20 Jan The Value of Keyword Research Beyond Website SEO
Google keyword planner provides a plethora of relevant keywords for your company, but outside of your website, how do you apply these keywords? For our clients, they provide the basis for optimized directory listings, social media posts, and ad content. Keywords offer valuable insight into your customers and your business if you take the time to look.
Keyword Research for Ad Content
We work with a lot of clients who have specific seasons in their work. Some of those seasons, like when people are most likely to start a new home construction, have remained steady for years. Other seasons, like when people start to search for allergy remedies may vary or increase and decrease multiple times throughout the year.
Google Ads’ Keyword Planner allows you to find new keywords or find out which keywords have the most searches and when those searches happen. To use the keyword planner, you’ll have to have a Google Ads account. You don’t have to run ads or even enter your credit card information, but you must set up the account.
Once you’ve created the account, click on the wrench for tools and settings in the top menu bar, then select “get search volume and forecasts.” From there, enter a few keywords and click over to “historical metrics.”
If you aren’t sure when your customers search for your products, these historical metrics offer some clues. It’s possible their searches start weeks or even months before your company sees those purchases. Use this keyword data to help you decide when to advertise specific products and services.
Use the most common search terms in your ad content as well. If your ad wording matches your customers’ search terms they’ll be more likely to pay attention to those ads.
Social Media Content
We create social media calendars for each of our clients every month. Knowing the most used search terms for specific services and products allows us to cater to our clients’ customers by using those terms in our content. We suggest using the terms in the first line of your content and not overusing keywords to keep the tone natural.
In the same way that you use historical metrics to guide your ad content, you can use those same metrics to guide what you discuss in your organic content as well. Write about your customers’ interests when they are interested in those topics using the language they use for search.
Hashtags and Keyword Research
Popular keywords also give insight into what to use for hashtags. Although these tags are more common on Twitter and Instagram, you can use hashtags on other social media channels as well. Don’t use a hashtag just because it’s popular. Make sure it applies to your content and industry or you’ll end up attracting the wrong people to your social media posts.
Social and Directory Profiles
Very often one of the top search results will be a directory of some sort. Claim your listing on the most popular directories in addition to your social media profiles. Add keywords or keywords as a hashtag to your profiles to ensure people can find you when they search. The search terms people use on Google are likely also the ones they’ll use in other places as well.
One of the most important directories to optimize with proper keywords is your Google Business listing. This listing appears in the much sought after “three-pack” for local listings. If your business uses the right keywords, you stand a much higher chance of being listed in that coveted spot.
We’ve covered the topic of keyword usage for SEO multiple times, but your keyword research isn’t limited to on-page SEO. You’ve spent a lot of time finding the right keywords. Put that knowledge to good use optimizing your paid digital ads, organic content, hashtags, and directory profiles. If you’re too busy to coordinate your keywords in all those places, no problem. We’re here to help. Request a free 30 minutes consultation with Hilary here.