What is Keyword Targeting?
Keyword targeting is using keywords relevant to your product or service in website and ad copy to achieve a top listing in the search engines. Proper keyword research is vital to determine which keywords your business should be targeting.
Discovering and capitalizing on this low-hanging fruit involves three steps:
Keyword research and analysis can help answer these questions.
Which keywords and phrases are users typing into Google to search for your business or your products?
What is their intent while searching?
Is it to place an order right away?
To learn more about the product?
To compare your product against others?
Are you focusing on the right keywords?
Are the branch terms, jargon and brand names your prospective buyers use to search the same ones your website is optimized for?
Prioritize Your Targets
You should also examine which keywords your successful competitors are focusing on — your research may uncover valuable keywords you hadn’t even thought to target!
Do this for popular brands in your store. If your e-commerce store targets a local audience, include location data. Follow the same procedure, but add city/town, neighborhood or locality names to the keywords.
You can do the same with colors (e.g., [red Nike running shoes]), or try other variations based on trends, seasons, holidays, special occasions and so on.
Studying their link profiles and the keywords they target can offer clues for exploitation. Delete obviously irrelevant data, URLs and phrases like “click here.” Remove any duplicates, and then add the remaining data to your keyword list.
Act on Data
There are several steps in the action plan to dominate SERPs in each category, including:
- Content Marketing
- Topic marketing
- Positioning as an typical expert/authority
- Niche specialization
Benefits of Keyword Targeting
With proper keyword research, analysis and targeting, you can enjoy traffic and revenue boosts.
- Focusing on high search volume keywords will naturally bring in more visitors as your rankings improve.
- Improving page titles and meta descriptions for keywords that you’re already ranking for will lead to a higher click-through rate. By your research and planning, you know these are keywords that serious prospects are already clicking on to buy — from your competitors. Direct that traffic to your store instead.
- Focusing on long-tail keywords will deliver prospects to sections of your site designed to maximize sales and profit, where a few simple tweaks and techniques will ensure that your pages outrank the weak competition on SERPs.