We recently published an article where we explained why we devote so much time in our campaigns to finding the right keywords. The article lays out the importance of selecting the right keywords, how keywords are used by search engines, and how selecting the right keywords can help drive search traffic to your site. Simply put, the difficulty, and opportunity, with keywords is to find some that are relevant in your industry and describe the products and services you offer, while differentiating your content to search engines. If you do this right, you improve SEO for your content, and your website, and get much more traffic. That article has been so well received we decided to make a companion SlideShare to explain the key points. Enjoy.
One of the first things we do when we’re launching a campaign is to search for keywords. Many content and digital marketers don’t give this activity the time and energy it truly deserves. How hard can it be? You pick keywords that are popular in your industry, and that describe the products and services you offer. But that’s only half of the equation. The easy half. The problem is, all your competitors are doing the same thing. Which means the keywords you select may be the same ones your competitors are using. The result? Your content gets thrown into SEO indexing algorithms with nothing to make it stand out. When competing against larger, more established brands with a larger online presence, your ranking for those keywords might put you several pages deep in search results. The difficulty, and opportunity, with keywords is to find some that are relevant in your industry and describe the products and services you offer, while differentiating your content to search engines. With some effort, your brand can rank for those keywords and get found at the top of search engine results pages. In this article, I’ll lay out four keyword selection tips to improve SEO in your digital marketing. By doing so you’ll improve your overall SEO, help your content and brand be found online more easily, and drive more traffic to your pages.