What are keywords and how do they relate to digital marketing?

Keywords Overview #

Keywords are words or phrases that people use when searching for something on search engines. In terms of digital marketing, they’re the terms that you want to rank for in search engine results pages (SERPs), as ranking highly can drive more traffic to your site.

For instance, if you’re a wedding planner, you’d want to rank for keywords like “wedding planner in [your city]” or “best wedding planner for small weddings.”

To learn more about keywords, have a look at this article by Moz.

How to find the best keywords for your business #

Identify Your Niche #

Understand the specifics of your business, industry, and audience. What are the unique aspects or elements that differentiate your products or services from others?

Brainstorming #

Start by creating a list of basic keywords related to your business. For a business selling handmade candles, this might include “handmade candles,” “artisanal candles,” “soy candles,” “scented candles,” and so on.

Use Keyword Research Tools #

Tools like Google Keyword Planner, SEO Actionz, SEMRush, Ahrefs, Moz, and others can provide detailed data on keywords including search volume, competition level, related keywords, and more. This will help you identify which keywords have a good balance of high search volume and lower competition.

Study Your Competition #

Look at which keywords your competitors are ranking for. Tools like SEMRush and Ahrefs can help you analyze your competitor’s keyword strategies. You might discover some keywords you hadn’t considered.

Consider Searcher Intent #

This refers to what a user is likely looking for when they type a query into a search engine. Keywords can generally be categorized into informational (looking for information), navigational (looking for a specific site), transactional (looking to make a purchase), or commercial (looking to compare products before making a purchase). Make sure your chosen keywords align with the correct user intent for your business.

Long-Tail Keywords #

Don’t forget about long-tail keywords, which are longer, more specific keyword phrases. They often have less search volume, but they also usually have less competition and higher conversion rates. For example, “handmade lavender soy candles” might be a good long-tail keyword for a candle business.

Location-Based Keywords #

If your business serves a specific geographic area, use location-based keywords. For instance, “handmade candles in Austin” would be important for a local candle maker.

How to use keywords #

Use Keywords in Content #

Once you’ve identified your keywords, incorporate them into your website content, blog posts, product descriptions, meta tags, URLs, and any other online content. Remember to use them naturally – keyword stuffing (i.e. just pasting your keyword into every part of your article you can) can harm your SEO.

Evaluate and Refine #

SEO is an ongoing process. Regularly evaluate the effectiveness of your keywords and adjust your strategy as needed. SEO tools can help you monitor your rankings and see how changes to your strategy affect your results.

Remember, SEO is a long-term strategy. It may take time to see significant results, so patience and consistency are key.

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