You probably know that in order for search engine optimisation, or SEO, to be beneficial to your corporate brand, you’ll need to integrate keywords into your tags and text. But where should those keywords come from?
Keyword research is a crucial part of any online marketing or SEO campaign; however, there’s no set way to accomplish this research. Variances in techniques vary widely and are highly dependent upon the industry, audience, and USP of your corporate brand. Today, I’m talking about launching an SEO campaign using keywords that are inadvertently suggested by the types of people you are hoping to attract.
Listen to Ideal Clients to Build your Corporate Brand SEO
Keywords can come straight from your target audience; and in fact, listening to your audience for those keywords is a highly effective way to attract more, similar audience members. Members of any demographic share a specific way of speaking – an ‘in crowd’ language. When you identify commonly used terms and make them available for searches, your corporate brand website, blog, landing page, PPC, and social media traffic will not only increase, the percentages of ideal clients contained within those numbers will increase.
Here are a few methods that How to Build a Brand use to get into the heads of consumers for the purpose of corporate brand search engine optimisation:
- Know your audience. If you understand your target audience, how they think, and what they need, you will be able to predict what search terms they’ll use with a fairly high degree of accuracy.
- Don’t use jargon. Remember, most consumers aren’t using the professional corporate brand terms you are. They’re more likely searching for hotel rates than rack rates, average daily rates, or ADR, for example.
- Look to forums and other online venues where consumers comment regarding your industry niche. Note the language they use. Recurrent words are your SEO keywords.
- Look to your competition’s language. Take note of frequently used industry words on popular websites. Also consider using synonyms of the most popular words.
- If something sets your corporate brand apart from the competition (your USP), use words that describe that difference. Your niche ideal clients will be using those words.
- Stay on top of trends that apply to your corporate brand and integrate words that describe those trends.
- Conduct surveys. Pay close attention to words that are preferred, chosen, and used by participants.
By tuning in to what your audience wants, you can gain an edge in search engine optimisation marketing. SEO is, after all, little more than a method for being found. Know what the people who are most important to your corporate brand are looking for, and then you can determine the most efficient and effective ways to be found.
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