We tell you what keywords are and why, even though Google continues to change approaches to indexing, they are still central to the performance of a site or a blog post.
Keywords are terms or short phrases used to search Google or any other search engine by a user to receive results that contain what they are looking for. Anything typed into the search bar is considered a keyword.
These terms are essential for all those professionals who work on websites because they mean connections with users. Working with keywords and other content “patterns” on the pages of a site is an integral part of SEO (Search Engine Optimization). An SEO professional is responsible for improving the content of a place so that it ranks better in the results of specific searches and more users enter it.
As search engines update their algorithms and, therefore, their good practice listings, an SEO professional modifies the variables on which they work. Lately, many people have begun to believe that keywords were a thing of the past. But that’s not entirely true.
Are keywords still central?
Of course. However, today its use is understood differently than before. Keyword searches by search volume were no longer the only factor to consider. It happened after the change in Google’s Rank Brain algorithm, which began understanding the organization of results with more perspective.
Rank Brain: what is it about?
This improvement to Google’s algorithm changed many rules. The most important is that it stopped understanding searches as a single thing (for example, “business communication” as a single block) to turn towards an organization of results based on connections of the terms that people write (“communication” + “companies”).
In this way, the quality of the results is improved since the meanings behind what people write are better understood: the connection of terms helps solve complex searches, focusing on the intention and not on what is type. This logic arises because, in general, if you use short phrases to search for something, you do so because you don’t know how to name what you want to find. So, the analysis of the algorithm works with the union of the elements that we name: for example, “Internet communication for corporations” instead of saying “digital marketing agency.”
Why do things change?
Modification means a different look. Now you shouldn’t pay as much attention to searching for keywords with high search volume because it’s not for specific keywords that people land on a site. Instead, the work should focus on a group of related keywords that fill our web pages and our content. This way, we ensure that Rank Brain does not ignore our business. If you search for a result of “Internet communication for corporations” and we have a content based on terms such as “communication,” “Internet communication,” “corporations,” and “communication for corporations,” it is much more likely that you will find us if we only have the term “digital marketing agency,” that will not happen quickly.
How to find the most suitable keyword for a business + SEO Guide
Creating two large lists of keywords to use in different areas of the site is essential. Hub Spot talks about a short list of “pillar terms” and then different content that refers to those main keywords. For example, “Marketing” is the central word, with a page and an in-depth blog post on that topic; and from that, should create more pages and posts of elements or more specific practices. With this, we ensure to fill the different possible interconnections that a person can write in the Google bar.
Keyword research, in this sense, does not have to do so much with the number of searches for particular terms. But instead, it is necessary to find a range of topics with exciting numbers of interactions based on a large container and general term that defines our business.
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