{"id":84184,"date":"2025-03-07T16:25:09","date_gmt":"2025-03-07T16:25:09","guid":{"rendered":"https:\/\/mailrelay.com\/glosario\/keyword-palabra-clave\/"},"modified":"2026-10-14T11:46:50","modified_gmt":"2026-10-14T11:46:50","slug":"keyword","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/keyword\/","title":{"rendered":"Keyword"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>A keyword is the term or phrase someone types into a search engine to find something, and that a website uses in its content to appear in those results.<\/strong>  For example, &#8220;running shoes&#8221; or &#8220;how to create a newsletter&#8221;.<\/p>\n\n<p class=\"wp-block-paragraph\">Keywords connect what your audience is looking for with what you offer. That&#8217;s why they are the foundation of SEO, search engine advertising and much of content marketing.<\/p>\n\n<h2 class=\"wp-block-heading\">What does keyword mean?<\/h2>\n\n<p class=\"wp-block-paragraph\"><em>Keyword<\/em> literally means <strong>key word<\/strong>: in Spanish it is called &#8220;palabra clave&#8221;. It combines <em>key<\/em>, in the sense of &#8220;essential&#8221; or &#8220;important&#8221;, and <em>word<\/em>. Its plural is <strong>keywords<\/strong> (&#8220;palabras clave&#8221; in Spanish).<\/p>\n\n<p class=\"wp-block-paragraph\">Although it is called a &#8220;word&#8221;, a keyword can be made up of several words. In fact, most searches contain three or more.<\/p>\n\n<h2 class=\"wp-block-heading\">What are keywords used for?<\/h2>\n\n<p class=\"wp-block-paragraph\">Keywords are used to:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Rank on Google:<\/strong> they tell search engines what each page is about as part of <a href=\"https:\/\/mailrelay.com\/en\/glossary\/seo-search-engine-optimization\/\" target=\"_blank\" rel=\"noopener\">SEO<\/a>.<\/li>\n\n\n\n<li><strong>Understand your audience:<\/strong> they show what people need, how they phrase it and how many of them search for it.<\/li>\n\n\n\n<li><strong>Plan content:<\/strong> each article answers a specific search.<\/li>\n\n\n\n<li><strong>Advertise on search engines:<\/strong> in <a href=\"https:\/\/mailrelay.com\/en\/glossary\/google-ads\/\" target=\"_blank\" rel=\"noopener\">Google Ads<\/a> you pay to appear for certain keywords.<\/li>\n\n\n\n<li><strong>Measure results:<\/strong> rankings and clicks per keyword tell you whether a strategy is working.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Types of keywords<\/h2>\n\n<p class=\"wp-block-paragraph\">Keywords are classified mainly by the searcher&#8217;s intent and by their length.<\/p>\n\n<h3 class=\"wp-block-heading\">By search intent<\/h3>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Type<\/th><th>What the user wants<\/th><th>Example<\/th><\/tr><\/thead><tbody><tr><td>Informational<\/td><td>Learn something or answer a question<\/td><td>&#8220;what is a newsletter&#8221;<\/td><\/tr><tr><td>Navigational<\/td><td>Reach a specific website<\/td><td>&#8220;mailrelay login&#8221;<\/td><\/tr><tr><td>Commercial<\/td><td>Compare options before deciding<\/td><td>&#8220;best email marketing tools&#8221;<\/td><\/tr><tr><td>Transactional<\/td><td>Buy or sign up now<\/td><td>&#8220;sign up for free email marketing&#8221;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<h3 class=\"wp-block-heading\">By length<\/h3>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Type<\/th><th>Features<\/th><th>Example<\/th><\/tr><\/thead><tbody><tr><td>Short tail (head terms)<\/td><td>1-2 words, high volume and high competition<\/td><td>&#8220;email marketing&#8221;<\/td><\/tr><tr><td>Middle tail<\/td><td>2-3 words, medium volume and competition<\/td><td>&#8220;email marketing for online stores&#8221;<\/td><\/tr><tr><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/long-tail-seo\/\" target=\"_blank\" rel=\"noopener\">Long tail<\/a><\/td><td>4 or more words, low volume and easier to rank for<\/td><td>&#8220;how to send a newsletter to my customers for free&#8221;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">Long tail keywords bring in fewer visits, but from people with a clearer need, who convert better.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-keywords-intencion-de-busqueda-1024x683.png\" alt=\"Infographic of the types of keywords by search intent: informational, navigational, commercial and transactional, with an example of each\" class=\"wp-image-104781\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-keywords-intencion-de-busqueda-1024x683.