What are keywords for? These are undoubtedly one of the most important elements of SEO. Without them, your web positioning work would be meaningless. So what exactly are they? Next, Capybara SEO, a search engine optimization agency, tells you everything you need to know about keyword searches .

What are they?

The keyword search is the process of discovering the key terms and phrases related to your business users type in search engines. In other words, it's about figuring out how people can find you online.

How to start your search?

The search for keywords is a process that begins to know a customer's business (or yours).
To do this, you must understand the following:

What makes the business work?
Who are the clients?
What are your concerns?

How to align everything with the business objectives?

Keyword research may seem a bit boring to you. If you already know your business, why waste time doing this task? Why not go straight to the content creation or link building stage? However, that shortcut can completely destroy your SEO positioning strategy.
It is very common for businesses to believe that they need to position for certain concepts, when their audience is not interested in those notions. In fact, your audience is looking for something completely different. This is why keyword research is so important.
Now, it's time to start researching and discovering:

Ask questions about the business: what does it sell? How does it operate? What makes it work?


Inquire what the business objectives are: not their objectives for SEO results , but their main goals that they manage on a day-to-day basis.
Ask about your customers or audience: how do people find them? Have you already created a buyer persona that helps you form strategies? Are there any seasonal trends in audience behavior?

Try to find out the "why." For example, a company sells colorful widgets and its customers buy from them. But why do your customers buy colorful widgets? Preparing a questionnaire can help you and your clients to inquire about this discovery process.
Understanding search intent

Once you've posed your questions, you may be eager to start building your keyword list. However, before you start, you need to understand why search intent is so important.

Search results are based on what Google interprets to be the user's intent. It's not much about the keywords being searched, but the meaning behind the search.

The quality guidelines Google define the four main intentions that search engines are as follows:
To know"
To make"
Find a "web page"
"Visit in person"

This can be more or less interpreted as the following search queries:
An informative query when the user is looking for specific information
A navigation query when the user searches for a particular destination on the web
A transactional query when the user is looking for something to buy or where to register
A local query when the user is searching for something in their local area

By testing potential keywords and phrases by browsing the search results page, you can find out what the intent Google has set for that phrase is. For example, if you search for "sneakers", you will see a mixed intention.

Google shows an ad strip at the top of the page, then local stores in case the user intends to buy shoes in a nearby place. By understanding how users search for a business, it is possible to infer their search intent.

You can test those queries to see if Google picks up the same intention. And by using that knowledge, you will create better content that appropriately addresses what the user is looking for.

Keyword list creation

Now, you are ready to create your keyword list. Use the information you got from your discovery questions and make a list of the top business topics of interest.
This list should include what is important to the business and to the customers. The next thing you should do is separate the topics into groups, putting similar concepts and ideas together. Use your business knowledge to prioritize groups.

Once you've set up your groups, you can start to keyword them using your knowledge of customers' needs and wants.
Perfecting your keyword list

Now that you have your keyword list, it's time to refine and prioritize them. It is important to understand the difference between long-tail and head-tail keywords.

The head-tail have a higher search volume but are usually highly competitive and, therefore, expensive to position.
The long-tail has a much smaller search volume, which becomes less competitive and cheaper option.

You must have a strategy to know which keywords to position. Ideally, you should target terms that improve your bottom line in the long run, while using a selection of long-tail phrases with low competition and faster results. So make sure your final keyword list contains a mix of both types of terms.

We hope this guide has given you a solid foundation on how to perform a keyword search. Now that you know that keywords make up the true SEO base, you have to use them correctly. Thanks to them, you can draw up a strategy, monitor progress and improve your website's SEO.

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