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Keywords play an essential role in the success of any SEO marketing campaign. You need to always be on your toes to keep up with the pace. A keyword that might have been relevant a month ago may not carry the same effect today. It is for this reason that you are encouraged to optimize your keyword list regularly.
Keyword optimization is easier said than done. This does not mean that it is an impossible mission. You just need to employ the best practices to make it happen.
1. Consider the customer journey while mapping keywords
When you read exciting content posted by a particular brand, it does not always mean that you are conversant with the products that the brand offers. This is to tell you that not every user is aware of what they want. However, you are still required to target every visitor that shows a slight interest in your content. The buying journey consists of awareness, consideration, and decision stage.
Keywords in the awareness stage should be focused on answering customers ‘questions. As opposed to the awareness stage, the customers have a clue on the solutions they can get to their problems. In the consideration stage, they are just weighing options before they settle for one. The keywords here should show why your product will be the best solution. In the decision stage, you need to lead the customers to make a move. Here, keywords such as ‘buy’ will work best.
2. Be keen on mobile keywords
About sixty percent of search queries come from mobile devices. This means that the more significant percentage of your potential customers are on mobile. It is also worth noting that the keywords used on mobile and desktops are not always the same. It is why you need to pay attention to mobile keywords too.
Long tail keywords can be more prevalent when it comes to mobile devices, which is something that can be attributed to the availability of voice search. They could also be shorter due to the discomfort of using mobile keyboards. If you have a physical store, you might also want to use location-based keywords as most people using mobile devices will be searching for that.
3. Stay updated on the keyword trends
As mentioned earlier, keywords will keep changing. The relevance of keywords fades with time. Also, competition for keywords changes with time. You need all that information before you start using keywords for you to make the most out of them.
You can find tools which you can use to monitor the keyword trends. Failure to do this will only leave you using old keywords that are not attracting any traffic, or ones that your competitors have already ranked for.
4. Conduct a keyword audit
By conducting audits, you will come across keywords that you have listed for before. There are plenty of tools that you could use for the job. Old content is not always as bad as it sounds. You could find a treasure there. You will bump into keywords which were doing good. As much as you do not have to use them as they are in your new content, you can always refurbish them. Conducting an audit will also help you identify the keywords that are not doing much for your SEO so that you do away with them.
5. Long-tail keywords are useful too
Most people tend to forget that the long tail keywords matter too. Remember that voice search has made it very convenient for people to search as opposed to being forced to type. That means that the users are now able to feed the search engines with detailed queries. If you are not using long tail keywords, there is so much you are missing out on. They are overtaking the ones with shorter phrases.