The world of digital marketing is constantly evolving. Among all, keywords are the core elements of Search Engine Optimization (SEO) and play a critical role in determining website traffic inflow and user engagement. However, many companies and marketers are aware of the importance of keywords but do not fully understand effective keyword analysis and utilization methods. In particular, keyword strategies utilizing the latest technology—Generative AI—are still unfamiliar territory for many.

In this article, we will delve into the meaning and types of keywords appearing in Search Console, key metrics for keyword analysis, and innovative keyword strategies utilizing generative AI. Additionally, we will practically apply keyword setting methods through HTML code and explore the SEO optimization effects that can be obtained through this.

1. Introduction

Keywords have meanings beyond just search terms. They play a key role in identifying users' search intent and needs, providing appropriate content, enhancing website visibility, and improving user experience. However, in a changing digital environment and complex user behavior patterns, establishing an effective keyword strategy is not easy.

The Importance of Keywords

Keywords act as a bridge between search engines and users. The words that users type into the search bar to find information on a specific topic or product are keywords. Effectively analyzing and utilizing these keywords can yield the following benefits:

• Increased Traffic Inflow: Optimizing content using appropriate keywords increases the likelihood of appearing at the top of search results.
• Enhanced User Engagement: Content that matches the user's search intent leads to higher engagement and conversion rates.
• Strengthened Brand Awareness: A consistent keyword strategy helps reinforce brand image and messaging.

The Need to Re-examine Keyword Analysis

Competition in the field of digital marketing is becoming fiercer day by day. The emergence of new technologies and tools requires marketers to have more complex and sophisticated strategies. In particular, the evolution of search algorithms and changes in user search patterns have prompted a re-evaluation of existing keyword strategies.

• Changes in Search Algorithms: Major search engines like Google continuously update their algorithms to provide better search results to users. This means that SEO methods that simply increase keyword density are no longer valid.
• Changes in User Search Patterns: The increase in voice search and mobile search has made long-tail keywords and natural language processing more important.
• Emergence of Generative AI: With the advancement of AI technology, new possibilities have opened up in keyword analysis and content creation. Utilizing this can help establish more efficient and effective marketing strategies.

Therefore, it is time to recognize the importance of keywords once again and establish effective keyword strategies by utilizing the latest technologies and tools.

2. What Are the Keywords Appearing in Search Console?

Google Search Console is an essential tool for monitoring and improving a website's search performance. In particular, it is very helpful in establishing SEO strategies as it allows you to identify and analyze the keywords through which users are accessing your site.

Actual User Search Terms

Search Console provides a list of keywords from the actual search terms that users have entered into the search engine and through which they have accessed our website. This allows you to see which search terms users are visiting your site with, and is useful for content optimization and discovering new keywords.

Keywords Based on Impressions and Click Data