The SEO game may change from time to time, but one thing that stays constant is the necessity of keywords in site ranking and driving targeted traffic to your website. If you’ve run your business online for a while, you may have a handful of tricks and hacks that you turn to keep your business visible and boost growth.
For anyone just entering the web marketing space, everything can seem confusing. You may not know what to prioritize or even how to do so. Every business coach gives a list of marketing strategies they swear by, and if you’re listening to all these voices, it all becomes very blurry.
While aggressively marketing your service or business is the only way to ensure consistent growth and results, keyword marketing is a silent but powerful way of getting your website noticed. We dare say it is without a doubt the most powerful way to market your site.
How do you use the keyword search to go from obscurity to visibility? By understanding what users are typing into search engines and using this information to your advantage. Keyword search remains the most popular way to find information and products online, and you can learn how to use it to find customers.
Below are 5 strategies that will help you do this.
- Set Clear Goals
What do you want to gain from the search engine campaign? Is it greater visibility, more buyers, or to create a buzz about an upcoming event, launch or product? Each goal may require different keywords and approaches.
To attract more buyers for your product or service, you’ll need to target a very specific set of potential customers: Those who are inclined to buy your product. The keywords you choose for this campaign will, therefore, need to appeal to these customers’ need for the product/solution you have to offer.
If you aim to increase brand visibility, you have more flexibility with the choice of keywords. Since the intention is to bring your business in front of many people, you’re not limited on who these people should be. You can use a diverse combination of keywords to catch the attention of as many people as possible.
If you’re hoping to increase awareness about an upcoming launch or event, you also have a bit of flexibility on who you target. The primary goal is to target people who may be interested in buying the products, attending the event or becoming partners but you’re not limited to only these groups.
Come up with keywords that enable people searching for related items or topics to find you. If you’re hosting a pet care clinic, for instance, you can target people searching for pet grooming products or looking for information on how to take better care of their pets.
- Identify your keywords
This is where the hard work begins but because you have a clear goal in mind, as outlined in step one above, deciding on the keywords to use isn’t as difficult as it sounds.
Come up with a list of the things people in your niche search for. All the major search engines allow you to see the most popular searches. Tweak the phrases to see which other variations are popular and therefore likely to receive a good amount of traffic volume.
Next, engage an online keyword generator to find more concrete ideas. The biggest plus in using keyword generators is that in addition to showing you possible keyword combinations, it gives you comprehensive stats on the popularity of the search queries, level of competition, and alternative phrases you can use in combination for greater traffic.
Compare your chosen keywords with your brand and what you have to offer. Do they mesh? Or are they too unrelated to earn you any real sales? Stick with the keywords that are related to your core business and the solutions you offer.
If you use specific keywords and earn massive traffic only for most of these users to turn away because you don’t offer what they need, it may end up hurting your performance and image. Aim to eliminate keywords that increase bounce rate.
- Combine Short and Long-tail keywords
Head keywords, the short, one-to-three-word keywords draw in the highest traffic. The downside is they’re also the most competitive. You, however, cannot overlook them because of the tough competition because, ultimately, these are what the average user searches for generically before narrowing their search further. So you need them.
What you can do is combine head keywords with long-tail keyword phrases: related keywords that are longer and more specific. With these in place, anyone searching for the exact phrasing you’ve used in one of your long-tail keywords will be directed to your website.
Long-tail keywords are great when you’re looking for fast, short-term results. And you can update your long-term keywords as search trends change, so they stay relevant. Head keywords will give you long-term results and are likely to remain relevant even when the search trends change over time.
- Check Out your Competition
What keywords is your competition ranking for? Do a little research on your main competitors to find out which keywords they’re best ranked for and incorporate these in your keyword search campaign.
In particular, focus on the keywords they may be ranking for which you’re not using. This may be what’s keeping them ahead of the game. Add these keywords to your campaign, and you should begin to see results.
- 5. Stay Ahead of Keyword Trends
Find out what’s likely to be trending in the near future and shape your marketing campaign around these trends. There are plenty of online tools that help with trend prediction. Use them to identify the keywords that will be relevant and begin to incorporate these into your marketing, page URLs and content.
If you do it ahead of your competition, you get a headstart that makes you the more authoritative source of information in question.
When properly optimized, keyword search has the potential to bring in the right kind of traffic: the traffic that converts or buys. These five strategies will help you attract the attention of potential customers and turn them into long-term clients.