The Key to Keywords

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Keywords is a topic (strangely) not talked enough about in concern to Search Engine Optimization.

Keywords are a list of words or phrases that are relevant to your product or service. The aim is the sit down and work out a list of keywords that best represent your business. The best way to start is ask yourself the question “what would a potential customer of ours type into a search engine to find our type of product or service”?

If you were a business that sold baby clothes for example, your keyword list might contain: ‘baby clothes’, ‘jumpsuit’, ‘newborn’, etc.

This list is based on your own intuition and understanding of your own customers and is certainly a great start.

However SEO experts take a deeper view. There are tools available that make it possible to see records of all the searches that are conducted online between any period of time.

With these tools we can see not only the amount of people who searched for ‘Baby Clothes’ but we can see what keywords and phrases these people searched for before and after putting that term in. This allows us to view what really are the most popular terms in that category without the need for intuition or guesswork.

And let me tell you for every client that we conduct this process for there are always surprises.

For instance we may discover that in fact most people use the term ‘Infant’ rather than baby. Therefore we should change our keyword list to include ‘Infant’. Or it might be that we discover there is a lot of traffic around ‘baby gifts’ and yet not many other websites are targeting this term. Again this would be added to our list.

As with many things when it comes to Keyword research it’s true that what you don’t know, you don’t know. But a bit of time spent on Keyword research around your product or service can be a roadmap for all future content and ongoing marketing strategies.

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