In the vast ocean of internet content, keywords serve as the lighthouse guiding potential customers to your website’s shores. Whether you’re using paid Search Engine Marketing (SEM) or relying on organic Search Engine Optimization (SEO), your business’ success online heavily depends on your choice of keywords. But how do you select the right ones?
We have previously shared quick tips for improving your search engine rankings, given a basic overview of SEO and SEM, and provided tips on using SEO and SEM to grow your business. I encourage you to check out those articles to get up to speed if this is unfamiliar territory for you.
Today’s blog post demystifies the process of keyword selection, offering essential strategies to identify and refine the SEO and SEM keywords that will connect your business with its ideal audience.
Let’s dive into the art of keyword selection and set the course for your digital marketing success.
The Art & Science of Selecting SEO & SEM Keywords
Keyword selection is more than just picking terms related to your products or services. You need to consider the deeper connection between your offerings and the needs of your customers. To do so, identify the keywords that are relevant to your products and services and match them to the search intentions of your target customers.
Keyword Relevance
The cornerstone of effective keyword selection is relevance. Keywords must closely align with both your business’s offerings and the specific needs or problems of your target audience. This alignment ensures that the traffic driven to your site is not just substantial but also meaningful. In other words, you want keywords that would bring visitors to your website who are genuinely interested in what you have to offer because they are your most likely potential customers.
Keywords must closely align with both your business’s offerings and the specific needs or problems of your target audience.
To identify relevant keywords, start by describing your products or services in simple terms. Then, consider the various ways potential customers might search for these offerings online. Remember, the goal is to think from the perspective of your customers, using language and terms they are likely to use.
Understanding Search Intent
Search intent, or the reason behind a search query, plays a pivotal role in keyword selection. You should aim to not only match the words of a search query but also ensure that your content satisfies the searcher’s underlying intent.
Generally, search intent falls into four types:
By understanding and targeting the search intent behind keywords, you can tailor your content to meet the specific needs of searchers.
- Informational search intent
The searcher is looking for information.
Example: “What is SEO?” - Navigational search intent
The searcher is trying to find a specific website or page.
Example: “Digital Agility Media blog” - Transactional search intent
The searcher intends to make a purchase or engage in another specific online activity.
Example: “Buy organic coffee online” - Commercial investigation search intent
The searcher is considering a purchase and wants to compare options or find reviews.
Example: “Best digital marketing services”
By understanding and targeting the search intent behind keywords, you can tailor your content to meet the specific needs of searchers. Doing so not only improves the relevance of your site to these queries but also enhances the user experience, leading to higher engagement and conversion rates.
Ideally, you want to come up with keywords related to your products and services that fit into all of the above categories of search intent.
Anticipating the Search Questions of the Target Customer
A crucial aspect of keyword selection is the ability to anticipate your target customers’ questions and problems. This foresight allows you to align your content with the customer journey, ensuring that you capture their attention at every stage.
Let’s consider how to plan for and address your customers’ search queries effectively.
Aligning with the Customer Journey
The customer journey encompasses the entire process a customer goes through, from recognizing a need to making a purchase and beyond. At each stage, potential customers have different questions and needs. By understanding these stages—awareness, consideration, decision, and loyalty—you can anticipate the types of queries your customers might make
By understanding [the customer journey stages] of awareness, consideration, decision, and loyalty, you can anticipate the types of queries your customers might make.
For example, during the awareness stage, a customer might search for “What is the best type of coffee maker?” By the decision stage, their queries might evolve into “Brand X vs. Brand Y coffee maker.” Tailoring your keyword strategy to address these queries at each stage ensures that your content remains relevant and engaging to your audience throughout their journey.
Incorporating FAQs and Long-Tail Keywords
Frequently asked questions (FAQs) and long-tail keywords are invaluable tools for capturing more specific search queries:
- FAQs directly address common questions your customers might have, making your content highly relevant and useful. This relevance not only aids in SEO but also positions your brand as a helpful resource.
