Keywords – The Basics of Digital Marketing

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With the age of technology, the way businesses market themselves and their products is increasingly more complex and involved. As a result, many businesses are implementing both traditional marketing and digital marketing strategies.

Traditional marketing refers to print advertising such as brochures, flyers, and posters as well as paid advertisements in local publications, magazines, newspapers, and billboards. The traditional approach also relies on word of mouth referrals and local events, where businesses can build relationships with community members.

On the other hand, digital marketing leverages digital technologies to market products and services. The primary focus of digital marketing includes keywords, search engine optimization, email campaigns, social media management, and engaging customers to make online reviews. While email, social media, and reviews are more straightforward, keyword and SEO strategies can be daunting for businesses who are accustomed to more traditional strategies.

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The goal of keyword marketing is to reach the right people at the right time – when they are desiring the product or service. An effective keyword strategy ensures that your website shows up when people search online for specific keywords or phrases. Below is a 5 step process that will get you well on your way to establishing an effective keyword strategy.

  1. Make a list of topics and themes that are relevant to your business and the products or services that you provide. Out of this list, create a list of words that you would like to test as possible head keywords. Head keywords are one to two words in length.
  2. Perform research on your head keywords. Search your keywords on and take a look at the related search terms that appear when you plug in a keyword. When you type in your word(s) and scroll to the bottom of Google’s results, you’ll notice some suggestions for searches related to your original input.
  3. Repeat steps one and two with long-tail keywords, longer phrases of 3+ words. While your head keywords will pull a larger audience, your long-tail keywords will likely draw your target audience as they are more tailored to what your business provides.
  4. After you have established a sizable list of head and long-tail keywords, check how your competitor rates for the same keywords. After testing your keywords, choose the ones that will diversify you from your competitors, so that you target a different segment of the market. SEMrush is a great resource to do this type of competitor research.
  5. Trim down on your keywords list even further with Google AdWords Keyword Planner and Google Trends. Without paying for an advertisement, you can gain access to your keyword search volume and traffic estimates, which will help you solidify which ones you want to keep. 

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GBC develops customized digital marketing strategies based on our clients needs. We provide a​ variety of services including social media marketing, paid ads, analytical tools, keyword strategy, search engine optimization, and e-mail campaigns ​to drive sales. To learn more about our marketing services, contact us today!