To succeed in the competitive landscape of digital marketing today, there are several advertising avenues that I consider crucial for businesses to explore. Search engine optimization, pay-per-click advertising, and social media marketing stand out as some of the most impactful.
However, prior to establishing your digital marketing strategy, it’s important to conduct thorough research on the keywords that should be incorporated into your campaign. What is the purpose of launching an online initiative if you fail to include the search terms that prospective customers would use to find your business?
Drawing from my experience as the leader of a web design and digital marketing agency, I’d like to share my insights on how to pinpoint the keywords that will enhance your visibility to customers.
Regardless of whether you’re employing a digital marketing agency or managing your marketing efforts independently, it’s crucial to recognize essential industry terminology. Consider the phrases and terms potential customers might use to discover your services. If you’re engaging a marketing expert, provide them with relevant industry jargon and keywords to enhance their understanding of your business. Conversely, if you’re taking on the task yourself, remember that keywords, phrases, and even complete sentences can significantly benefit your campaign.
For instance, if you operate an SEO firm, you would likely aim for your website to appear for keywords related to SEO. In that case, you might incorporate terms like:
• “SEO Company”
• “Search Engine Optimization Agencies”
If you’re looking for a more localized strategy, consider incorporating specific towns, cities, and states where you wish your business website to gain visibility. Examples include:
• “SEO Company in Long Island”
• “SEO Agency in New York”
Alternatively, you can opt for lengthier phrases or complete sentences, like, “Tips for finding the top SEO firms in New York City.”
Utilizing keyword tools can assist you in assessing traffic and discovering new keywords to incorporate into your campaign. There are numerous free and paid keyword research tools available online that can help you identify the most effective key terms for your industry. From my experience, most of these tools require you to enter your business type, then they provide insights for particular search terms along with related terms, traffic estimates, and more.
Exploring businesses similar to yours can also aid in uncovering relevant industry search terms. If you find yourself having difficulty identifying trigger keywords, take a moment to search online for your business type. Review some of the websites that appear among the top search results and observe which terms are frequently used. Typically, if certain keywords appear multiple times within a page, that suggests they are commonly searched.
Once you have pinpointed the keywords and terms that are most pertinent to your business, it’s essential to incorporate them into your online marketing strategy, website content, and social media hashtags. In my opinion, thorough research is never sufficient when it comes to achieving your online marketing objectives. By undertaking comprehensive research and consistently fine-tuning your keyword approach, you can adapt to the dynamic marketing landscape and help ensure your company maintains its online visibility.
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