- Long-tail keywords, which are longer and more specific phrases, tap into the precise search intent of users. They often have lower competition and can attract highly targeted traffic. For instance, instead of targeting the highly competitive keyword “coffee makers,” you might focus on a long-tail keyword like “best drip coffee maker for home use.” This specificity helps attract visitors who are closer to making a purchase decision, potentially increasing conversion rates.
Frequently asked questions (FAQs) and long-tail keywords are invaluable tools for capturing more specific search queries.
You can more effectively anticipate and answer the search queries of your target audience by aligning your content with the customer journey and incorporating FAQs and long-tail keywords. This strategic approach not only improves your site’s visibility and relevance but also enhances the overall user experience, fostering trust and loyalty among your customers.
Examples of SEO & SEM Keywords
We have covered a lot of ground above. Let’s go through a couple of examples using fictitious businesses to illustrate how to select relevant keywords incorporating search intent and anticipating the questions and problems of potential customers.
Hypothetical Example 1: SLO Paws & Play
Business Type: SLO Paws & Play is a fictitious dog walking and doggy daycare service in San Luis Obispo, California.
Example SEM & SEO Keyword Strategy:
- For SLO Paws & Play, the primary goal is to attract pet owners in San Luis Obispo needing dog walking or daycare services.
- The keyword selection process starts with understanding the needs of busy local pet owners, such as finding reliable, fun, and safe care for their dogs.
- By focusing on location-specific and service-specific keywords, SLO Paws & Play can effectively target local searchers who are actively looking for the services they offer.
- The use of long-tail keywords helps capture the attention of pet owners with specific search intents, increasing the chances of conversion.
Example Keywords:
- Broad Keywords:
- Dog daycare
- Dog walking services
- Specific Keywords:
- San Luis Obispo dog daycare
- Best dog walkers in SLO
- Puppy daycare in SLO
- Long-Tail Keywords:
- Safe and reliable dog daycare in San Luis Obispo
- Flexible dog walking services for busy pet owners in SLO
- What do dog daycare services include?
Hypothetical Example 2: Abracadabra CRM
Business Type: Abracadabra CRM is a fictitious software-as-a-service (SaaS) solution provider.
Example SEM & SEO Keyword Strategy:
- Abracadabra CRM targets its customer relations management (CRM) software to small and medium-sized businesses, aiming to streamline their operations, enhance productivity, and ensure data security.
- The keyword selection process for Abracadabra CRM involves identifying terms that potential clients might use when searching for business software solutions that meet their specific needs.
- By focusing on affordability, specific software types (like CRM or project management), and the unique concerns of small to medium-sized businesses (such as data security and remote team management), Abracadabra CRM can attract a targeted audience likely to benefit from their offerings.
Example Keywords:
- Broad Keywords:
- Small business CRM
- SaaS CRM solutions for businesses
- Small business software
- Cloud services for SMEs
- Specific Keywords:
- Affordable CRM software for small businesses
- Best project management SaaS
- Secure cloud storage for SMEs
- Long-Tail Keywords:
- How to improve small business productivity with a CRM
- Cost-effective and secure CRM solutions for medium businesses
- Best CRM for remote team management
DISCLAIMER: The businesses and scenarios mentioned in this article—SLO Paws & Play and Abracadabra CRM —are entirely fictitious creations for illustrative purposes. Any resemblance to actual companies or enterprises, past or present, is purely coincidental and unintentional.
Wrapping Up: Keyword Selection for Your Business
Mastering the art of SEO and SEM keyword selection is essential for any business looking to compete online effectively. No matter what product or service you provide, the right keywords can bridge the gap between your offerings and your target audience’s needs.
If you’re ready to unlock the full potential of your digital marketing efforts with a tailored keyword strategy, Digital Agility Media is here to help.
Need Help Implementing a Strategy for SEO & SEM Keywords?
If you’re ready to unlock the full potential of your digital marketing efforts with a tailored keyword strategy, Digital Agility Media is here to help. Our team of experts specializes in crafting customized SEM and SEO solutions that drive visibility, engagement, and growth. Contact us today to discover how we can elevate your online presence and connect you with your ideal customers.
