similar ones. Thus, it is possible to lead the public to purchase through the texts produced for the blog.


Competitor research

This is another very interesting way to make the definition of the keywords that should be used for your business.

If you have large competitors who also invest in a content marketing strategy, it will certainly be interesting to analyze how they are treating issues related to products and services in front of the public.

Another interesting tip is to search for big players in the market, even if they are not direct competition.

Probably, these companies will have interesting approaches how to deal with the production of content, either with innovative language or producing complete pieces, which solve all the doubts of the public.

Competitor research can be efficient both in uncovering what is not being done to attack you as an opportunity, as well as a way to identify the strengths of the competition, gathering efforts to overcome those points.

In case you have a tool like SEMrush that allows that analysis in a much clearer and simpler way, an optimal way to identify what your competition is doing, is to monitor the organic results in the search engine, as well as be attentive to their social networks and newsletter.


How to search for keywords for Topic Clusters?

The dream of most companies is to reach the first page of the results with the main keyword of their market.

For example, an advertising agency would surely like to be at the top of the search engine with the keyword “advertising”. But the term “advertising” is too generic and highly contested, so without a satellite strategy, it can be almost impossible to achieve it.


What are Topic Clusters?

The strategy of Topic Clusters or satellite content is based on creating content related to the main topic and linking them to it through the use of link building, thus strengthening its authority before Google.

To create this content, it is necessary to find what topics are relevant and how they are searched for by the public.

In the case of our example, we could use keywords such as “abusive advertising”, “harmful advertising”, “advertising planning”, “how an advertising agency works”, etc.

They will be the Topic Clusters or satellite content, which will revolve around the pillar content (“advertising”).

The contents will tell Google that the company is an expert in the subject, and not that it only has complete content about it. In the end, this will yield relevance and good positions.

 What tools are used to find keywords?

 You can use tools like SEMrush to search for your main keyword and, from it, find related terms with high search volume.

Another way to identify them is by analyzing your competitors’ content and looking at what topics they’re addressing, so you can create even more comprehensive content.

To do this, make sure you know well who are the references of your niche and other similar sectors.

Remember that you should not necessarily look at your direct competitors, from your own country, you can also accompany blogs and sites from other countries, which can yield you even newer topics that have not yet reached the market of your region.

There are dozens of tools aimed at the objective of finding relevant keywords, but the main ones you will find on a day-to-day basis are:


 Google Trends

 In Google Trends you can check the performance history of words in a given time, in addition to real-time search trends constantly being updated.







Google Keyword Planner


Google’s “keyword planner” is ideal for creating optimized campaigns in Google AdWords.

This tool allows you to make diagnoses of your strategy, identify what is working or not, to correct or maintain. Data can be exported in spreadsheets, making analysis easier.


 It offers a report of trends and, consequently, gives advice on which paths to follow for the success of your content.

It is worth analyzing your site, as well as the pages of your competition and who you consider a reference in quality and results. The free version of SEMRush gives an overview, but the paid version is ideal for full planning.



 Excellent for searching for more specific keywords (long tails). Ubersuggest is currently the most efficient free tool.

Simply insert the intended term in the search area, and select the language and area(web, images, news, shopping, video, etc.).



You can click on the term suggestions and get other related words.

Their suggestions appear in alphabetical order, which makes searching much easier. In addition, you can search by language and download a spreadsheet with its results.


The tool allows you to choose from countless languages, a bunch of countries, and various search engines, such as Google, Youtube, Amazon, and others.


In addition, analyzes Google’s autocomplete resource and gives you more ideas, offering options for keyword variations, especially keywords of the “long tails” type.


This comprehensive tool also allows you to choose from several languages and places.

 In addition, KWFinder offers you a list of keywords with detailed information, such as search volume, cost per click, the level of competition in advertising, the difficulty of SEO positioning, the main competitors, and even the number of shares on social networks.


Keyword Revealer

Keyword Revealer allows you to generate filters by the search engine, monthly searches, potential earnings, and the number of words and helps to study the competition, the number of backlinks, social actions, and URLs, among others.


However, it requires payment to perform more than one search.

Keyword Eye

 Keyword Eye is that it is an extremely visual and playful platform. When you search for a site term or domain, the tool displays the keywords in a cloud.

In this cloud, suggestions appear in different colors and sizes, which serve to differentiate search volumes and competitiveness by keywords.


Moz Keyword Explorer

Keyword Explorer is one of Moz’s tool extensions for SEO. It is not much different from other options mentioned here, especially SEMrush.



