To grow your business, you have to keep happy both your users and search engines at the same time. Despite writing top-notch content, you cannot make it rank on top results in search engines. Here comes the role of keywords. You cannot make your content work fabulously for your business if you are not targeting relevant keywords. Keywords or key phrases are any search terms people enter in the search bar to get information.
For instance, somebody wants to buy a hair straightener. They will have to type “hair straightener” in the search bar to get a couple of straighteners from different brands.
Every user has its style to find information about the same product. For instance, while you can type “best hair straighteners” in the search bar, your counterparts can type “the best hair straightener combs”. This is why you get multiple keywords to target the same product in Google Keyword Planner. You have to look over the volume and competition level before picking a keyword to use in your content, so you are visible in search results when users make a query using that particular keyword.
Keyword targeting is a process of selecting the relevant keywords to ensure that users find your business using that keyword.
For instance, if you are running an ecommerce selling workout clothes, you can target “workout clothes,” “activewear,” “sportswear” to ensure that whatever the keyword your users, they find your business.
Well, keyword targeting is not merely choosing the keywords and optimising them in your content. It involves much more.
Gather relevant data
Before you choose the right type of keyword in your content, you need to figure out phrases your users are typing into Google to find your business.
You should know the intent of users while using that keyword, for instance, they use it to place an order, they want to know about your product, or they want to compare your product with others to arrive at a decision.
Keyword research can help answer these questions. Try to find out keywords that have the highest search volume and for which web page they are generating revenues. Use Google Analytics, Google Webmaster, Google AdWords, and Google Keyword Planner to know the list of keywords your users are using to find your business.
Once you have got a list of keywords, it does not mean you will use all of them in your content. If you do so, you will have your website outcast because of keyword stuffing. Sit and pare them down to those with the potential to bring more traffic to your website. A good rule of thumb says that you should target keywords with high volume.
High volume keywords have high searches, and hence you will likely get in top results if you target them, but note that you can have a hard time to do so if the competition is high. Scrutinise which keywords your competitors are using. Try to target long-tail keywords because they derive way more traffic than short-tail keywords.
For instance, if you are running a financial company offering instant small loans, it can be challenging if you are entirely relying on this key phrase.
You should target small loans for bad credit or apply small loans in UK instead. Long-tail keywords narrow the search results because they are more specific than short-tail keywords. The best tools to filter high volume keywords are Google Correlate, Merge Report, SEMrush, and the like.
Understand the broad and exact keyword targeting
There are two ways of keyword matching. Broad keyword targeting enables you to target that particular keyword as well as variations of that keyword. It means if you are targeting small loans, it can help you get traffic when the query is made with this keyword or when users type small loans for bad credit and loans for bad credit.
Likewise, if you are targeting shoes as a keyword, it will target variations like sports shoes, high-heeled shoes, hiking shoes, branded shoes, and the like. Exact keyword targeting will derive traffic only when there is an exact match between the keyword you optimised and the keyword your user typed.
Just selecting long-tail keywords with high volume is not enough; you need to optimise your content across all platforms, including social media. While you have to provide content to your users specific information related to health, finance etc, you need to reflect your expertise with your content. Then there is chance, your page will get a higher rank with few high volume keywords.
Focus on search retargeting. It is an approach of targeting the audience based on their previous searches. It involves showing display ads to users who visited your website and left without buying your product. Note that site retargeting is not based on keywords. It aims to target people who are familiar with your brand. Since they have earlier showed interest in your product, they will likely to turn to sales.
Keyword targeting is, of course, not as easy as you think. While picking the relevant keywords, you need to make sure that you know the intent of the user. Once you have chosen all relevant keywords, the next step is to create a strategy for optimising them in your content. While doing all this, never forget that your content plays a paramount role to be in the top results of search engines.