A keyword (or "keyword") refers to a word or group of words that people type on search engines.
For your site to be well positioned in search engine results, it is important that the content of its pages coincide sities with the terms users use when they make their queries. The choice of keywords is therefore the keystone of a good natural referencing strategy.
Imagine you're visiting Tours and looking for a nice place to dine. What are you going to do? Probably draw your smartphone, open a Google page and then type "Restaurant Tours". This is a keyword query about the activity and the locality. Simply.
Google regularly scans site pages to invent the keywords that make them up. But be careful! If you repeat the same keywords all over the page in the hope of being better positioned, Google will penalize you…
The three main criteria to consider when choosing your keywords are:
The more a keyword is "popular," the more it is searched by Internet users and the more traffic it generates on the sites in which it appears. To estimate the volume of searches but also the competition of a particular keyword, use Google Adwords.
Select keywords that best describe your business activity in all its facets. If you are a beautician, consider "face care," "body care," "slimming care," "hair removal," etc.
While taking care to exclude those that appear least often in the queries of Internet users (except to associate them as 'long-drag' to target very targeted queries), try to avoid some keywords that are certainly very popular but too Competitive.
For example, there are many plumbers in Paris. Therefore, on the locality "Paris", one can consider that "plumber" is a popular keyword. However, the popularity of a keyword also drives up its cost. The more it is used by Internet users, the more expensive a keyword will cost. If you have a limited budget, it is not necessarily cost-effective to position yourself on these types of keywords. On the contrary, it is better to try to put yourself in the shoes of a surfer who would be looking for a plumber. With the exception of "plumber," what other keywords would he likely to type: "clogged sink," "pipe problem," etc.