Keyword Marketing Posts from the Internet Marketing Blog
In casual conversation, the terms "keyword" and "search query" are often used interchangeably, but there is actually a difference. So what is the difference between a keyword and a search query? A keyword is sort of like the Platonic ideal of a search query – it's an abstraction that we extrapolate from multiple search queries.
A search query, the actual word or string of words that a search engine user types into the search box, is the real-world application of a keyword – it may be misspelled, out of order or have other words tacked on to it, or conversely it might be identical to the keyword. As search marketers, what we target are keywords. In SEO, we target these abstractions by optimizing on-page content (using the keywords in URLs, title tags, bo... > Read more
A couple of weeks ago Larry Kim gave a webinar on keyword research, revealing his three-step process for discovering keywords. You can watch a recording of the webinar, as well as view the slides, below. You'll learn:How to dominate a search category for your brandWhy keyword niches are more important than single keywordsHow to apply your keyword research in on-page SEOAnd don't forget to sign up for our next webinar, Improving Quality Scores, on Wednesday, May 18.
Webinar: Winning with Keyword ResearchTo try the keyword tools demonstrated in the presentation, take a test drive today! ... > Read more
We recently put together a Keyword Research Kit that includes a lot of great resources for anyone doing keyword research and marketing for either SEO or PPC applications.The Keyword Research Kit is a completely free resource available to download. The kit includes:The Keyword Research Cheat Sheet – This PDF offers a bird's-eye view of what keyword research is, what it isn’t, and why it’s important.
This cheat sheet is helpful for quickly orienting those new to the concept of keyword research, from first-time hires to executives.Keyword Monitoring Worksheet – This tool allows you to plug in your keyword data every month and monitor trends in your rankings, traffic from SEO, and ultimately how your organic search engine marketing efforts are helping to drive your business.The Ultimat... > Read more
Once you've thought through your PPC geo-targeting strategy, how do you go about effectively building out an AdWords keyword list for local PPC? This is a tough question because the same keyword tools you use for generating generic keyword lists are often insufficient for local keyword research (I think this is a particular frustration with UK advertisers).
So what's a local business to do? Step One: Generate Keywords (Make an Educated Best Guess) Since a lot of keyword tools struggle to unearth local keyword suggestions, I find that you want to rely less heavily on them. That said there are a few tools that can be useful here: Aimclear had a great post on ScrapeBox, which is a really nifty tool that can give you some suggest data from various IPs. Google's insights for s... > Read more
When my wife turned to Google to look for the best possible Tinkerbell costume for our daughter last month, she contributed to a sharp uptick in Halloween costume search volume: Businesses and product lines like Halloween costumes have really obvious seasonal demand fluctuations. Even things like heating oil are intensely seasonal.
If I'm an e-tailer on Black Friday understanding my query volume by time of year is really intuitive and seems like a no-brainer. But what if I sell software?Why You Would Care About Keyword Trend Data?The reality is, even for a SaaS company or someone selling a B2B product there will be some seasonality in your business. Things may slow down in July and August with vacations and may become sluggish again in December. If you can identify these trends at the... > Read more
When we think of keyword research we usually don't think beyond search engines. However, keyword research has applications beyond SEO and PPC. Another online marketing discipline it applies to is email marketing -- albeit with a different angle. Keywords are everything to email marketers. Choosing the right words to put in an email message can make the difference between campaign success and miserable failure.
Keyword research is applicable to nearly all aspects of an email message: Sender Name It starts with the sender. You don't want your email to be seen as coming from an anonymous person or a source that isn't trusted. Putting the right sender name in your email software is a vital aspect of crafting an email marketing campaign. Most email marketers go for branded keywords here, usuall... > Read more
This article provides a refresher on the difference between high-volume and low-volume keywords, the pros and cons of each, and the factors that can help determine whether or not a low- or high-volume keyword phrase should be bid on in your keyword advertising campaign. High-volume keywords These keywords are search terms that have a large search volume.
In other words, many people are querying these terms on Google, Yahoo and Bing. One example is the keyword phrase “computer repair.” AdWords shows that worldwide there are 823,000 Google searches for this phrase each month. The pros of buying high-volume keywords include: More people will probably see your ad. More people will probably click on your ad. More people may buy your product or service. These are some... > Read more
By now every web marketer knows that each page of a website should target a well-chosen and researched keyword phrase (whether or not they follow through on this strategy!). But many people skip the keyword research step entirely when it comes to blogging. It's a wasted opportunity, because keyword-optimized blog posts can help you both now and later: Blog posts allow you to target hot, trending topics that wouldn't be worth devoting permanent site content to.
You can capture search traffic while that keyword phrase is popular, and let the post get buried in your blog archives once the trend is over. Blog posts, especially how-to articles, make great evergreen content that not only ranks quickly but can continue to rank well and pull in traffic for months and years to come. Here are just... > Read more
Keyword optimization (also known as keyword research) is the act of researching, analyzing and selecting the best keywords to target to drive qualified traffic from search engines to your website.Keyword search optimization is a critical step in initial stages of search engine marketing, for both paid and organic search.
If you do a bad job at selecting your target keywords, all your subsequent efforts will be in vain. So it’s vital to get keyword optimization right.But optimizing keywords isn't something you do ONLY at the outset of a search marketing campaign. Ongoing keyword optimization is necessary to keep uncovering new keyword opportunities and to expand your reach into various keyword verticals. So keyword optimization isn't a set it and forget it process. By continuously perform... > Read more