If you boil Internet marketing down to a single starting point ~ keywords are it. They’re where the whole process starts.A keyword is a word or phrase, sometimes called a “search term”, which people, more often than not, use to find information on a specific topic online. People do keyword searches in search engines like Google and Bing, or social media sites like Facebook, Twitter, YouTube and LinkedIn. And to be successful with keywords you need to develop a winning keyword strategy.
Why build a keyword strategy?
Consumers often find information and products online through search engines and keyword search. You can take advantage of this consumer habit by optimising your website and social media profiles around the keywords which are relevant to your organisation and consumers are using to find you online.
In fact its a fundamental rule of Internet marketing, you need to learn the important search terms, the “language” everyone’s using, and then you need to use those same words too, in your marketing.
This will increase your chances of getting found by people searching with those keywords, which will drive more and better quality traffic to your website.
While it’s difficult, and certainly not always intuitive to know exactly which keywords will get the most relevant people to find your business, there are ways to determine the popularity and competitiveness of certain keywords. You can also test and analyze how effective different keywords are in drawing visitors to your site.
As a business professional, you should make sure the right people are finding your business online. In this section, you will learn how to define which keywords will maximize your potential to draw in relevant traffic from search engines.
Keyword research is an ongoing process that should be followed closely. It gives valuable insight on industry trends and product demand. Comprehensive keyword research can help you grow your organic traffic and save you from spending money on pay-per-click (PPC) campaigns such as Google AdWords.
How to create a keyword strategy
Create a list of 3-5 keywords relevan t to your business. Think like you’re using the brain of someone searching for your product online, through a search engine or on social media.
For small- and medium-sized businesses, your keywords are not your brand name. Instead, think of words and short phrases that get to the core of what your product or service is about.
Choose keywords based on difficulty and relevance. The keywords you choose should be based on difficulty and relevance. Some very general words, such as “marketing” or “business,” are very competitive, making it harder to rank well for them in search engine results.
If you are a small- to medium- sized business, you should choose less competitive
keywords, more specifically related to your business (these are commonly referred to as longtail keywords). The greater the volume of searches on a keyword, the more competitive it is.
Another important factor for picking keywords is their relevance to your business. Obscure terms might be easy to rank for, but might not be relevant to your business.