How to Use Keywords on Your Marketing Strategy Effectively?
It’s common knowledge that executing an effective keyword campaign is key to generating massive traffic to your site or platform. This is because a massive chunk (up to 93%) of web traffic is from search engines. Also, about 75% of web searchers stay on the first page of search engine result pages.
This means that companies or individuals who don’t put much thought or effort into an excellent keyword campaign will have no returns or yields for their investments in SEO, search engine marketing, and other channels of paid advertisements.
With that said, a well-executed keyword campaign will yield desirable results for the party involved.
So what are the ways to use keywords effectively in our marketing strategy?
Be Familiar with your Target Audience
A good keyword campaign has to be centered on a target audience. The executors of the campaign should be familiar with the habits of the people that constitute their target audience. They should be aware of their educational level, online and offline habits, areas of interest, and other demographics.
Knowing the relevant information, you can develop your content and the best keywords based on the demographics of your target audience. For instance, if your target or niche audience are video gamers, and you’re a gaming platform, you can use keywords relevant to the gaming world.
When your keyword speaks directly to your niche audience, your marketing campaign is likely to yield results.
Don’t Stick to One Type of Keyword.
In the world of SEO, there are three major types of keywords: short-tail keyword, middle-tail keyword, and long-tail keyword. Using a variation of keywords is one of the best ways to use keywords effectively.
Long-tail keywords can be tricky to use because it involves at least four words. Their length makes it challenging to incorporate them into the content. Also, they yield an average search volume, nothing too spectacular.
However, what this keyword lacks in quantity, it more than compensates for in quality. Long-tail keywords are the most targeted kind of keywords, and they offer the greatest chance for conversion among types of keywords. A good example is “the best fitness centers in Manhattan, New York”.
Then there are short-tail and middle-tail keywords. Both are not as specific or concentrated as long-tail keywords, but they yield a much larger search volume. They are also easier to blend or integrate into the content you’re developing. A good example is “best fitness centers” or “fitness centers”.
Using the Right Keywords
To do this, you need to think like your target audience. This will enable you to know the keywords they will likely use to conduct their search on Google. Keyword tools like Google Keywords Planner and Yoast Suggest Expander will help you know the most popular keywords.
You should also be familiar with search intent. For instance, if you’re handling a campaign for a moving company, the keywords you should use will include:
- Nearest moving company
- Moving contractor
- Moving company
- Movers near me
Now, these are the keywords that your target audience will most likely type on the Google search console to locate a moving company. But your keyword shouldn’t be limited to the above options. You can add associated phrases such as:
- Storage of house items
- Packing furniture
If you’ve hit a wall when it comes to ideas of keywords for your campaign, simply take one of the keywords and search on Google. Once the results load, scroll down to where you see related searches.
Aside from helping you with ideas, they can give you helpful insight into how your niche audience search for similar or identical services or products.
Consistent Use of Keywords across Various Channels
The keywords you use are just as important as how you use them. So your keyword campaign shouldn’t just stop at getting the most suitable keywords. It should extend to the creation of quality content. Your content should be keyword-rich, and the keywords should be inserted seamlessly all through the content.
Nowadays, blogging has gained more popularity, with many companies desiring a solid digital presence. Many companies’ websites have a blog section. This blog is the perfect platform for publishing your keyword-centric content.
Frequent blogging on the company’s blog will yield results because it will eventually get recognized by Google. This keeps the search engine coming back regularly to your site, gradually improving your ranking on search engine result pages.
In the process of incorporating your keywords with your content, you should know the appropriate sections of your content to place your keywords. However, making your content keyword-rich doesn’t mean you should splash your keywords everywhere and anywhere you can. That takes your content from keyword-rich to keyword-stuffed.
The appropriate places to position your keyword in your content include:
- Image captions
- First sentence
- Last paragraph
- Meta descriptions
Author’s Bio: Lori Wade is a content writer for cleancommit.io who is interested in a wide range of spheres from eCommerce to web development and new technologies. If you are interested in the above topics, you can find her on LinkedIn. Read and take over Lori’s useful insights!