KEYWORD MARKETING
Learn Why Keywords Matter
Keyword Research
Not all keywords are created equal. Group your researched keywords by topic and search intent (informational, commercial, transactional).
For keyword optimization, weave keywords into high-quality blog posts, service pages, and your website's meta titles and meta descriptions.
Keyword Optimization
A strong keyword maintenance marketing strategy is the most effective way to rise through the ranks and use data to put your brand directly in the path of potential customers.
Keyword Maintenance
Keyword Marketing Strategy
Keyword marketing is the strategic process of identifying, analyzing, and targeting the specific words and phrases your potential customers use when searching for products, services, or information online. By mastering this practice, you can unlock a consistent stream of high-quality traffic, connect with an audience actively seeking your solutions, and achieve sustainable business growth
Keyword Research
Keyword research is not just about finding words, but finding the exact keywords
Short Tail Keywords Vs Long Tail Keywords
Short tail keywords are used mostly on national keywords like "black jackets" or "pizza recipes."
Long tail keywords would be "warm cheap black jackets" or "homemade pizza recipes easy"
Best way to begin keyword research is to start with broad keywords. (also known as short tail keyword) For example, if you sell clothing apparel, you will need to know that basic keywords you will be researching are "T Shirts" "jackets" "Shop T Shirts" "Sweaters"
"T Shirts" and "Jackets" are basic short tail keywords with larger possibilities of impressions but lack focused user intent because "T Shirt" can mean many things. Does the user want to buy a shirt? Do they want to know how shirts are made? Do they want to see what sales are happening a holiday weekend near them?
3 Types of Keywords For SEO
The 3 Types of Keywords and How Search Engines Break Them Down
Commercial Search Intent
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The user is in the middle of the buying process, researching options to make a decision. They know they'll buy eventually but are comparing products and services.
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Can be converted to a transactional intent if the impulse is strong enough and you have UX/UI, event triggers, and call to actions in place. You will want the quickest way to add to cart. Would highly recommend having an automated email campaign setup. Wordpress (will need a plugin), Shopify (upgraded plan) and Wix (upgraded plan) allow access to this email automation.
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Depending on cost of product, low cost (put for 1 day automation) for higher items (put 3 day automation trigger). Watch analytics who purchases from abandoned cart campaign and collect data.
Informative Search Intent
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User are attempting to learn something new, find general information, or research a topic.
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For example, "Cake ingredients," "Best cake recipes."
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This is where blog posts, Frequently Asked Questions, how-to guides, educational articles and pages filled with information about the topic will greatly assist.
Transactional Search Intent
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Primary goal is to complete a specific action (purchasing, creating an account, signing up for email newsletter) or downloading software (pdf).
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Some keywords that assist in focusing for transactional search intent are:
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"buy"
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"order"
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"shop"
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"get"
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"download"
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"sign up"
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"discount"
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"for sale"
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"cheap"
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"best deal"
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"near me" (Triggers Google Maps)
Keyword Research Tools
Free and paid keyword research tools assist greatly when building a new website or wanting to scale your business
Analyze your competition: Look at what keywords your competitors are ranking for.
Free Keyword Research Tools
Ahrefs Free Version has
Semrush Free Version has: Will require signing up and get limited access (10 page checks then can do another 10 page check in 24 hours)
Screaming Frog Free Version: Allows up to 500 pages crawled to see titles, meta description and url for free. Paid version allows a full website crawl.
Google Analytics Keyword Optimization
Sign up for Google Analytics
You can look at metrics like bounce rate, time on page, and conversion rate for specific landing pages. If you have a low engagement time per session, you will want to look over your H2 and H3 titles along with UX design.
Google Search Console
Sign up for Google Search Console
Monitor your keyword rankings, click-through rates, and conversion rates. Use this data to refine your strategy, discover new keyword opportunities, and double down on what works.
Bright Local
Powerful local SEO software. You can check your NAP (Name, address, phone) and check how you rank on a local level for keywords. Bright local offers a heat map to see which neighbors you rank higher or lower for that neighborhood.
Keywords Optimization
Keyword SEO marketing is not a "set it and forget it"
Keyword Maintenance
Our journey in numbers and backed with data
1-30 Days
After you launch your website, submit your sitemap and connect Google software (Google Analytics and Google Search Console) you will begin to gather data. Google Search Console will show keywords, impressions (how many people saw your link but did not click) and click through rate.
Data Gathering 30 days after launch
1 - 3 Months
By now, you will know what keywords you wanted to target but are not ranking or found new keywords you were not expecting but are obtaining clicks (long tail keywords.)
It is around this time that you can start adding new keywords or focus your H1, H2 titles to rank up and add more content if engagement time is still low
Updating Keywords and Scaling Up
3-6 Months
By now you will have deep data from Google Analytics and Google Search Console. You can start expanding to pages, new services and new locations because search engines will recognize your site. If you are still underperforming, you might want to look at hiring an SEO expert if you do not have the time to update your keywords monthly.
Reports
Generated
Answer: Keyword Marketing is the strategic process of identifying, analyzing, and targeting the specific words and phrases your potential customers use when searching for products, services, or information online. By mastering this practice, a business can unlock a consistent stream of high-quality traffic and connect with an audience actively seeking its solutions.
Answer: Keywords are grouped by user search intent to align with the customer's goal:
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Informative Search Intent: The user is attempting to learn something new (e.g., "Best cake recipes"). This is best addressed with blog posts, how-to guides, or educational articles.
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Commercial Search Intent: The user is in the middle of the buying process, researching and comparing options to make a decision.
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Transactional Search Intent: The user's primary goal is to complete a specific action, such as purchasing a product, signing up for a newsletter, or downloading software. These are often targeted with action-oriented keywords like "buy," "order," or "near me."
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Answer: For effective keyword optimization, a business should weave relevant keywords into high-quality content, including blog posts, service pages, and especially the website’s meta titles and meta descriptions. A strong keyword maintenance strategy ensures these are continuously refined to help the brand rise through the search ranks.
Answer: Keyword strategy is an ongoing process that is often broken down into phases:
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1–30 Days: Data gathering begins after launch, connecting tools like Google Search Console to monitor impressions and click-through rates.
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1–3 Months: Businesses can identify which targeted keywords are ranking and which new keywords (like long-tail keywords) are unexpectedly driving clicks, allowing for initial content and title adjustments.
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3–6 Months: By now, deep data is available to support expanding to new pages, services, or locations. If underperforming, this is the recommended time to consider hiring an SEO expert.
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Answer: Several free tools are useful for keyword research and ongoing maintenance:
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Free Keyword Tools: Free versions are available for tools like Ahrefs (generator, difficulty checker) and SEMrush (limited access).
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Website Crawling: Screaming Frog offers a free version that allows up to 500 pages to be crawled for checking titles, meta descriptions, and URLs.
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Monitoring: Google Analytics and Google Search Console are essential for monitoring metrics like bounce rate, keyword rankings, and click-through rates to refine the strategy.
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Answer: The first and most critical step is to submit your sitemap and connect your site to the free Google software suite to begin data gathering. This means signing up for and connecting Google Analytics and Google Search Console. Within the first 30 days after launch, these tools will provide vital data, showing which keywords your site is appearing for (impressions) and how often users are clicking on your link (click-through rate). This information is the foundation for all future keyword adjustments.