how to perform a keyword search?

One of the most important elements in any marketing strategy is SEO positioning, it brings a lot of advantages in all aspects, starting by increasing the traffic of users who come to our website, which end up converting and generating more sales.

To achieve all these benefits, the most important thing is to find the keywords that are going to position us, in this post we tell you everything you need to know to find those keywords.

what is SEO positioning?

With SEO we are talking about Search Engine Optimisation, which is the organic positioning in search engines, which consists of improving the visibility of a website through a series of techniques that optimise your content.

For this there are two basic factors on which a search engine is based to position a page and these are authority and relevance:

• Authority: This consists of the popularity of the website. The information found within a website is more valuable depending on the popularity of that website. This factor is based on the user's own experience. If the content of your page is shared a lot, it means that many people have found it useful.
  
  
• Relevance: Here we can see how a website relates to a search query, and it is not just about how many times you have added the keyword in your content, there are many factors that search engines like Google use to determine the relevance of a website.

what are keywords?

Keywords are the way a user types their queries into search engines to find answers and solve their problems. All searches performed start with a keyword within a search engine.

Being a marketer, keywords are what you use to direct users to the web page in question. So with your keyword what you are doing is sending a message to Google about what your content is about. For this you have to make the right choice of your keyword, if you have succeeded, your content will appear at the top of the rankings.

how to get the right keyword?

Within an SEO positioning strategy, there will be many times when the performance of your site suffers a drop in the organic traffic it receives. This is recovered and solved by renewing the strategy and reinventing itself, one of the key strategies for this is the keywords, here we are going to give you guidelines to find the best keywords for your strategy.

If you are just starting out in the world of SEO or you are having one of these traffic drops we are talking about, keep reading our tips!

1. Competitor keyword analysis
   

   It is obvious that if you have a brand and a positioning strategy, you know very well who your target audience is. Therefore, your competition also has a very clear buyer persona, which is the same as yours, so the keywords they use will be very similar to yours. Analysing your competitors' audience as well as their keywords will reveal a lot of interesting data for your SEO strategy.

   By researching your competitor's keywords, you will discover a number of factors that will be useful in your strategy:

   • You will discover how they are reaching their audience, which is very similar to yours.
   • You will also be able to find out what content is being shared.
   • And not only the content itself, but also the messages they are sending.

   Thanks to these three points you will be able to expand your target audience and discover new keywords or key phrases that are more specific to users and that you have not thought of before.

2. Long tail keywords
   It is very common for different websites to try to position themselves with the keywords that are most popular at the time and are most competitive, i.e. that are used by the websites with the most searches. However, these are not always the most appropriate, especially because they tend to be very general and blind content is created that does not determine exactly what the user is looking for.
   If, on the other hand, you search for long tail words (those that are longer than usual), you will be talking about much more specific needs. In other words, introducing long tail words in your SEO positioning strategy is a sure hit.

Google tools to search for keywords

Now that we are clear about the importance of keywords in any positioning strategy, we are now going to look at a series of tools to search for these keywords.

1. Google AdWords
   This is probably the tool most used by companies themselves to find the keywords or key phrases they need to create for their campaigns. This is because the tool works quickly and easily. By giving Google a list of keywords, we will obtain information on our competitors, seeing how they compete with each of the terms, as well as having the data on how many people search for our keywords per month.
   
   
2. Google Insights
   Thanks to this tool we will be able to know what users are searching for on the net, what we are doing is analysing the trends that exist in terms of keywords, being able to compare the search volumes according to a series of categories.
   
   
3. Google Trends
   This tool allows us to know the search trends of users in Google, showing also the growth of some of these keywords depending on the time of the year, as for example we can see the growth of the word "Halloween" at the end of October.
   
   
4. Google's search engine
   Google's own search engine serves as a tool to search for keywords, from the moment we enter a keyword in the Google search engine, the search engine will provide us with words related to our search, as well as the words most searched for by users.
   
   
5. Google Analytics
   This tool allows us to measure and elaborate a series of statistics that have to do with the interaction of users with our website. We are tracking the terms used.

After all this, how can you not start using these tools and get the best keywords for your marketing strategy? Get to work and position yourself at the top of Google.