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Posted by: Matthew Cook

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As part of your inbound marketing campaign, you should be making use of an SEO (search engine optimization) strategy. This strategy focuses on using specific key words related to your brand throughout your content in order to achieve a higher search engine ranking, making it easier for consumers to find your website when searching for those key words. This means that choosing the right key words is essential to making sure that you not only increase your search engine ranking but that you increase the amount of web traffic you experience and the amount of leads you generate. However, you have to know how to pick your key words and to use them effectively for it to be an effective strategy. The following are a few tips to help you choose the right key words for your brand’s content:

Don’t use broad key words

Broad key words aren’t going to help you increase your search ranking at all. For example, if you run a business that sells shoes, then making your key word “shoes” isn’t going to do anything to increase web traffic or generate leads. Just type "shoes" into Google and see how many results you get. You need to narrow your key words down into something more specific. For example, “running shoes.” Even this is most likely too broad, but it immediately narrows down the amount of results that show up when you do a search. An even better key word would be “comfortable men’s running shoes.” It’s no longer a word as much as it is a phrase, but this will be much more effective in increasing your web ranking than just “shoes.”

Understand your target audience

Part of choosing the right key words for your business is doing research on your audience. If you don’t understand who your target audience is, how are you supposed to know what types of key words they might be using in order to find products and services offered by your brand? Demographics are quite important since they can help you determine your key words. For example, if your business sells dress shoes to mostly affluent executives, then you may want to use words such as “luxury” or “class” in your key word phrases. However, these words are not going to work if your target audience is comprised mostly of teenagers looking to buy skateboarding shoes. Research your target audience to figure out your key words.

Incorporate your location

Location based key words are an excellent way to generate more brand awareness around the physical location of your business. If you have a shoe store in Durham, North Carolina, then you’ll want to incorporate that into your key word phrase. For example, “comfortable running shoes in Durham, NC.” This will make it easier for consumers from that area to find you. Without a location-based keyword, someone in Los Angeles may stumble onto your website while looking for a shoe store near them, and they are not part of your target audience (unless you are selling your product online).

Use PPC

Pay per click is often considered an entirely different strategy than SEO. However, using PPC is a great way to test out your key words. The way PPC works is that you sign up to run an ad for your business that pops up whenever someone searches for the key word you choose. You only pay for the service when someone actually clicks on the ad. Using analytics tools, you can figure out how many clicks you are getting on the ad and how many visitors that are generated from that ad turn into leads. This is a great way to see how effective certain key words are before you implement them.

Use these tips to help you figure out what key words will be the most effective for your inbound marketing campaign.

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