When it comes to content editing, the first step is to choose the right keywords, or the most important keywords around which to write and optimize your texts. Although not everyone can like the work of going in search of the right keywords (it could be seen as an activity a bit ‘boring’) and prefer to devote themselves directly to the editorial staff, in reality it is a fundamental process to optimize their work and avoid wasting time in writing texts that are not important, little sought after by users and, as a result, unattractive.

Keyword research is a job that needs its time, that you don’t have to do “right to do it”, nor in a hasty or superficial way: the risk of making wrong evaluations is high, with all that follows in terms of lost time (and money).

Searching for keywords is not as simple as you might think, it’s not enough to “knock down two keys” because one is worth the other. No, each keyword must be chosen well because each has its value, its importance and its competitiveness, all information that you need to know.

Why it is important to choose the right keywords

To understand why this work is so important, we must first understand how the Google spider works.

In essence, Googlebots goes to read the content of a web page in order to extract it and process it. The search engine is smart enough to understand, in a web text, which is the main content of the same and which is the “outline”, such as menus and footer. If you want to give him a hand to make sure he can’t make mistakes (it’s still a software, and sometimes it’s wrong), we suggest you to deepen the use of semantic HTML tags.

Back to us, once the Google spider reads the content of the text, it “makes it its own” to try to understand what it talks about, what it says. To do this, Google analyze the main keywords in the text and it is from them that it understands if the text speaks of dogs, cats or their favorite football team.

Taking a very simplistic but concrete example, if you want to write an article about Barack Obama, the main keyword will perhaps be the name and surname of the president of the United States and for this reason you must of course ensure that it is present in the text.

The trend is important

Obviously you want to make articles that can generate interest, not that end up unnoticed in the vast world of the web. For this reason it is important to choose search keys that have a growing trend, increasingly sought by users.

Once you understand the trend on a certain topic, you just have to work on it by choosing related keys, which can help Google to understand that you know what you are talking about.

The best tool ever, in this case, is Google Trends.

With Google Trends you can compare different keywords to see how much they are searched by users. You can compare up to 5 different queries and see their popularity on both a geographical and temporal scale.

You can also select the type of search you’ve done, i.e. classic web search, image search, news search, video search or shopping search.

You can, in fact, search for the trends of the keywords you prefer through the section “Trends in searches” and at the same time see the most popular topics, stories and articles on the web.

SeoTopTool has an incredible feature: you can compare your keywords in any page of your website with Google trends to focus on which your customers are looking for lately .