When you own a fashion boutique you aren’t generally going to name it “The Apple Pie Restaurant” are you?
You aren’t going to advertise apple pie at $2 a piece when you are trying to sell fashion. Sure you might bring people to your business this way; those who want to buy a cup of coffee and slice of apple pie, but you probably won’t sell too many dresses, blouses or business outfits (the products you specialize in) this way.
It just makes sense to advertise and talk about the products you sell!
And that’s precisely what digital marketers and search engines like Google want. They want you to advertise and work on getting audiences that are interested in your industry to visit your site. To do that, your goal is to target words, key terms and search terms that relate to your industry, and not on terms that are totally different to the area you work in.
That’s why the search engines have devised and implemented rules that relate to search keywords.
You can’t just target any keyword to get your website listed in the search engines. You have to analyze, choose and work with key terms that relate to your area of business. This way Google and the other search engines will list the site on a page that will bring you relevant traffic that converts audiences into customers. Ultimately it’s this that creates a win-win situation for both you and the search engines.
You advertise using good keywords that bring in more traffic. You get more traffic and the search engines get more of your advertising dollars.
What Does It Mean?
This means that good keyword skills are crucial when working in digital marketing. Marketers need to learn to develop a good list for both their SEO and PPC needs. It is effective keyword research that leads to the topics you should write about and the phrases you should use in the content and in your PPC advertising campaigns. The following are 10 tips to make your keyword research more effective.
- Brand Keywords
Before you do anything else, target those brand keywords. People who are already familiar with your brand are more likely to buy from you. These are the keywords that might not be what the general public looks for. Still it is important to target them, as with more exposure people will begin to recognize your brand. These are the keywords that usually have the most conversions.
- Product Keywords
Get those product keywords down pat. These are words or short phrases that refer to the products you carry. This can be a huge list and the audience that is looking for these keywords is usually still undecided as the action to take. When using PPC for these terms your cost per click will be higher but you can get more traffic and start winning your customer over with your website content.
- Keywords Used by the Competition
There was a time when competitor terms were the terms to go after, but Google has tightened up the quality score requirements, so reasonably priced cost per click advertising can be hard to come by. If you have the budget then you might want to target these keywords and the terms may be very favorable.
These are terms for products or services that are similar to yours, and which people might use to find a product similar to yours. For example, if you sell home wares, you might want to optimize for something like large decor mirrors, whether you carry that product or not.
There is a catch 22 here, as you won’t have the key term on your website and Google won’t give you credit for relevance, so this type of keyword may be more expensive to bid on. But if you are getting large volumes of traffic from doing this, and depending on your niche, then this type of keyword targeting can pay off.
- Associated Keywords
When your products associate with other products, which you may not directly carry, you might want to consider using these terms as you can acquire some conversions this way. For example, if you sell TVs, you might consider targeting TV stands (even though you don’t carry these).
- Audience Search Terms
Here we refer to terms that people search for and which may relate to your industry, service or product. This can be a huge volume of words, so it can be very tempting to target some of these. These types of search terms are lower down on the conversion scale, but they offer a way to touch base with audiences who are passionate about your area of business.
- Build a Seed List
Once you understand the type of keywords you want to target based on your needs you want to create a seed list. This is an initial set of keywords. Write down 6 categories of general keywords then use keyword tools and brainstorm for derivatives of these keywords. Make your list as thorough as possible without getting exhaustive. To help create this list be sure you research your audience to find terms that they use to describe your products or services. Again the keyword tools can help you find this information.
- Refine your keyword list
Once you have a large list of possible keywords refine it and zero in on those that best describe your product or service. You want to eliminate those that are less interesting, or those that make the least sense.
- Filter Out the Different Categories
Let’s say you have 500 audience keywords but only 10 product keywords. You’ll want to drop some of the audience search terms in favor of the product terms. You always want to focus on the categories and keywords that are as closely related to your brand and product as possible as these create more conversions.
- Group Keywords Semantically
As you write and revise your keywords you want to place the possible keywords into semantic groups. For example, words like “Free website creation,” “Make free website,” and “Free website,” are all similar so you want to categorize them under something like “Free Website.” And when you have an extremely large group of semantic words, do consider dropping some of those with lower search counts.
Keyword search can quickly become a very daunting task. You can easily create a huge dictionary of related terms to your industry. Besides being very expensive to target all of these keywords, it can quickly become an exhaustive task that leads to nowhere. That’s why you want to spend a few initial hours conducting keyword analysis to determine which keyword types, categories and terms to target and advertise with.