Keywords are one of the most essential aspects of marketing your brand. They are the core to SEO optimization as they boost up your search engine rank, thereby increasing your website traffic.
You might think that a digital marketing agency brainstorms the potential keywords and makes a list. But in reality, there is a very detailed process that the agency follows. If you ever look at different lists of keywords, you will notice certain words and patterns similar across the board. This is because the digital marketing firm is using certain types of keywords to make the list.
Here is a detailed list of the types of keywords a digital marketing company uses for your brand.
These keywords comprise of very specific words. As the name suggests, they are long, with more than 3 words in each keyword.
The intent is to be specific about what is being searched by the person. This means the person is looking for something specific that a general search couldn’t provide. Thus, low search volume and less competition. This also means that there is a higher chance of purchasing since the person has to type in extra words.
Keeping this in mind, an SEO digital marketing agency will add long-tail keywords to content to boost up the search engine rank. An example of a long-tail keyword is “teakwood 4 person dining table”.
These keywords get the best of both worlds (long and short tail keywords). Although they comprise only two or three words, they are precise. An example of such a keyword is “ birthday party balloons”.
The complete opposite of the long-tail keyword is short-tail keywords. These keywords are short (did not see this coming) with less than three words. This is why their search volume is high, thereby making them highly competitive.
Given the lesser number of words, they are difficult to rank higher in search engines. This also because they are more vague and ambiguous than a long-tail keyword. Thus, a content marketing firm will limit the use of these keywords. An example of this is “handmade paper”.
Long-Term Fresh Keywords
Unlike the short-term fresh keywords, these have a long and almost immortal life span. These keywords never experience any extreme fluctuations in the search volume and competition.
These keywords are usually educational and informative. For example, the keywords including “how to X” guides, “top 10 X”, etc., is something an SEO digital agency will consistently use since they do not see many changes.
Thus, they have a medium search volume and competition.
Short-Term Fresh Keywords
These keywords have a short span of high search volume. They are used by a digital content agency to organically increase traffic to your website when the hype around the keyword still exists. However, as soon as the trend fades away, search volume decreases.
For example, when the silicone sponge was first introduced into the makeup industry, the keyword “silicone sponge” saw a steep rise. However, as the hype for it died down, the search volume also plummeted.
Online marketing services use these keywords for small local businesses. These keywords are specific to a location such as a town, city, state, country. Given how specific they are, the keywords are the easiest one of the lot to acquire.
These keywords will contain certain geo-location such as “bookstores near me”, “tea shops in X” and so on.
LSI stands for Latent Semantic Indexing. These keywords stem from the main keyword, thus, creating a broad theme for the keywords.
A digital marketing company will use these keywords to branch out to related keywords of the main keyword. For example, if your main keyword is “mugs” your LSI keyword will include things like “ceramic mug” “microwave-safe mug” “customized mug” and so on.
Product Defining Keywords
These keywords are specific to the products and services a brand provides. For example, “X face mask”, “X customer support”, “X shipping fees”, “About X” and so on. These keywords usually have the brand name or its product name in the keyword.
An SEO digital marketing agency will especially use these keywords to organically rank higher on search engines. This is because these keywords can be linked to different pages of the same website. Thus, while searching for the brand, the SEO algorithm will prioritize the brand.
We hope this article helped understand how a marketing agency chooses the most profitable keywords for your brand.
It might seem bizarre that a bunch of words is boosting your website traffic and sales. But an agency marketing your brand uses these subtle marketing tactics to ensure that every time a person searches something related to your industry, your website is the first thing that catches their eye.
Toshiko’s Tip of the Day: It is beneficial to use keywords even in the videos and their description uploaded by your brand. One, videos rank higher on search engines. Two, paired with keywords, your brand’s website traffic will increase organically.