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-keywords-intencion-de-busqueda-300x200.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-keywords-intencion-de-busqueda-768x512.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-keywords-intencion-de-busqueda-110x73.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-keywords-intencion-de-busqueda-60x40.png 60w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-keywords-intencion-de-busqueda.png 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Turn your Google visitors into subscribers<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Add a form to your articles and email your new content to the people who have already found you. Free for up to 80,000 emails a month.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&amp;utm_campaign=keyword\">Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Keyword examples<\/h2>\n\n<p class=\"wp-block-paragraph\">This is what a group of keywords could look like for an online coffee store:<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Type<\/th><th>Keyword<\/th><th>Content it calls for<\/th><\/tr><\/thead><tbody><tr><td>Informational<\/td><td>&#8220;how to make coffee in a moka pot&#8221;<\/td><td>Step-by-step guide<\/td><\/tr><tr><td>Commercial<\/td><td>&#8220;best coffee beans for espresso&#8221;<\/td><td>Comparison<\/td><\/tr><tr><td>Transactional<\/td><td>&#8220;buy specialty coffee online&#8221;<\/td><td>Product or category page<\/td><\/tr><tr><td>Long tail<\/td><td>&#8220;decaf Colombian coffee beans for an automatic coffee machine&#8221;<\/td><td>Very specific product page<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">If the page doesn&#8217;t give the search what it&#8217;s looking for, Google won&#8217;t show it near the top, no matter how many times it repeats the term.<\/p>\n\n<h2 class=\"wp-block-heading\">Main keyword and secondary keywords<\/h2>\n\n<p class=\"wp-block-paragraph\">Each page should focus on one <strong>main keyword<\/strong>, the most important search it answers. Around it, you use <strong>secondary keywords<\/strong>: synonyms, variants and related questions.<\/p>\n\n<p class=\"wp-block-paragraph\">For example, a page about &#8220;what is a newsletter&#8221; can also include &#8220;email bulletin&#8221;, &#8220;what is a newsletter for&#8221; or &#8220;newsletter examples&#8221;. That way it covers the whole topic without forced repetition.<\/p>\n\n<h2 class=\"wp-block-heading\">How to choose the keywords for your website<\/h2>\n\n<ol class=\"wp-block-list\">\n<li><strong>Make a list of topics<\/strong> related to your business and to your customers&#8217; questions.<\/li>\n\n\n\n<li><strong>Look for variants<\/strong> with tools such as Google Keyword Planner, Semrush or Google&#8217;s own suggestions.<\/li>\n\n\n\n<li><strong>Check the volume and difficulty<\/strong> of each keyword to pick the ones you can rank for.<\/li>\n\n\n\n<li><strong>Check the intent<\/strong> by searching for it on Google and seeing what kind of pages come up.<\/li>\n\n\n\n<li><strong>Assign one main keyword per page<\/strong> to avoid <a href=\"https:\/\/mailrelay.com\/en\/glossary\/keyword-cannibalization\/\" target=\"_blank\" rel=\"noopener\">cannibalization<\/a>.<\/li>\n<\/ol>\n\n<p class=\"wp-block-paragraph\">This process is called <a href=\"https:\/\/mailrelay.com\/en\/glossary\/keyword-research\/\" target=\"_blank\" rel=\"noopener\">keyword research<\/a>.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-elegir-keywords-de-tu-web-1024x683.png\" alt=\"Infographic on how to choose the keywords for your website in 5 steps: list of topics, variants, volume and difficulty, intent and one main keyword per page\" class=\"wp-image-104785\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-elegir-keywords-de-tu-web-1024x683.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-elegir-keywords-de-tu-web-300x200.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-elegir-keywords-de-tu-web-768x512.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-elegir-keywords-de-tu-web-110x73.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-elegir-keywords-de-tu-web-60x40.png 60w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-elegir-keywords-de-tu-web.png 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">How to use keywords in a text<\/h2>\n\n<p class=\"wp-block-paragraph\">Place the main keyword in the title, the URL, the first paragraph and at least one subheading. Then write naturally and use synonyms.