Over the years, digital marketing has become a staple of business and a necessity for every company’s marketing strategy– no matter their field. How close your website is to the top of search engines directly correlates with how many people visit your website. Which means, if you want to get to the top, organic traffic is the key. So, how do you go about getting more organic traffic to your page, thus landing your website at the top of Google’s search engines results? 

One answer is through the use of the targeted keywords! A keyword’s job is to tell the search engine what content is on your webpage. By using the correct combination of keywords, you’ll be able to shoot your business to the top of Google.

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What are Keywords?

Keywords are the words and phrases that people type into their search engine in order to find the information that they need. Sometimes these searches are very broad and lead to a wide variety of results, but other times the searches are very specific– narrowing down results to exactly what is being searched for. Your chosen keywords need to be able to hit both of these types of searches.

When creating content for your website, you’ll want to incorporate keywords that’ll lead searchers to your website. 

Short-Tail Keywords

Let’s say that a person visits Google and searches for ‘pizza.’ Google will search its engine for websites and articles containing the keyword ‘pizza’ in order to generate a list of results for that search. The results will be broad, bringing up everything from pizzerias to definitions of pizza.

This is an example of a short-tail keyword, also called a generic keyword. These keywords are made up of one to three words and cover a very broad range of topics. They have a very large search volume due to being so broad, and many companies spend large amounts of money to get their website to the top of these keyword lists.

Don’t let this discourage you from using short-tailed keywords though. Their high-volume of searches attract people to your website, even if they don’t cause you to rank first every time.

Long-Tail Keywords

Now, let’s say that same person goes back to Google and searches ‘best home-made pizza.’ The search engine will use this more specific keyword cluster to narrow down the search results. Instead of getting a wide variety of results that aren’t necessarily what they want, they would just receive recipes. 

This is a long-tail keyword, also called a specific keyword. Potential clients will use these when they are closer to knowing exactly what they want, which means they’re closer to their point of purchase. By using these long-tail keywords strategically, you’ll be able to rank in the top results of Google. 

If you are looking to sell a product or service then you should use buyer keywords that pull people into your site. Be sure to make note that keywords are not the only thing affecting if your product is sold or not. It takes a combination of keywords, SEO, and good old-fashioned hard work to be able to rank above your competitors consistently.

Keywords do not always relate solely to the product or service that you are selling. Many companies find location or question keywords to be just as important as their product keywords. Some keywords revolve around general information that people are doing research on. Going back to our pizza example, a few good keywords may be ‘pizza near me’ or ‘calories in pizza.’

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Search Engine Optimization (SEO)

For those who don’t know, SEO is the enhancement of your website quality to entice more traffic to come through it. A perfectly optimized website is the goal of all webpages, and a massive step in achieving that goal is implementing keywords into your content. 

If your business is small or just starting out, focusing on long-tail keywords will typically offer you a higher return on investment. Making sure the wording on your pages are specific and detailed helps to encourage more search engine traffic, especially because you won’t be fighting the larger companies who have ‘monopolies’ over the short-tail keywords.

This does not mean that you should avoid short-tail keywords though! Having a good mix of the two will help increase the likelihood that your website will be seen. You’ll just be playing the long game with your short-tail keywords. 

Finding the Right SEO Keywords for Digital Marketing

A good starting point for finding the best SEO keywords is to use the words that your product or service is generally about. Try to generalize your product to create short-tailed keywords. Brainstorm specific phrases that your target audience would search to create long-tailed keywords. You want to make sure that you can capture the many niche searches that people have, as it can put you over the top. Sometimes a single keyword makes all the difference.

It is also a good idea to to keep a close eye on competitor keywords when you are picking the words you are going to use. If they are using them and those keywords are actively driving traffic to their site, you should probably be using them as well. 

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Keyword Research Tools

Sometimes it can be hard to think up keywords and phrases that your target audience may use. Luckily, there are multiple tools out there that make this step extremely easy! Keyword research tools enable you to find keywords that you may not have previously thought of, as well as other, related keywords.

Tools like Ahrefs allow you to track keyword performance alongside their general use of finding keywords. You can find your domain ranking, explore keywords for various medias, track your position on Google, and do much more!

Other tools like Surfer SEO help to make sure that you are on track with your content and keywords to make sure that you do rank on Google. Using the power of AI, Surfer will create the perfect content strategy and generate keywords that you should be using! It’s as easy as simply clicking a button.

Creating your Digital Marketing Strategy

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You’ve found your keywords, so now it’s time to decide upon your strategy. You should define your target market that you will be trying to reach in order to make sure that you keep yourself focused and on track at all times. Your keywords will revolve around this demographic, but so will your website content. Your copywriting, graphic design, and layout should all reflect the wants and ideas of your target audience. Use their demographics and information to decide how often you should market to them, as well as how you should go about doing it.

When going through the process of creating a strategy it is important to remember that what worked for one company will not necessarily work for you. Take inspiration from other brands, but put your own spin on the marketing strategy. Be willing to try something different or new because, who knows, it may just be the trick to getting your name out there.

Bringing it all Together

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Once your strategy, keywords, and targets have been defined, it is important to actually put them into production. Make sure that you are sticking to using your existing keywords, as well as new ones you may create, in order to get the attention of the search engine. Staying consistent with your keywords will help with SEO, and lead to a gradual increase in site traffic. 

We recommend a combination of organic keywords, increased social media presence, and PPC to make sure that your site receives your desired amount of traffic.

Here at Social Eyes Marketing, we are experts in crafting keywords that convert. We know that keywords for social media, blogs, website content, photos, and other digital marketing content can be very different, and we know the strategies for making sure that your keywords work. To learn more about our digital marketing services, check out our website!