Whether they are short or long-tail keywords, the words/phrases that you select will provide the foundation for your Internet marketing strategy and offer guidance for your company’s short and long term search and social media marketing campaigns. Like pillars supporting the best architectural masterpieces, your keyword phrases will be relied upon to provide ongoing structure and support, when working to achieve or maintain the top search engine and social media marketing results; both immediately and in the long-term.
Nowadays an increasing number of consumers are using search engines and social media to search for businesses, products and services on the Internet; before making a purchase. Therefore, whether your company’s goal is to increase brand recognition or generate consumer awareness, choosing the best keywords and phrases to represent your company/brand is vital to your search and social success; whether it be locally, domestically and/or internationally.
Using a local bakery as an example:
Located on Pitt Street in downtown Cornwall, next to the courthouse, Riley’s Bakery serves the best lunch sandwiches in Cornwall Ontario. Aside from a sandwich on fresh baked bread, Riley’s Bakery has homemade soup, salads and mouth-watering desserts to eat; from 11 am until 2 pm on Monday to Friday.
In more and more instances, the search engine snippet or social media profile is a company’s first communication with consumers. If utilized to its full marketing potential, this presents the best opportunity to communicate a branded message to a motivated search and social media audience. If successful, businesses should have a search engine snippet and social media profile that showcases the best keywords and/or phrases, in partnership with a well-communicated brand building message.
i.e. best lunch sandwiches
While on the move, more and more consumers are using mobile devices to search for local products and services on search engines and in social media. As a result of this, including local references in your selection of keywords has become paramount to the success of a local Internet marketing campaign. Using keywords like “downtown” and “close to [landmark]” are a great way to encourage social and search engines to return your business’ webpage in search results, particularly for a geographically-specific query like “lunch near courthouse.”
i.e downtown cornwall, pitt street, next to courthouse
Internet marketing professionals know that pay-per-click advertising can quickly get expensive, especially if the proper research is not done and the best keywords are not chosen, from the onset of a social or search marketing campaign. To further target motivated consumers, I recommend including keywords like “eat” and “buy” for example, that denote a sense of urgency to act and are likely to result in immediate action, on the part of the consumer.
i.e. eat lunch downtown cornwall, eat lunch pitt street cornwall, buy fresh baked bread
Synonyms and Similar Keywords
Marketing professionals are becoming increasingly aware of the secret search for hidden keywords approach to keyword research. Paying careful attention to search results can help uncover a bounty of keyword opportunities. For example, in place of the keyword “best,” the Google search engine also accepts “top.” As well, “sandwich” can be replaced with “sandwiches” and “lunch” with “lunches.” With regards to provinces and states in North America, the abbreviations are widely accepted.
So, whether it be brand building, local SEO, PPC advertising or social media marketing campaign, keywords play a very important role in communicating the best branded message; to the ever-growing social media and search audience. As such, it is paramount that you exercise patience when doing your research and use the valuable information you collected, to carefully select the best keywords. Ideally, the keywords you have chosen will effectively communicate your business or brand’s message directly to motivated consumers, at the moment they are ready to receive it. If you have the best lunch sandwiches in town, then tell the Internet audience every chance you get. Just make certain that consumers can find you easily, especially when they are hungry.
My Father always told me: “It takes less time to do it right the first time, than it does to come back and have to do it again”. <– write that down. 😉