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Keyword Optimization: A Cornerstone of an Effective Digital Marketing Strategy

27 Mar 2020

Keyword optimization refers to the three-stage process that plays a major role in your digital marketing strategy. Optimizing keywords within your webpage content can help boost click-throughs from the search listings and can drive qualified leads from search engines to your website.

Three Basic Categories of Keywords

An effective digital marketing strategy involves content planning built on keywords that can be easily found when searching on search engine sites. The different types of keywords are the following:

  1. Short-Tail Keywords

    Search terms consisting of one or two words that are very generic, broad, and not very specific. They yield a high search volume but it’s very difficult to rank your content short-tail keywords alone. Think of this as a scatter shot approach to add your site to the endless list of sites that also target this generic keyword – it gets you in line but it alone won’t get you noticed. 

  2. Long-Tail Keywords

    These are search terms consisting of not less than four words and can go beyond because they are more specific and targeted. It yields lower search volume but competition level is also minimal. Back to our standing in line analogy – the long-tail keywords are that killer outfit that turns a more than a few heads while you stand in line.

  3. Mid-Tail Keywords

    These are search terms consisting of two and four words, enough to lend them specificity and clarity but not too precise to yield a low search volume. So you’re in line (short-tail keywords), have been noticed (long-tail keywords), and are now chatting up those who’ve noticed you. 

Where can you put your keywords for maximum impact?

  • Title Page
  • Meta Tags
  • Content
  • URL
  • Image File Paths
  • Link Anchor Text
  • Social Media Postings
  • Directories and External Listings

Why Keywords Are the Key to The Success of Your Digital Marketing Strategy

  1. Helps your target audience find you

    When searching on line, people use different words, phrases, and terms to get answers to their questions or to satisfy a particular need, curiosity, or preference. You need keywords that best reflect your brand and business, and that will lead those searching directly to you. A site without properly established key words is like a URL written on a bathroom wall – ineffective to the point of useless.

  2. Improve leads and sales

    The main objective of using the right keywords is to obtain qualified leads that will increase conversion rates (sales). An effective digital marketing strategy rests on keyword choices that can turn website visitors into paying customers.

  3. Streamline marketing efforts

    Taking time to perform keyword research is vital for creating content that will be seen or even go viral. Optimized content is the cornerstone to an effective digital marketing strategy.

While keyword optimization is a fundamental part of any overall digital marketing strategy, there are other important factors that can ensure its success. If you need more insight on how to improve your own digital marketing strategy, our ClinkIT Digital Marketing Solutions experts have the right tools to help you. Contact us.

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