Comprender las palabras clave SEO y cómo elegirlas

A través de nuestra Agencia SEO Optimizar 360

¿Qué son las palabras clave en SEO? ¿Cómo se eligen?

La optimización para motores de búsqueda (SEO) es un paso esencial para optimizar la visibilidad de su sitio web. En el centro de esta estrategia están las palabras clave.

En este artículo se explica qué son las palabras clave en SEO y se ofrece una guía práctica de 10 puntos para elegirlas.

¿Qué son las palabras clave en SEO?

A palabra clave en SEO es un término o expresión que representa el contenido principal de una página web. Es el término utilizado por los internautas para realizar búsquedas en motores de búsqueda como Google, Bing o Yahoo ! para encontrar la información que buscan. Así que cuando cree contenidos para su sitio webSi está buscando un nuevo sitio web, es esencial que seleccione cuidadosamente sus palabras clave para facilitar su comprensión por parte de las arañas de los motores de búsqueda encargadas de indexar sus páginas.

Cómo elegir sus palabras clave SEO: una guía práctica de 10 puntos

Para ayudarle a seleccionar eficazmente sus palabras clave, he aquí una guía práctica de 10 puntos:

Identificar a su público :
En primer lugar, debe determinar a quién va dirigido su contenido: hombres, mujeres, edad, profesión, pasiones, etc.
Analice a sus competidores :
Estudie los sitios de actores similares o complementarios al suyo para ver qué expresiones se utilizan.
Utilizar herramientas de búsqueda de palabras clave :
Existen varias herramientas gratuitas y de pago para analizar las palabras clave más populares en su campo, como Google Planificador de palabras clave o Ubersuggest. Le ayudarán a determinar el volumen de búsqueda así como la competencia en torno a estos términos.
Tener en cuenta la relevancia de las palabras clave :
El término elegido debe corresponder a su contenido y ser útil para el internauta. Es fundamental comprobar que existe una relación directa entre la palabra clave y lo que usted ofrece.
Análisis de la larga cola :
En SEO, el término "long tail" se utiliza para designar expresiones compuestas por varias palabras que generan menos tráfico pero que suelen ser de mayor calidad. Esto le permite dirigirse a visitantes realmente interesados en sus productos o servicios, con menos competencia.
Evite las condiciones demasiado competitivas :
Las palabras clave muy populares suelen ser difíciles de posicionar y poco relevantes. Es mejor concentrarse en términos menos buscados que se adapten mejor a su oferta.
Optimización para uso local :
Si opera en un sector geográficamente limitado, puede ser muy útil incluir palabras clave locales (nombre de la ciudad, distrito, etc.).
Mezclar tipos de palabras clave :
Combine palabras clave genéricas y específicas. Por ejemplo, si vende zapatos de mujer, considere incluir tanto "zapatos de mujer" (genérico) como "zapatos de tacón de cuero negro" (específico).
Adaptar la palabra clave al contenido :
Su elección debe depender del tipo de página en la que esté trabajando. Por ejemplo, un producto probablemente necesitará un nombre preciso, mientras que una entrada de blog requerirá una expresión más genérica.
Probar, analizar y ajustar :

Es esencial supervisar sus posiciones en los motores de búsqueda con regularidad para medir la eficacia de sus palabras clave y ajustarlas si es necesario.

¿Cómo optimizar las palabras clave?

Una vez que haya elegido cuidadosamente sus palabras clave, es hora de aplicarlas. En su estrategia SEO, es importante colocarlas :

