Effective digital marketing rests principally on increasing the online visibility of the business measurably. Regardless of whether you want your customers to purchase online or visit your brick and mortar store, a robust online marketing strategy is the key to empowering your target audience to discover you, learn more about you, and then feel compelled to buy from you. While there is a lot of advice on various search engine optimization tips, it is important to understand that, the entire set of digital marketing tactics depends on one vital element – keywords.
Why Are Keywords Critical to Digital Marketing?
Regardless of whether a user is typing in a search query into the Google text box in a conventional way or using voice search, they input their requirement using certain strings of words that contain words critical to the search intent, which are called keywords. It is these keywords that the algorithm of Google picks up and uses to deliver results that are contextually the most accurate and relevant to the query. Even if conceptually, this sounds easy, Google needs to employ very complex search technologies that consider a large number of factors, including contextually relevant keywords to deliver its SERPs. This makes it very important for the content management team and indeed the entire marketing team to be conscious and sensitive to finding the keywords that are of the best quality and most relevant to the users. Typically, these keywords will be relevant to the product and the brand and have the capability of being infused seamlessly into the published content.
Researching For the Best Keywords
Before you go off on a hunt for the most powerful keywords, you should know the various types of keywords, which are classified by the number of words in them. For example, usually, the classification is:
- Short-tail keywords: These are normally generic words that try to represent the search topic using just one or two words. Even if they are easy to frame, the number of results thrown up by the search engine will be huge, as they tend to be generic and broad and on many occasions, ambiguous.
- Middle-tail keywords: These are limited to a maximum of three to four words, which makes them more specific and accordingly, the volume of the results also gets reduced.
- Long-tail keywords: They are normally phrases consisting of four or more words that tend to be very specific. Since the query is very detailed, the search volume is also the least.
While it may seem a more reasonable goal to include keywords that generate the maximum results, for digital marketing to be optimized, it requires a mix of all the keyword types. While you can expect the short-tail keywords to be used the most by users, the highest chances of conversion are normally by the long-tail keywords because the searchers know exactly what they are looking for.
Short-Tail Keywords vs. Long-Tail Keywords
The shorter the keyword, the easier it is to initiate the search; however, the search volumes are the highest. With very high competition for the short-tail keywords, it can be extremely tough to get a good rank in the crowd of results. Since the search is not targeted well, there could be a lot of variance in understanding what information the users want. Accordingly, the conversion rate is also very low observes the head of a leading Midwest SEO agency.
The volume of results generated by long-tail keywords is relatively quite low because the searches are very specific. The competition for these keywords is also very low because of their specific focus. Since the potential customers know what they are looking for, the conversions are also far higher. According to https://www.forbes.com, the relatively low cost and ease of ranking well for long-tail keywords make it more worthwhile for most businesses to emphasize long-tail search terms.
If long-tail keywords are more effective, it follows that marketers should be using them far more in their marketing content, however, the real problem is that these phrases are invariably far more difficult to infuse into the content in a natural way that does not give the impression to the reader that you are trying to push sales. It is important to keep in mind that despite the vital importance of keywords in your digital marketing strategy, writing specifically for search engines cannot be your sole focus. While search engines deliver potential customers to you, you have to ensure that your content has to be very good and compelling to convince them that you are credible and trustworthy.
How Do You Find The Best Keywords?
The first step is to get your marketing team together and have a thorough brainstorming session about all the potential keywords that your target audience is likely to use to locate your website. It is important to think laterally beyond the core products and services you are offering to include the problems facing the customer and solutions he may be looking for. Use Google Analytics to find how and why you are getting your current traffic and try to find out what your competitors are doing right. Interview your sales staff to know more about customer intent and even survey as many existing customers as you can to get a better idea of what makes them tick.
Once you have generated a long list of keywords, you should categorize them and then use a keyword research tool to deliver more potential keywords as well as give you the volume of searches for each. Recording everything on a spreadsheet is a good idea as then you can organize all the data in any way you like. Scrutinize your list to identify the keywords with the most potential, keeping in mind the need to have an equitable mix of the short tail, middle-tail, and long-tail keywords for the maximum benefit. Using terms with less competition and using CPC data can help you to refine the list. Having identified the most impactful keywords, the main challenge now is to use them effectively in the content so that it connects with the target audience and compels them to convert intent into transactions. Without getting into the specifics of content management, you should at all times try to ensure that your content is relevant, value-added, current, original, and easy to read and comprehend by the users.
It is very important for content managers to develop a targeted and coherent content marketing strategy that serves to attract and lock in users to your website, encourages them to spend more time on it, and compel them to purchase with powerful value propositions that they cannot ignore. It is as important to develop content that is interesting, entertaining, and valuable to visitors as it is to research, identify, and infuse the most effective keywords into the content for better search engine visibility.