How important is it to strengthen keywords? I know several companies that have done keyword analysis once, to their credit, but never revisit it. Yet everywhere you look, you see the need for using this information, in:
- email subject lines
- website content
- landing page headlines
- social media posts
- anchor text in inbound links
- banner ads
- press release headlines
- content marketing
- pay per click ads
Over 500 million unique keywords appear on the Google and Yahoo search engine networks. To be successful, HiveMind Studios believes that you should maintain an updated list of a core number of keywords that are relevant to your business. Here’s how to strengthen keywords for inbound marketing.
Basic Guidelines for Strengthening Keywords for Inbound Marketing
- Always keep your customers in mind.
- Categorize keywords that describe your products and services.
- Identify how a customer has indicated specific interest by entering keywords for his/her search.
- Be specific. The more specific you are, the more targeted your leads will be.
- Use marginally related keywords.
- Use keywords for things you don’t offer.
- Describe content not found in your web site. Customers will become frustrated and leave your site quickly if they do not immediately find what they are looking for. It will also damage your credibility if you misrepresent your offerings just to get users to your site. And of course, it wastes your money.
Analyze Your Website
When generating keywords for your inbound marketing, one of the best places to look for ideas is your own website. Here are some suggestions to help you get started:
- Look through all the pages of your site and identify the words that are most relevant and interesting to your customers.
- Review your offerings and use all of your products and services to strengthen keywords.
- Check your web server logs to see what visitors to your site are searching for, and how they navigate around your site.
- Consider what you want your customers to do. Do you want them to become better informed about your product, or do you want them to make a purchase? Strengthen keywords that will lead customers to the desired action.
Use a Keyword Selector Tool
Both Yahoo and Google offer Keyword Selector Tools, which can be an excellent source of new keywords for your business. Hubspot’s own keyword grading tool is also invaluable. They also show the volume of searches over the previous month and illustrate the number of clicks and click charges you might expect to incur in a pay-per-click campaign. Remember, these are only suggestions; they may not be suited to your business and they are not guaranteed to pass editorial review.
Choosing relevant keywords
Keywords can be single words or multi-word phrases that relate to your products or services. A listing for your business will appear when Internet users enter searches related to your keywords. Keywords should reflect what consumers will find on your site.
- Keywords should be based on substantial content offered on your site. For example, links, banners, pictures, contact information or brief descriptions of links are NOT considered substantial content.
- A keyword must not exceed 100 characters.
Combining your relevant terms into new keywords is a powerful technique for increasing traffic to your site. Be sure to check each combined keyword to make sure it accurately reflects content on your site and/or the products or services you offer.
Use the Buying Cycle
Because the customers you will attract to your site will be at different stages of the buying cycle, you should strengthen keywords for inbound marketing and write titles and descriptions to appeal to customers at each stage.
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