Keywords are the words that users use to search on the internet. A keyword can be composed of one or more words. However, from the point of view of the website creator, keywords are those that inform search engines (Google, Bing and other search engines) what a given site is about.  

Keywords are the terms that users enter in the search box of sites such as Google. These searches are made up of a single term, but most often they combine several terms or even form a complete phrase.   

Keywords can be classified as follows:  

  • Head tail keywords  

These are generic keywords that users use to find general information on a certain topic, which means that they are made up of just 1 or 2 words.  

  • Middle tail keywords  

These are keywords for more precise searches, they are made up of between 3 and 5 words.  

  • Long tail keywords  

This kind of keyword, also known as "long tail". Long tails are keywords that users use when they already have a slightly more advanced level of knowledge about a topic and, consequently, require specific information that allows them to make a purchase decision.  

Keywords are also classified according to search intent:  

  • Navigational  

These kind of keywords usually occur when users want to access the website of a brand or company and use search engines as a connection or vehicle to reach them.  

  • Informative  

The intention for this type of keywords is to buy or to approach a brand is left aside. Simply, they are those that a user uses to get information.  

  • Commercial  

These keywords are directly related to the purchase of a product or service.

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