Recently, the New York Times ran a great article that contained the following quote:
“It hit me like a brick, because I finally understood how you get better search results by creating content around the keywords people are searching for,” he said. “As we become more relevant to Google, our quality score improves in our AdWords campaigns. This enables us to bid lower, yet because we’re more relevant, we pay less per click.”
Keywords have different purposes in Adwords and SEO (search engine optimization) but where keyword relevance (the relationship of a keyword as determined by a search term, to the topic available on the served page) is concerned, they cross paths and become important marketing channels for your business.
Creating that keyword relevance takes a bit of conceptual understanding, so in the interests of creating an easier to read web, take a moment to digest the following instructions:
A Formula for Creating Relevance with Keyword Usage
1. Take the time and choose your keywords very carefully. Using online keyword tools like the Google Adwords Keyword Tool (needs a Google login) and Wordstream, find keywords that meet your requirements for volume (number of people searching on them), competition (websites using this keyword), business relevance, and ease of use.
2. Take the 5 best keywords and let all of your company know about them and what they are for.
3. Use those top 5 keywords in all of your high level taglines, advertising, and social media posting both online and offline. They are part of your branding.
4. Create a longer list of supportive keywords and put variations of each keyword into appropriately labeled groups.
5. Build content around the top 5 keywords, use 2-4 supportive keywords from one or two related ad groups for each 400-500 words.
6. Make sure Google and other search engines know about the good work you have done, carefully search engine optimize each post and the page that it goes on.
7. Then make sure the world knows about the good work you have done. At the very least, build a Twitter following and tell them, then decide where your subject matter belongs and develop a marketing plan for all of your good work.
8. Just say no to copied content, duplicated content and similar content. There are copy checking sites online if you become concerned (Copyscape, the default copy check site of the journalism industry is the place to start).
9. To give all of your work the best chance, make sure and market your authors with profiles and avatars that are connected to their work. (WordPress and Tumblr do a fantastic job with this). If the author information is consistent across profiles and unified in a Google (preferably Google + profile), then Google will find your authors and boost rankings for your content appropriately.
10. Keyword guidelines as given above should also be used in all ecommerce product copy, for all dynamic ecommerce websites, its best to consult with a professional SEO for the best possible placement for your keywords.
Remember, keywords should not be isolated to your SEO (search engine optimization) or PPC (Google Adwords) campaigns. They are your business branding and should be considered everywhere published words are used for your company.
Remember, at FiG advertising, we enjoy creating a beautiful and easy to read experience for your clients! Give us a call and we can help.