December 6, 2019

Keyword Targeting : Do it the right way to improve brand visibility

Brand visibility through keyword targeting

Keywords can be termed as one or more words that people use to search for information. In Search Engine Optimization (SEO), such words are added to websites, blogs, meta-descriptions, etc. with the goal of getting noticed by internet users and search engines. The process of using these words to become more discoverable is better known as ‘keyword targeting’.

How does keyword targeting improve the visibility of a business?

Adequate research is required to determine the right set of keywords that will drive traffic to your website. However, it isn’t necessary that you only use the exact location or function of the company as keywords. Targeting trends have changed in recent years, and marketers are learning that it is not always fruitful to target the keywords that have the highest search volume.

It is also essential to incorporate long-tail keywords that have less competition for ranking. This targeting method helps deliver ads to the most relevant audience. By doing this, the cost of ad clicks can be reduced, and resources can be used more effectively.

As an example, a digital marketing agency can reach the most relevant audience by targeting:

  • A user  browsing “Digital Marketing”
  • Anyone on a specific online service page
  • A user who just searched for “Digital Marketing”
  • Anything they wish to (as long as the information can be added to the ad request)

By selecting a small and more specific target group that is neglected by the competition, you can achieve quicker growth through the SEO strategy. Think of keyword targeting as a puzzle game, wherein the keywords and audience are pieces of the puzzle. When you select the audience that matches correctly, your puzzle will be solved.

Keyword formatting

There are different formatting rules for a keyword or keyphrase. Some of them are listed below:

  • Keywords are case-insensitive. This means Digital, digital, diGiTal, and digiTAL are all considered the same.
  • Keywords can only include text and (in rare cases) numbers. Special characters are not accepted
  • There can be spaces between the words. E.g. Digital Marketing Company in Ahmedabad
  • But the spaces after the keywords are omitted. This means that “marketing” and “marketing ” are regarded as the same.

Placement of keywords

A few years ago, most websites followed the practice of stuffing keywords in their content to get the attention of the search engine crawlers. And for a time, it seemed to be working fine.

Today, however, algorithms have changed. In a way, it has become fair, giving all companies an equal opportunity to compete for similar keywords. This is possible by considering the quality of the content rather than just the number of keywords that it has.

There is also a penalty in case of keyword overuse. In such a scenario, even if the write-up is a good one, it gets masked by the fact that keywords have been stuffed into the content. For this reason, following the practice of good keyword density has become essential.

Keyword density refers to the number of times a targeted keyword has been repeated in a certain number of words. For example, in an article of 1000 words, if the keyword is used 10 times – the keyword density is 1%. This is a good density that maintains a balance between stuffing and neglecting.

However, the best practices include ensuring keywords are inserted within the content naturally. It is a good idea to create content in a manner that keywords are spaced out evenly throughout; this prevents the possibility of over-optimization.

Some possible placements for keywords:

  • Title of page
  • Page URL
  • The headline, sub-header and in the content
  • The meta-description
  • Alt-text for images
  • As a hyperlink that links back to your page from other sites

Choice of keywords

It can be a bit challenging to choose the right keywords for your content. Interpreting the search terms that most people will react to is harder than it seems. But it is possible to get a rough idea with these statistics:

  1. What people are searching for currently
  2. The keywords you believe that people will search for
  3. What your competitors think people are searching for

With the help of paid tools like SEMrush, you can carry out research to find appropriate search terms. You can also use other free tools available on the internet. But there is no assurance how precise the information is. These tools show the number of searches made for particular keywords. The volumes are in numbers per month. The competition is also displayed, along with suggestions for related keywords.

Knowing the audience

For SEO, it is crucial to understand how people are looking for the services that you offer. This will help you be more noticeable. This is where keyword research will come in handy.

Keywords are the foundation of any SEO effort, so it is a direct connection of targeting with Search Engine ranking. Digital marketers must consider this fact and focus on the targeting part. Periodically, old keywords must be re-evaluated. They can be replaced with long-tail keywords that can bring not just any audience, but the right people that can be converted into customers easily.

Now that you are aware of the importance of keyword targeting in relation to website ranking, do focus on this factor. Moreover, keywords can be used to optimize a brand’s social media presence as well as marketing for your blogs.

Take the help of a digital marketing expert for improving online traffic and get more conversions.

About the Author

Krunal Soni is the founder and CEO of Thrillax Private Limited, a digital marketing company. He holds expertise in diverse fields. His 15+ years in this field has earned him clients, and their faith in his tactics. His intelligent strategies have put Thrillax among the leaders of digital marketing as per the Clutch report of 2019. A systematic approach, transparent processes, and friendly mentoring have allowed him to prioritize and manage an ideal work-life balance.

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