Keywords are simply words and phrases that you can use to promote your business, the products or services you sell, and how you describe the benefit and value of what you offer to your potential customers. A keyword can be a single word like “Plumber” or “Dentist”. Or a keyword can be a phrase, often referred to as a keyphrase, and may be something like “trendy restaurants in Austin” or “tree removal services near me”. Keywords are an integral part of your digital marketing strategy, because it controls who you reach once they click on your ad or website link online.
Including the right keywords in your digital marketing strategies makes it much easier for the right customers to find you. You may be asking yourself, so do I just write down a list of the products and services I offer as a keyword or keyphrase and build a list? The answer is no. While you can make your own list, there are several problems that can arise from this approach. Here are a few top reasons why:
Zero Search Volume Keywords
These are keywords that often produce little to no traffic at all. While some may argue they are worthwhile to target in places like PPC because they are low cost and low risk, these are keywords that you certainly do not want to target in places like SEO. SEO takes time to build rankings and costs money regardless of whether people are searching and clicking on your website. You do not want to make an investment in both money and time only to wind up with a few clicks, if any, at the end of 6 to 12 months.
Many keywords can possess multiple meanings. And if you choose keywords that are too generic, or too broad, it will lead to a lot of irrelevant traffic to your website. This not only can contribute to high bounce rates, which can have a negative impact on SEO, but in places like PPC it can be a costly mistake as well. Since you are paying for advertising, spending that money on people who are not interested in your products or services is not a sustainable or wise strategy if leads, sales, and ROI are your priority.
Missed Keyword Opportunities
Humans are not robots, which means we are not programmed to think the same way. How you may search for something online will be different from one person to the next. If you rely solely on your own interpretation of what you do as a business to build your keyword list, then you will miss out on a majority of your target audience. The good news is that you do not have to conduct surveys or ask every customer how they coin the phrase for your product or service. This is where online keyword research tools come in handy!