Its functions are very similar, such as suggesting related terms, competitor data, search volume, and difficulty score for organic surveys for keywords.

To find new keywords, you can also analyze your competitors “manually.” That is, observe what types of content they are publishing and what generates more organic traffic.

Accompanying your competitors allows you to have new ideas and inspirations of content that, perhaps, you have never thought of until now, or even discover more in-depth topics that you can also address in your blog in your way.



What are the types of keywords?


Keywords are responsible for responding to the needs of users and positioning, at the same time, in search engines. The keyword system has become increasingly complex and meta tags are no longer used as in the past.

So that you choose the most suitable for your strategy, let’s start talking about the types of keywords you have available and what their differences are. Initially, there are 3 types:


Head tails

 The keywords known as head-tail keywords are those that only contain one, or a maximum of two words in their composition.

They are also generic keyword calls since they are used by most websites on the Internet, which makes them more disputed and, consequently, makes it more difficult to position yourself in search engines when using them.

An example of this type of keyword would be when we perform an Internet search for: “Slippers”.



Middle tails

Middle tails keywords, or medium composition, are strings of popular words. That is, while short tails are those words of fairly frequent use, middle tails are identified as short strings of frequently used words.

In general, middle tails can be composed of two, three, or even four words. This makes them more specific than short tails since their Internet searches are performed in smaller quantities. Therefore, they are more susceptible to achieving the first results of search engines.

Continuing with the previous example, a middle-tail keyword would be: “Sneakers to buy”.




Now, long-tail keywords are responsible for filtering, even more, the results using strings formed by several words in sequence.

Within a content marketing strategy, long tails are the most suitable to achieve good positioning. Their level of search is lower since they are much more specific terms, but it is precisely this that makes them less competitive.

Longtails are usually more efficient because they are used by those users who are looking for immediate and precise answers to their needs.


How to define keywords in your strategy?


Here are some actions you can take to ensure that your keywords will meet the marketing goal you set for your strategy:


Put yourself in the place of your audience


As we said earlier, it’s important to think about people to define the keywords relevant to the business. If you haven’t done the work of identifying yourself yet, find out how it’s done here.

It’s important to identify what your audience’s most searched terms would be from the moment they start looking for information on the subject.

Think about how your audience, not as the connoisseur and specialist you are about your product or service. Reflect: How would you search for the product or service on the internet?

There are several possible variations of the search for a certain issue and that search about the public is efficient precisely to bring the results that would most coincide with the position of this audience.

A good tip to identify those opportunities is to try to talk to some people who fit into your audience, whether they are customers or potential customers, and ask these questions to discover.



Consider the sales funnel stage


Keep in mind that your reader will look for different ways as well, depending on the stage they are in the funnel. Practically, it is necessary to remember that: if you are looking for alternatives to solve a problem, you should focus on the problem, even as a keyword.

The good content practices for this stage are those of definition of concepts and tips to perform some action, for example.

However, if he is starting to find your solution interesting, you should talk to him about the reasons for him to choose your own.

A good list of reasons to choose a plausible solution to a problem, or even the advantages of such a solution for whoever acquires it.

If you are evaluating and intend to act, talk about your differentials. The texts of success stories of your customers or comparisons between the solutions on the market, for example, are the most suitable for this stage of the funnel.



What role do keywords play in SEO?


The use of keywords is something recurrent, and highly efficient, when we talk about optimization so that your site is well-positioned in the search.

As an SEO (Search Engine Optimization) technique, keywords must be used strategically, thought, and defined within the effective planning of your digital marketing strategies.



Meta descriptions


When we talk about site optimization, we need to remember and give due importance to meta descriptions. Do you know what they are?

Well, the meta description is nothing more than the description that appears in Google (do you know that summary that appears below the title that is in blue? It is exactly that!)

This should be done directly, but still stimulating for the people who visit the pages. Including the keyword of the content in the meta description is essential!




In addition to always thinking about the user experience and creating friendly URLs, another important point for content optimization is the page’s address.

Try to shorten your URL to the maximum and create an address that is simple and self-explanatory. The best way to use the URL is to include the keyword in that area.

In this context, we show you the best URL shorteners on the Internet.


SEO Title


It is not only the title of your blog that must have the previously defined keyword.

Unlike the title of the page, the SEO title is the one that will be displayed when your content appears in the search results in Internet search engines. at this point, it is also essential that the keyword is present.

Learn more about how to create SEO titles.


Title tag


Keywords also need to be used in the internal titles of your articles. Depending on the format of your blog, the title tag will possibly be the same as the H1.

