A keyword or key phrase is one or several terms used by a user to perform a search on an internet search engine.
It is the way most users access websites.
The importance of keywords
Analyzing the keywords through which users access a website is very important to generate content that reaches the top positions in those searches, as the traffic will be substantially increased.
This strategy to try to appear as high as possible in a specific search is known as SEO (Search Engine Optimization).
Optimizing content for keywords
In order for content to rank high in searches for a keyword, it must be relevant and of quality with respect to that specific search.
The keyword and its variations should be included in the title, subtitles, body text, and meta description.
It is also important that the content receives links (internal and external) with anchor texts associated with that keyword.
What are Long Tail Keyword
They are words related to search terms, but they have less traffic and competition, and therefore, they are easier to rank. A "long tail" strategy involves positioning content in many of these searches in order to eventually rank for the target keyword.
For example, if we want to rank for the word email marketing, which has a lot of competition, we can carry out a content strategy targeting related searches such as "what is email marketing," "how to do email marketing," or "tools for email marketing campaigns."
How to select keywords (Keyword Research)
There are various free and paid tools that can help us find interesting keywords. Some of them are: