Website owners must continually review and adjust keywords in order to stay ahead of the competition. Here are two simple ways to improve your SEO keyword effectiveness.
Paid Search
Google AdWords is one of the most popular and effective ways to attract customers and increase site traffic. It can increase brand awareness while reaching out to specific customer demographics. However, the consumer’s Paid Search journey is much complex than ever. In fact, every industry or business will have its own unique channel position within the purchase path. According to digital marketing expert Danny DeMichele, website owners often over focus on keyword bidding with regards to Paid Search. As a result, this can disrupt the online customer’s purchase path. Therefore, clickable ads need to reinforce the streamlined path to purchasing. The path should seamlessly integrate the keyword, ad copy and landing page with a centralized message. In the end, use data analytics to completely understand the collective behavior of your online consumers.
Keyword Placement
According to Forbes magazine, using keywords as the primary goal of the digital marketing strategy is no longer effective. This is because over use of keywords may result in penalties or distract the website owner from other important digital marketing strategies. Therefore, content positioning is now equally important as keyword frequency. This means that the actual location of keywords within each page are more important than the actual number of keywords. For example, keywords located in heading or title content are much more important than keyword content located in the middle or bottom of the page. This is a result of Google’s complex site evaluation algorithms and search bots, which determine the purpose of sites based on unique semantic search comparisons.
To be sure, keywords are still important for directing traffic and generating conversations. Streamlining the paid search process and being aware of keyword placement will improve your keyword effectiveness.