En el título de la página (</code>) ;</li> <li>En las etiquetas H1, H2, etc., cuando el título es relevante ;</li> <li>En el atributo ALT de las imágenes, sin abusar ;</li> <li>En la URL de la página, separados por guiones (-) ;</li> <li>En las meta-descripciones (breve resumen que aparece en los resultados de búsqueda) ;</li> <li>En los anclajes de los enlaces internos de su sitio.</li> </ul> <p>Sin embargo, debe evitar la sobreoptimización. El uso excesivo y repetitivo de palabras clave puede penalizar su referenciación natural.</p> <h2>El papel de los sinónimos y las variantes de palabras clave</h2> <p>Para diversificar su contenido al tiempo que lo optimiza para los motores de búsqueda, utilice también sinónimos y variaciones de sus palabras clave. Por ejemplo, si ha elegido "zapatos de mujer" como palabra clave principal, considere la posibilidad de insertar también "zapatos de mujer", "zapatos de mujer" o "sandalias de mujer". Los motores de búsqueda actuales son capaces de asociar términos similares, y esto demuestra que su página ofrece un contenido variado e interesante.</p> <h2>La importancia de las palabras clave en la semántica</h2> <p>Por último, es importante comprender que la semántica desempeña ahora un papel clave en la referenciación natural. Google, por ejemplo, ha incorporado la inteligencia artificial a su algoritmo (<a href="https://www.optimize360.fr/es/definicion/rankbrain-en-seo/">RankBrain</a>) para interpretar mejor las consultas de los usuarios. Así, en lugar de limitarse a analizar las palabras clave de una página, los robots se fijan ahora en la relación entre estas palabras y comprenden mejor el significado global del contenido.</p> <p>Por eso es fundamental escribir con frases estructuradas y coherentes que incluyan sus palabras clave, para optimizar su referenciación natural.</p> <hr /> <p style="padding-left: 40px;" data-sourcepos="7:1-7:55"><strong>Recursos para aprender sobre palabras clave en SEO:</strong></p> <p style="padding-left: 40px;" data-sourcepos="9:1-9:20"><strong>Guías completas:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="11:1-14:0"> <li data-sourcepos="11:1-11:170"><strong>Blog de Google Search Central:</strong> </li> <li data-sourcepos="12:1-12:149"><strong><a href="https://www.optimize360.fr/es/definicion/moz/">Moz</a> Guía de SEO para principiantes:</strong> <a class="traceable-link" href="https://moz.com/beginners-guide-to-seo/keyword-research" target="_blank" rel="noopener noreferrer">https://moz.com/beginners-guide-to-seo/keyword-research</a></li> <li data-sourcepos="13:1-14:0"><strong><a href="https://www.optimize360.fr/es/definicion/semrush/">Semrush</a> Guía SEO:</strong> <a class="traceable-link" href="https://www.linguee.fr/francais-anglais/traduction/non+valide.html" target="_blank" rel="noopener noreferrer">https://www.linguee.fr/francais-anglais/traduction/non+valide.html</a></li> </ul> </li> </ul> <p style="padding-left: 40px;" data-sourcepos="15:1-15:26"><strong>Tutoriales y artículos:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="17:1-20:0"> <li data-sourcepos="17:1-17:158"><strong><a href="https://www.optimize360.fr/es/definicion/yoast-seo/">Yoast</a> Blog de SEO:</strong> <a class="traceable-link" href="https://www.linguee.fr/francais-anglais/traduction/non+valide.html" target="_blank" rel="noopener noreferrer">https://www.linguee.fr/francais-anglais/traduction/non+valide.html</a></li> <li data-sourcepos="18:1-18:103"><strong><a href="https://www.optimize360.fr/es/definicion/ahrefs/">Ahrefs</a> Blog:</strong> <a class="traceable-link" href="https://ahrefs.com/blog/keyword-research" target="_blank" rel="noopener noreferrer">https://ahrefs.com/blog/keyword-research</a></li> <li data-sourcepos="19:1-20:0"><strong>Blog de Backlinko:</strong> <a class="traceable-link" href="https://backlinko.com/keyword-research" target="_blank" rel="noopener noreferrer">https://backlinko.com/keyword-research</a></li> </ul> </li> </ul> <p style="padding-left: 40px;" data-sourcepos="21:1-21:37"><strong>Herramientas para <a