Speak their language by using the keywords that they are searching for.
Here are some tips for maximizing the power of keywords for your online marketing and communications.
What are Keywords?
The term “Keywords” may seem intimidating and technical, but in actuality it simply refers to the words people put in the search box of a search engine like Google.
(I like to think of keywords as the “language” of potential clients and other interested people.)
When we speak the same “language” we reduce barriers to communication.
Begin with Keyword Research
Keyword research is the foundation of search engine optimization (also called SEO)
It begins by determining the most relevant keywords for your website and marketing.
Spend some time creating a list of keywords to use in reaching your audience.
When used strategically throughout the site, keywords make it easy for your readers to see you as the perfect solution with the information they are looking for.
Tip #1: Organize Your Keywords
Now that you have a list of keywords, put the similar ones together.
For example, they could be sending the same message, talking about similar products or services, or intended to show the same solutions.
When laid out in an organized manner, the use of the keywords strategically throughout your website or online marketing makes it easy for your readers to move from page to page and find the information they are looking for.
Take the time upfront to organize your keywords and you can lay them out quickly without having to spend lots of time thinking which words go where.
Tip #2: Put the Most Important Keywords in the Most Obvious Places
Connecting with keywords should not be like an Easter egg hunt.
You should take the most important keywords and put them in obvious places throughout your communication.
This means including the important keywords in headlines, tops of webpages and even domain names.
For example: Your homepage is very important in the world of search engine optimization, and is also important to your website visitors.
Tip #3: Keywords Respond to Supply and Demand
When you are looking to maximize the power of keywords, realize that keywords follow the same rules of supply and demand.
Choose keywords with sufficient demand to fit your objectives.
For example if only 100 people in the world are looking for the keywords you are building your online marketing around, building a service empire on this keyword will likely spell disaster!
So look for the keywords that people are interested in, i.e., have sufficient demand for the search terms.
Likewise, the laws of supply and demand apply to competition online as well.
If the keywords have lots and lots of supply, it will make it difficult to separate your business from the pack of others providing similar products and services.
Tip #4: Listen to Feedback From Your Audience
When it comes to keywords, don’t rely exclusively on what sites like Google Adwords say about the best keywords.
Take the time to listen to feedback from your website visitors, customers, followers and clients.
Look at what search terms people are using to find your website.
(Google Analytics is a free tool that helps you assess what terms people are entering to connect with your website.)
You will likely be surprised by some of the keywords that you never dreamed of that connect with your audience.
Tip #5: Repetition is the Key in Keywords
Like all successful marketing, repetition is the key to maximizing the power of keywords.
Use the keywords and keyword phrases that people relate to and use them early and often.
The more you use keywords that connect with your audience, the more likely search engines are to see you as the best solution for your audience.
Now, remember that you still want to keep your online content and web pages readable for real people, not just search engines.
So build repetition by creating more articles, more web pages and more online communication that uses the best keywords for your audience.
Finally, realize that search engines are constantly changing and improving.
These days focusing on providing lots of value while using keywords that connect will help you to maximize your marketing efforts.