Effective content marketing is all about being organic and natural. Still yet, keywords play an integral part of reaching your target audience. This is why no matter how good your content may be, naturally incorporating the right keywords is essential to securing high search engine results rankings (SERPs). Over the years, it has become obvious that keyword methodologies are evolving. They are nothing like they used to be, yet at the same time, they are crucial to any online marketing agenda. Let’s take a look at how keyword methodologies have changed over the past few years and how they are affecting content marketing.
Keywords: What They Used to Be
Example of short-tail keyword: professional framing
Short-tail keywords used to be where the money was. When you were able to pinpoint the one-word terms your customers were searching for and you incorporated them into your content, you were sure to catch their attention, but only if you were able to outdo your competitors’ content. Most times, you had to pay big bucks to ensure your content was being pushed up to the top of search results. Content creators were creating content that was being over-optimized and it was often lacking in luster. As the Internet grew in popularity, so did consumers’ ability to create more specific search terms and phrases; this changed the keyword landscape.
Keywords: What They are Now
Example long-tail keyword: wooden framing in Bowling Green
Nowadays, the money is in long-tail keywords. If you can pinpoint the exact phrase and terms that consumers are searching for when looking for services that your company provides and you incorporate them into your content, this is how you laser-target your marketing scheme. Sure, long-tail keywords have a lower potential than short-tail keywords, but when you pinpoint the right ones, the bang for your buck is far higher in terms of ROI. Long-tail keywords are more natural, more organic; they are more specific to what Internet users are actually searching for.
Are keyword searches still evolving?
Yes, keyword searches are still evolving and will continue to change over time. In fact, did you know that 15 percent of the searches made on Google each day are completely new? This means that 15 percent of the searches are open game to whichever business has distributed content that matches these searches. Even with the best of the best marketing strategy, you probably have not accounted for the new search terms that are being used. With this in mind, you can see why your keyword marketing campaign must evolve over time, just the same as keyword searches evolve. And when you throw in today’s latest search tools — Amazon’s Alexa, OK Google, Siri, etc. — it becomes even clearer that the keyword landscape is being turned on its head and is going to continue to change as these tools become more enhanced.
Why are keyword methodologies changing?
Well, it’s pretty simple if you think about it. Keyword methodologies are changing because consumers are getting more specific about the information they want their search engines to provide them. For example, if a person performs a search for the keyword ‘student loan,’ this could bring up a plethora of sites relating to acquiring student loans, applying for student loans, paying off student loans, consolidating student loans, how to use a student loan, etc. What the person was intending to find, though, was whether or not student loans could be removed from their responsibility through bankruptcy. Because of this, these days, a person is more likely to use a more specific long-tail keyword search, like ‘can I get rid of student loan in bankruptcy?’ This longer search phrase correlates much better with the person’s intention and it enables marketers to provide content that is of more value.
Changing your keyword strategy
To get better at incorporating the right keywords into your content marketing agenda, you will want to analyze the types of searches your customers are making; the ultimate goal here is to identify where your customers are on their buying journey. With a clearer picture of where they are, you can gain the upper hand in being able to provide them with better content to meet their specific needs. And when you do this, you become their go-to source for the services you provide.
It does not matter if you are incorporating paid SEO into your content or not, your keyword strategy needs to include lots of keyword methodologies, especially long-tail keywords. After all, a comprehensive keyword strategy is the most likely to give you the biggest ROI. Contact POET Media today to learn more about effective keyword marketing.