href="https://www.optimize360.fr/es/definicion/busqueda-de-palabras-clave/">búsqueda de palabras clave</a>:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="23:1-27:0"> <li data-sourcepos="23:1-23:134"><strong>Planificador de palabras clave de Google:</strong> <a class="traceable-link" href="https://ads.google.com/home/tools/keyword-planner/" target="_blank" rel="noopener noreferrer">https://ads.google.com/home/tools/keyword-planner/</a></li> <li data-sourcepos="24:1-24:91"><strong>Ubersuggest:</strong> <a class="traceable-link" href="https://neilpatel.com/ubersuggest/" target="_blank" rel="noopener noreferrer">https://neilpatel.com/ubersuggest/</a></li> <li data-sourcepos="25:1-25:67"><strong>SEMrush:</strong> <a class="traceable-link" href="https://www.semrush.com/" target="_blank" rel="noopener noreferrer">https://www.semrush.com/</a></li> <li data-sourcepos="26:1-27:0"><strong>Ahrefs:</strong> <a class="traceable-link" href="https://ahrefs.com/" target="_blank" rel="noopener noreferrer">https://ahrefs.com/</a></li> </ul> </li> </ul> <p style="padding-left: 40px;" data-sourcepos="28:1-28:11"><strong>Libros:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="30:1-33:0"> <li data-sourcepos="30:1-30:65"><strong>El arte del SEO</strong> por Eric Enge, <a href="https://www.optimize360.fr/es/definicion/rand-fishkin/">Rand Fishkin</a> y Justin Briggs</li> <li data-sourcepos="31:1-31:36"><strong>SEO para Dummies</strong> par Peter Kent</li> <li data-sourcepos="32:1-33:0"><strong>Optimización de motores de búsqueda: introducción</strong> por Bill Slawski</li> </ul> </li> </ul> <p style="padding-left: 40px;" data-sourcepos="34:1-34:16"><strong><a href="https://www.optimize360.fr/es/blog/referencias/seo-referencement-google/los-mejores-especialistas-seo/">Expertos en SEO</a>:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="36:1-39:0"> <li data-sourcepos="36:1-36:80"><strong>Rand Fishkin:</strong> <a class="traceable-link" href="https://twitter.com/randfish" target="_blank" rel="noopener noreferrer">https://twitter.com/randfish</a></li> <li data-sourcepos="37:1-37:96"><strong>Barry Schwartz:</strong> <a class="traceable-link" href="https://twitter.com/BarrySchwartzBW" target="_blank" rel="noopener noreferrer">https://twitter.com/BarrySchwartzBW</a></li> <li data-sourcepos="38:1-39:0"><strong>Matt Cutts:</strong> <a class="traceable-link" href="https://twitter.com/mattcutts" target="_blank" rel="noopener noreferrer">https://twitter.com/mattcutts</a></li> </ul> </li> </ul></div></div></div><footer><div class="seocrawler-footer-wrapper"><div class="seocrawler-footer-container seocrawler-container clearfix"><div class="seocrawler-footer-column seocrawler-item-pdlr seocrawler-column-15"><div id="text-1" class="widget widget_text seocrawler-widget"><h3 class="seocrawler-widget-title"><span class="seocrawler-widget-head-text">Síguenos en</span><span class="seocrawler-widget-head-divider"></span></h3><span class="clear"></span> <div class="textwidget"><div class="footer-left"> <p> </p> <p class="social-footer"><a href="https://fr.linkedin.com/company/optimize-360/" target="_self" rel="noopener"><i class="fa fa-linkedin" style="font-size: 20px ;color: #f15b3d ;margin-right: 20px 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Puedes cambiar tus ajustes en cualquier momento, incluso retirar tu consentimiento, utilizando los botones de la Política de cookies o haciendo clic en el icono de Privacidad situado en la parte inferior de la pantalla.