Keyword
💡 We apply this in: professional keyword research →A keyword is the term or phrase that users type into search engines to find information, products or services, and that SEO professionals use to optimise content.
beginner 💡 We apply this in: professional keyword research →Keywords are the cornerstone of SEO and search marketing. They are the exact terms your potential customers type into Google when looking for what you offer. Understanding which keywords your audience uses means understanding their intent, their needs and the language that connects them to your sector.
Keyword types and their strategic value
- Informational keywords: "what is local SEO", "how to charter a boat in Ibiza". The user is looking for information. Ideal for blog content and guides.
- Transactional keywords: "SEO agency Ibiza", "car hire Formentera price". The user wants to buy or hire. Maximum commercial value.
- Navigational keywords: searches that include the name of a specific brand. They indicate strong branding.
- Long-tail keywords: "best Italian restaurant with terrace in Santa Eulalia". Lower volume, but higher intent and lower competition.
Professional keyword research
A professional keyword research goes far beyond using a free tool. It involves:
- Search intent analysis: volume is not enough. 100 transactional searches are worth more than 10,000 informational ones for a local business.
- Keyword-to-page mapping: every URL on your website should target a cluster of keywords with coherent intent.
- Competitive analysis: which keywords your competitors rank for and where exploitable gaps exist.
- Seasonality: in sectors such as tourism and hospitality in Ibiza, searches multiply tenfold between January and June. Strategy must anticipate these peaks.
Common keyword selection mistakes
The most common errors we find when auditing keyword strategies include:
- Keyword cannibalisation: multiple pages on your website competing for the same keyword, diluting authority and confusing Google.
- Ignoring intent: targeting an informational keyword with a sales page, or vice versa.
- Volume obsession: chasing keywords with thousands of searches but competition your domain cannot realistically beat, while ignoring accessible long-tail opportunities.
- Failing to update: search behaviour changes. Terms that did not exist a year ago may be opportunities today.
Keywords and a complete SEO strategy
Keywords are the starting point, not the destination. A professional SEO audit with keyword mapping and web architecture modules assigns each keyword to the right content, eliminates cannibalisation, identifies untapped opportunities and prioritises actions by potential business impact. With more than 10 years optimising websites in sectors such as tourism, maritime, real estate and health, we have verified that rigorous keyword research multiplies the ROI of any content investment.