Keyword Campaigns

SEO Keywords are Key

You need to understand what your clients' or audience's interests, desires, and tendencies are. You must structure your website in a way that makes sense to them, but more importantly, you must speak their language. That's where keywords come in.

Knowing the words that your business and audience have in common is the key that unlocks the intended purpose of Search Engine Optimization -- bringing people together.

The art of a strong SEO keyword strategy requires going beyond the industry insider jargon inherent in most business operations and massaging it to make sense to the layman. Because you can't put words in your clients' mouths, it's essential to learn the words they would naturally use and build an SEO keyword campaign that truly resonates with their needs. The art of SEO keyword research is about understanding your clients' tendencies so well that you can anticipate what they might type into a Google search, and then providing quality content that naturally addresses their inquiry. These keywords are the SEO handshake that introduces searchers to your website.

The Short Tail and Long Tail of It All

There are obvious words to target when creating a keyword lexicon for your SEO campaign. Very often, they are your industry, service, or product, as well as your region. For Kim Design, the targeted keywords are web design, search engine optimization, graphics, eugene, oregon. The more obvious keywords are closer to the core of your business, or, in insider SEO jargon, 'further up the tail' of the dog, while less obvious keywords are 'further down the tail'...thus, we have short tail and long tail keywords.

SEO keyword outliers that get to the point.

Through the art of SEO keyword research, you may be more likely to strike gold in your less obvious long-tail keywords because the obvious nature of short-tail keywords makes them highly competitive. When every attorney in town targets the keywords attorney and lawyer in their SEO campaign, those words will become neutralized across the industry. At that point, you need to find a more competitive edge by using keywords that speak to a more specialized niche.

The keywords 'house for sale' are utter white noise in the real estate industry. Trulia and Zillow dominate the SERPS for those words. A savvy realtor with an informative, SEO enhanced landing page about the attractions of West Lynn, Oregon may strike long-tail keyword gold and dominate the market in that region.