</p></div><div class="cmplz-categories"> <details class="cmplz-category cmplz-functional" > <summary> <span class="cmplz-category-header"> <span class="cmplz-category-title">Funcional</span> <span class='cmplz-always-active'> <span class="cmplz-banner-checkbox"> <input type="checkbox" id="cmplz-functional-optin" data-category="cmplz_functional" class="cmplz-consent-checkbox cmplz-functional" size="40" value="1"/> <label class="cmplz-label" for="cmplz-functional-optin" tabindex="0"><span class="screen-reader-text">Funcional</span></label> </span> Siempre activo </span> <span class="cmplz-icon cmplz-open"> <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 448 512" height="18" ><path d="M224 416c-8.188 0-16.38-3.125-22.62-9.375l-192-192c-12.5-12.5-12.5-32.75 0-45.25s32.75-12.5 45.25 0L224 338.8l169.4-169.4c12.5-12.5 32.75-12.5 45.25 0s12.5 32.75 0 45.25l-192 192C240.4 412.9 232.2 416 224 416z"/></svg> </span> </span> </summary> <div class="cmplz-description"> <span class="cmplz-description-functional">El almacenamiento o acceso técnico es estrictamente necesario para el fin legítimo de permitir el uso de un servicio específico solicitado explícitamente por el abonado o usuario, o con el único fin de transmitir una comunicación a través de una red de comunicaciones electrónicas.</span></div></details> <details class="cmplz-category cmplz-preferences" > <summary> <span class="cmplz-category-header"> <span class="cmplz-category-title">Preferencias</span> <span class="cmplz-banner-checkbox"> <input type="checkbox" id="cmplz-preferences-optin" data-category="cmplz_preferences" class="cmplz-consent-checkbox cmplz-preferences" size="40" value="1"/> <label class="cmplz-label" for="cmplz-preferences-optin" tabindex="0"><span class="screen-reader-text">Preferencias</span></label> </span> <span class="cmplz-icon cmplz-open"> <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 448 512" height="18" ><path d="M224 416c-8.188 0-16.38-3.125-22.62-9.375l-192-192c-12.5-12.5-12.5-32.75 0-45.25s32.75-12.5 45.25 0L224 338.8l169.4-169.4c12.5-12.5 32.75-12.5 45.25 0s12.5 32.75 0 45.25l-192 192C240.4 412.9 232.2 416 224 416z"/></svg> </span> </span> </summary> <div class="cmplz-description"> <span class="cmplz-description-preferences">El almacenamiento o acceso técnico es necesario para el fin legítimo de almacenar preferencias no solicitadas por el abonado o usuario.</span></div></details> <details class="cmplz-category cmplz-statistics" > <summary> <span class="cmplz-category-header"> <span class="cmplz-category-title">Estadísticas</span> <span class="cmplz-banner-checkbox"> <input type="checkbox" id="cmplz-statistics-optin" data-category="cmplz_statistics" class="cmplz-consent-checkbox cmplz-statistics" size="40" value="1"/> <label class="cmplz-label" for="cmplz-statistics-optin" tabindex="0"><span class="screen-reader-text">Estadísticas</span></label> </span> <span class="cmplz-icon cmplz-open"> <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 448 512" height="18" ><path d="M224 416c-8.188 0-16.38-3.125-22.62-9.375l-192-192c-12.5-12.5-12.5-32.75 0-45.25s32.75-12.5 45.25 0L224 338.8l169.4-169.4c12.5-12.5 32.75-12.5 45.25 0s12.5 32.75 0 45.25l-192 192C240.4 412.9 232.2 416 224 416z"/></svg> </span> </span> </summary> <div class="cmplz-description"> <span class="cmplz-description-statistics">Almacenamiento o acceso técnico utilizado exclusivamente con fines estadísticos.</span> <span class="cmplz-description-statistics-anonymous">Almacenamiento o acceso técnico que se utiliza exclusivamente con fines estadísticos anónimos. En ausencia de una citación judicial, cumplimiento voluntario por parte de su proveedor de servicios de Internet o registros adicionales de un tercero, la información almacenada o recuperada con este único fin no puede utilizarse generalmente para identificarle.</span></div></details> <details class="cmplz-category cmplz-marketing" > <summary> <span class="cmplz-category-header"> <span class="cmplz-category-title">Marketing</span> <span class="cmplz-banner-checkbox"> <input type="checkbox" id="cmplz-marketing-optin" data-category="cmplz_marketing" class="cmplz-consent-checkbox cmplz-marketing" size="40" value="1"/> <label class="cmplz-label" for="cmplz-marketing-optin" tabindex="0"><span class="screen-reader-text">Marketing</span></label> </span> <span class="cmplz-icon cmplz-open"> <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 448 512" height="18" ><path d="M224 416c-8.188 0-16.38-3.125-22.62-9.375l-192-192c-12.5-12.5-12.5-32.75 0-45.25s32.75-12.5 45.25 0L224 338.8l169.4-169.4c12.5-12.5 32.75-12.5 45.25 0s12.5 32.75 0 45.25l-192 192C240.4 412.9 232.2 416 224 416z"/></svg> </span> </span> </summary> <div class="cmplz-description"> <span class="cmplz-description-marketing">El almacenamiento o acceso técnico es necesario para crear perfiles de usuario con el fin de enviar publicidad, o para seguir al usuario en un sitio web o en varios sitios web con fines de marketing similares.