<\/p>\n\n<p class=\"wp-block-paragraph\">Repeating the same word over and over, known as <em>keyword stuffing<\/em>, makes the text harder to read and can hurt your rankings. We explain this in our guide to <a href=\"https:\/\/mailrelay.com\/en\/blog\/2019\/04\/04\/keyword-density\/\" target=\"_blank\" rel=\"noopener\">keyword density<\/a>.<\/p>\n\n<h2 class=\"wp-block-heading\">Keywords in email marketing<\/h2>\n\n<p class=\"wp-block-paragraph\">Keywords also help with your emails:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Clearer subject lines:<\/strong> using the words your customers use to search for a product makes the <a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-subject-line\/\" target=\"_blank\" rel=\"noopener\">subject line<\/a> easy to understand at first glance.<\/li>\n\n\n\n<li><strong>Content for your newsletter:<\/strong> informational keywords in your industry are good ideas for new emails.<\/li>\n\n\n\n<li><strong>More traffic to your articles:<\/strong> if you link from your newsletter to well-ranked content, you get visits from two channels.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">How Mailrelay helps you<\/h2>\n\n<p class=\"wp-block-paragraph\">With Mailrelay, you turn the visits your keywords bring in into subscribers. Add a form to your articles, send a newsletter with your new content and measure which topics get the most clicks.<\/p>\n\n<p class=\"wp-block-paragraph\">The free account includes up to 80,000 emails a month and 20,000 contacts, with human support in English on all plans.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Bring your best content to the inbox<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Create your newsletter with a drag-and-drop editor and find out which topics your audience is most interested in. Human support in English.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&amp;utm_campaign=keyword\">Start for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Frequently asked questions about keywords<\/h2>\n\n<p class=\"wp-block-paragraph\">These are the most common questions.<\/p>\n\n<h3 class=\"wp-block-heading\">What is a keyword?<\/h3>\n\n<p class=\"wp-block-paragraph\">The term or phrase someone types into a search engine, and that a website uses to appear in those results.<\/p>\n\n<h3 class=\"wp-block-heading\">How do you say keyword in Spanish?<\/h3>\n\n<p class=\"wp-block-paragraph\">Palabra clave. In the plural, palabras clave.<\/p>\n\n<h3 class=\"wp-block-heading\">What are the types of keywords?<\/h3>\n\n<p class=\"wp-block-paragraph\">By intent: informational, navigational, commercial and transactional. By length: short tail, middle tail and long tail.<\/p>\n\n<h3 class=\"wp-block-heading\">How many keywords should a page have?<\/h3>\n\n<p class=\"wp-block-paragraph\">One main keyword and several secondary keywords or synonyms related to the same topic.<\/p>\n\n<h3 class=\"wp-block-heading\">What is the difference between a keyword and keyword research?<\/h3>\n\n<p class=\"wp-block-paragraph\">A keyword is the search term. Keyword research is the process of finding and choosing the best keywords for a website.<\/p>\n\n<h2 class=\"wp-block-heading\">Related entries<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/keyword-research\/\">Keyword research<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/long-tail-seo\/\">Long tail SEO<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/keyword-cannibalization\/\">Keyword cannibalization<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/seo-search-engine-optimization\/\">SEO<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/sem-search-engine-marketing\/\">SEM<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/serp-search-engine-results-page\/\">SERP<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/google-ads\/\">Google Ads<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/content-marketing\/\">Content marketing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/copywriting\/\">Copywriting<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-subject-line\/\">Email subject line<\/a><\/li>\n<\/ul>\n","protected":false},"template":"","class_list":["post-84184","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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