Keywords are essential because they tell Google about the content on your website. As a user performs a search query, relevant content can be served for those keywords, thus giving you traffic.
If a page on your website shows up at the top of the results, the keyword it’s ranking for acts as a free source of website traffic for you.
On the other hand, if you have an advertising budget, you can utilize pay-per-click (PPC) ads using specific keywords and get positioned above organic results. This is how Google Ads operates—advertisers bid for the space at the top of a results page for specific keywords.
Generally speaking, if a keyword implies monetary action, it can be a good choice for your paid search campaign.
Say you’re marketing for a car dealership—the keyword “toyota for sale in San Jose” is likely made by a user in the area ready to make a purchase.
However, not all keywords are created equally. The keyword “loans” has four advertisements at the top of the results, while “what plants grow in the desert” has no ads.
As you develop a marketing strategy for your website, you will need to choose specific keywords to target for your website. This requires doing a bit of keyword research before you can start building your marketing strategy.
You can acquire high rankings organically through search engine optimization (SEO) and content marketing and use the remaining keywords to cover advertising through Google Ads.