From the simplest topics, such as a recipe or event, to the most complex subjects, such as digital strategies relevant to your business, Google will always present you with a list of results based on the keywords entered in that rectangular box. Even if your search is completely disconnected and meaningless, you still run the risk of finding something there.
But what does your company have to do with all this or how can you use this important search engine in your business’ digital marketing strategies? That’s what we’ll cover in more detail from now on. Check it out!
Your company in search results
Even with the advancement of other technologies, such as GPT Chat and its artificial intelligence, or the social network Tik Tok, which has become an important search tool among young people, Google continues to be, by far, the most used search engine in the world, responsible for 99% of searches in Brazil. It is estimated that it registers more than 3.5 billion searches per day, that is, around 63 thousand per second. That's really a lot, isn't it?
So how will your company appear at the top or at least on the first chinese overseas asia database page of Google results when a user searches for a topic related to your area of expertise?
Just think about all the companies in the same sector as yours that also have a website or content blog to know that this is not an easy task, after all, they probably also want to be among the highlights in Google's answers.
Therefore, so that your company is not just “a grain of sand in the ocean”, you will need to invest time and effort in keyword research and planning , with the aim of producing content that meets the needs of those who search the internet.
Where to start
The first step to using keywords in your company's digital marketing strategy is to identify and understand what your business's keywords are and the most frequent searches that customers or potential customers perform in your niche, and then produce relevant content that can be found.
To do this, you need to know your business' target audience well, which in digital marketing strategies we call a persona . A persona is a representation of the ideal customer, a fictional character defined based on data about demographic characteristics, profession, lifestyle, goals, behaviors, aspirations, problems, among other things.
In addition, it is also important to consider the sales funnel . The sales funnel symbolizes the journey that leads your customer to make a purchase or close a deal with your company. Therefore, you need to understand what stage they are at in order to offer the most appropriate content based on their search:
With this information in hand, the next step is to define the relevant keywords and start producing content. To do this, you can count on the help of some very effective tools. See below.
Which tools to use
Start by putting together a spreadsheet with the keywords that you believe represent your business or the problems that your company can solve through its products and services, always taking into account the user's perspective.
At this point, prioritize long tail keywords , which are made up of three or more words. These short phrases should better represent the product or service you offer and make the search more personalized.
Let’s use a bicycle shop as an example. The keyword “bicycle” is very broad and competitive on Google, with around 450,000 monthly searches. Now, if we use the term “5-year-old children’s bicycle”, the volume drops to 18,000 monthly searches, but your chances of standing out increase.
Once this is done, it is time to validate the terms and discover new possibilities through specialized SEO research tools .
Google Adwords Keyword Planner: in addition to providing new keyword ideas for your business, it also provides data on the search volume for each keyword, all free of charge.
Google Trends: This tool shows which terms are being searched the most at the moment or in any period of time you define (starting from 2004). With it, you can also make comparisons, free of charge, to find out which words are being used the most by users when searching. For example: wardrobe x closet.
SEMRush: This is a paid tool for keyword analysis, global analysis of your website and analysis of how the competition is working on the keywords in your content.
With this information, you can now begin researching and planning keywords so that your company can gain more and more prominence on the internet.
Ubersuggest: Created by Neil Patel, a digital marketing expert, this tool shows how keywords of interest are being explored, which websites are standing out, the volume of searches and ideas for related keywords in both organic search and paid ads. It is available in a free or premium version, with more features.
It's time to put your website live
After defining the keywords that represent your company and segment, what should you do with them? Put them into practice!
The way to achieve this is to invest in a good website . When choosing your supplier, remember that Google takes into account many other ranking factors, in addition to keywords. According to the company, there are more than 200 criteria that are frequently analyzed by an intelligent algorithm, to ensure the accuracy of the information delivered to users.
The set of digital marketing actions and strategies that will ensure your website performs well in search engines is called SEO , but we'll leave that topic for another article. Sign up for our newsletter to be notified of new posts on our blog! We promise not to fill your inbox. Well, we hope we've made it clear that when it comes to digital marketing and your business' results, strategy is the key word , so if you need help, talk to us. 2op is an agency with over 15 years of experience and great cases to tell. We'd love for yours to be next!
