MAGIC OF KEYWORDS
WHAT IS KEYWORD
Keywords are used by Web surfers to describe what they hope to find when performing a Web search. This statement of a real-time want/need has not gone unnoticed by Web marketers, many of whom have tried to benefit from keyword advertising buys and/or search engine optimization.
IN SIMPLE A WORD USED IN PERFORMING THE SEARCH ACTION
.Say you want to know about something you open Google what are the steps you do to find the answer?
1.Simply type the query in the search box
2.Get relevant websites related to your query(SEARCH ENGINE RESULTS)
3.Click on a website
4.The you get the answer to your query.
SO HOW DID THIS MAGIC HAPPENED?
THE QUERY YOU ENTERED IN THE SEARCH BOX
This query was your “KEYWORD” for search engine.
WHAT IS KEYWORD IN DIGITAL MARKETING?
The word which is used by the web surfer to get the result of his search in SEARCH ENGINE.
EXAMPLE– A customer who wants to buy a PEN he go enters in google search “BUY PEN” this becomes the keyword for his search On the basis of searched keywords, Google will display the search results. Hence, it becomes very important to understand what are keywords in digital marketing and their importance in SEO.
The goal of businesses is to get discovered on the internet. People use search engines to find about products and services. And, a digital marketing strategy for a business is successful if it is discovered.
Keywords are the core of SEO.
Keywords are the basis for the digital marketing campaigns and are not just restricted to Search Engine Optimization. They are the backbones building for your digital marketing and a very important On-Page SEO factor.
The First Step to Greater Search Engine Traffic
By identifying and optimizing its web content for high volume keywords such as “inexpensive industrial widgets,” a firm can increase its volume of search engine traffic in a systematic way, and capitalize on the demand represented by those keywords. Keyword research that is incomplete, flawed in its methodology or not undertaken, will undercut search engine traffic volume.
When someone does a search on google, google displays results ranked in order of how relevant the web page is to the keywords used by the searcher. these are organic results – and the higher a page ranks, the more people click on it. So, if the widget maker can get its web page that talks about “inexpensive industrial widgets” moved up from page 10 of the search engine results to page one for searches on that term – those 100 visits a month might increase to 1,000 or more. the primary marketing discipline that focuses on improving organic search visibility is called search engine optimization, or SEO.
When someone does a search on google or bing, the search engine company also displays advertisements that relate to the search term being used, positioned above or alongside the organic results. pay-per-click advertising, or ppc, involves managing campaigns that serve up ads for keywords (anywhere from handfuls to millions) that relate to a firm’s products and services. So, if the widget maker’s ppc campaign includes “inexpensive industrial widgets,” it increases the pool of potential clicks by as much as 10,000 a month. If the campaign ignores this term – it reduces the click-through opportunity to zero
TYPES OF KEYWORDS–
To know which types of keywords will work best in your strategy, you first need to know all of your options. Use this post as your go-to resource for the types of keywords you should know for SEO and SEM:
- Targeting keywords
- Keywords by length
- On-site keywords
- Google ads keywords
- Buyer keywords
Types of Targeting Keywords
Targeting keywords are the phrases and terms tied to your industry, offerings, and audience.
The types of keywords included in this category are:
- Market segment keywords
- Customer-defining keywords
- Product keywords
- Branded keywords
- Competitor keywords
- Geo-targeted keywords
Market Segment Keywords
Market segment keywords are generic keywords associated with an industry or brand. They are terms a target audience uses to search for general information within a vertical. Terms may be broadly associated with an industry or more defined for niche marketing purposes.
Example: branded watches
Customer-defining keywords are search phrases that identify a specific subset of customers or audience. In these searches, customers use words or phrases to define themselves.
Example: New model of watches for men
Product keywords are terms related to specific brand offerings. These types of keywords are phrases that directly reference a company’s products or services. Brands should have a keyword strategy for each of their products and services so customers and prospects can find their offerings through search.
Branded keywords are search phrases that include a brand’s name or other branded terms. These types of keywords may include only the brand name or the brand name along with a product type, product name, or another descriptive search phrase.
Example: Fastrack time with perfection.
Competitor keywords are types of keywords that target brand names of competing businesses, products, or services. It’s beneficial for a brand to research competitor keywords because it gives the brand an opportunity to attract a similar audience of interested, potential buyers.
Example: For Fastrack, a competitor keyword could be Titan adding you a new style.
Geo-targeted keywords are search phrases that identify a location. Searchers who use these terms are looking for results that are near them, or in another area they are interested in.
Example: Tampa running shoe store.
Types of Keyword by length
There are three types of keywords described by their length:
- Short-tail keywords (also known as head, broad, or generic keywords)
- Mid-tail keywords
- Long-tail keywords
Head Keywords or Short-Tail Keywords
Head keywords, also known as generic keywords, are popular, broad search terms that have a very high volume of search traffic. These terms are usually one or two words, and they are very competitive to rank for.
