SEO - Keywords why they matter and how we find them

What are keywords for SEO? 
Keywords are ideas and themes that determine what your content is. In terms of SEO, these are the words and phrases researchers put into the search engines, also called "search queries." Putting everything on your page - all pictures, videos, copies, etc. - in plain words and phrases, these are your main keywords.

As a site owner and content creator, you want the keywords on your page to be relevant to what users are looking for so they are more likely to find your content in the results.

Why are keywords important? 
Keywords are important because they are the axis between what people are looking for and the content you provide to meet this need. Your goal in search engine ranking is to drive organic traffic to your site from the SERP pages and the keywords you choose to target (including those you choose to include in your content) to determine which move you will have. If you own a site with reviews of games , you might want to rank and the phrase "games play station" - but if you're not careful, you might end up attracting traffic not seeking gaming reviews.

Keywords are for both the audience and your content, because you might describe what you offer in a slightly different way than some people ask for. To create content that classifies well organically and leads visitors to your site, you need to understand the needs of these visitors - the language they use and the type of content they are looking for. You can do this by talking to your clients, frequent discussions on forums and community groups, and performing your own keyword research with a tool like Keyword Explorer.

What are long-term, long-tail keywords? 
Keywords can be broad and extensive (these are usually called main keywords) or may be a more specific combination of many terms - they are often called keywords with a lot of scope.

Unique keywords may seem to be your ultimate goal, as they often have a temptingly high search volume. However, they usually have extremely tough competition. You may want a clothes store to be classified in the keyword "clothes" on the first page but it will be difficult to rank quickly and it may even take you years to get it done.

In addition to this intense competition, unique keywords can be degradingly vague. If someone is looking for a "dog", you do not know if they want a dog breed list, information about dog food, a place to buy a dog collar or just an area with cute dog pictures.

Long tail keywords usually have a more clearly defined intent. For Example, " “Food for a Puppy", "Best cheap Dogs in Albany". You will also find that the keywords with a large extent have less competition, with room for a smaller site to break and highlight SERPs.

Using keywords on your page
It's not good to just drop keywords on your page. Making exciting content involves delivering true value to real people, not just sending advice to our robot friends on Google.

There are some basic rules for using the keyword to follow to get started. Unique keywords should be used on every page of your site in areas where people are usually trying to reassure them that you have what they are looking for. This includes both the title tag and the body of your content, leading to an important point: clickbait traps. You may think you are attracting more clicks, offering impressively vague titles for your content, but by hiding the actual page, you avoid some of the power of your keywords.

You may also consider the work of your main keyword in your URL, an H1 tag on the page, the meta description and other characteristics of the images on the page. All these places will help you find the search engines the content of your content.

Use your keywords in these areas is the most basic way of targeting your content in searches. Not going to bring you directly to the top of the results, but necessary for SEO, as taking these basic steps will lead you over time high .

Using keywords to formulate a strategic content
Although you can often start with a keyword and create a piece of content around this term, sometimes your content already exists and you need to learn how to match the words -buttons. To do this, create what is known as "keyword map content." Creating this map can help you understand the impact of your existing content and locate the weak links or gaps that need to be filled.

As keywords define each page of your site, you can use them to organize your content and configure a strategy. The most basic way to do this is to start with an excel file (your "content on the keyword map") and identify your main keyword for each article. Then you can create your sheet according to your requirements, add keyword search volume, organic traffic, top of page, and any other metrics that are important to your business.

Ideally, you want every page on your site to target a unique primary keyword. In general, your homepage will target a very broad industry term and as you create category pages, product pages and articles, explore your location and target more specific needs.

When you use Google or any other search engine, you type words in the search box to find what you are looking for. The results that Google returns - be it organic results or paid ads - are there because it is relevant to the words in the search box. And if you want your ads to appear on the page, you'll have to bid for that keyword.

Therefore, to achieve PPC (Pay per Click), you need to make sure that bids for the right keywords are submitted. This process involves some important parts:

PPC Keyword Activity - Use keyword research and analytics data tools to find a list of keywords that are particularly relevant to your business offers. The goal is to appear in search results when users search for products or services that are relevant to your business. Keyword grouping and organization - PPC's most effective accounts organize keywords into small groups of closely related keywords. Negative keywords - Negative keywords are a way to filter out unwanted clicks. By setting a negative keyword, report to Google what searches you do not want your ads to show.

Keyword Optimization - Everyone has a limited budget, so it's important to focus your spending on the best-performing keywords without paying more than necessary. 
As you can see, PPC is not just a matter of finding the right keywords. In order to get a high ranking of low-cost ads, you need to work to get your account eligible. This means:

1.Organized Account Structure 
2.Specified, Exciting Ads and 
3.Verified Destination Pages

All of these factors will contribute to your keyword's Quality Score - the keyword metric that determines the position of your ads and the amount you pay for each ad click.