Most of us would agree that it’s on US to figure out how to communicate effectively!
But when it comes to online communication such as web-content, blogs, and marketing, too often we go merrily on our way without taking the time to understand how to be an effective communicator online.
It is amazingly simple…
Discover the power of keywords!
Is It a Cupcake or a Specialty Baked Good?
If I baked the most amazing cupcakes, but preferred to call them specialty baked goods in all my web pages, articles, and marketing, would I be an effective online communicator?
The simple truth is when you understand the power of keywords to produce online content is when you are using words that get their attention.
It’s how you “speak the language” of your potential customers, donors and community.
That is why keyword research is an important search engine optimization (SEO) tool that helps organizations makes sense of what their audience is searching for when they go online.
Choose Words That Connect EASILY
It’s not about sounding like a know-it-all!
The use of keywords is about choosing words that connect easily and quickly to the online viewer.
Think of it this way…
If you sell “flooring solutions” you will quickly discover that real people seldom if ever type in the words “flooring solutions.”
Instead, keyword research can show you that people are search for “wood flooring” “carpet installation” or words that are entirely different than what you are using in your web pages!
When you use the words that people relate to easily, you break down the barriers to online communication with your target audience.
Plus…a Side Benefit of SEO!
Plus, when you use the right keywords, you not only become a better communicator, you get a side benefit of being a better solution in the eyes of search engines like Google.
Wondering how to use keywords?
Including the right keywords in your web pages also tells search engines that you are the best solution to share with interested searchers.
Knowledge is power when you are determining how to get found by search engines!
That’s all about keywords in a nutshell.
It’s all about making sure that you are found online and your brand, mission and products connect with online searchers and search engines.
Here are some tips on how to put keywords to work for you:
Tip #1: Create Content That Matches Searcher Interest
Understanding the power of keywords can be thought of as the secret magical key to connection with your audience, but you must turn the key to open the door.
That’s where content creation comes in.
Content creation is just a fancy word for building a portfolio of word-rich articles, web pages, and other ways to connect with your customers, clients, and other people interested in what you offer.
(A little bit of quick keyword research can tell you exactly what people are entering into those search boxes…and the good news is, you can find out by using one of the many free keyword research tools, like Google’s Keyword Planner tool.)
Use this knowledge to create content that matches the online searcher’s interest.
For example, if you are involved in providing clean water devices to prevent disease, your keyword research may show you how to connect with more people by using the following popular search terms, such as: “charity water”, “water facts” and “water crisis”.
Keyword targeting is all about creating content that is based on real searcher interest, and not what you “think” the searcher is interested in.
Tip #2: Build Relationships, Instead of Chasing Celebrity
Have you seen the videos of celebrity prom proposals online?
While these get a lot of views on social media, what are the odds of this “date” turning into a long-term relationship?
Pretty low, right?
The same is true with keywords.
You want to choose popular keywords, but not out-of-reach ridiculously popular,
Because it is extremely difficult to stand out to people and search engines if you choose too popular of a search term.
A “chasing celebrity” type of search term example is “real estate.”
There is simply too much competition to stand out in that crowded field without lots and lots of money and effort.
However, a niche keyword phrase like “commercial real estate with a view in Loveland Colorado” gives you a better shot at connecting with the right people to build relationships for the long term.
Tip #3: To Get Noticed, Choose Popular Keywords
On the flip side, you don’t want to stand out for a search term hardly anyone cares about.
There are keywords that rarely get entered (less than a few hundred clicks a day).
Others show up on thousands of searches every day.
And here is the art of keywords, both of them can mean the same topic and refer to the same thing.
To get a bigger bang for your buck, choose a word that enough people care about.
Be a Better Communicator through Keywords
Being an effective communicator isn’t going to fall out of fashion anytime soon.
And as online communication becomes a bigger and bigger part of how to market your business, increase your donors and build your community, keywords will be increasingly important in the battles for a share of online attention.
Discover the right keywords for you and use them to create appropriate and important content that connects with users about topics THEY care about.
It really is that simple!
Lucy M. Morgan, CPA, MBA