What is a keyword and how do you discover yours?
Photo: Avila Ops Tecnologia
A keyword is a term someone types into Google when searching. It may be one word, such as “dentist,” or a whole phrase, such as “dentist open Saturdays in Rio Preto.” For your website, keywords bridge what customers write and what your page answers. Without customers’ words on the page, Google does not connect them.
Owners speak their trade’s language; customers speak their problem’s language. You say “preventive split-system maintenance”; customers type “air conditioner dripping.”
How do I discover what customers type?
Start with what you have. Read the company’s last 50 WhatsApp conversations and note the phrases people arrive with. “Do you repair water-damaged phones?” is a ready-made keyword.
Then use Google itself. Start typing and examine autocomplete suggestions drawn from real searches. Read “People also ask” in the results and “Related searches” at the bottom.
Finally, Search Console. If your website is a few months old, its performance report shows exact queries bringing people to you, including ones you never wrote about.
Where do I use a keyword once found?
In the page title, first paragraph and a subheading. That is enough. Do not repeat it ten times; write naturally and use variations.
The rule preventing rework: one main keyword per page. “Phone repair,” “screen replacement” and “water-damaged phone” are different problems and searches deserving three pages. Combining them makes one page answer all poorly. Behind each keyword is search intent, determining what the page must deliver.
What to do now
Open business WhatsApp and record the 10 most common phrases customers arrive with. Compare your website’s page titles. Mismatches identify pages to fix or create. If you prefer us to research and configure the website around this, see avilaops.com/presenca-digital-para-pequenas-empresas or WhatsApp wa.me/5517997811471.
Frequently asked questions
Do I need paid keyword research tools?
Not initially. WhatsApp, Google autocomplete, related searches and Search Console provide enough material for a small-company website.
Are high-volume keywords better?
Not always. “Lawyer” has many searches and nationwide competition. “Employment lawyer in Rio Preto” has fewer searches, much less competition and users closer to hiring. See the guide on long-tail keywords for neighborhood businesses.
How many keywords per page?
One main keyword and natural variations. If you want two main ones, create two pages.
Turn what you learned into your next step.
Tell us about your company and what you want to improve. We can explore the right tools, integrations or custom project together.