One of the most important elements of online advertising is Search Engine Optimization (SEO). While SEO may sound like a scary and intimidating concept, the premise of this is actually very simple. In a nutshell, search engines such as Google, Bing and Yahoo scan your website daily or even hourly for new content. They then index this new content information, so they can appear in the search results and also so that digital users can access your webpages. Basically, search engine optimization is a technique that involves tailor fitting your content in order to improve your searchability as well as foot traffic. But first you want to plan your keywords.
What is a Keyword?
A keyword is a word or phrase that a person types in a search engine field, so he or she can find more information about a topic.
For example, if I wanted to buy a scooter, I might go to Google and type in “scooter for sale.” Now, let’s say you want to buy a scooter in New York, you might type in “scooter in New York for sale.”
It is important for digital marketers to understand how users search for information online, so they can effectively target keywords that would improve their website’s visibility in search engines.
We recommend you use our keyword planner.
Why Should I Use Targeted Keywords?
Choosing the right keywords is a key to online marketing success. It can help you reach the customers you want and get them to visit your website.
To get your ads or websites to appear when people search for your product or service online, the keywords should to match the words or phrases that people use, or should be related to the content of the websites your customers visit, so that you can dramatically increase the chances of your product or service getting discovered by potential customers.
Statistics show that the first webpage displayed on the search engine results page gets clicked on 70% of the time. This means that your website content needs to contain all the relevant keywords that your target audience is searching for, so you can easily get top billing. In order to do this, the first step is to understand how your target audience is searching for your content and then integrating this into your content plan strategy.
Going back to our scooter example: If you choose a generic keyword like “scooter” to promote a Vespa in New York, your ad could appear to people searching for a scooter in Paris or in India. The trick is to be as concise as possible so you can reach the right customers with your ads. In this case, you could choose more relevant keywords like “Vespa scooters in New York” or “scooters for sale in New York.”
Using general keywords makes it difficult for you to reach potential customers, so you will end up losing advertising money and foregoing real conversion opportunities in your market space.
Here are some other tips you should keep in mind when developing keywords or keyword phrases for your landing pages and ads:
Choose your keywords carefully.
Make sure to include phrases that your customers would likely use in describing your products. As for our Vespa example, you can include words such as “Italian scooter, “motor scooter” or “Piaggio.”
The goal is to make sure your keywords are directly related to the theme of your ad and the page you’re directing your customers to.
In your Keyword Planner – Group similar keywords.
Make sure to group your keywords into themes. These themes can be based on your products, services, or other categories.
If you are a car dealer, you can have a group of keywords for “SUV cars” and another group of keywords for “sedan cars.”
Pick the right number of keywords.
While it is important to be as concise as possible, in your keyword planner you should limit your keywords per ad group between five and 20. Having too much is no longer cost-effective, and will only drain your advertising funds.