Our economy has moved online and those businesses that can’t be found online will be challenged to succeed. Keywords are the building blocks that are fundamental to every journey that results in our landing on a website.
Here are some ways that keywords are deployed.
1. For Search Engine Optimization (SEO)
This is the most obvious–we need keyword research to optimize for organic search. Organic search is what we do a gazillion times/day; we key a word or phrase into a search engine such as Google, hoping to get an answer to our question. SEO helps Google bots crawl and index our websites to rank on search engine results pages (SERPs). One of the ways that search engines decide what to rank is by crawling for keywords that show the relationship between the user’s search query and the content on a corresponding website.
2. For maximizing content strategy
We’ve all been told about the relationship between SEO and content. Without content on your website, strong SEO will not follow. Building a comprehensive presence in the online space means updating your website and social media sites with fresh content.
“Effective content strategies start with keyword research,” says Search Engine Land columnist Nate Dame. “Modern keyword research provides significant insight into what audiences want and need.”
Content should have a relationship to keywords
Every single piece of content on your site—a 300-word blog post or 5,000-word white paper, should be related to keywords that strike the right balance between high search volume and competition. To keep in mind: Maybe you did keyword research four or five years ago when you created your website. It might be time to redo this. Google changes its algorithms some 500 times/year and this affects search terms and competition.
3: For Paid Campaigns/Pay-per-Click (PPC)
Paid campaigns–PPC ads, display ads, remarketing or social media campaigns–are also keyword focused. Paid search is an auction where you bid on individual keywords
Keywords once again are the building blocks that make up ad groups, and these ad groups are the basis of campaigns. If your keywords have low search volume, then your ads are going to get little or no traction. If your keywords aren’t relevant to your target audience, you won’t be attracting the audience you’re courting–completely wasting your marketing dollars.
The bottom line: Keyword research is ground zero for all search marketing campaigns
But more than that, identifying your keywords and using them throughout all of your online communications is critical to their success.