What keywords are and why choosing the right one is so important! – WAU

Keywords are terms composed of one or more words. These keywords, in English, are the way a user writes their question in search engines in order to get answers and complete their research. The use of keywords is very common on search engines like Google.

(This is the first audio of this content, where we cover the basics of SEO and how Google works)

Audio 2: How do I define which keywords to use in my content?

Audio 3: Keywords and SEO

If you made it this far, I’m sure you want to understand what these so talked about key words. Right?

When we started to study what SEO (search engine optimization) is, one of the most talked about points is about keywords, their choice and the real importance of these terms that dictate optimizations.

Without further ado, now you will learn – once and for all – what this means, in addition to many other points:

Lets go to what matters!

What are keywords?

Keywords are the main tool of a search. They are terms composed of one or more words. They are the way a user writes his question in search engines in order to get answers and solve his problems.

As much as the term itself is self-explanatory, it never hurts to explain in detail what it means. After all, it was this doubt that brought you here.

Basically, keywords are the main tools of the search.

Think that every search originates from a word, or more, used to present this problem to the searcher. Keywords can be defined as the terms used by users to get answers and solve their problems.

If you’re a marketer, keywords are the terms we use to give direction when creating our pages, blog posts and websites.

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

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

In practice, how it works:

Google keyword search

The keywords are used by users (as you can see the word in the Google search box) and it is also used by sites that want to be accessed that have the “answers” ​​for that search.

Keywords or Keywords?

This doubt is more common than it seems. When we talk about the plural of this term, we must pay attention to the correct way to use it.

What causes more confusion is the fact that when two terms of a compound word are formed by nouns, both go to the plural.

Word is a noun as well as a key. So, the rule applies.

Although it seems simple, in this case there is a small problem. Grammatical norm also states that when the second term specifies the function of the first, the second remains in the singular.

So, instead of keywords, the correct grammar of writing is keywords.

Solved the grammatical doubt, let’s return to the concept itself!

Why are keywords so important to your business?

It is not for nothing that they are keywords.

They are the ones that, when perfectly fitted, open the doors of your content to the world of the Internet.

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

And that is exactly why keywords are tools that help (and a lot!) Content Marketing.

When designing your investment plan, one of your company’s main objectives is to increase leads and customers and, consequently, your sales.

On the Internet, your content will face much greater competition than in your area, no matter how busy it is.

In search engines the frontiers are smaller and the results in each search, thousands, millions of possibilities at the fingertips of the public.

This means that it is not enough to choose a handful of keywords and splash them in the middle of your posts.

Thinking needs to be more strategic and careful about them to make your business stand out.

So start by asking yourself why you need to use keywords.

The answer must come quickly and clearly in your mind: “because I need to help my audience find me on the Internet”.

Only the answer cannot stop there.

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

Whoever started the journey to purchase is still wondering about basic items related to the universe in which their product or service is inserted.

Those in the middle of the funnel, on the other hand, are probably doing a survey of several brands to decide what the benefits are of one over the other.

And whoever is at the bottom, almost determined to buy, needs the security that they are making the right decision when choosing their company to close a deal.

And each of these groups has a very specific group of keywords that they choose to type in search engines.

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

Do you know why?

Because they will be the first contact between the brand and the public and they will probably decide if that visitor will close the window and move forward in the search results or if they will continue on your website.

Each keyword must be considered as a question that needs clear and objective clarification, without half words.

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

Download CTA for the kit: Master Google

Negative keywords: what is this?

Not everything that is negative is, in fact, bad.

In fact, when we know how to use them, they can be a very important part of your Content Marketing success.

Negative keywords are those that tell Google – in an Ads campaign or ad group – what search terms you don’t want tied to your business.

For example: you only sell sporting goods produced in London.

Then, you can include the term “imported” among your negative keywords, so that your ads don’t appear from searches that contain that word.

But then you may wonder why this is so important to your company. In fact, it helps you to invest with more quality, that is, it increases your chances of return.

How? Once you know what your target audience will not find when they click on your ad, you stop paying for clicks on your ad that are unlikely to result in lead generation, or even closing a sale.

This means bringing more customers who are really interested in your product or service, instead of visitors and onlookers who are going to click, spend a few seconds scanning the content of the page, not finding what they are looking for and going back to the results page.

How do I find negative keywords?

Let’s be a little bit malicious among us: Google won’t really care if you have some unnecessary paid clicks on your page.

