What’s the big deal right? Some might say that keywords are
a thing of the past. Well, in some ways, keywords do not function the way they
used to. There used to be a time when you probably slammed your website with as
many keywords as possible, thinking this was the best method. Now, keywords
must be used much more strategically.
So why research keywords? This is important to grow new
accounts or existing accounts. By having the correct keywords on your sites, your
price-per-click accounts should increase. Keywords are not a complete way of
the past, rather, having quality keywords are very important to sites.
Looking for Themes
Instead of focusing on finding all the words that describe
an object, try and open new themes about these objects. For example, don’t try
to find all the very specific words that describe striped yellow and black yoga
pants. Instead, branch out and use terms like work out pants, athletic wear,
comfortable pants, stretching pants, leggings, etc. This will help broaden your
themes and hopefully bring more potential customers. However, it is very
important to keep track of these words because you do not just want a bunch of
keywords that are cluttering your page. Some will be detrimental and you want
to get these off of your site. Be careful of very similar keywords already on
your website as these can very likely not be helpful and just clutter your
site.
Monitoring Keywords
It is important to monitor keywords. You can label new
keywords to be able to track what successful new keywords are. The other thing
to monitor is a detrimental response to keywords. This is okay when overall
traffic and production is improved; otherwise, you may want to eliminate the
new keyword that is causing the detrimental response to older keywords. You also
want to track poor performing keywords. You will want to eliminate these
keywords from your site so they are not cluttering your site. This will make
your account stronger.
Duplicate Keywords
You want to be careful you are not duplicating keywords as
they can compete with each other and be detrimental for your site. An example
of duplicate keywords would be “red winter coat” and “winter coat red.” Broad
match keywords are the same words in different order and could potentially be
competing against each other.
Practical Application
1.
Expand on keywords that are doing well
You can develop new themes off of keywords
that are doing well. This will give depth and value to your account. Your top-rated
keywords could give you insight into which root terms will be beneficial for
your site.
2.
Talk the lingo of your customers
It is really easy to talk the technical
talk of the industry, but if your customers do not know your lingo, you could
be speaking a totally different language. Sometimes it is important to talk in
the lingo of the industry, but this will be a case by case basis.
3.
Know your industry
You need to know your industry before trying
to market your products or services. People expect you to know what you are
talking about and being well versed in the industry is critical.
4.
Researching gaps in your traffic
If you can find where there is possible
traffic for your product with keywords, you can place bids on these and
incorporate them into your sites to increase productive traffic to your site.
5.
Research your competitors
If you know what is allowing them to excel,
you can potentially use those tactics, keywords or avenues that will help
generate more traffic and production for yourself.
