Is Your Brand Killing Your Search Campaign? - Getting the Keywords Right
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Getting your search campaign right, and not trying to force it into a branding box, leads back to one of SEO's more basic aspects: keyword research. Again, you can find many articles on that very topic right here and elsewhere on the web, so I'm not going to rehash everything. There's a wide range of tools that will tell you how frequently searchers use particular keywords, and how many websites are competing for those words. If you see very few web sites competing for a particular keyword you want to use, well, that could be a good keyword to try for – or it could be that no one is searching for it.
You must consider three aspects of any particular keyword before you use it in any search campaign. The first one, as I hinted above, is its popularity. There is no point in using “on-time airline” as your key phrase when no one is searching for it. Your ad will never turn up in the listings, and your target audience won't find your site.
The second aspect you must consider is relevance. Here is where you can really blow it if you're not careful. You don't want to choose a phrase that is totally unrelated to your offering; on the other hand, if you go with your branding instinct, you're going to end up on the wrong side of the popularity aspect. So if you do offer low fares, don't be afraid to say so, even if it isn't part of your brand identity. For example, a Mercedes may be a “luxury vehicle” and “the best example of German engineering,” but guess what? It's still a “car,” too.
The third aspect you must consider when choosing a keyword is the competition for the phrase. Yes, you should keep in mind the keywords which your target audience puts into Google; you should also realistically consider what you can afford to pay for those clicks. Again, it's a delicate balance, but if you want to get clicks, you must find the best way to show your prospect that you call fill his or her stated need. Branding can come later. Good luck!
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