Example: running shoes
Mid-tail keywords fall between head keywords, which have a high volume of traffic but are highly competitive, and long-tail keywords, which have a small volume of traffic but with less competition and higher conversion rates. These terms are usually two to three words and are slightly more descriptive than generic head keywords.
Example: best running shoes
Long-tail keywords are the longest search terms and are very targeted to a specific topic or audience. These terms typically have low search traffic and are low-competition keywords, which makes them easier to rank for. Because they are more specific, they generally have higher conversion rates than head and mid-tail keywords.
Example: best running shoes for bad knees
Types of On-Site Keywords
On-site content keywords refer to the types of keywords in SEO that are used to create content like a new blog post or landing page. These types of keywords are:
Related or LSI keywords
A primary keyword is the main term you target on a webpage. Each page of SEO content should have one primary keyword assigned to it. The page should follow keyword optimization best practices to send clear signals to search engines and readers that the page is about that keyword. Following these best practices will help improve your search traffic and rank for that content and keyword.
Example: women’s latest watches
Related Keywords or LSI Keywords
Related keywords or LSI keywords (latent semantic keywords) are terms or phrases that are semantically related to, or variations, or synonyms of, a primary keyword. They are used to support a primary keyword in a piece of content. Each webpage should be assigned one primary keyword and three to four related keywords that give additional context to the page, which helps search engines understand and better rank the page. You can find related keywords using Alexa’s Competitor Keyword Matrix or Keyword Difficulty Tool.
Example: If the primary keyword is women’s latest watches, then related keywords could be,women’s latest watches reviews, women’s latest watches sales, and best women’s latest watches.
Types of Google Ads Keywords
There are certain types of keywords in Google AdWords (now known as Google Ads) that you will use to create targeted ad campaigns.
These types of keywords include:
- Broad match keywords
- Phrase match keywords
- Exact match keywords
- Negative keyword
Broad Match Keywords
A broad match keyword is a search term you target in a Google Ads search campaign. When a term is set as a broad match keyword, it tells Google to show your ad for any search that is a variation of that keyword. The ad will show if someone searches for a similar phrase, singular or plural form, misspelling, stemming, synonym, or another related variation of the broad match term.
Phrase Match Keywords
A phrase match keyword is a specific search phrase you target in a Google Ads search campaign. When a term is set as a phrase match keyword, it tells Google to only show your ad if a search query includes the exact phrase.
Exact Match Keywords
An exact match keyword is a specific keyword you target in a Google Ads search campaign. When a term is set as an exact match keyword, it tells Google to only show your ad if the search is extremely closely related to the exact match keyword. Words that fit this criterion are misspellings, singular or plural forms, stemmings, abbreviations, reordered words, paraphrases, or closely related words with the same search intent of the exact match keyword.
Negative keywords are phrases or terms that you intentionally exclude from search campaigns within Google Ads. They are variations of broad match, phrase match, and exact match keywords that you tell Google to stop including in your campaign. These Google Ad terms are set as negative keywords because they don’t closely relate to the ad copy, target page content, or offer associated with the ad. They may be semantically related, but they don’t connect with the ad concept.
Types of Buyer Keywords
Buyer keywords are the terms a searcher uses when they are looking to purchase a product or service.
There are three types of buyer keywords:
- Informational keywords
- Navigational keywords
- Transactional keywords
Informational keywords, or “know” keywords, are terms users search for when they want to find general information about a topic. Searchers use informational keywords when they are in the awareness phase of the purchase funnel.
Navigational keywords, or “go” keywords, are terms users search for when they want to visit a website for a specific brand. Searchers often use navigational keywords when they are in the consideration phase of the purchase funnel. They are researching different brands to see which offers the best solution to their problem
Transactional keywords, or “do” keywords, are terms users search for when they are ready to make a purchase. Searchers use transactional keywords when they are in the conversion phase of the purchase funnel. They already know what they want to buy, and they use very specific buying keywords to help them find the right place to make their purchase.
Knowing the fact that keywords place a key role in SEO, one would love to use them in a proper way. In order to use keywords, you must discover the best keywords for your website or blog. This process of finding the relevant keywords for your website is known as Keyword Research.
The research starts by listing down the keywords related to your domain or the keywords for which you want to rank. For example, if you are Bun Parottas in Mumbai, you would love to be discovered when someone searches for “Bun Parottas in Mumbai” or “Best Bun Parottas in Mumbai” and so on. Make a list of such phrases.
The next step is to find out how feasible it is to rank for the keywords listed by you. There might be other competitors who are already ranking for some keywords.
So, how to identify this and how to proceed?
A keyword research tool comes to rescue.
There are several keyword research tools like Google Keyword Planner, Moz Keyword Explorer, Ubersuggest, etc.
You can also use Google search result suggestions & Google Trends for the research.
Today, people rely on Google for everything, which means they use keywords to search for products and services. If you don’t include those keywords on your website’s content, online audiences won’t find your website. Since your brand’s visibility is dependent on these keywords, conduct comprehensive research to find target keywords. It would disclose your target audience, search intent while boosting sales and profits.