Keywords: Selecting The Right Words For Your Digital Marketing
Your digital marketing strategy could make or break your business, and working with the experts can give you the edge over your competitors. Whether you are updating your content, promoting your reviews or creating dynamic campaigns, the keywords you use in your text will make a big difference to potential customers and can improve your SEO significantly.
Many people worry about mastering the use of keywords, and finding out how to select the right words for your digital marketing can simplify the process for you. However, if you would rather spend your time on your own area of expertise, our team at ePresence can handle your keywords and optimise your SEO to make the most of your digital marketing investment.
What are keywords for digital marketing?
Keywords are crucial to conversions. They are the words and phrases that are most likely to help users to find your website and the products or services you offer that are relevant to them. If you want your advertising to reach a wide and relevant audience, and to increase your conversion rate, you should be making the most of keywords across your online platforms. From your own website to social media campaigns and Google AdWords, focusing on your keywords can improve your outcomes across the board.
Of course, as with any form of marketing, keywords can only have a positive impact on your business if used correctly. Finding the right words and using them in the right places is a precise science, and we can help you to get it right and reap the benefits. Here, we explore how to select the right keywords for your digital marketing, and the common pitfalls to avoid.
How to choose the right keywords for your digital marketing
Effective digital marketing requires precise keyword research, so it is worth investing in the process and finding out exactly what your customers are searching for. Here’s how to do just that:
- Consider your audience. Of course, keyword marketing is all about the customer, and identifying the type of words and phrases they are likely to use is a great starting point. You will require a range of broad and specific terms, and this can help to cast as wide – and well targeted – a net as possible. Different words and phrases will have different results as, for example, a word such as ‘shoes’ will get multiple searches but will only return a conversion on occasion, whereas a long-tail keyword phrases such as ‘purple high heeled women’s shoes’ will get far fewer searches but those will have a much higher chance of conversion because the phrase is so specific.
- Focus on relevance. Whether you are building an email marketing campaign or designing a pay per click advert, you should pay attention to the website landing pages that your ads will be directing traffic towards. You should begin by picking out relevant keywords from this copy, and using these to compile a list of the keywords that are likely to be the most effective. Your keywords might be brand terms, which refer to your brand name or trademarked words, competitor terms, including the brand names of competitors, generic terms, which relate to the products or services that you offer, and related terms, which are not specific to your products but may be important to your target audience. This is one reason why successful businesses build interesting content around their specific area of expertise on their websites, and this is a very useful tool.
- Don’t overlook cost. The words you choose will vary in cost, and you will find that competitor names are often the most expensive to use so it is well worth considering the return these are likely to offer. Long-tail keywords tend to be less competitive and less expensive, so this is worth bearing in mind. You should be able to compare the cost of keywords in light of the way they are already being used, and refer to Google analytics to find out which keywords are already being used to find your website online. This gives you a good basis from which to begin using keywords more effectively, and will inform the way you adapt your keywords in the future.
- Include location keywords. Location keywords can be very important, especially if your business is a local one. Relevance is the key with all digital marketing, and making sure the right people see your adverts is crucial. Ensure that your location targeting reflects the areas in which you do the bulk of your business, and you will be able to make the most of your local or national profile online.
How do keywords work?
There are many tools that can help you to learn more about keywords, such as Google’s Keyword Planner, and these will help you to identify the specific high-volume, low-competition keywords that can work best for you. There are many such tools available, and these will allow you to draw up a long list of potential keywords which you can experiment with and select the most relevant from.
It’s important to pay attention to the way in which search engines work, and while they sometimes connect similar terms, they do not always do this. For this reason, you may wish to focus on terms that mean the same and include these in your keywords, for example, if you are using the term ‘financial’, you may also benefit from including the term ‘accounting’, since this is a common variation/synonym.
Search engines have adapted recently to voice searches, which reflect the way people actually speak, rather than the way they type queries into a search engine bar. Keywords and phrases that reflect natural speech are becoming increasingly important. This means that phrases such as ‘is there a good Thai restaurant nearby?’, become more relevant than more traditional phrases such as ‘Thai restaurant in Dublin’, for example, and gives you the opportunity to set your business apart from the competition by quickly adapting to this new format.
The importance of negative keywords
To make the most of keyword marketing, you need to get specific, and this includes the words you don’t want to be associated with. This will help to filter out time wasters and keep your advertising as relevant as possible. This, again, is a precise science, and having too many negative keywords can restrict your potential, so it is worth experimenting and working with analytics tools in order to do this effectively.
Adapt your keywords for success
To use keywords as a successful tool for digital marketing, you will need to engage with the statistics and research tools available to you in order to see the benefits. Getting it right is a careful balance between effectiveness and cost, and using analytics tools, you will be able to find out which terms are returning the best results, and which can be swapped out for more effective keywords or phrases.
You should understand keyword matching, as this can have a big influence on your outcomes, and then you can vary your campaigning to identify whether a broad match or exact match creates better results for you. Exact match options are likely to deliver more specific results, and broad match will return a larger, but less relevant, audience. You may find that phrase matching or broad match modifying is a good middle ground, since these options offer a compromise that is fairly specific but not too tightly restricted. Your keyword marketing should involve experimentation with these methods and adaptation according to the results that are returned.
Using analytics to identify and adapt the keywords that are the most effective for you can streamline your campaigning and make your digital marketing investment go further. Any digital marketing campaign must be measurable, and keywords are easy to track and adapt. This makes keyword marketing a flexible and cost effective method of marketing, and it is worth investing the time in understanding it or working with experts who can take care of it for you.
Make The Most Of Your Digital Marketing With ePresence
Here at ePresence, we work with our clients to improve SEO and streamline digital marketing. Every client is unique, and we will take the time to really understand you and your business before we begin to work in partnership. Our track record is impressive simply because we are passionate about what we do, and we are committed to getting the very best outcomes for our clients, every time.
Whether you are looking for a comprehensive digital marketing service that takes care of every aspect of your online marketing, or an audit of your online profile to see where you could make improvements, our experienced team at ePresence can help. We have the digital expertise and the marketing experience to revolutionise your digital marketing strategy, save you money and create a more effective online profile across multiple platforms, so contact us today to find out more about working with our team.
John Brennan is director of ePresence Internet Marketing. He is an experienced management consultant, specialising in Digital Marketing, Business Development, Product Development and Innovation Management.
Owner/director of ePresence, John also lectures in Digital Advertising and Analytics at Cork Institute of Technology.
John has an Electronic Engineering Degree from Cork Institute of Technology, MBA from University College Cork and Executive Training at Kellogg Business School, Chicago.
Before setting up ePresence, John held various roles such as Software Engineer, Director of Engineering, Director of Product and Program Management, Vice President of Product Development and General Manager in world leading organisations such as Apple, IBM, Snap-on Inc. and FMC.
John combines his technology know-how, management experience and customer focus to help his clients achieve online success.