Since 2012, Google has made a series of changes to its search algorithm that have altered the role of keywords in creating good content. The biggest misconception people have is that keywords are no longer necessary to help move a website up into the first page of search engine results. The real truth is that keywords are still important, but the way you choose the right keywords has changed.
Use The Tools That Are Available
Choosing keywords is not nearly as easy as it used to be, which means that you have to use tools that have kept up with the times. The most obvious tool to use for any keyword search is Google AdWords. You can do keyword searches and get a lot of information back on the keywords that would be relevant to your business by using the AdWords free keyword tool.
Another powerful way to use Google AdWords to get the right keywords is to run test AdWords campaigns using keywords you feel are relevant and see what kinds of results you get. You don't need to spend a lot of money to start seeing activity, but you will get a wealth of information on how keywords really react when consumers start doing searches.
If you are a shoe manufacturer, then the days of you getting lots of valuable web traffic using the keyword "shoes" are ancient history. These days, millions of websites use the basic keywords, which means that you are going to need to get creative if you want traffic.
When you put keywords together, be specific in your wording. If you sell red shoes, then use "red shoes" as a keyword. If you find other keywords associated with "red shoes" that perform well in keyword tools, then use them as well. If you work to find specific keywords within your industry, then you will start to attract traffic that is actually interested in what you have to offer.
Understand The Long Tail
Not too long ago, digital marketing agencies shied away from long tail keywords because they didn't work. But now that Google is more focused on finding good content for users, the long tail keyword has become king.
Understanding the long tail keyword is in line with the idea that your keywords need to be specific. Users are inputting longer and longer keyword searches to find what they are looking for, and you need to craft the long tail keywords that will attract those users.
Have A Plan
The best keywords are the ones that match your specific marketing goals. Each digital marketing campaign you launch should have its own, specific keywords to get the best results. You should avoid using generic keywords with your marketing campaigns, and you should monitor keyword activity to determine which keywords need to be changed to give you better results.
Digital marketing has become more than a full-time job, which is why you need to hire experts to help you handle your marketing needs. Developing effective keywords used to be a lot easier back in the days when search engines counted content instead of reading it. Now that Google is looking to give users quality search results, you will need to understand what keywords are going to work to attract your audience, and what keywords are not already being overused by the competition.