{"id":6796,"date":"2022-07-01T20:59:21","date_gmt":"2022-07-01T20:59:21","guid":{"rendered":"https:\/\/puntorojo.com\/blog\/en\/?p=6796"},"modified":"2022-08-03T21:24:08","modified_gmt":"2022-08-03T21:24:08","slug":"keywords-improve-your-brand-visibility-and-increase-your-conversions","status":"publish","type":"post","link":"https:\/\/puntorojo.com\/blog\/en\/keywords-improve-your-brand-visibility-and-increase-your-conversions\/","title":{"rendered":"Keywords: improve your brand visibility and increase your conversions"},"content":{"rendered":"

Keywords<\/a> are the terms that we choose to highlight in order to be found in search engines. They are a fundamental element in an SEO campaign since they <\/span>determine the traffic of visitors we attract to our website<\/b>.<\/span><\/p>\n

On the one hand, keywords are the exact words with which a user searches for what he wants on the Internet.<\/span><\/p>\n

On the other hand, keywords bring into play the desire of a company to position content, a product, or service (in short, our brand) within a specific category.<\/span><\/p>\n

Google modific\u00f3 el comportamiento del consumidor y revolucion\u00f3 el marketing. Para no perder ganancias, se ha tornado indispensable comprender la importancia de las keywords, protagonistas de este fen\u00f3meno.<\/span><\/p>\n

\"NOTA<\/p>\n

There are thousands of articles and videos on the subject, which are often confusing (sometimes even for experts). So let’s explain the topic without it sounding like Greek for those who are not specialists, but need to understand <\/span>this process that is so relevant to online presence.<\/b><\/p>\n

Much more than sales<\/b><\/h2>\n

Keyword selection is always made based on the <\/span>marketing objectives of a particular company<\/b>. Positioning for sales is only a portion of the available keyword work.<\/span><\/p>\n

In reality, <\/span>there are different types of sites other than e-commerce: corporate web pages, service pages, portfolios, blogs and content sites (and press in particular), and communities, among others<\/b>.<\/span><\/p>\n

Even within the world of e-commerce, it sometimes happens that there are big brands that, in addition to aiming to promote their online store and positioning for the sale of a product or service, need to appear in any search related to the context of that product or service and cover a greater or lesser <\/span>range of influence<\/b> according to specific marketing guidelines.<\/span><\/p>\n

There are also sites of retail product brands, or brands in the car industry, technology, and insurance companies that, naturally, pursue sales objectives, but do not aim at online sales, so the use of this <\/span>communication channel <\/b>must satisfy other objectives.<\/span><\/p>\n

That is, on the one hand, we can evaluate the intentions that each keyword represents; on the other hand, the focus on one or another keyword is defined according to commercial and brand interests.<\/span><\/p>\n

Each case demands a unique strategy that exceeds the manuals and requires putting creativity into action, capitalizing on the experience, and activating the synergy of teamwork.<\/b><\/p>\n

One more clarification. When we speak of “brand”, we allude to products and services, but also institutions and personalities. And something similar happens with the semantic breadth of the concept “sale”, which can be what in a specific case we define as “conversion”; however, a conversion can also be a specific branding action, such as achieving customer loyalty or improving a reputation.<\/span><\/p>\n

Lastly, within the keyword world, there is an interesting division: what we call<\/span> brand and non-brand keywords<\/b>. The former are those that include words or groups of words that contain the name of our brand. When we use this type of keyword, we are attacking the sector of the public that already knows us. But we also have the no-brand keywords, which help us to expand our business and reach those people who do not yet know our brand and are looking for products related to us.<\/span><\/p>\n

Here we will approach the issue from the paradigmatic case of e-commerce<\/a> and, in particular, with no-brand keywords for this type of site, for the illustrative potential, but it is only a partial example of what can be obtained with a good SEO campaign.\u00a0<\/b><\/p>\n

Separating the wheat from the chaff<\/b><\/h2>\n

We can visualize the keyword analysis as if it were a filter:<\/span><\/p>\n