Here’s the skinny on keywords. Keywords rock. They help you target a specific market. They help you accurately define what your business is all about. They help tell Google, and other popular search engines, how to rank your website, and where to place your ads. Keywords are a good thing. However, keyword research shouldn’t be the sole focus of your Internet marketing strategy, or even the main focus. In fact, when you’re too keyword focused, it can lure your good intentioned soul into the world of black-hat SEO practices and tempt you to engage in them. Instead of focusing on keywords, here are some alternatives.
Focus on your Target Audience
Instead of worrying about generating the perfect keyword list, take some time (and I mean a lot of time) to consider your audience. Ask yourself these questions:
- Who is your audience?
- What do they like?
- Where do they search?
- What do they buy?
- How old are they?
- Do they use mobile devices?
- Do they search online?
- Have they purchased online before?
Of course there are other questions to ask, but the point of this example is to get you thinking about whom you are marketing to, instead of thinking about keywords that describe your business well. The more you understand your target audience, the easier it will be to generate an excellent list of keywords that is focused on searchers, rather than just descriptive of your products and services.
Focus on providing Quality
The next item of business is to make sure you are providing quality. The more heart you put into providing quality to your consumers, the better your marketing efforts will be. Make sure your website is interesting, your products are good, your social media efforts are interesting, and your paid search campaigns offer value. Search engines are all about rewarding those websites that are offering people quality with high rankings, so make quality a priority. Even though it will take you longer, you won’t regret it in the long run.
Focus on Content
One way to provide quality is to provide quality content, and to offer that content for free. I recently heard a brilliant online marketer (who happens to sell swimming pools as his main business) say that the average searcher on his website will read through 100+ pages of content on his website before finally making a purchase decision. One hundred pages, folks! That’s huge. Consumers are interested in buying, but they work hard for their money and want to make the right choice. As such, consumers are also researchers. Do yourself a huge favor and make sure you provide your potential customers with the information that they need. Some great ways to do this are:
- E-mail marketing
- Guest posting on popular industry blogs
- Keep your blog updated
- Publish an e-book
- Content curation
- Social media marketing
- And more
For more information on how to build a solid online marketing strategy that really reaches your target audience, contact us today at OrangeSoda. Market research is our jam.