An important aspect of digital marketing, especially when it comes to search engine marketing and optimization, is keyword strategy research. Choosing the right keywords is a crucial factor in the success of your search engine campaign and can really make or break you. Let’s look at some of the key factors you should consider when starting your keyword strategy research.
First, what type of keyword strategy are you trying to pursue? If you are trying to convert clicks into sales then you are working towards a ‘conversion’ strategy. If you want to get your name out there and create a brand for yourself you are working at a ‘branding’ strategy. And then of course, you are able to mix the two and consider more of a ‘hybrid’ strategy. If a conversion strategy is your goal then consider the fact that long-tail keywords are more likely to lead to purchases. For instance, someone is more likely to buy when searching for “womens high speed mountain bike” as opposed to just “bike.” On the other hand, if you’re working on a branding strategy, you want to use broader search terms. The broad search terms will work best for branding and impressions. It would be okay to just use the keyword “bike” in this case.
So, once you figure out your strategy how will you measure success? For branding strategies, success is measured by obtaining the #1 position on a search engine. However, for conversion strategies, the #1 spot is not so important. What is crucial is getting the most conversions per keyword. Therefore, you also want to focus on choosing keywords that’ll optimize conversion.
Continuing on that track, it is important to realize that you should pick and analyze your keywords based on more than just high search traffic volumes. Obviously your keywords should be relevant to your business and your landing page. Depending on your strategy, specificity is also another important factor to consider. Also consider your intent. Are you trying to inform people, help with navigation, or are you trying to obtain transactions. Analyzing keywords used by your competition is also often a good strategy to use because it helps you see how others in the industry and succeeding (and even failing).
I think those are some pretty crucial points when it comes to your keyword strategy research and making the most out of search engine optimization. What other thoughts do you guys have? Or any other tips?