What and how do keywords work on Google?

In order to learn how keywords work on Google, you need to understand what it is. Keywords are terms used to establish the exchange of information between users and websites from the search engines.

Keywords are the main instrument of an investigation. They are terms composed of one or more words. This is how a user writes their doubts in the search engines in order to get answers and solve their problems.

When we start to study what SEO is (Search Engine Optimization) one of the most popular topics are the keywords, how you choose them and the real importance of those terms that dictate the optimizations.

There are a few platforms out there that support the creation of keywords. The one that we recommend the most is the Synapse Ads Keyword Mixer. It automatically searches for words, their click-through rate (CTR) and how effective they will be for your article. You will obtain the best mixes of keywords and increase your web traffic.

How do keywords work on Google?

When a customer searches for a term that matches their keyword, their ad can enter the auction to determine if it will show up.

The cost of each keyword will be different depending on the quality of the keyword, its competition in the auction and other factors. Your keywords and landing page should be closely related to the terms that a customer may be looking for or that may appear on the websites you visit. Each keyword has a level of quality.

The quality level is based on the expected CTR, the relevance of the ad, and the experience of the landing page. Increasing the quality level generally reduces costs and improves the positions of the advertisements.

What role do keywords play in SEO?

The use of the keywords is something recurrent, and highly efficient, when we talk about optimization so that your site is well positioned in the searches.

As an SEO (Search Engine Optimization) technique, keywords must be used strategically, thought out and defined within effective planning of your digital marketing strategies.

Meta descriptions

When we talk about site optimization, we need to remember and give due importance to the goal descriptions.

The Meta description is just the description that appears on Google (that summary that appears below the title in blue letters).

This should be done directly, but be encouraging for the people who are searching to click on your link and visit the page. Including the keyword of the content in the Meta description is essential.


In addition to always thinking about the user’s experience and creating URLs that are friendly, another important point for optimizing content is the page’s own address.

Try to shorten your URL as much as you can and create an address that is simple and self-explanatory. The best way to use the URL is to include the keyword in that area.

SEO Title

It is not only the title of your blog that must have the keyword previously defined.

Unlike the title of the page, the SEO title is the one that will be displayed when your content appears in the search results through search engines. Here, it is also essential that the keyword is present.

Title tag

Keywords also need to be used in the internal titles of your articles. Depending on the format of your blog, possibly the title tag will be the same as the H1 (HTML tag that indicates a heading).

Regardless of whether or not it is the H1 of your blog, follow the rule that says the keyword must always be present.

Unlike the SEO title that has the objective of making someone leave the search page to enter your content, the Title tag is the title that has the objective of ensuring that a reader remains on your page and continues reading your article.

In conclusion, the answer to how keywords work on Google must be implemented on your digital marketing strategy.

In Synapse Ads we guide you on how to use these types of tools. We also offer you the keyword mixer tool that will guarantee the success of your conversion optimization. Your commercial growth is our priority and we have all the information to help your business improve every day.

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