![What is a keyword?
A keyword, or a focus keyword as some call it, is a word that describes the
content on your page or post best. It’s the search term that you want to rank
for with a certain page. So when people search for that keyword or phrase in
Google or other search engines, they should find that page on your website.
Let’s say you’ve got a website about pianos: you sell all sorts and types of
pianos. You blog about what to look at when buying a piano and you share
reviews about the pianos you offer on your online shop. You sell digital pianos
so you’ve created a product category page about digital pianos. Ask yourself
this:
What kind of search term do you want to be found for?
Which words do you think people will use in search engines to find you?
What would the search query look like?
Probably [digital piano], right? Because this keyword reflects what’s on the
page best. If you’d have to explain the bottom line of your content, how would
that look? What words would you use? That’s your keyword or key phrase – if it
consists of multiple words.](https://image.slidesharecdn.com/26thclass-200728062433/85/What-is-Keyword-2-320.jpg)
What is Keyword
- 2. What is a keyword? A keyword, or a focus keyword as some call it, is a word that describes the content on your page or post best. It’s the search term that you want to rank for with a certain page. So when people search for that keyword or phrase in Google or other search engines, they should find that page on your website. Let’s say you’ve got a website about pianos: you sell all sorts and types of pianos. You blog about what to look at when buying a piano and you share reviews about the pianos you offer on your online shop. You sell digital pianos so you’ve created a product category page about digital pianos. Ask yourself this: What kind of search term do you want to be found for? Which words do you think people will use in search engines to find you? What would the search query look like? Probably [digital piano], right? Because this keyword reflects what’s on the page best. If you’d have to explain the bottom line of your content, how would that look? What words would you use? That’s your keyword or key phrase – if it consists of multiple words.
- 3. Different types of keywords : marketing defining keywords, Customer-defining keywords, Product keywords & Geo- targeted keywords
- 4. marketing defining keywords Market-defining keywords are terms and phrases your target audience uses when talking about your business or industry. These phrases are usually very broad and generic, so they are often much harder to rank for than others; nonetheless, they are still extremely important.
- 5. 2. Customer-defining keywords Customer-defining keywords are the terms and phrases your customers use to define themselves. What do your customers call themselves? How do they refer to others in their group? These two questions will guide you to uncovering these powerful keywords. This type of keyword is important because it will help you discover others who relate to your target audience. Some may be directly related to your customer base, and others may be in a similar niche. Either way, by using these terms, you can uncover some great insight into how your audience speaks and how you can frame your site in a way that entices them to interact. SEO is much more than just search; it’s about creating a connection. Customer-defining keywords will help connect you with those who want or need your product or service. By understanding how your audience defines themselves, you can create better content, build more contextually appropriate links and build better, more authentic connections online.
- 6. 3. Product keywords Product keywords describe what you sell. When listing out and researching these terms, be specific. For example, if you sell computers, use the brand names as well: Dell laptop, MacBook Pro, Surface Pro and so on. This will help you uncover some great opportunities and prospects who meet very specific niches within your target customer segment. In most spaces, you can find smaller segments that are very devoted to a particular brand, style or type of product. Within these segments, you’ll find product enthusiasts who are normally more likely to take action when approached for linking and brand building. Product keywords are great for use on your site and a great starting point for creating targeted content for your blog.
- 7. 4. Industry thought leaders Industry thought leaders are individuals or groups within your market segment that are known, respected and set the tone. These are the people everyone else knows, and if they don’t, they should. While these keywords won’t be in your home title tag, they are very helpful for your outreach efforts. Industry thought leader terms will help you uncover PR and interview opportunities that can attract targeted traffic to your site. Some great places to look for experts, if you aren’t sure who they are, include Amazon, Google, Facebook and Twitter. Connecting with them on social is great way to join the conversation, add value and even learn more yourself. The more you get to know the experts, the better you will be able to position your offering.
- 8. 5. Competing company names Competing company names are useful in uncovering how others report on and treat companies similar to yours. These terms are similar to industry thought leaders in that you won’t be using them for on-site optimization. Using competing company names, you’ll be able to see who has covered your competition in the news, on forums and blogs — and you can dig into their reviews to get a better idea of what you are up against.
- 9. 6. Related vertical keywords Related vertical keywords are terms within your target segment ecosystem. These terms can range from suppliers to customer industries, but they need to have a clear connection to your primary audience. These terms are helpful in uncovering new prospecting opportunities, as well as helping you build a strong community of like-minded individuals. Related vertical keywords can help you “cross-pollinate” your link outreach and community-building efforts. By tapping into closely related niches, you can expand your message to others who may be interested but just don’t know much about you. With this new information, you can create helpful content and space to bring the two communities together.
- 10. 7. Geotargeted keywords Geotargeted keywords are key for your local rankings. According to Google, “50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on a computer/tablet did the same.” Defining your geotargeted keywords will help you target local prospects, groups and events your company can engage with and/or sponsor. Local SEO is a powerful way to grow your reach and influence in your own backyard. If you have a brick-and-mortar business, local SEO will drive targeted traffic not just to your site, but to your store as well. When doing research on geotargeted terms, don’t just stick to your town or city. Expand your territory to include neighboring areas. If you live in a larger city, break down your geo terms into neighborhoods to capture an even more targeted segment.