1. What are keyword topics?
1. What are keyword topics?
In Digital Marketing, focusing on the user, keyword topics are the terms or set of terms that a user enters in a search engine such as Google when he wants to locate information and that the search engine uses to identify the results and ads that best fit the search. A keyword can be a single word, although these days it often refers to specific combinations of words or keyword topics. They are important because search engines indexes content based to them.
2. What are the types of keywords?
2. What are the types of keywords?
Keyword topics can be divided into two categories and, within them, into subcategories. We can define them based on search intention and based on composition.
Search intention:
- Navigational: to find a specific page or site.
- Informational: to find answers to specific or general info.
- Commercial: company, brand or product names.
- Transactional: inclined to acquisition or purchase.
Composition:
- Generic or short-tailed: to collect information about services or businesses in order to profile future purchases.
- Semi-generic or mid-tailed: to collect more specific information focused on purchase intention.
- Long-tailed: to find very specific results given the already defined intentions. They tend to be longer and with less competition, but they are highly segmented.
In terms of content creation, keywords or keyword topics could be classified into three categories: the main keyword, the important ones and their variants, and the general ones. This differentiation is a must when creating content.
3. What should we keep in mind when selecting keyword topics?
3. What should we keep in mind when selecting keyword topics?
The selection of keyword topics for a business, product or content that is promoted, must be based not only on the essence of the market in which the product to be promoted is inserted, but also on the relevance, competitiveness and search volume for them by users. Therefore, the keyword topics that, as digital marketers, we detail, become significantly relevant elements and are crucial for our SEM and SEO strategies, through our advertising campaigns or when positioning of a website in its corresponding market.
It is important to keep in mind that keyword topics must be defined taking into account the reach of the business in all the platforms in which the advertising is planned. When designing a marketing strategy, we consider all its edges and, therefore, the selection of keyword topics must cover the entire spectrum of channels and platforms to be used in said strategy, as well as all the content that is going to be produced, both for the website, such as for advertising campaigns in search engines and social networks and publications.
