The Importance of Keywords | Keyword Relevancy | Keyword Marketing

Keywords are a pervasive part of marketing today. From a marketing perspective, everything we do today has got to take keywords into account. When I say, “everything,” I mean everything. I am however not suggesting that you write with keywords as your primary focus (the content still needs to be relevant and engaging to the reader). I am saying that you should be aware when writing such things as website/blog copy, press releases, PDF content, videos, even employment resumes. Anything that is, or can be turned digital, should take keywords into consideration.

Here are a few tips to consider:

Create a target list of keywords that are relevant for your company or business so that all involved are aware of the focus.
Put yourself in the searchers shoes…if you were searching a product or service you offer, what keyword(s) would you use?
Once you have a list of keywords generated, narrow it down by doing some research to find out what keywords are most popular, least competitive, etc.
Relevancy is key – the more relevant the content is around the keywords you’re focusing on, the more likely it will be that someone will find your information vs. your competitor.
If you’re using images, be sure to use alt tags and/or captions to identify the image.
Formatting Matters – Text attributes like bold and hyperlinks emphasize info in your document for spiders bots/web crawlers.
Website urls - create descriptive urls links with a keyword…for example, rather than xyz.com/12lkkfdhadf_dfdfk.html, you could create one like: xyz.com/this-is-a-keyword.html

Direct Marketing News had a great article on optimizing your PDFs that is worth a read. If you need further assistance or have questions, please feel free to contact me.

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