If you've had any contact with the internet so far, websites and in marketing you had to hear about the term keywords or key phrases. These are actually the words that are most important to our business, whether it refers to the service we provide, the product we sell or any other aspect of the business.

What are keywords?

Keywordsand are phrases and terms by which people search the Internet in search of a product, service or search for some information relevant to them. As a site owner or content creator (content), you definitely want to key words which are on your site will be relevant to the searches that people perform on the Internet, so that you would not be among the first search results. Because, as the now famous SEO joke says, the best place to hide a corpse is on the other side Google-a. Nobody goes there.

Key words they are therefore the connective tissue between what people are looking for i Your content (content), which tries to satisfy that need and fill the gap. Your goal in good search engine positioning is to attract organic traffic to your site, and the quality of that traffic will depend on the keywords you "target".

Not everything that shines is gold

You must take into account that the terms and expressions for which you want to position yourself are unambiguously related to what you offer. Attracting traffic to a site that is not related to the user's intention can do more harm than good. By no means do you want to end up attracting traffic from users who are not interested in what you have to offer.

As for keywords, keep in mind that they are always relevant to your audience (audience), as well as the content on the site. To create content that will rank well in organic search and that will attract new customers, you need to understand the needs of those visitors - the language they use when searching, as well as the type of content they are looking for.

Constant contact and communication with clients can certainly help you in this, from which you can get very valuable information. Also keyword research (keyword research) is an indispensable step in defining the strategy. You can use free tools for this, such as keywordexplorer or Ubersuggest.

Key phrases (Long-tail key words)  

What does this term mean? This term refers to search queries that consist of two, and very often more, words or terms. This way of searching is much more precise and much better reflects the ultimate intention of the one who searches the Internet with that expression.

It is very likely that individual keywords are what is the ultimate goal of each of us. But it should be taken into account that the competition for such expressions is generally very high, and it is much easier to achieve success using key phrases (long-tail). 

In addition, individual words can very often be irritatingly vague and confusing. For example, if someone types the word dog into a search engine, you will not have the slightest idea what it is actually looking for, whether it is dog food, a leash, a veterinarian or actually just looking for a site with pictures of cute houses.

Precisely for that reason long-tail keywords have a much clearer ultimate user intent. Also, which is very important, this type of keywords has less competition, which drastically facilitates positioning for them.

Keywords and content strategy

Choosing keywords must be a full priority in designing yours content strategies. Since keywords largely determine the content of each of your pages, it's best to optimize each page for a specific keyword.

By creating such a strategy you will be able to better understand the impact of your existing one content-and to identify weak points or gaps that need to be filled. At the same time your content (content) will be optimized for targeted keywords, and understanding your target audience and their interests much better.

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Made by Nebojsa Radovanovic - SEO Expert @Digitizer