After all, a good chunk of their income comes from them.

So, you need to think about how to use the tools that Google itself offers to your advantage.

If you’ve been researching – or have known for a long time – Ads, you’ve noticed that there you have a real arsenal in your favor to get the most value out of each click.

There is a specific tool, the Keyword Planner (we talked about it here in the article), which can be of great value when it comes to finding negative keywords.

To explain its operation for this specific purpose, I will try to exemplify it in a simple and direct way.

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

In the results listing you will see several search terms related to the word with some basic information.

In this list, you will mark all those ideas that are not related to your universe.

In our example, it could be “umbrella drawings”, “new spelling umbrella” and “custom umbrella”.

From the moment you recognize the elements of research that clearly do not relate to your industry, that’s it!

The answer has already been given.

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

Another way to make a great selection of negative keywords (and also to find positive ones for your repertoire!) Is to put yourself in the user’s shoes and use your keyword list.

Returning to the example of the umbrella as its product.

Research this term and the other similar ones, which would be used in the production of content on your page, such as “imported umbrella” or “umbrella”.

You will probably see, on the first pages, links to things that have nothing to do with this business, which could be the name of a book, the lyrics of a song, or an article about the Umbrella Uprising in China.

That way, you will be able to be more and more aware of the universe of words that should appear in your content, helping your customers reach you much more easily and without wasting time entering links that have little or nothing to do with what they want and need.

(If you clicked to start listening around here, you already know what keywords and other basic concepts are)

How do I define which keywords to use in my content?

Once you have a list of “seed” keywords, it’s time to include more data in your analysis.

In order to define the keywords that will bring maximum results to your company, you must consider some other factors. Check out some of them below:


One of the most important factors in choosing the keywords for a blog is the suitability for the persona’s needs.

I’m sure that when you are going to produce content for the blog you created, you have in mind that the material must answer the questions and doubts of those who are reading the content, right?

In order for your content to be seen as useful and valuable to anyone searching for that specific keyword, you should always think about your persona.

How would your audience search the Internet when they would like to find your text as an answer? This is a great way to find efficient keywords.

Guide to creating personas

Strategy objective

This is very important information when it comes to discovering and defining the best keywords for your business. The objective that is defined for your strategy should be seen as a guide for all the actions that are taken to achieve it.

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

One should invest, then, in terms that contain “buy”, “review”, “the advantages” of the product and others in that sense. Thus, it is possible to lead the public to purchase through the texts produced for the blog.

Competitor search

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

If you have big competitors that also invest in a Content Marketing strategy, it will certainly be interesting to analyze how they are dealing with issues related to products and services before the public.

Another interesting tip is to research large market players, even if they are not direct competitors.

Probably, these companies will have interesting approaches on how to handle their content production, either with an innovative language or producing complete pieces, which solve all the public’s doubts.

The search for competitors can be efficient both to find out what is not being done by them, being attacked by your company as an opportunity, as well as a way to identify the forces of competition, joining efforts to overcome these points.

If you don’t have a tool like SEMrush that allows this analysis in a much clearer and simpler way, a great way to identify what your competitors are doing is monitoring his organic results in the search engine as well as keeping an eye on his social networks and newsletters.

Use practical tools

There are dozens of tools aimed at the goal of finding relevant keywords, but the main ones you will find on a daily basis are:

  • Google Keyword Planner: Google’s own “keyword planner” is ideal for creating enhanced campaigns on Google Ads. This tool is ideal for diagnosing your strategy, identifying what is working or not to correct or maintain. The data can be exported in a spreadsheet, which facilitates its analysis.
  • Semrush: This tool does not give you accurate data on navigation, traffic and keywords on the blog, but it does offer a report of trends and, consequently, it gives you tips on which paths you should bet towards the success of your content. It is worth analyzing your own website as well as the pages of your competitors and those you consider a reference in quality and results. The free version gives you a more general view, but the paid version is ideal for more complete planning.
  • Keywordtool.io: Analyzes Google’s auto-complete feature and gives you even more ideas, offering several options for keyword variations, especially “long tails”, we’ll talk about that later.
  • Other tools worth checking out: Wordtracker, Keyword Discovery, Majestic, Keyword Spy.
  • Google Trends: a great free tool from this information giant. Trend is an English word that could be translated as fashion, or “of the moment”. Google Trends, then, helps you discover, from a term, what related searches users have been doing. The best thing is that the results can be filtered (country, state), time period and sources within the search areas of the page.
  • UberSuggest: another free way to get keyword suggestions. Just enter the desired term in the search area, select the language and the search area (web, images, news, shopping, video and even recipes). You can still click on the suggested terms and get other related words.

