Keyword marketing in content
Keyword marketing is a popular strategy to boost SEO efforts. It is the bridge between the content on a website and what users are searching for on a search engine, like Google. Pages that are properly optimized for keywords and phrases, and also provide useful, high-quality content, will appear higher in the search engine rankings. Keyword marketing is important because it can boost the chances of a website appearing on the first page of results where up to 92-percent of users linger without clicking to the second page.
Keywords should appear in the content on a website, but there are also other areas of a website where keywords and phrases can be effective. Other places to put keywords include:
- Marketing headers and leaders
- Meta content and descriptions
- Title tags
- Alt tags for videos and images
Keyword marketing in search engine advertisements
In addition, keyword marketing is sometimes used interchangeably with keyword advertising. This strategy involves identifying the keywords that are used in the content, and then purchasing advertisements for that content to show up in the search engine results.
These advertisements appear at the top and bottom of search results pages. They are clearly labeled as advertisements, but they appear similar to the other listings on the page. When an ad is clicked on, a fee is paid based on the bid that was placed for that particular keyword or phrase. This type of advertising is also sometimes referred to as pay-per-click (PPC) advertising.
Because keywords are so important, businesses will engage in keyword research to determine which words and phrases will provide the most traffic to the website. A proper research can also uncover uncommon keywords and phrases that marketers may not be aware of. It is important to monitor the performance of certain keywords and phrases. If they aren’t performing well, additional content can be posted with new keywords to see how they perform.
In the past, a simple word or phrase would suffice. For example, a roofing company might have once used “roof” as a keyword. Today, long tail keywords are a good way to ensure a site receives the most relevant traffic, while boosting exposure on search engines. Instead of using “roof” as a keyword, a roofing company may use “metal roofing installation” instead. In addition, location-specific keyword phrases can also be effective, as in the case of a keyword phrase like “Chicago metal roofing installation.” This kind of strategy returns the most relevant results for users, and it reduces competition for businesses wanting to appear on the first page of search results.
Learn more about keyword research and read our blog post “Keyword research: The most important tips and tricks in ten minutes“.
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How keyword marketing translates to success
Keyword marketing works behind the scenes to increase the success of a business or organization. In most cases, it costs nothing to implement, but it can increase sales. The right keyword marketing campaign can increase exposure on search engines, promote traffic to the website, which in turn will raise purchases and conversions.
In order for keyword marketing to be successful, it is important to avoid some pitfalls. One of the biggest is avoiding keyword stuffing. Content should contain multiple instances of a keyword phrase in a natural way. If the use of keywords sounds unnatural, search engines may punish the website and drop it from its rankings. It’s also important to use keyword phrases how they would be searched for, and not how they are described. This will be more important than ever before as voice search continues to increase in popularity.