The Key To Marketing Strategies – Choose Your Keyword Carefully

A keyword is a word or phrase a web surfer enters in a search engine to locate the subject, product or services they are interested in.  As a website owner that wants attention from these searches, one should layout a keyword strategy which has specific goals.

Define a keyword strategy

More and more consumers are finding businesses online through search engines.  They find these businesses through keywords.  Fortunately, you can optimize your website around keywords that are relevant to your business.  This will increase your chances of getting found by people searching with those keywords, which will drive more and better quality leads for your business.

Keyword search requires continued modification.  It is a process that you must start only if you intend on building and perfecting the results.  Your goal is to bring only those consumers to your site which is relevant to your business.  So, you need tools which help uncover the popularity and competitiveness of certain keywords.  Testing and analyzing the effectiveness of these keywords at drawing the right kinds of visitors is crucial.

Use available on-line tools to find relevant keywords

Google is the king of keyword search since they record more search engine searches than nearly any other company on the planet.  They have created an excellent tool that you can use to discover the right keywords for your site.  There are basically two approaches provided.  Either you can input your existing website URL for recommended keywords based on your existing website.  Or, you can input a word or phrase.  CLICK HERE to get a video explanation of this tool.

Narrow your selection of keywords

Here is the art to the process.  You must now narrow the keywords that someone will use to search for your product using a search engine.  For small- and medium-sized businesses, your keywords are not your brand name.  Instead, think of words that get to the core of what your product or service is about.

Now, you need to do the final selection by choosing keywords based on difficulty and relevance.  Some very general words such as “marketing” or “business” are very competitive, making it harder for them to rank well in search engine results. If you are a small- or medium-sized business, you probably want to choose less competitive keywords, more specifically related to your business. The greater the volume of searches on a keyword, the more competitive it is.  As demonstrated in the video, you can use the Google Keyword Tool to determine the volume of searches on a specific keyword.

Another important factor for picking keywords is their relevance to your business. While some obscure terms might be easy to rank for, they might not be relevant to your business

You should find a balance between relevance and difficulty. Choose 2-3 keywords that match your business well.

Now that you’ve picked your keywords, you should incorporate them into your blog. We will talk more about the process of using keywords in blogs and other places on your website in upcoming sections about website optimization.  However, here are a few things to keep in mind:

  • You have to get on the first or second page of search results.  If you are not on the first or second page of search results, it is almost like not being there at all.
  • Shorter search phrases are searched more often.  Usually more searches occur for “marketing” than for “online marketing” and both of those terms are searched more frequently than “small business online marketing”.
  • It is usually more difficult to get ranked on the first or second page for popular searches.  Because people know that “marketing” is searched more often than “small business marketing”, more people are trying to get onto the results for “marketing” and it is usually more difficult to get highly ranked for the more frequently searched term.

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