What Are Keywords And Their Importance In A Digital Marketing Strategy


What Are Keywords And Their Importance In A Digital Marketing Strategy

When we are talking about SEO or PPC, the term keyword or keyword always comes out in coalition. And it is that we do not stop to think about what it means and the importance it has within a digital marketing strategy.

Humans communicate with words and search engines use them to classify, order and display their content to users.

In this post, I do a complete review of what keywords mean within an online marketing strategy, their importance, usefulness, characteristics and types. I also share some small tips to know how to choose them correctly.


What Are Keywords Or Keywords?

Keywords are terms, words, or phrases that users use to get answers and solve problems. They use them to search for, compare or buy a product, consume information, answer questions or visit a site, for example.

They are also used by search engines to classify their content.

Keywords are search tools, users want to get answers and solve problems through their searches.

They are very important for marketing strategies, especially for SEO and PPC.

Search engines, especially Google, are getting smarter every day, so they use the search intention of the users above the keywords. Although, let’s not forget that the search terms implicitly carry an intention derived from a user’s need.

What Are Keywords For And Why Are They So Important?

  • To make it easier for users and search engines to find and (classify) the content of a website.
  • Find products or services online with ease.
  • The chances of positioning content increase and therefore receive more visits, and more traffic.
  • They are essential for a marketing strategy (content strategy, SEO, Google Ads, keyword study…).
  • Through a good choice of keywords (keyword research), content and SEO On Page optimization we will reach our potential customers.
  • We will give the user what they are looking for and we will help Google to understand our website.
  • That is why it is important to know our buyer persona, their journey, and what words they use to search for our products or services…

Keyword Characteristics

Search Volume:

The search volume for a keyword indicates how many times a word is searched for on Google each month. Some tools even give you an average monthly search volume by location.

With this metric, you can assess the popularity of a query and estimate how much traffic it can bring to your website.


It refers to how difficult it is to position that keyword organically. It is mainly used to prioritize between keywords in keyword research, although other things are also taken into account.

It is calculated from the number of websites that are using that word to position themselves and their authority or reputation.

As an example, if you want to position terms on a new website, you should start with the easiest ones since you do not have authority, while a website with a certain path will find it easier to position for other more difficult terms.


It’s important not to confuse competition with keyword difficulty, as this metric indicates how competitive it is to get an ad to the top of search results.

It is calculated based on the price of the offers and the strength of the current advertisers.

Price Of A Keyword Or Cost Per Click (Cpc):

It is a metric for online advertising, specifically PPC (pay-per-click). It indicates how much it costs an advertiser for a user to click on their ad after searching for that keyword on Google.

In other words, it is what we have to pay Google every time a user clicks on our ad.

Number of Words:

Indicates how many words there are in a phrase that includes the search term (its length in words). It helps us differentiate between short, medium or long keywords.

Search Intent:

Search intentions arise from a need, they indicate what the user wants to find when they perform a search. In general, we can find four: transactional, informational, commercial and navigational research.

keyword Types

Business Keywords can be classified according to specific characteristics.

Based On Search Intent:

  • Informational or informative: the user hopes to resolve a question, learn something about a topic, or search for academic information… For example: How to change a wheel.
  • Navigational: when the user wants to go to a specific website or physical place (geolocated searches come into play here). Examples: Twitter; relaxing music Youtube; dentist in Valencia…
  • Transactional or commercial: the user wants to buy a product or hire a service. An example: buy cheap car wheels.
  • Commercial research: it is a mixed intention since it combines informational and transactional. The user is very close to making a transaction (comparison phase), he already knows what product or service he wants to buy but is looking for some type of information to help him make the final decision. For example best gaming laptops.

According To Its Length Or Extension:

  • Short tail: keywords composed of only one word, for example laptops.
  • Middle tail: keywords made up of two words or terms. Example: gaming laptops.
  • Long or very long tail (long tail): keywords made up of three or more terms. They are easier to position because they are more specific searches and have a low search volume. There aren’t that many people competing for them. Examples: cheap gaming laptops, 17-inch gaming laptops…

Brand Keywords:

  • Branded: The keyword includes the brand of the company, for example MSI laptop.
  • Without brand (not branded): the name of the brand does not appear next to the keyword.

Keywords by Match:

The match is a parameter that Google defines in its ad platform. It is used to define the precision of the searches that users make, so Google will know which words should activate or not your ads. 

  • Broad: ads can appear on searches related to your keyword. The contents cover any related search.
  • Phrase: ads can appear in searches that include the concept that expresses your keyword. That is, it excludes synonyms and words that may be in the middle of the defined phrase. Examples from Google itself: Lawn mowing services near me, Lawn mowing company, Lawn mowing landscaping service.
  • Exact: Ads can appear on searches that have the same meaning as your keyword, that is, it only supports searches with the exact keywords. Continuing with the examples: lawn mowing service or grass mowing service.

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