Last month we discussed keyword mapping. This month we would like to extend that discussion about how keywords are the driving force behind all effective internet searches. How you rank in Google has become critical to your company’s online success. During “The Science Behind Keyword Selection” webinar, an SEO guide for digital marketing professionals, attendees learned how to claim their spot at the top of search engines.
The webinar was broken down into five key elements of effective keyword selection.
1. Competitive Intelligence
The first step in a competitive digital marketing strategy is determining your current keyword strength. It’s important to look not only into your existing keywords but your keyword potential. The best way to do this is with a competitive analysis. Once you have identified who your top 3 competitors are, here’s what you should look for:
- The keywords your competitors rank for and you don’t
- The keywords you rank for and your competitors don’t
- The volume of branded key terms
It’s tempting to want to chase the keywords your competitors are highly ranked for, but those might not always be the best keywords for your own target audience. Use common sense. Don’t chase. Verify.
2. High Volume Keywords
High volume is a very appealing goal. But it’s important to keep in mind that getting to position 1 with less volume will create an easier opportunity to get there. Once you’ve identified your high volume keywords, you have to dive deeper and factor in relevancy and intent before making a strong final selection.
You should always keep the ultimate goal in mind, but it’s even more important at this stage in the selection process. While you filter for relevance, ask yourself the following questions:
- Do you have content on your site that speaks to the keyword?
- If you were a potential customer would this be a keyword worth writing for?
- Is your keyword service or industry related?
Choose keywords that are relevant to your products, services, and content. Visitors are going to skim your website. If they can’t find what they’re looking for, they will leave.
The first step to clearly defining your target audience is by building your customer personas. What is your target audience searching for? In order to find out, your digital marketing strategy should answer the following questions:
- Do we show how we are different?
- Is trust an issue with our service?
- What are customers trying to accomplish?
Once you have a clear understanding of your target audience, you’ll be able to avoid friction and guide customers to easily navigate where they want to go.
5. Keyword Selection
Before making your final selection, ask yourself: will this person buy my services based on this keyword?
Takeaways for search marketing success are:
- It is not just about volume.
- Relevancy is about your customer and what they are looking for.
- Take time to research so your list of keywords is solid and offers a measurable ROI.