Another reason I’ve been writing about keywords and how important they are to your online promotional and marketing activities is that the keywords you use are like the gold nuggets to everything you produce on the internet. These words are how your current and brand new customers will find you. It’s what your business will be known for. Most times businesses get this part of their online marketing wrong. Then they wonder why they aren’t getting traffic to their website, or that no one is noticing their online advertising.
Successful keyword development should be a well thought out activity. According to Wordtracker, “Keywords are what we type in when we are searching for products, services, and answers on the search engines, an act that Americans performed 15.5 billion times in April 2010 according to ComScore, the web research firm.”
That’s why it’s imperative to use words and phrases that your customers are searching for. If your customers are looking for ‘cupcake stores in Ferguson’ (better known as local search) – ‘Natalie’s Cakes and More’ shows up as the third listing on the first search page of Google. That’s just how important keywords are to your marketing efforts. When a user finds this listing on Google, more than likely they will consider Natalie’s Cakes and More as a first choice. Maybe they are familiar with the name of the bakery because of the news reports or just word of mouth. It is still a powerful testament to what and how keywords are beneficial to your marketing efforts.
Still using Natalie’s Cakes and More as our example, the company could also use what are known as ‘vanity keywords’ as another method of getting found in the search engines. These are trickier keywords to use as they are words that describe the kind of cupcakes Natalie’s bakery sells. For instance, if Natalie’s sold a special summer only flavor of cupcakes like key lime for instance, the vanity keywords could be, ‘key lime cupcakes in Ferguson.’ This use of keywords will target the type of cupcakes available for the user as well as the location of the bakery. Keywords are a powerful tool that must be used in order to have any success online.
Even using those same keywords for Facebook advertising is another way of utilizing your marketing power. Since Facebook allows for targeted advertising like local and vanity keywords, this practice will cause your marketing efforts to be earn you more customers and in turn, more money.