Make Your Marketing Speak Volumes With Strategic Keyword Use
Digital Marketing
Dec 13
Keywords are the terms people type into search engines when looking for information. Incorporating these words into your website content helps search engines connect your page to users searching for similar topics, increasing your visibility in search results.
When used strategically, the right keywords can help a business secure a spot on Google’s first page—a powerful position that drives credibility and clicks. Using effective keywords allows businesses to enhance their social media presence, understand their audience’s needs, and gauge brand reputation. These insights can shape dynamic marketing strategies designed to accelerate growth.
Businesses that fail to establish their brand, products, and services prominently in the minds of consumers will find it significantly more challenging to connect with their audience than those that build strong brand recognition. Capturing your audience’s attention begins with choosing the words they would naturally use to describe your product or service. Thankfully, a variety of keyword tools are available to track and measure the effectiveness of your digital marketing campaigns.
How To Know Your Audience
Educate yourself on user intent
Modern algorithms don’t feed off a massive keyword dump like they used to. Best practices today involve helping the algorithm use your keywords to guide your customer in a useful way. You want to gauge user intent in your digital marketing. Think of user intent like this: If someone searches for a dry cleaner, it’s safe to assume the customer is looking for the nearest dry cleaner and not a dry cleaner in another state.
Create a customer persona
The world of usability or customer experience spends hours researching its target audience by creating customer personas. Part of this is deciding on the audience’s language and word choice. When you speak your audience’s language, you set yourself up for success.
Improve Your Campaign Strategy With Keyword Tools
Use Keyword Planner
This Google tool helps you create a list of the best applicable keywords. The Google Keyword Planner tool does exactly what it promises, giving you access to a forecast of how likely certain terms will perform better than others. Once you put in your keywords, a chart will show you data for those keywords such as the average monthly searches and how competitive they are.
Get data on your campaign performance
You can use a conversion tracker data tool to see what is really driving results. Want to know if your ad is working? Want to know if your keyword choices are doing their job? You can add your choice of conversion tracker by adding a tag or a certain bit of code to your site or app.
How To Categorize and Prioritize Your Keywords
Write conversational copy
The number of voice search users in the U.S. is projected to reach 149.8 million by the end of 2024, marking a 2.5% growth compared to 2023. When you create ad copy for a digital marketing campaign, write the way customers would search for the product with a voice search, as many people will search using conversational words.
Use long-tail keywords
Once a customer gets close to purchasing a product after mulling on it and doing some research, they will likely search using a specific phrase so they know where to go. For example, instead of searching for “Coffee near me” they’ll search for “Fair Trade Kenya Maraba coffee near me” to find the shop that sells it by the pound. Details matter here.
Make sure each ad has its own keywords
Each ad needs different keywords because ads must be unique. This might mean taking another look at your creative department. If you’re using Google for your digital marketing, you can create up to 50 keywords to match any ad. It’s best to create specific, short keywords; don’t focus on trying to duplicate keywords because that’s not as helpful.
For example, if you’re a furniture store, you could use “chaise lounge” and “coffee table” to specifically bring people to your online living room section. But a marketing campaign to sell a chaise lounge needs to differ from another campaign about creating cozy living rooms.
Ways To Improve Digital Marketing and Keywords
There are a few items you can get in the habit of doing regularly to boost your keyword efforts, and they don’t take too much time. These include:
-Work to create a user-friendly site because it’s more likely that search engines will pick it up for a higher-ranked display.
-Ensure your keyword research helps build and refine your site in relevant ways.
-Regularly mine your data to see which keywords are working and which aren’t pulling their weight.
-Look at your competitors’ sites to see how keywords and organizations are working for them. With businesses facing an average of 25 competitors in their market, it’s worth your time to check them out.
-Explore the latest SEO trends, foundational principles, and expert recommendations to enhance your strategy and drive more organic traffic to your site.
-Include negative keywords to disassociate your ads from similar topics but not similar products (e.g., your running company sells “outdoor running terrain shoes” at your shop but not “rock climbing” shoes).
Using the right keywords helps your brand strengthen its social media presence, understand your audience’s preferences, and monitor brand reputation. These insights play a key role in creating powerful marketing strategies that drive growth. Without strong brand recognition, it becomes harder to connect with your audience and stand out from competitors. Working with the right keywords and polishing your process may take some time, but following this industry practice will increase the success of your marketing campaigns. The effort truly pays off because keyword matching is one more way we can get the customer closer to what they want.
Ready to update your digital marketing strategy and build your business?
Our experts are here to help.
