Where You Should Use Keywords in Brand Marketing Strategies
Keywords aren’t merely for optimization purposes in an attempt to appeal to Google; you should also try to implement them in nearly all of your online marketing content in order to attract the maximum amount of prospective visitors. There are many ways for businesses to take full advantage of natural keywords throughout their brand marketing strategies, and even in some of their offline content, as long as they appear natural.
Here are several ways to use keywords in your marketing:
Optimizing Your Website Content
The chief reason you want to use keywords in online marketing strategies is to rank well in search engines. At the same time, you don’t want to over-optimize your content, which could lead to Google misinterpreting the content as spam and subsequently harm your website. There are several aspects of your website’s content that should utilize relevant keywords. This includes meta titles and descriptions, on-page content and even images.
While these may be crucial to your online marketing strategy, there are many other ways to use keywords in content to help improve your overall lead conversion.
Branding & Social Initiatives
Part of what makes a brand stand out is the words used to convey it. Keywords tie into this philosophy as well, and a carefully chosen keyword phrase could effectively promote your brand. The keyword phrase should clearly define what your company does, helping avoid any confusion or uncertainty. Once you have figured out what you want that keyword phrase to be, you should prepare to use it in your brand marketing strategies to optimize your business and attract potential customers.
For instance, you should use it in all aspects of your social media, including status updates that might appear in search engines, profile information (including Twitter, Facebook, LinkedIn, Google+, and others), and hashtags. Your keyword phrase should appear near the beginning of your status updates to help improve optimization. Apart from social media, there are other applications for your chosen keyword phrase.
Finding Relevant Guest Post Opportunities
Guest posts are vital for exposure to your business’s target audience, providing helpful information while simultaneously attracting possible leads to your website. You shouldn’t use keywords to optimize the guest post so much as help you discover the best possible opportunities. Reputable places to submit guest posts will appear among the top results when searching with BuzzSumo, Impactana, or other premium blogging tools. You can easily use them to search for a topic and find posts with large amounts of shares, likes and other statistics that will help you determine if you’ve found the right place to submit a post.
Putting Them in Email Subject Lines
One of the great things about email is that people can easily search through them to find a specific topic. When sending emails to customers, it’s important to optimize them to make searching for the main topic easy. This is particularly helpful if a project is put on hold and someone needs to pick it up again later. A detailed subject line will make finding it extremely simple.
If your website is using UTM parameter tracking, you can make it easier to see how people are discovering your website through the use of a keyword in the UTM_term. Through effective UTM parameter tracking, you can track your links to see source of your ads, the campaign medium, campaign term, content, and the name. Using varying keyword phrases, you could create different ads that reach your target demographic.
Finding Relevant Directory Listings
The early days of SEO saw directory submissions as a simple means to get a large number of keyword-rich links, but the role of keywords in modern directory listings is a little different. Keyword phrases are useful for actually finding the most ideal directory listings, including listings on Yelp, Angie’s List, and many other reputable websites. When searching with the right keywords, Google will list directories that are relevant to your industry and services.
Implementing Keywords in Offline Content
While you obviously can’t optimize offline content such as brochures, you should use them to further individualize and secure the identity of your brand. There are certain things to consider when creating offline content.
First, consider ways you can use keywords in offline content to further simplify the explanation of what your company does, without requiring them to view your website to find out. Second, think about how a brochure or other grab-n’-go literature can immediately appeal to prospective customers with a simple keyword phrase describing your services in the title. Third, other advertising materials such as magnetic car signs can include keyword phrases in a list of services to quickly give people an idea about what your company does, with contact information that people can save for later.
Using keywords offline in these ways can vastly improve your overall lead conversion.
Keywords Can Drastically Improve Your Marketing Campaigns
Working on an effective keyword campaign doesn’t have to have optimization as the primary initiative, and there are even more ways to put keywords to use beyond the ones provided here. However, you should be careful to keep your keyword strategies inconspicuous to people both online and offline, focusing on providing information about your company.
Ben Graves is an online marketing associate at Clickx, performing various SEO tasks for clients in order to help improve their online exposure and traffic, and to help establish them as leaders in their industries. You can connect with him on LinkedIn.