Keyword Strategy | How it matters for marketing success
Keyword strategy drives the way SEO works and content needs to be phrased
Keyword strategy when formulated according to how users ask questions on search engines can help to maintain better SEO services for websites as well as for mobile applications since voice search is gaining popularity on mobile devices.
Keyword strategy has become important as users now choose to ask more specific queries. Though most queries are in short phrases of a minimum of two to four words, the longer questions, that use complete sentences are now gaining ground. This poses a challenge to website development, as marketing strategy now involves SEO, WordPress SEO and advertisements that hold the relevant keywords for PPC services. More than ever the need is felt to focus on content and how it phrases keywords so that when the relevant phrases are searched your website features in the search results.
Keyword Strategy why it is important
You might know the phrases that are relevant to your business or which define your brand. However, the question you must ask yourself is whether searchers are using the keyword phrases you have targeted or are they using other keywords to find what they want to know. These keywords could not be specific to your brand but to your industry also.
Good marketing is all about knowing what keywords are being used by the searcher for your type of business, industry or service. You will definitely know the volumes of traffic you receive for targeted keywords. Have you ever tried to change keywords to see if they have increased volumes or lowered it? This is important as website developers need to update their keywords as how people search continues to evolve.
Knowing what keywords are targeted may be important but how you phrase them is equally important. Generic keywords are now showing a downward trend and more specific keywords are being used for searches. Users want information and answers which targeted keywords might not provide. Marketing strategy whether through SEO, home page content and advertisements now focus on content phrases and answering what users want to know rather that targeted keywords.
Keyword Strategy and how to formulate it
Unless searchers are punching the very same keywords that you have used on your homepage, your SEO strategy might not really be getting you the kind of traffic you want. So how can you increase traffic? You need to find out the keywords that the customers are using for the kind of business, industry or technology you wish to market. There are a number of ways to find how customers query and formulating your keyword strategy around what customers ask could lead to better results.
- Emails, chats and phones can provide you data about the kinds of questions customers ask, what their main concerns are and what they would like to know. Based on the data find out what content, relevant to the customer, is missing from your website and upgrade your content accordingly. The marketing team knows the importance of SEO and that is why collecting this data from customer care can help them get the effective keywords that users are searching for.
- Product reviews can give you leads too. Sometimes customers have queries about the product that you would consider unimportant. However, if there are a number of comments relating to the same issue you could do well to build your content based on what users want to know about your product.
- Forums and communities serve the same purpose as these places offer real-time communication. Formulate your keyword strategy around what people are saying about your industry or service on forums and the questions they are asking. This is a good way to improve your product and services too!
Keyword Strategy and natural language
Whether keywords are short or are longer phrases does not matter because the number of searchers who use short keywords or longer phrases is split half and half. However, what has become more relevant is that people are now using more natural language when searching and even use whole sentences to find answers to their specific queries.
Suppose we take ‘travel destinations’ as a keyword but searchers are more specific as they do not want all travel destinations but could instead search for ‘travel destinations that are in the mountains.’ Headings that have the word ‘how’ in them are likely to be found more by search engines as ‘how’ is one of the most often used keywords when answers or information is required. Keywords on PPC services are often long-tailed as compared to other keywords as this saves you money and adds power to online marketing strategy .
Trends now speak of keyword phrases that use natural language, being used by searchers more as compared to fragments that were used earlier. Naturally, the best keywords are those that not only use relevant keywords or brand names but also use other phrases associated with the business or industry you wish to market.