Keywords – what are they and how do you choose the best phrases?

Keywords – what are they?

The use of keywords in the text plays an important marketing role. Thanks to them, it follows:

• increase in positioning
• generating website traffic
• more potential customers

What’s more, the correct use of phrases improves the clarity of the text and makes it easier to read. For this reason, they have found widespread use in copywriting, significantly increasing its business potential.

Types of keywords

There are several ways to use phrases. They can be modeled in terms of length and search intent. In the first case, we distinguish the phrases:

Short tail

Short, composed of 1-3 words. The advantage is high searchability, while the disadvantage is low conversion and significant competitiveness. Example of a phrase along with the difficulty and number of searches:

Long tail

Long-tailed keywords are, composed of at least 4 words. Similarly, the advantage is a high conversion rate and low competition, and the disadvantage is a small number of searches. Example:

Keywords categorization by intention

As for user intent, keywords can be:

• informative  – e.g. “is it worth using disposable gloves”. They are related to the most basic intention, which is to expand knowledge.
• navigational  – e.g. “SafeHand gloves”. Works well when a user is looking for a specific product.
• transactional – e.g. “disposable gloves shop”. For these phrases, there is an intent to buy.
• investment – e.g. “latex or nitrile gloves”. These words occur when the user is interested in buying and looking for additional information.

Knowledge of individual types is extremely important for a copywriter to accurately match phrases to the information contained in the content. Thanks to this, the effectiveness of the created textual contents increases significantly.

Inserting keywords

Content to be visible on Google must contain keyword phrases. It is thanks to them that the text is indexed and then displayed for specific queries. Use key phrases naturally, in different variations, every 50-200 words.

Keywords are the foundation on which the entire text rests. Therefore, it is important to use them not only in the text, but also in strategic places of the article.

Title

This is the most important field to use a keyword as it tells you what the content is about. Already at this stage, the search intention and the length of the phrase should be specified in order to adjust the information provided to what users are looking for.

Headlines

When writing text, you should add headings of different sizes – from H2 to H6 (H1 is the title). Thanks to this, you will build a clear text structure for SEO and sort the described issues. Such a procedure will improve readability and have a positive effect on positioning.

The best place for the keyword phrase are H2 and (optionally) H3 headings. You don’t have to use all the headings – the priority is the natural tone of the text.

Body

According to the above-the-fold principle, the words above the scroll line, i.e. at the beginning of the content, are the most important. For this reason, the introduction of the article is another place where the use of a key phrase will increase its weight.

How to choose key phrases?

Precise selection of keywords to a large extent influences the final results. It depends on him whether the created texts will become visible in Google.

You can select phrases in several ways:

Manual search

This consists of entering an interesting phrase in Google. Although such action is extremely simple and free, it carries a lot of valuable information.

From the very beginning, Google suggests related terms:

At the bottom of the page, the search engine displays similar searches that are also popular:

The analysis of organic results will also bring a lot of valuable information. Based on it, you can easily assess the strength of your competitors:

As you can see, in this case we are dealing with large portals, which clearly indicates that it will be difficult to gain visibility for such a general key phrase.

Unfortunately, the above method is limited in terms of the data received. In order to precisely select key phrases, based on objective parameters, you should go towards analytical programs.

Tool search

This is where a keyword search engine comes in handy, such as:

Google Keyword Planner

This free tool displays phrase suggestions as well as the number of searches per month. However, it should be noted that the data relates mainly to Google Ads (as indicated by CPC rates), which in the case of positioning gives limited possibilities.

KWFinder

This program presents a much larger set of data. Namely, it displays several hundred proposals for similar phrases and competitiveness in terms of SEO, and also allows you to preview the parameters of domains that occupy high positions in Google.

Unfortunately, the quality goes hand in hand with the price, which is 29.90 euros per month in an annual payment, although the first few analyzes are free.

AnswerThePublic

The tool, which was originally supposed to help creativity in finding new ideas, has become another interesting solution in the selection of keywords.

After entering the phrase, we receive numerous suggestions for topics, where the shade of the green circle indicates greater competition:

Two analyzes a day are free. For more demanding copywriters, it is necessary to purchase a subscription, which costs $ 79 per month for an annual subscription.