Friday, November 14, 2014

The Importance of Keywords in Digital Marketing

Keywords have a huge influence across many areas of online marketing. They help to drive the correct traffic from organic positions in search engines, which in-turn need to be optimised through SEO efforts (white hat only of course). Keywords also form the fundamentals of any pay-per-click activity done across Google, Yahoo/Bing, etc.

Keywords therefore have a big impact wherever they are used online and you should make sure your keyword strategy is:

1. Planned in advance of any major digital work, taking care to analyse and understand the terms and phases your target audience is really using (not just those your client thinks they should use)

2. Incorporated in your onsite efforts, such as: Page titles, Meta Description and body copy (including semantic headings & structure)

3. Communicated to other parties, such as your PR company and external copy writing / translation agencies.

4. Reviewed and updated on a regular basis, to ensure you are still getting the required traffic and conversions. This is an evolving situation after all, where new sites and efforts are always changing.

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