Digital Marketing is all about getting your brand seen across online platforms, of which search engines are considered most predominant. When it comes to taking advantage of its potential to boost your brand’s visibility organically, Search Engine Optimization (SEO), is the way to go.
There are many articles about creating SEO campaigns, and the technical things that your SEO team should work on to fully enhance your initiatives. However, having the most suitable keywords and proper optimization of such is paramount to achieving your goals. Here are a few tried-and-true ways for you to be able to choose the ideal keywords for your SEO initiatives:
- Identify your brand. As marketing practitioners, having a solid understanding of what your company offers and how you want your brand to be perceived is the first step in brand awareness initiatives, including SEO. Your brand identity will always remain at the core of your campaigns.
- Stay current with the industry keywords. Being updated with the SEO practices of the industry your organization belongs to is always a great way to stay within or above the competition. Watch the latest keywords trend in your industry and help those keywords gain traction for your benefit. Companies who are open to learning from competitors’ strategies and approach help elevate not just their own businesses, but the industry as a whole.
- Put yourself in the shoes of your target audience. A sure-fire way of getting relevant keywords is to think of what your audience would likely search for in relation to what you provide and adapt your keyword choices accordingly.
- Brainstorm: think outside the box. Bounce off ideas with your team of experts. Every suggestion is valid, as those that may not be ideal today may prove valuable in the future. You can also make use of keyword planning tools to get suggestions and search volumes.
- Focus on a niche for better results. You’ll soon realize that getting your keywords is not enough. The next step is to narrow down your choices to a specific niche, such as industry, or more commonly, location. The tradeoff of doing this is that the keyword may turn out with lower search volumes, but you’ll rank higher on searches that are looking into your specific niche.
Once you have identified your keywords, you can leave it up to your SEO team to work on improving your rankings through on-page and off-page optimization. Study the data, work on the results, understand that some campaigns take longer than expected, and identify further courses of action to improve your initiatives. As you gain experience, you’ll figure out that it’s easy for the campaign to improve and evolve once you have identified the ideal keywords.
About the Author
Kel Abueva is the resident “Search Maestro” of Eastvantage. He started his digital marketing career as an SEO content writer and has been in the industry since 2016. He has since branched out to other areas of digital marketing including SEM initiatives, social media management, internal marketing support, and other projects including supervising SEO reporting.
Eastvantage offers scalable marketing support solutions to help businesses grow.