Keywords are key to successful search engine marketing campaign
Published June 30, 2010
Picking the right keywords is critical to driving search engine traffic to a website, leading some marketers to pick very broad search terms. Last Click News advises against this strategy, though, claiming that businesses may have more success with more specific long-tail keywords.
While these broad terms may be more popular among many consumers, there is also more competition for them. This results in many businesses spending more in PPC campaigns to bid for these highly contested terms, thereby burying their site further down in organic searches.
Instead, the source recommends that business owners invest in more niche terms. For example, while "business" may be a highly searched term, many companies compete for that keyword. Instead, organizations may want to bid for more specific terms that are related to their company, such as "business formation" or "business incorporation." By doing this, they can drive down SEM costs while reaching their ideal target consumer.
A separate article from Inc. Magazine similarly stresses the importance of keyword selection to a strategic marketing campaign. The source suggests that business owners use Google's Wonder Wheel tool to help determine appropriate keywords for their industry. 