Reeling in Keywords: Discover the strategies and tools to find the right keywords for your digital marketing campaigns, ensuring optimal visibility and conversion rates.
Keywords are the backbone of your SEM marketing plan, conducting your keyword research the right way right off the bat would save you a lot of time and gain you more traffic than you dream of. But how exactly does one conduct a successful keyword analysis? Why are they so crucial in the first place? In today’s blog, we take a deeper dive into this topic and give you a detailed description of the things you need to know before starting your search engine marketing plan. So without further ado, let’s get started.
As we mentioned in one of our previous blogs, every internet user often uses their search engine to ask a question, if you managed to provide a pretty convincing answer to that question, then you got yourself a new customer. Meaning that you should predict which words would these people use to search for the product that you are trying to sell or the service that you are trying to provide for them. The closer you get to the most used keywords, often referred to as keywords with high volume, the more traffic you will gain. There may be a difference in conversion rates between certain keywords and others, and there may also be a difference in cost-per-click (CPC) when it comes to keywords that are more competitive. Consequently, brands are responsible for choosing the right keyword mix to drive traffic and conversions.
When someone enters a relevant keyword, your search ad will be displayed by Google or any other search engine, in the case you were using paid search engine ads methods. But if you were aiming for the organic type of traffic, you will have to implement some SEO to your strategy.
A key difference between SEO keywords and SEM keywords is their intent. Pay-per-click ads are paid for, while organic clicks are a hundred percent free. The focus of SEM is therefore primarily on high-intent keywords that have a high potential for generating revenue through clicks. There's no point in paying for clicks if they don't convert, right?
While SEO focuses on driving organic traffic, its keyword net is broader since its main goal is to drive organic traffic. As long as the words/phrases are somewhat relevant to the brand, there's more variation in terms of keyword variation. Since organic clicks are free, websites tend to cover as much ground as possible when selecting SEO keywords. In addition, organic clicks are free, so websites typically choose SEO keywords that cover a wide range of topics.
● Base Your Initial List on The Target Model:
The first step in the quest to find good keywords is to base your initial keywords list on the target model, which is to categorize those initial keywords by the level of intent they target. This method is highly useful for you in the beginning because it guides you to the most relevant terms for the people that are interested in your product or service.
Mainly, the target model consists of six categories, which are:
These are all the keywords that are most relevant to your product in terms of explaining what it is and what it provides for the customer.
The keywords here are only relevant to your brand’s name. If your brand had a fair share of the audience that will be searching for it by name, these keywords will come in handy for you.
As you conduct keyword research, don't overlook this segment as it makes comparisons between you and your competitors within the same field or business.
When someone wants to buy a jacket, for example, they wouldn’t necessarily use the word jacket, some would type coats, that’s a type of jacket. So in this sense, you should always consider having a list of substitute or similar keywords for the ones you already have.
You can use these keywords to identify related products and services that you think consumers might find useful and which are similar to yours. This could also be something to consider when bidding on keywords.
The purpose of this category is to enable you to target any other term that is not covered in the other categories, but that may be searched for by your target audience. Adding keyword suggestions to this category should be based on what an average customer would think about.
● Find a Good Tool:
When conducting keyword research, having a good keyword research tool is highly recommended. In case you don’t want the help of a professional keyword analyst, of course. Once you find your tool, search for both general and specific keywords, both of them will end up gaining you some clicks if you placed each in the right place.
Create ad groups in your account that group similar keywords to ensure that potential customers will see the most relevant ads, as they can be used to separate keywords that target particular products, services, or categories.
● Filter Through it:
The last step is to go through what you have right now, then start filtering everything and narrowing it down to what you think is the best final keywords list for your business.
This process is much more important than one would think, give it your all and do it wisely. Never hesitate to seek help from professional SEM marketing consultants, it’s an investment worth your money.