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You've probably heard the saying that if you're not on the Internet, you don't exist. In the case of business, this saying is 100% true. Nowadays, a website (even the simplest one page type) is the company's showcase. While in reality you can hand out business cards, online advertising requires more time and knowledge of how search engine algorithms work. For your website to appear in search results, it must be properly optimized and positioned. You will learn what it means and how to go about it in our text, and you will also read about it:
Keywords, also known as keywords, are passwords and queries that are entered by users in web browsers in order to find specific content. They consist of one or more words - so they can be either single words ("TV") or groups of words ("32-inch TV").
When we enter certain terms into the browser, the browser responds by displaying websites related to those words. Thanks to this, we reach the information we are interested in. In positioning, it is important to select key phrases that will best respond to the current preferences of Internet users. This will lead to an increase in popularity and interest in the website.
Keywords must correspond to the content of the website and be adapted to the industry and area of activity so that the search engine evaluates them as corresponding to the query of its users. For a website to appear on the SERP (search engine results page), keyword phrases must match searches. This is important because the site that is suggested first accounts for approximately 30% of the clicks.
General phrases, i.e. head keywords or short-tail keywords, are queries that consist of one or two words (e.g. "dress" or "men's shoes" "). They are very popular, which is why they are highly competitive in search results. If we position the website appropriately for them, it can ensure high popularity of the website in the browser. However, this is a difficult, time- and cost-consuming process.
General phrases are entered by people who are not determined to take advantage of a specific offer, but are only looking for specific information about it or are willing to purchase products from a selected category.
Long-tail keywords, also known as specific words, are composed of three or more words and very often take the form of questions that users enter into the search engine in order to solve their problems. Examples include: "treaded tires for winter", "black dress for work" or "how to choose a men's sports sweatshirt?" Entering such words into the browser indicates specific, precisely defined intentions of the user - he knows what he wants to buy and is looking for a specific offer that will meet his expectations.
Long-tail keywords are much less competitive than general phrases, although this does not apply to all segments - for example, when you enter the phrase "32-inch black TV" in Google, as many as 6.75 million suggestions appear. In most cases, however, long-tail words are not very popular. With their help, you can effectively reach those recipients who are determined to purchase a specific product.
They are related to search results based on specific brands and the products and services they offer. In the case of brand keywords, these are slogans that contain the company name. An example would be the phrase "Media Markt TV". After entering it into the browser, the robots will send us to the website of this company.
Branded phrases can be used by stores and websites that sell products from multiple brands. This way, after entering, for example, the phrase "Zara shoes", the user may be directed not only to the website of this brand, but also to e-shops where products of this manufacturer are offered.
It often happens that we associate a given brand and its offer, but we cannot remember its name. Therefore, we place phrases such as "online TV store" or "gym Warsaw" in the browser. In this case, positioning for non-branded phrases will work. It is estimated that non-branded phrases may constitute up to approximately 40% of user queries. They are often in the Top 3 of Google search results.
These phrases are precisely provided by users and may contain not only the name of the category, i.e. "TV", but also the manufacturer and even the model. An example is a query about a product such as "Samsung Galaxy A32 phone".
Users who use product phrases are usually focused on purchasing a specific model, based on the current popularity of the product or opinions and recommendations from other customers. It is worth using this as part of positioning, as it can ensure high traffic on the website and an increase in sales.
Their basic feature is that they contain the name of a specific region, it can be a city, commune, district or voivodeship. Most often, users look for offers in a specific town or city district.
An example of a local phrase is the query "sushi bar Poznań" or "pralnia Kraków". Positioning for local phrases allows you to effectively reach those customers who are closest to the company's headquarters with your offer. This positioning applies to brick-and-mortar establishments.
Positioning for local phrases is facilitated by the search results regionalization mechanism used by Google as part of the Pigeon search algorithm. It is based on geolocation, which presents the most accurate search results in terms of current location. This is true even if the user omits his/her position in the password. This way, when he enters a query such as "mechanic", he will be presented with the websites of companies that operate closest to his current location
These are long-tail phrases that we enter into the search engine to obtain specific information or an answer to a specific question. Examples include: "Złote Tarasy jeweler", "which phone model should I choose?" or "where to handle official matters in Krakow?". Such queries are usually a response to our spontaneous information or transactional needs and are often voice searches, which you can read about in the article what is voice search
Excluding keyword phrases will prevent your site's advertising related to those phrases from appearing in search results. For example, if someone sells new cars, the negative phrase will be "used". On the other hand, if the company provides tutoring, but only in Polish, the exclusion words may apply to other subjects and fields ("mathematics", "history", etc.).
Negative keywords can be added in Google Planner
To do this, log in to Google Ads via your Google account and https://accounts.google.com/Login. Then you need to use the "Keywords" and "Negative keywords" options. After clicking the "+" button, we can add words that will be excluded when running an advertising campaign.
A common division of keywords is based on the frequency of use. These are phrases like:
We can also use these phrases when positioning, if they are consistent with the profile of our website.
Keywords should also be included in URL addresses, thanks to which we build better thematic content of the subpage and its relevance to the main keyword phrase.
When running a website, use keywords - without proper website optimization, it will be somewhere on the edge of the Internet, where your customers cannot reach. Keywords enable:
Properly selected keywords are the link between what users are looking for on the Internet and the content on the website.
If the keywords are relevant, this leads to traffic being directed to the website from the SERP (Search Engine Results Page).
SERPs are unique in every case, even if many users enter the exact same phrase. The search results page includes both organic results, i.e. free ones, and those related to paid PPC (Pay Per Click) advertising. In both cases, the condition for the proper popularity of the website is the effective selection of keywords.
The SERP may display not only links to specific websites, but also other elements, including e.g. Google Maps, images, YouTube videos or the so-called Rich Snippets (structured data, e.g. star ratings or product prices. You can read more about it in our text here). The higher a given website is in the SERP (this is achieved thanks to precisely defined key phrases), the greater the probability that users will visit it.
Read about how to choose keywords to make your website rank higher in search results.
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