Within the digital marketing world, you’ll hear marketers discuss the importance of something called keyword optimization. But what is keyword optimization? Why is it so important? How can you use it to your advantage? Let’s break down these questions to give you a better understanding of keyword optimization, its importance and impact on your company’s online presence, and how, when implemented correctly, it will benefit your digital marketing efforts in a big way.
What is Keyword Optimization?
Keyword optimization, also referred to as keyword research, is the practice of gathering and analyzing key online traffic metrics associated with the performance of the written keywords that appear on your website. The goal is to identify and select the best keywords for your target audience and digital goals. These keywords drive qualified traffic to your website through search engines, such as Google and Bing. The optimization of these keywords comes into play after the research is done and you begin implementing these words into the content on your site, your metadata, and social media posts.
When analyzing your keyword research, it is important to look at the volume (the estimated amount of times a particular keyword is searched for), this helps identify the popularity or potential audience size. The volume will tell you how much that term is typically searched for on a monthly basis. The higher the volume, the more people are searching for that term or phrase. However, not all high volume keywords are of high quality. In some cases, a keyword with high volume may not be the best term to use to optimize your content. When evaluating keywords, you also have to take into consideration the frequency that the word appears on other websites. A broad keyword, such as tennis shoes, may be specific to your industry and have a high search volume, but it will likely also appear on thousands of other websites. When performing your keyword optimization research, it is important to try to find a good balance between the volume and frequency to remain competitive. Lastly, you have to make sure your keywords are relevant to your business. This seems like a no brainer, but it can be easy to get caught up in the numbers. Think about what words your potential customers are going to be typing into Google’s search bar to find your services or business. Note: While industry experts understand KD and what it represents, not all tools have this metric, so it’s better to describe the concepts in broad terms.
Why is it so Important?
Keyword optimization plays a very crucial role in your digital marketing strategy. It helps determine how successful you will be reaching your target audience via search engines. By incorporating high-quality keywords into your content, your pages will rank higher in the search engines, and ultimately drive more traffic to your site. Without keyword optimization, your conversion rate and site traffic may begin to deplete over time. Additionally, if you do a poor job selecting your target keywords, all your efforts and time will end in vain as they will not provide the results you are looking for. If you choose and use keywords your clients aren’t searching for, you won’t be found. Not being found means no traffic, no sales, and no revenue for your business. Through using relevant, high-quality terms, you will see a rise in site traffic and conversion rate.
Keyword optimization is a continuous process. It is not simply a “one and done” task. You will want to keep going back to analyze the data and results periodically, making adjustments and optimizing your content as you go in order to keep growing your traffic and revenue. By continuously researching, analyzing, and expanding your keyword database, your leads and site traffic will continue to improve.
How Can You Use it to Your Advantage?
After you have completed your keyword research and have gathered a list of high-quality keywords ready to use, you can start incorporating them into your online content. This means plugging in these keywords where appropriate or rewriting certain portions of your web content to include them. As you are writing new content for your company, make sure to include these quality keywords into your title or body of the text to increase your SEO. Including these keywords in your content can further benefit your social media presence by using phrases or terms that customers are likely to type into social media search bars. You can also use these keywords to optimize your metadata [link to metadata blog], which will further increase your business’s SEO. As you take advantage of these practices, you will see positive changes reflected in your web analytics results
Implementing keyword optimization into your business’s marketing strategy will greatly benefit site traffic, leads, and sales. We know that keyword optimization can be confusing at times and time-consuming. If you want to learn more about keyword optimization, contact Stellar Blue today! Our experienced marketing team is eager to help you reach your SEO goals.
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