Keyword: what is it and how to choose?

When you want to clear up any doubts, go to Google, right? There, you put words that you think are the main ones, even if they don’t form a correct sentence, grammatically speaking. Even so, you’re likely to be able to find what you want. This happens by using the keyword.

Keywords are used by users when doing a search, but also by websites that want to stand out from the pages that appear on Google. That’s why they are so important for digital marketing producers.

In this post, we’re going to teach you about the topic, so you can start putting it into practice. Check out some points that we’ll explain:

  • What are keywords and what is their importance?
  • What are negative keywords?
  • Long tail and head-tail: what is it?
  • How to choose the right keyword?
  • In which tools can I find the best keywords?

Good reading!

What are keywords and what is their importance?

Keywords are terms that make up a search. So, it can be just a word or more, as long as they are the terms a person uses when looking for some information.

Billions of searches are performed daily on Google. So, making use of best practices to reach the top positions in the search engine and be found by more people is essential.

It may seem impossible to enter the market now and be able to reach positions greater than that of large companies. However, this is possible, yes. The keyword will help precisely in this mission.

What about negative keywords?

Also known as “negative match”, the negative keyword has the function of making some search terms not direct the user to your site. That way, we inform the ad manager that what the person researched has nothing to do with our solution.

Despite being a little talked about strategy, it is very important to avoid wasting investments in ads. That’s because it’s a way to segment your audience and have fewer costs with clicks from people who aren’t interested.

For example, if you are an infoproducer of home exercise classes, you can put “free” and “free” as a negative keyword. That way, people searching for free exercises — so they’re not interested in buying — won’t get to your ad.

Long tail and head-tail: what is it?

Head tail

Head tails are short-tail keywords. Thus, they are more general search terms, and succinct. They tend to have a high search volume and, consequently, competition is also greater.

An example of a head-tail is “info product”. There can be numerous goals when searching for this word: knowing what it is, how to buy it, how to sell it, whether it is trustworthy and much more. With this, the user’s effort to reach your site can be much greater.


In Portuguese, it means “long tail”. These are variations of head tails, so they are bigger and more specific. In this way, they can be cheaper and faster to rank, considering the segmentation that is done.

When using the same example of head-tail, we can have as long-tail “how to sell info product”. So, the search engine will not show different links about info products. It will only present those who talk about how to sell.

How to choose the right keyword?

The sites that appear in the top positions of the Search Engine Results Page (SERP) are those that apply the strategies that make the search engine understand that their content is relevant. Among them is the use of the correct keyword.

There are many variables that need to be evaluated to find the ideal keyword. Therefore, it is necessary to be aware of both SEO techniques and your market niche.

Check out the important points that should be analyzed below. These may be unfamiliar terms, but as the content progresses, we will clarify how to consult these indicators.

Persona and objective

In order for your content to be seen by those who are really interested, it needs to be directed to your persona. It’s no use that your article is found by many people who are not interested in the blog’s content.

For example, let’s say you sell digital marketing info products and have to funnel bottom content. In this text, it is more prudent to use the keyword “digital marketing course” than just “digital marketing”.

Think about your customer’s pain and the goal you want to achieve. Imagine how your persona would search on that subject and apply the ideal keyword. Exercise can be awkward at first, but over time, it becomes natural.

Competitor search

Don’t avoid competition. On the contrary, analyzing it is a highly effective strategy, even if it is not a direct competitor or the largest in its industry. This allows you to see what her successes and mistakes were and be able to plan the best strategies for your business.

Through Suresh’s Traffic Analysis tool, it is possible to view crucial points, such as:

  • number of visits to the domain;
  • the average duration of visits;
  • fluctuations in recent months;
  • Channels that performed best for them.

Search volume and ranking difficulty

Search volume refers to the number of times that word is used to search for something. Naturally, people are more interested in certain subjects than others.

Therefore, it is common for some keywords to have a higher search volume. However, this is not to say that, given the large number of people looking for it, the best strategy is to use it. Let’s explain!

Lower search volume probably also means less competition. Therefore, it is easier to rank in SERP and stay on the first pages of the search engine. But, of course, it all depends on the strategy you adopt.


The acronym stands for “cost per click”. In other words, it is the amount charged for each click on your ad, when using paid ads. So, if 500 people see your post, but only 10 click, the platform only charges for the 10 that opened.

Each keyword has its CPC, which varies according to quality, competitors and other factors. Ads that are at the top of search engines usually have a higher CPC.

What tools to use to choose the keyword?

Keyword Planner

Google’s Keyword Planner is a keyword planner that allows us to know a lot of information about the words, to choose the most suitable for the content. The tool allows:

  • perform searches with more than one keyword;
  • know the average monthly searches of the entered word;
  • import, in spreadsheet format, the searched keyword list;
  • know the level of competition of the word;
  • Search for strategic terms and new keywords, based on words and URL.
  • Perform the cost estimate.

How to use the keyword planner?

You must have a Google Ads account. If not, create one by clicking here and skip the registration step.

  • go to “Tools” > “Keyword Planner”;
  • then choose “search for new keywords using a phrase, a website or a category”;

So, you have three options, which can be used separately or together:

  • put a phrase that you believe has to do with your persona and theme;
  • enter a specific site—usually a competitor’s—to see what keywords it uses;
  • Use a category — your niche market — and know which more are being sought.


This tool can be used in the free or paid versions. If you don’t need such frequent use, the free one should be enough, as it allows a limit of 10 searches per day. The platform exposes several important metrics for SEO strategy. For this, it lets you know, among other things:

  • the main keywords that generate traffic to a particular site;
  • the ranking of its contents;
  • the positioning of competitors;
  • keyword suggestions;
  • Information about backlinks (links that point to your blog/website).

How to use SEMRush?

Create an account on SEMRush. Then confirm the account creation by email and login to the website. Once logged in, it is possible to view a side menu with the “Tools Panel”. Then, just choose which function you want to explore.


The tool is very simple to use and it’s still free. That’s because it combines Keyword Planner and Google Suggest functionality. So, it manages to be quite complete. See the main metrics that Ubersuggest provides us:

  • level of word competition, both in organic and paid search;
  • search volume by age group;
  • search volume per month;
  • variations for the searched word/phrase;
  • information about backlinks;
  • find keywords by domain of competitors;
  • SERP analysis.

How to use Ubersuggest?

The tool is free and very intuitive. To use, simply access the site, choose the language of your choice and enter the keyword you want to analyze.

Despite being a simple term, the keyword has a big influence on the ranking of your posts. To be effective, it must be used with defined strategies.