</span></div></details></div><div class="cmplz-categories cmplz-tcf"> <div class="cmplz-category cmplz-statistics"> <div class="cmplz-category-header"> <div class="cmplz-title" data-no-translation="" data-trp-gettext="">Estadísticas</div><div class='cmplz-always-active'></div><p class="cmplz-description"></p></div></div><div class="cmplz-category cmplz-marketing"> <div class="cmplz-category-header"> <div class="cmplz-title" data-no-translation="" data-trp-gettext="">Marketing</div><div class='cmplz-always-active'></div><p class="cmplz-description"></p></div></div><div class="cmplz-category cmplz-features"> <div class="cmplz-category-header"> <div class="cmplz-title" data-no-translation="" data-trp-gettext="">Características</div><div class='cmplz-always-active' data-no-translation="" data-trp-gettext="">Siempre activo</div><p class="cmplz-description"></p></div></div><div class="cmplz-category cmplz-specialfeatures"> <div class="cmplz-category-header"> <div class="cmplz-title"></div><div class='cmplz-always-active'></div></div></div><div class="cmplz-category cmplz-specialpurposes"> <div class="cmplz-category-header"> <div class="cmplz-title"></div><div class='cmplz-always-active' data-no-translation="" data-trp-gettext="">Siempre activo</div></div></div></div></div><div class="cmplz-links cmplz-information"> <a class="cmplz-link cmplz-manage-options cookie-statement" href="#" data-relative_url="#cmplz-manage-consent-container" data-no-translation="" data-trp-gettext="">Administrar opciones</a> <a class="cmplz-link cmplz-manage-third-parties cookie-statement" href="#" data-relative_url="#cmplz-cookies-overview" data-no-translation="" data-trp-gettext="">Gestionar los servicios</a> <a class="cmplz-link cmplz-manage-vendors tcf cookie-statement" href="#" data-relative_url="#cmplz-tcf-wrapper" data-no-translation="" data-trp-gettext="">Gestionar {cuenta_vendedores} proveedores</a> <a class="cmplz-link cmplz-external cmplz-read-more-purposes tcf" target="_blank" rel="noopener noreferrer nofollow" href="https://cookiedatabase.org/tcf/purposes/" data-no-translation="" data-trp-gettext="">Leer más sobre estos propósitos</a></div><div class="cmplz-divider cmplz-footer"></div><div class="cmplz-buttons"> <button class="cmplz-btn cmplz-accept">Acepte</button> <button class="cmplz-btn cmplz-deny">Desechos</button> <button class="cmplz-btn cmplz-view-preferences">Gestionar las opciones</button> <button class="cmplz-btn cmplz-save-preferences">Guardar preferencias</button> <a class="cmplz-btn cmplz-manage-options tcf cookie-statement" href="#" data-relative_url="#cmplz-manage-consent-container">Gestionar las opciones</a></div><div class="cmplz-links cmplz-documents"> <a class="cmplz-link cookie-statement" href="#" data-relative_url="">{título}</a> <a class="cmplz-link privacy-statement" href="#" data-relative_url="">{título}</a> <a class="cmplz-link impressum" href="#" data-relative_url="">{título}</a></div></div></div><div id="cmplz-manage-consent" data-nosnippet="true"><button class="cmplz-btn cmplz-hidden cmplz-manage-consent manage-consent-1">Gestión del consentimiento</button></div><style id='core-block-supports-inline-css'></style> <script data-category="functional">(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); 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Identificar a su público :

Analice a sus competidores :

Utilizar herramientas de búsqueda de palabras clave :

Tener en cuenta la relevancia de las palabras clave :

Análisis de la larga cola :

Evite las condiciones demasiado competitivas :

Optimización para uso local :

Mezclar tipos de palabras clave :

Adaptar la palabra clave al contenido :

Probar, analizar y ajustar :