Keyword Research

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As we already mentioned, this is a key step to ensure the exposure of a content strategy.

Nowadays, search engines like Google are the channels that connect users with the products and services they need , so having a privileged position in their results lists is very important.

This research can be done using platforms such as SEMRush and Answer the Public. These provide data on the search behavior of each keyword and report on the variations of each one in the different markets.


The foundations for good Keyword Research are understanding the market segment and also the user's intention, which we will expand on shortly.

User intent analysis
It is nothing more than a detailed evaluation of the way in which the user interacts on the Internet and the digital world in general.

In the case of search engines, analyzing user intent means, among other things, determining what type of keywords users frequently use and for what purpose they perform their searches.

To evaluate this aspect, free tools such as Google Search Console are very helpful, as they present data on the queries that users make on Google to reach a website.

For example, on our " types of software " page the top terms users searched for to access it are shown in the Google Search Console report below:

search console keywords
And the same results page offers valuable insights for defining the structure of the content.

Since Google ranks results that are most closely aligned with the user's intent well, you can analyze them to understand what type of information your content should present to be considered relevant by the search engine.

A more detailed analysis of the SERP also provides interesting data for defining content, in resources such as:

Related Questions questions related to content strategy Related searches Google Autocomplete Image search Writing and publishing content according to SEO criteria
It consists of producing content taking into account all the factors that search engines value to position a page.

Building and launching your blog is much more than just clicking the “publish post” button on a particular CMS platform .

If your blog is hosted on WordPress, you need to install the Yoast SEO plugin , which gives you information about the optimizations you need to make to make your content search engine friendly.


Follow their instructions (not 100%, because the data they provide is not always within the context of the article) and ensure that the user will have a good reading experience before publishing it.

You must take into account aspects such as:

the presence of images in the content;
the use of bullet lists;
the organization of subtitles in H2, H3 and H4;
the SEO title;
Post URL;
the length of the meta description;
inter alia.
SEO tasks also include technical work that kenya mobile database improves a site in terms of download speed, intuitiveness and user experience .

In addition to using the right keywords and distributing them strategically, practices such as acquiring backlinks are also key to positioning, as is the originality of the content and the accuracy of its information.

This closing stage is linked to the content distribution tasks , which at the end of the day are key to connecting with the Buyer Persona.

Keep reading and understand what we are talking about!