KEYWORD BASICS
WHAT ARE KEYWORDS?
Keywords are phrases people use when searching for information, products, and services on search engines. When a person types a keyword into Google, the Google search engine will return a listing of websites (Paid/Organic/PLA) that are highly relevant to the keyword. There are 3 Types of Keywords:
A. Organic Keywords
B. Paid Keywords
C. PLA Keywords
ORGANIC KEYWORDS
Organic keywords are focused on the Natural Placements of websites on Google. Ranking organically on Google for high-traffic keywords will drive valuable traffic to a website. To perform well organically, one would require Search Engine Optimization. It includes optimizing a website around targeted keywords and implementing consistent Off-Page SEO strategies to increase online exposure and reach Page 1 of Google.
PAID KEYWORDS
Paid Keywords are focused on Paid Advertising Adverts on Google Ads. Google Ads allows advertisers to target specific keywords and build adverts to be displayed on Google Search around these keywords. Each keyword targeted will vary in amount. The amount of each keyword depends on several factors, which include:
• Industry
• Competition
PLA KEYWORDS
Product Listing Keywords Trigger Product Listing Ads (PLA) displayed at the top of Google’s search engine. These adverts are part of the Google Ads platform known as Google Shopping Ads. PLA keywords have high conversion rates as they are specific searches done by people looking for a specific product. The Google Shopping Ads allow for Product Images and Product Prices to be displayed on the adverts which promote higher-quality clicks.
WHAT ARE FOCUS KEYWORDS?
Focus keywords are the most valuable keywords for your business. There are two types of focus keywords:
A. Primary Keywords
B. Secondary Keywords
PRIMARY KEYWORDS
These are regarded as high-traffic keywords as many people are searching for these keywords, and they are closely related to your business, which will drive the most leads and sales. Each page of your site must be optimized around ONE primary keyword. Do Not Spam your Primary Keyword throughout your website, or webpages, as you will receive a Keyword Spamming Violation and get kicked off search engines.
SECONDARY KEYWORDS
There are low-medium traffic keywords, and add more details to your Primary Keyword, like an Extension. Secondary Keywords are usually easier to rank as they contain more words and less competition. Secondary Keywords are more specific than primary Keywords and relate more to the user’s search. Your website should mention your secondary keywords around 2% of your content, and the same goes for your primary keywords.
THE DIFFERENT TYPES OF KEYWORDS FOR SEO
Keywords come in different lengths and strengths. This section will focus on the various types of keywords and their impact on advertising campaigns when marketing a business.
SHORT TAIL KEYWORDS
Short tail keywords are usually 1-3 words long. Short tail keywords cover a broad topic and appeal to a wide audience. Short tail keywords are ideal for businesses looking to increase Brand Awareness as these keywords usually have high traffic volumes. These keywords take the longest to reach Page 1 of Google. (1-5 Years)
MEDIUM TAIL KEYWORDS
Medium Tail keywords are usually 3-4 words long. Medium-tail keywords are more informative than short-tail keywords and appeal to a smaller but more targeted audience. Medium-tail keywords should be targeted to drive leads and sales. These keywords take time to reach Page 1 of Google. (3-18 months)
LONG TAIL KEYWORDS
Long tail keywords are usually 4 words or longer. Long tail keywords are the most targeted keywords; however, they do not appeal to a wide audience. Long tail keywords have the highest conversion rates. The main benefit of Long-tail keywords is they have less competition and reach Page 1 of Google in faster periods. (1-12 months).
KEYWORDS INTERMEDIATE
WHAT IS KEYWORD RESEARCH
Keyword Research is the digging and uncovering of valuable keywords for your SEO and Google Ad campaigns. It’s the first step of digital marketing as an individual should understand the demand of the market and build a website around these valuable keywords. Keyword Research is important as it tells you the following information:
• Average Monthly Searches
• Keyword Trends
• Keyword Competition Level
• The Keyword Cost-Per-Click
• Three Month Change
AVERAGE MONTHLY SEARCHES
This is the most important metric to track as it tells you about the demand for your products and services. Keywords display the number of searches received every month on average. Keywords that are over 100 or 1000 searches per month are important to target for your campaigns.
KEYWORD TRENDS
The amount of keyword searches varies according to multiple factors such as seasons and hype. The keyword trend shows graphs displaying the upward or downward trend of keywords throughout the year. This information allows marketers to understand which keywords are consistent and beneficial to target.
KEYWORD COMPETITION LEVEL
This indicates the level of competition associated with each keyword. Google will display 3 values: LOW, MEDIUM, and HIGH. This refers to the level of competition of each keyword. The value LOW means that there are not many competitors in the market, while HIGH means the market is saturated with competitors.
KEYWORD COST PER CLICK
The keyword Cost-Per-Click (CPC) is important to know for Google Ads marketing. The CPC tells marketers how much they will have to pay for their advert to reach the first page of Google. Google Ads will display 2 amounts. The first is the low amount which indicates the least you will pay for your advert to reach Page 1 of Google, and the high amount indicates the most you will pay for your advert to reach Page 1 of Google.
3-MONTH CHANGE
The 3 months change metric compares the latest month of keyword searches with the previous 2 months. The metric is measured in percentages and determines the progress or regress of specific keywords. If the 3-month change is positive, it indicates the traffic amounts have increased. If the 3-month change is in the negative, it indicates the traffic amounts have decreased.
KEYWORDS ADVANCED
WHAT ARE THE DIFFERENT TYPES OF KEYWORDS FOR GOOGLE ADS?
Google Ads has incorporated different types of keywords into its platform. The Keyword Type selected depends on the goals and strategy of your campaign. Here are the following keywords in Google Ads:
• Broad Match Keywords
• Phrase Match Keywords
• Exact Match Keywords
• Negative Keywords
BROAD MATCH KEYWORDS
Broad match keywords target all keywords that are associated to the broad match keyword mentioned in your Google Ads campaign. Broad-match keywords are used to reach a broad audience online and are used to create brand awareness. Google Adverts can appear for keywords that are NOT mentioned in your Broad Match keywords, but relative to the subject.
Broad-match keywords are written without any punctuation. The latest AI Google encourages users to add broad match keywords in their Google Ad campaign to take advantage of the Automated Artificial Intelligence Systems.
PHRASE MATCH KEYWORDS
Phrase match keywords target different types of versions of the phrase match keyword mentioned. Phrase-match keywords are more specific than broad-match keywords and are used to drive sales and leads manually. Google Ads will appear when keywords are closely related to the phrase match keyword targeted.
Phrase match keywords are written with inverted commas (“”). Phrase-match keywords are ideal for marketers using manual methods for Google Ads and do not fit into the latest Artificial Intelligence Systems.
EXACT MATCH KEYWORDS
Exact match keywords target the exact words on the exact match keywords. Exact match keywords are more specific than broad and phrase match keywords. Exact match keywords give you the most control over who sees your advert. Most marketers implement exact-match keywords as they have found the most success with them.
Exact match keywords are written with brackets ([]). Exact match keywords are ideal for marketers using manual methods as Google AI systems only work with broad match keywords.
NEGATIVE KEYWORDS
Negative keywords are keywords that do not benefit your
campaign and waste your budget. In the Google Ads platform, you can see which search terms appeared on Google’s search engine.
The keywords that are not relevant to your industry must be selected and added as negative keywords. These keywords can be added at Campaign Level and Group Level. Adding negative
keywords will optimize your campaign to perfection. There are 3 Types of Negative Keywords:
• Broad Match Negative Keywords
• Phrase Match Negative Keywords
• Exact Match Negative Keywords