The specification of keywords that we will spend to promote is neither more nor less than the guiding idea that will guide our texts not only SEO, but also the structure of the site-for example, reflected in the url for the pages selected. In addition, the keywords we will be critical in shaping our sponsored links campaigns, and will largely determine the success or failure of these actions. But selecting the right keywords is not as straightforward, although there are excellent online tools, which are free to make our work much easier. The first action is usually to make a kind of “brainstorming,” where we start to write the words that reflect what we think we want to promote, or activity of the company.

So far, so good. We take a look at the keywords of our competitors, our business or google and see what comes in, or search social networks. After this selection, it’s time to debug this list, and for that we turn to the online tools: Google Webmaster Tools, Google Analytics and Google Trends. Tools for Webmasters and Google Analytics will give us an idea of Google-for-what should be the key words, according to the importance we attach to them in our texts. Remember that the web is semantic, and texts included on our sites are of crucial importance to be properly indexed. Comparing the words listed in the Tools and Google Analytics, we know you’re doing the right thing-well, in the sense of whether we are consistent. That is, suppose we want to promote the key phrase “punch XYa-5548.” We review these tools, and found that indeed, the phrase is highly relevant in our texts.

But is a key phrase that users seek? It is unlikely. Surely it would be more logical for the user searches for “industrial drills, or something, as if seeking information on such products, we must assume the existence of the great unknown XYa-5548 model. Consequently, the key phrase is very low chance of being Google, and therefore we must be found. The Google Trends will give us an idea of what the most searched keywords for our niche. Now if we know with certainty what people write in the search box when you want to search for a product like our noble drilling. But, attention, and here are the key words difficult and easy. Imagine that the word of our niche is looking for more “punch.” Consequently, the number of sites competing for the top ten position with this word will be enormous, and our chances of reaching locations of privilege will not be very good. “Boring” is a keyword difficult.

It is therefore necessary to make it “easy.” How? Transforming this keyword in a keyword phrase, eg “industrial drill” or “drilling for print.” The total volume of these phrases search will be lower key, but the goals are more achievable if we select a popular word, but more general. These considerations will increase our qualified traffic, our organic positioning and improve our conversions on PPC campaigns.