Keyword research should be (pun intended) the keystone of your digital marketing strategy. Without it, the digital marketing process is akin to throwing a dart at a map; unfocused, unpredictable, and unlikely to succeed.
Why are Keywords So Important?
Let’s talk about what keywords help us narrow down. First and foremost, they measure how relevant your site’s content is to a specific topic, industry, etc. They also determine the intent of searchers as they use the internet to find information; are they ready to buy with a specific brand in mind or just gathering info on a vague product category? Keywords help dissect the volume of searches specific words and phrases get and thus, help you decide how to target customers you think are likely to convert on your site.
Keyword Research and SEO
Keyword research is equally important for both organic search optimization (better known as SEO) and PPC (pay-per-click). Researching which keywords are most popular among searchers will tell you a lot about which point in the purchasing funnel that customer comes to the web, and what kind of information they hope to find. It will also tell you which terms are real money drivers, likely to indicate ready-to-click consumers, and which terms might seem well-suited but actually don’t convert well.
As SEO tools, the best keywords will help you rank higher and get found more easily online. Keywords that tell both web users and, just as importantly, search engines, who you are and what you’re about can be embedded in your Meta Descriptions, Title Tags, headers, blog posts, and static site content. This is where high-volume keywords really pay off.
Keyword Research and Paid Ads
Likewise, keyword research is essential for planning a successful pay-per-click digital ad campaign. Thankfully, Google offers some really great free tools for keyword research, and many web-based marketing platforms like HubSpot also have a bevy of tools that help you determine which keywords are a good investment.
In some cases, long-tail keywords (i.e. long, highly-specific terms that don’t get a ton of volume) are the best bet in PPC, particularly if the high-volume words are just too pricey to compete with. The only way you’ll know this, though, is by performing an exhaustive research regimen before you ever begin posting ads.
Like it or not, keyword research is integral to any successful digital marketing strategy. It’s not a one-and-done kind of task, either; new research should be performed every few months or at least once a year to ensure the landscape hasn’t changed. Keywords are ever-changing, and so should you be.Does doing your own keyword research sound daunting? We can help.
Synchronicity is your partner in planning a killer digital marketing campaign that gets you found on the Internet and lands you sales.