Your “seed” keywords will be useful, but they will not always be the best options to work with.

Remember that the most generic keywords – usually just one or two words – are very disputed and you will hardly be able to rank well for them in the short term.

But, if you still have some doubts on the subject, let’s understand what are the main keyword types.

Head tail keywords

We have defined the keywords “seed” before, right? The head tail keywords represent exactly this concept.

These terms are usually the ones that define your company’s core business. It is through these terms that both you and your audience should be able to summarize your company and the services provided.

Mostly, head tail keywords have one or two words and represent an entire business segment, and can be broken down into innumerable contents.

Because they are very generic, these terms have very large search volumes. At first, it may seem that they must be the most worked on the blog to be able to capture this high volume of people too, right?


Imagine the number of people and companies that, like you, want to rank for these high volume words. Therefore, with the volume, there is great competition around these keywords.

To be able to rank well for them, intense and strategic marketing work is needed, relying on other techniques besides keyword research.

check out this our post and see how Websites Are Us is continuously working to rank for the head tail keywords in its market.

Long tail keywords

Keyword graphic long tail

Long tail is a term created by Chris Anderson that refers to how the number of searches / purchases for thousands of specific items can exceed the number of searches for generic and famous items.

Let’s look at these two types of keywords comparatively. Some good examples of seed keywords, also called “head”, would be: content, blog, marketing.

On the other hand, good examples of long tail keywords would be: “blog content”, “corporate blog” or “content marketing”.

See an example of exploring long tail keywords using the Google Keyword Planner screen below:

keywords long tail

To define them, here are some tips:

Put yourself in your audience’s shoes

As stated earlier, it is important to think of the personas to define the relevant keywords for the business. If you haven’t done a job identifying your personas yet, find out here what they are and how you should create them.

It is important to identify which terms would be most searched by your audience from the moment you start looking for information on the subject.

Think like your audience, not how knowledgeable and expert you are about your product or service. Reflect: how would he search for your product or service on the Internet?

There are several possible variations in the search for a particular subject and this research with respect to the public is efficient precisely to bring the results that would be most consistent with the posture of this public.

A good tip to be able to identify these opportunities is to try to talk to some people that fit your audience, whether they are customers or potential customers, and ask this question to find out.

Consider the stage in the sales funnel

Keep in mind that your reader will search in different ways too, depending on the stage where it is in the funnel. In a practical way it is necessary to remember that: if he is looking for alternatives to solve a problem, you must focus on the problem, including as a keyword.

Good content options for this stage are the definition of concepts and tips for carrying out an attitude, for example.

However, if he is already starting to consider your solution as interesting to him, you should talk to him about the reasons why he opts for it.

A good list of reasons for choosing a plausible solution to the problem, or even the advantages of such a solution for those who purchase it, can be good content choices.

If he is already evaluating and about to act, be direct, talk about yourself and your differentials. Texts of successful cases of your customers or comparisons between market solutions, for example, are best suited for this stage of the funnel.

To dig deeper into these content theme specifications, see This article which demonstrates the use of the most diverse keywords throughout the sales funnel.

(If you want to learn and understand how to use keywords in your SEO strategy, click on this audio)

What is the relationship between keywords and SEO?

The use of keywords is something recurring, and highly efficient, when it comes to optimization so that your site is well positioned in searches.

As an SEO (Search Engine Optimization) technique, keywords should be used strategically, thought out and defined within an effective planning of your marketing strategy.

Meta Descriptions

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

Good, the meta description is nothing more than the description that appears to Google (you know that short summary that appears just below the title that appears in blue? That’s exactly it!).

It should be done in a straightforward way, but still be stimulating for people to visit the pages. Including the content keyword in the meta description is essential!


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

Try to create an address that is simple and objective. The best way to use the URL is to include the keyword in that area.

SEO Title

It is not just the title of your blog that should count the previously defined keyword.

Unlike the page title, the SEO title is what will be displayed when your content appears in Google searches, as well as on social media shares. At this point, it is also essential that the keyword is present.

Title Tag

Keywords must also be used in the internal titles of your articles. Depending on the format of the