SEO is one of the practices that currently brings the greatest benefits to brands since each visit to the web is a new conversion opportunity; And the more people who land on the page, the more chances there are to make it happen.

One of the fundamental pillars of SEO is content marketing, which allows us to consider a strategy based on words that we want to position, the “keywords”.

But how to classify these keywords and distribute them in our content marketing strategy? There are some considerations that we must take into account.

How to choose the right keywords

To find the ideal keywords it is important to review the search volume of the same. This information will help us know what people are looking for, and if we have the opportunity to position our website in the medium or long term. One of the most effective general recommendations is to opt for keywords that have medium or low demand, but that we definitely want to position. To carry out this research, the Google Keyword Planner tool could be used, with which we will obtain the search volumes.

Perhaps when performing this task you have doubts about certain words and their use in the country or region to which the analysis is directed. For example, you might be torn between using “vehicle” or “automobile.” To solve it, you could use another Google tool called Google Trends, which will help you identify the strongest trend in the country, and better target your keyword analysis.

The analysis of the competition

Another very important step when planning the keywords that you will use in your content marketing is to carry out a detailed analysis of the competition, asking yourself the following questions: what keywords are they ranking for? what is your place? Have you optimized your website? What external links do they have? Start by answering these questions and using tools to help you answer them, for example, SEMrush. With it, you can investigate the most relevant keywords on your competition’s website and have a clearer picture.

Sort keywords into groups

An excellent way to classify competitive keywords is to place them in different groups, indicating the level of searches so that the content team knows which ones to insist on more or less when writing the texts. You could start by classifying the keywords into three large groups: “Brand”, “Product or services” and “Variations and topics of interest”.


In the brand keywords, those keywords related to the brand specifically and the variations by which people usually search will be placed. For example, if it is a dance school called Marisol, some of the keywords would be: “Marisol dance school”, “where is the Marisol dance school” or “Marisol dance school address”.

Product or service and variations

This group of keywords matches the product or service being offered and its more specific subcategories. For an English institute in Barcelona, ​​one of the subgroups or subcategories could be “English courses” and searches such as “English courses in Barcelona” or “English courses for children” should be included in it. The idea would be to create, in this case, as many subcategories as possible, so that it is possible to cover a large number of searches and thus have more opportunities to climb positions in search engines.

Themes of interest

This is one of the most important groups, as it is mainly focused on the attraction phase of the Buyer’s Journey; and the more leads that can be attracted, the more conversion opportunities there are. In this case, it is important to let your imagination run wild and put yourself in the place of the potential client.

If we continue with the example of the English institute, we could imagine ourselves as the user who, for example, wants to improve his modulation in English or is interested in knowing the difference between British English and American English. A search you could do is “how to pronounce English better” or “difference between British English and US English”. These are topics that are surely addressed daily in English institutes, and although the user is looking for information for their own consumption and working on their pronunciation and information on their own if interesting answers and valuable content are provided, that visitor could continue to consume the content of the institute and even be convinced to enroll in a course. The important thing is to present ourselves as experts in the field,

The writing of the contents

Now that the keyword strategy is planned, it is important to perform optimizations both in titles and meta descriptions and in content marketing in general. The best thing is to plan a publishing schedule and work constantly and hard on it, measure the results and, above all, be patient. Although the results may take time to arrive, the return on investment is usually worth it.

Finally, keeping in mind the categorization that we have made, at least to establish a general panorama when classifying the keywords, will help us to better implement and more organized strategy around the objectives of traffic, conversion, sales, and loyalty.

Editorial Staff

Editorial Staff

SEO and link building Expert

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