Search: The Key(words) to Success
Keywords are an essential component of pay-per-click (PPC) marketing and search engine optimization (SEO). In both, keywords play a vital role in the search engines'—and your customers'—ability to find you online.
Keywords represent how your customers view your products, services and brand; which is why, when developing a keyword list, it's important to put yourself in your customers' shoes. Think about the language they would use to describe your business, which may differ from the vocabulary you would use to describe it yourself.
The key to good keyword discovery is to look outside of your current site and marketing materials, and begin to look at your product through the eyes of your customers.
A well-maintained keyword list requires an evolving set of terms relevant to your website. Targeting the right keywords is the first step to driving more qualified customers to the most relevant pages on your site.
How should you go about creating a well-maintained keyword list? These best practices will help you develop a results-driven keyword discovery strategy:
1. Brainstorm Top Keywords
The first step in developing a keyword list for your website is to brainstorm the keywords and phrases (50 to 100) that are most relevant to your business.
Start with the most obvious brand terms—the name of your business and the products you sell—and begin to add terms that describe your core product offerings. Keep in mind that these terms shouldn't necessarily describe what you do, but rather should be geared toward what your target customers are looking for.
If you need a little help getting started, take a look at your analytics package. You should be able to see what terms are currently bringing users to your site.
Review your Web logs. What terms are visitors searching for after they reach your site?