As most marketers know, keywords and phrases are a major reason business-based websites show up on search engine result pages (SERPs). Keywords, however, are much more than this. Knowing what keywords say about you is essential for marketing your business and positioning it as high as possible on sites like Google, mobile-based browser apps, and other resources people use to learn more about your brand.
For starters, let’s take a look at different ways keywords affect a business’ overall identity:
- They are used for highlighting blogs, articles, and other publications on search engines. Content build around keywords (more on this later) is an essential skill for you to master.
- Keywords also determine how “positive” Google views business-based pages. The overuse of keywords often leads to negative listings, punishments, and other side-effects.
- Good keywords can help business websites turn visitors into conversions. In terms of online marketing, a conversion is when a visitor signs up for a newsletter, shares a blog, or purchases a product — basically, a conversion is the entire point of the site.
Understanding what keywords say about you is crucial for online marketing. They can be expensive, too, which is why it is important to choose them wisely. For starters, business-based sites need to choose a number of phrases and keywords that broadly define them. A bank, for example, could choose to use select keywords that define its services. It is also useful to combine locations to help with searches. Here is a brief example of XYZ Bank based in Houston, Texas:
- Bank loans in Houston
- Banks in Houston, Texas
- Houston bank
- Affordable bank loans
- Checking accounts
- Banks for Houston students
The keywords and phrases, of course, vary based on a business’ products and services. Think of them as marketing quips that are easy to remember and highly searchable. Imagine what goes on in the head of a consumer before they enter a search on Google: What is it they are looking for? Where are they searching from? What is the most important thing they need to know about your business?
With these questions in mind, you’re prepared to start developing keywords that fit into your marketing campaign.
You can also do some keyword research to see what is popular in terms of search queries. By using Google AdWords or Insights, Google Trends (which lists top search queries based on categories, Microsoft keyword intelligence software, or other keyword programs), you can learn what keywords say about you and your business. These are also great ways to make sure your keyword phrases aren’t overly saturated which could result in A) additional expenses, and B) crowded SERPS.
What To Do With Keywords
Once you have your keywords, it’s time to start building up content and advertising. Content marketing, a new forerunner in digital marketing, is a great system to put into place. By publishing articles, blogs, social media posts, and other content that positions your business in a positive light you can control what people learn about your business through the Internet.
Content marketing, due to keyword ties, mentions to business, and website links, is also a great way to generate conversions and page visitors. It is easy to do and to manage, too, and an affordable/efficient way to enter the digital marketing age on your feet.
Other than content, you can use your keywords for purchasing Google AdWords and other promotional advertisements. AdWords, for instance, is a pay-per-click service that lists certain businesses on SERPs based on keywords. Search queries are matched to Google’s databases and certain sites are pulled up. Keywords like “bank loans” would be more expensive to host, though companies are only charged when someone clicks the link.
Combined, these two strategies are great ways to utilize keywords to their full potential.
The Dangers of Keywords
As mentioned, marketers often struggle when it comes time to actually implement their keyword strategies. Using too many keywords for search engine optimization, for instance, can lead to negative page rankings on SERPs due to Google’s omnipresent algorithms.
To avoid this, online marketers look for ways to minimize overly-promotional content that is engaging, informative, original, and doesn’t over utilize keywords. What keywords say about you, then, say the same thing about your company’s website.
Photo by: Chris Marentis