Keywords. It may seem obvious, but many people don’t realize the key role that these terms and phrases play in a successful digital brand strategy. Keywords not only help your company identify more clearly what you do and why it’s important, they are also an important part optimizing your online initiatives for search.
While Search engine optimization (SEO) is a popular buzzword, all it really means is improving the visibility of a website or web page on the search engine results pages. This is of course important, because everyone wants their website to be found—what’s the point of having a great web campaign if no one is going to see it?
Keywords don’t just help the visibility of your website, they can help your blog, YouTube videos and even LinkedIn page show up in search results as well. These channels also work as part of an overall keyword strategy.
Wondering how to get started creating your own keyword list? Here are two strategies to consider when identifying and honing keywords:
1. Identify When You Want to Be Found and By Whom
Google algorithms make SEO a tricky process, but the first step towards getting your website or webpage to appear at the top of the list is deciding when and who you want to find your page. For example, since Fusion Alliance offers digital brand strategy services in Indianapolis and Cincinnati, we would like those searching for digital brand strategy in these two cities to find our page. “Digital brand strategy Indianapolis” and “digital brand strategy Cincinnati” might be two keyword phrases that we want to include on our list.
2. Utilize Keywords Your Website Already Ranks For
Analytics reports are great resource for identifying and honing keyword lists. Sometimes it’s hard to get into the mindset of people who are searching for your website. An analytics report can reveal keywords already generating traffic that you might have considered. If these terms speak to what your business does and how you’d like to be found, include them in your list.
Tools like the Google AdWords Keyword Tool can also help you find keywords related to those for which you’re already ranking. This will help you research possible keywords and expand your keyword list.
After you’ve implemented some of the keywords you’ve identified, make sure to revisit your analytics reports to find out how your efforts are paying off.
Keywords: A Worthwhile Exercise
Identifying and honing a keyword list isn’t a once-over-and-done kind of project. Your keyword list should be a living document that adjusts overtime depending on the marketplace, your company and individualized research. With over one million words in the English language (and growing daily) selecting the best keywords and keyword phrases for your company can seem like a daunting task. However, the exercise of identifying appropriate keywords has the potential to enhance everything you do online and improve the reach of your digital strategy.
SOUND OFF: Does your company have a keyword list? How did you identify the keywords and keyword phrases for your company?