subject: Refining You Keywords For Online Marketing [print this page] Now that youve started your online marketing campaign, youre probably wondering how you can make it more effective and make the most of your spending. The first (and possibly even the second and third) thing that you should look at are your keywords.
Effective keywords are essential to your online success. The keywords though arent seen by your consumers, they effectively define your company in the internet space. On-page content, meta content, SEO efforts, search engine marketing, and everything else depends on your choice of keywords.
Zeroing In
Look at your marketing campaign and analyze the keywords that are performing well and those that arent. If SEO Vancouver is working much better than SEO Company in Vancouver, you know where you need to focus. Do away with non-performing keywords and focus your efforts (and your money) on those that deliver.
Theres No Wrong Way
The beauty of managing online marketing lies in the ease with which you can make changes. Unlike traditional media, you dont have to commit to a particular vehicle or mode for any duration. The same goes for keywords. You can also run a test campaign if youre unsure of the effectiveness of the keyword. At the end, stumble around a little bit, but make sure you learn from your experiences.
Dont Refine the Keywords
For blogs and websites with regularly updating content, it is often an effective strategy to not change keywords that are working for you. Instead, make sure you incorporate those keywords into your content for better search engine results.
Though this strategy works for certain types of sites, it only offers short-term benefits. By ignoring your brand (or website) keywords for those that are purely more profitable, you might find yourself losing your identity and it wont work in the long run.
Use Google Tools
Whether youre using Google AdWords for your campaign or not, you can use Googles tool to help you analyze your keywords strategy. With the basic inputs of CPC, search volume, etc. you will be able to determine the competition that you have for each keyword and the amount that youll have to pay to get onto the first page.
Analyze Your Competition
Based on your research with the Google tools, you can figure out who are your strongest competitors online. They might not necessarily be the same as your brick and mortar competition. Figure out their strategies and the campaign dynamics that they use. Whether you want to emulate them and compete for the same target audience or attempt to carve out a different niche for yourself, you will be in a better position to decide after an analysis.
Let me leave you with a few words of caution that youve probably read and heard many times before, but they are important enough to state again. Build your content for the humans and not the machines. The Google algorithms are smarter than you and I, and they will know when they are being duped into promoting a specific page or site. With the heavy penalties levied by Google, that can only end badly.
