The concept of keywords has been a huge driving factor in the Internet’s rapid growth over the past decade. Keywords are simple words we type in while searching for any sort of information on a search engine, be it a product or service or general query. Americans use keywords nearly 15.5 billion times yearly while performing any kind of search. Not to forget that nearly all of Google’s annual revenue is the gift of the concept of keywords.
This gives a fair idea of their importance in improving business revenues. Webpages are optimized for search by assigning specific keywords to them, hence, it is crucial for any business to choose the right set of keywords. A successful paid search or PPC campaign also requires the right keyword selection considering that keywords significantly affect the ranking of a webpage. Keywords are not just about SEO. They occupy a central position in a company's marketing campaign at its most granular level.
They help identify some critical parameters that affect customer satisfaction. The inability to differentiate the relevant and meaningful keywords reduces the ability of a business to effectively market products or services to their target audience. We mention below 5 ideas to keep in mind while selecting effective keywords to build your online marketing strategy:
1) Focus on Good Phrases: When it comes to search engine marketing, choosing ubiquitous keywords is an obsolete concept. Sometimes the root keyword may not be the answer, for example, if you are selling dog food, choosing keywords like dog or food may not prove helpful. On the other hand, there are people that dramatically overthink the basic keyword research concepts.
In its simplest form, keyword generation should start simply by focusing on what products or services you sell or what the customers want or like in an offering. Answering some basic business-related questions can help figure out useful keywords to use in your webpages. A focus on some general keyphrases that users might be most tempted to type can help chalk out some effective keywords.
2) Avoiding "Vanity" Keywords: There are situations where the root keyword arguably does a good job describing what a business is selling. Someone who owns an online jewelry store may need to use the word “jewelry” in all his marketing phrases, however, to rank highly for the keyword “jewelry” would also be a challenge. In this case, one can benefit from using more specific keywords like “diamond jewelry” or “women’s jewelry”. What one needs to identify are keywords for which competition is less fierce, both from an SEO and a PPC perspective, and which tend to have a significantly higher conversion rate for purchases on the website.
The root keywords are also referred to as “vanity keywords” since they rank the highest when picking a broad term for a particular web search. Every business will be using them in general, so to generate better returns on your SEM investment you will need to pick specific terms that more closely match the services, products, brands or locations that you sell or serve.
3) Using Google's Wonder Wheel: The Google Wonder Wheel can be accessed by doing a search and then selecting "Wonder Wheel" under the filter options on the left-hand navigation. This secret tool was released about a year ago but remains virtually unknown compared with Google's much more visible search tools. What the Wonder Wheel presents is a visual representation of the way that Google groups together keywords. It is also possible to infer the user’s perspective to search terms. This way the Wonder wheel helps in your PPC or SEO keyword search. For example, starting with the search term food, one can see more specific terms like food reviews, comparison of food brands, etc., which can help identify other keywords to focus on. Then, clicking on food brands, the search engine expands that keyword to another hub, with an extended set of keywords related to food and related brands.
This tool, thus, proves extremely helpful in shaping overall content strategies. One can see that ratings, comparison, and reviews are all grouped as closely related to the searched keyword and from a content strategy perspective, it would be a very powerful takeaway to include a heavy emphasis on customer ratings, third-party reviews, and side by side comparisons to help the consumers make their selections.
4) The Value of Repetition: One concern that businesses have is whether it is beneficial or harmful to repeat keywords. Businesses often wonder if they should vary keywords (like mobile phones, cell phones) or repeat them (mobile phones, mobile phone reviews, mobile phone features). The simple solution is to use keywords that might seem synonymous but the associated content is completely different. Repetition is acceptable as long as the meaning of the phrase is sufficiently varied. For example, mobile phone reviews and mobile phone features can be used as extended keywords since they indicate different content types.
Another important thing to remember is that you want to choose keywords that best relate to the content present on a web page and on a website. It would be best to avoid keywords like comparison if the content presented contains nothing related to the comparison. Similarly, using the review keywords would work best only if the content has review pages. Repetition works best when related to the right content.
5) Guiding Your Content Strategy: It is essential to remember that keywords should guide your overall content strategy. An effective strategy would be to follow a circular process i.e., keyword research reflects both what users are seeking and the way the search engines "think" about keywords. To be phenomenally successful, you should leverage the existing needs of users and utilize that knowledge to create the best possible user experience. This will, in turn, benefit your SEO ranking driving more user traffic and a higher ROI.
Apart from these 5 strategies to use while choosing your keywords, a few other considerations include checking the monthly search stats with the Google Keyword Tool, using Google's Wonder Wheel or Wordtracker as a competitive intelligence tool.