keyword research It's the beginning of everything

Keyword research . You can write the best content (according to your point of view), but if you don't understand the real needs of your audience you will never be found. For this reason it is appropriate to answer the following questions: With what words do users search for your product/service? What type of content do they expect to find? What is the most appropriate language to use? How do my competitors behave.


The elements to take into consideration during the keyword research phase refer to: Search volumes : monthly searches performed by users; Relevance : understood as the ability to respond to search intent or Special Data query intent ; Difficulty : indicates how difficult it is to position a keyword in a certain SERP; To try to position a newborn project it is advisable to take into consideration specific keywords those capable of solving concrete problems.


In this sense, the long tail theory comes to our aid , according to which as the terms used to compose a search increase, the specificity of the request increases and consequently the propensity to carry out a specific action (purchase, reading an article detailed, contact request). Long-tail keywords are characterized by having lower search volumes and less competitiveness.


However, content positioned for long-tail keywords, when added together, can outperform content optimized for a single search key with higher volumes and greater competitiveness. There are numerous SEO tools on the market that can help you in this analysis phase. Here are some of the best known and most used: Google Ads keyword planner.



if you don't plan a campaign you will only be able to see an imprecise range of searches; Google Trends : a free tool from Google to understand current trends and monitor searches in real time; Seozoom : offers a freemium version, allowing you to carry out a limited number of searches (and with some limitations) before requiring you to subscribe to a premium plan.