Regardless of whether it is or not, the H1 of your blog follows the rule that says that the keyword should always be present.

Unlike an SEO title which aims to get someone off the search page to enter your content, the Title tag is the title that aims to ensure that a reader stays on your page and continues reading your article.

In this case, the user can be anywhere, as long as it is present.

Learn more about SEO by downloading the most complete guide on the internet on the subject for free!

Read More about Title Tag

How to explore keywords in content?


Focus on keywords to optimize your blog content, but the priority should be, to solve the problem and meet the expectations of your people.

Use keywords in your blog posts, in your titles, throughout articles, and, whenever possible, in intertitles, as well as in the description of images.

Don’t forget to maintain naturalness throughout the text. It is useless to write a text focused on the keyword getting tired by repetition. Readers don’t like that and will stop reading your content.

If you write for Google and not for people, you probably won’t have the best results.

The production of relevant content is done based on people, their ailments, and problems; not thinking about search engine robots.

Remember that if you make content that adds value, answers questions, and solves problems, you will automatically be well in the reader’s priorities, and, believe it, Google also considers all that when ordering the results of the searches.


Strategically evaluate the use of keywords


Search engines are evolving at an incredible speed.

Every six months or so, we are witnessing changes in the algorithm, mainly from Google, which is always changing the way marketers create and develop our content and sites.

The update that was given in 2016 as it strengthened the semantic analysis of searches and the addition of RankBrain. The first innovation ensured that the search engine managed to interpret the user’s intention, through the term that was used.

As for RankBrain, it is an artificial intelligence that became part of Google’s algorithm and that is what is completely changing how searches and results are being displayed.



How to find keywords for paid ads?


As well as a keyword search for an organic marketing strategy, it is very important to take into account all the factors listed above for choosing the most important terms for paid ads.

Another factor that begins to have some importance when it comes to paid ads, is the value of each keyword.

This price varies according to the search volume of such a term, in addition to the interest of people and companies in advertising using that specific keyword.

When you set up your Google AdWords account, you can choose which type of campaign payment will be made: the campaign payment per click (CPC, or cost per click), print (CPM, or cost per thousand impressions), or conversation (CPA, or cost per acquisition).

The value presented for each keyword represents the maximum price that can be paid for that ad.

If the ad was clicked so many times, causing the total value to reach the stipulated budget for the day, the ad will no longer be displayed until the next day, when the budget is restored.


But how does that influence the choice of keywords?


For a down payment ad strategy, it is important to look for terms that have low competition and low estimated values so that the ad can be shown several times to the people who did the corresponding searches, regardless of the stipulated budget.

On the other hand, if we were dealing with a deeper Google AdWords strategy, it is important to make ad groups with various variations of different keywords, so that it covers the person’s searches, being able to use a larger budget to succeed.



How to use keywords on social networks?


In addition to being good ways to disseminate published content, social networks play a very important role when defining keywords.

A good tip is to find your audience in the most important social networks for your business and look for how they communicate to clarify their doubts about the issues.

In addition to defining important questions about the language that should be chosen, it is possible to find possible doubts that they have about your business, which can end up becoming opportunities for your blog.

But, there is a concept that is becoming increasingly popular on the internet, mainly in social networks that use of hashtags.

Once the content published on social networks, such as attachments, images, and captions, is not indexed by Google robots, the only way to do this indexing is through hashtags.

These are considered hyperlinks that bring together all the posts with such a hashtag in a single search.

In addition to that, hashtags are widely used by young audiences and by those considered “heavy users” of social networks.

Therefore, by using hashtags that are relevant to your business, it is possible to index the content, at the same time that it approaches the audience and creates a certain type of closer relationship.

But it is important to be careful with some actions when the issue is the use of hashtags.

It is important to know that they must match the content that is being published.

If you simply use hashtags that have a high volume of searches on social networks, without these being related to your publication, the public can interpret that you are just looking for more views for your publications, without you caring about the concerns and doubts of the person. That can end up taking you away from your audience.

In addition, it is important to choose words and expressions that are valuable to those searching for such content. Create and strengthen institutional hashtags, which talk about the customs and values of the company.

That way, you may create a community around the use of the hashtag, encouraging the use of it by the public and creating a relationship with the people who decided to embrace your cause.

And so, now that you’ve learned a little more about defining and using keywords, are you ready to use these techniques in your online marketing strategy?

Then we invite you to download our free keyword dossier so you don’t miss any information on the topic Enjoy it!