A question we regularly come across in the search marketing space is “are we tracking enough keywords?” We hear this question from clients and colleagues across a variety of industries, job titles, and organization types. We decided to dedicate an episode of Found Friday to the question, because it is the basis for so many deeper content marketing and SEO issues.
In addition to tracking enough keywords, we also discuss whether we’re tracking the right keywords. Casting the widest net possible is bound to yield enough, but that may only serve to complicate things if they’re not part of the right net or can’t be segmented correctly. The amount of keywords you are tracking impacts things like what kind of SEO platform you decide to use, how you track campaigns, and your ability to measure goals and performance metrics.
There are many different factors
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to take into consideration when making the decision on how many and what type of keywords to track. Let’s take a look at some of the factors that can help you determine if you are tracking enough keywords.
How many keywords are “enough” for marketing?
This is a tough place to start, and during the episode we decide to tackle this question by examining deeper issues that lead back toward the answer. Often, what we find is that you don’t know what you don’t know, which is to say, maybe you don’t know what you could be tracking so you’re not.
A few things that we talk about tracking from a marketing perspective, each that have keywords and keyword groups associated, are:
Products
Features
Campaigns
Messages
Industry
Locations
Brands
Solutions
Audiences
Funnel / journey stage
Those are a few of what we can create additional keyword groups around inside of our marketing platforms to better track and analyze what’s going on in our ecosystem.
Speaking of the marketing ecosystem, let’s dive deeper into a few core areas we focus on in determining the right keywords.
Your audience and their needs
We know that we must understand our target audience and their needs. By looking at the segment examples we provided above, we are possibly expanding our audience, or the ways we reach them. That means we may discover more keywords, additional competitors, and new content opportunities for our marketing. Which is good news for content creators – whose number one complaint is new topics to write about and new content opportunities.
Here’s an example:
Previous keyword tracking centered around brand keywords such as products, features, and solutions. By adding campaign and messaging keywords, new competitors and content are surfaced as part of SERPs. The content that is performing well is different from the types of content previously tracked for you and your competitors. The newly tracked keywords and associated top performing content and competitors highlights a new opportunity in content type, channel or medium that is not in your current marketing mix.
If you segment your keywords and audiences in your platform, you’re able to quickly spot opportunities, get ahead of competitors, and serve more relevant content to targets.
Copywriting for people AND search engines
Saying that we write content for people and not search engines is a lie. By writing for people you ARE writing for search engines. And, according to changes deployed by Google, Amazon, and others in their findability algorithms, the converse of that should be true as well. The reason? Algorithms from all types of search engines are designed to deliver the most relevant content to a user at the time of the query.
So if you’re writing to answer the query and respecting the medium the query is created on and the intent behind the query – you are on the right track. Now comes in the “writing for search engines” part. You have to consider how the audience will potentially find your content and the ways they’ll ask their questions – which is how search engines will decide what’s relevant. So good practices mean not burying your main topic or points, forgetting formatting like H1 and H2 tags that tell both the reader and the search engine what they’re getting, etc.
Another part of pleasing everyone is paying attention to how long it takes to serve up your content. Google’s latest speed update is once again pointing out that there are the quick, and the dead (from a content perspective.)
How to find more keywords to track
The first step to finding more keywords is to take a step back from your business and understand it better. We refer to this as segmentation. Let’s use the example of a large fitness equipment manufacturer to work through this process. Begin with the top level areas of interest. This manufacturer makes equipment for yoga, boxing, martial arts, powerlifting, and weightlifting. Each of these are different product segments. Inside of each of these segments, you will want to consider intent and stage of the purchase process.
Let’s consider a power rack in the weightlifting segment. Is the searcher
A question we regularly come across in the search marketing space is “are we tracking enough keywords?” We hear this question from clients and colleagues across a variety of industries, job titles, and organization types. We decided to dedicate an episode of Found Friday to the question, because it is the basis for so many deeper content marketing and SEO issues.
In addition to tracking enough keywords
we also discuss whether we’re tracking the right keywords. Casting the widest net possible is bound to yield enough, but that may only serve to complicate things if they’re not part of the right net or can’t be segmented correctly. The amount of keywords you are tracking impacts things like what kind of SEO platform you decide to use, how you track campaigns, and your ability to measure goals and performance metrics.
There are many different factors to take into consideration when making the decision on how many and what type of keywords to track. Let’s take a look soft skills reality or fiction at some of the factors that can help you determine if you are tracking enough keywords.
How many keywords are “enough” for marketing?
This is a tough place to start, and during the episode we decide to tackle this question by examining deeper issues that lead back toward the answer. Often, what we find is that you don’t know what you don’t know, which is to say, maybe you don’t know what you could be tracking so you’re not.
A few things that we talk about tracking from a marketing perspective, each that have keywords and keyword groups associated, are:
Products
Features
Campaigns
Messages
Industry
Locations
Brands
Solutions
Audiences
Funnel / journey stage
Those are a few of what we can create additional. Keyword groups around inside of our marketing platforms to better track and analyze what’s going on in our ecosystem.
Speaking of the marketing ecosystem, let’s dive deeper into a few core. Areas we focus on in determining the right keywords.
Your audience and their needs
We know that we must understand our target audience and their needs. By looking at the segment examples we provided above, we are. Possibly expanding our audience, or the ways we reach them. That means we may discover more keywords, additional competitors, and new content opportunities for our marketing. Which is good news for content creators – whose. Number one complaint is new topics to write about and new content opportunities.
Here’s an example:
Previous keyword tracking centered around brand keywords such as products, features, and solutions. By adding campaign and messaging keywords, new competitors and content are surfaced as part of SERPs. The content that is performing well is different bank email list from the types of content previously tracked for you and your competitors. The newly tracked keywords and associated top performing content and competitors. Highlights a new opportunity in content type, channel or medium that is not in your current marketing mix.
Copywriting for people AND search engines
Saying that we write content for people and not search engines is a lie. By writing for people you ARE writing for search engines.
Now comes in the “writing for search engines” part. You have to consider how the audience will. Potentially find your content and the ways they’ll ask their questions – which is how search engines will decide what’s relevant. So good. Practices mean not burying your main topic or points, forgetting. Formatting like H1 and H2 tags that tell both the reader and the search engine what they’re getting, etc.
Another part of pleasing everyone is paying. Attention to how long it takes to serve up your content. Google’s latest speed update is once again. Pointing out that there are the quick, and the dead (from a content perspective.)
How to find more keywords to track
The first step to finding more keywords is to take a step back from your business and understand it better. We refer to this as segmentation. Let’s use the example of a large fitness equipment manufacturer to work through this process. Begin with the top level areas of interest. This manufacturer makes equipment for yoga, boxing, martial arts, powerlifting, and weightlifting. Each of these are different product segments. Inside of each of these segments, you will want to consider intent and stage of the purchase process.