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Performance Marketing June 26, 2020

Keywords are king - matching your ad and website terms

Keyword Research Dept

Most of us are often on the lookout to get more from our marketing efforts. An easy way to elevate your marketing activities is by having a strong Search Engine Optimisation (SEO) strategy. As this enables you to attract, reach and convert potential customers. One easy SEO strategy is to analyse your website content and ensure that important keywords you want to be known for are present in both your website text and in your ads.

Analysing your website content

One advantage of this approach is that it is easy to implement as the information is readily available, it just needs to be applied in a systematic manner across all channels. How do you go about figuring this out? Ask yourself the following questions:

  • What are the terms you want to be known for? Are these present on both your website and in your ads?
  • Is one keyword heavily used in your ads but not mentioned on your website or vice versa? 
  • Is there a term that is frequently used on your website which is not a keyword you included when setting up your Google Ads brand account?

Through in-depth analysis, brands can know which terms encourage users to click on their ads to learn more about a specific product and what words are frequently searched for before a user buys a product or service. The goal is to have a set of ad keywords which match your website keywords in order to make your SEO strategy more effective and efficient.

Universal SEO rules

Let’s start with the basics: generic keywords. These are words which have a much broader reach and help people discover your business at a moment when they have not yet chosen a specific brand or company. Therefore, identifying and optimising around these types of search terms is critical for a successful search and conversion effort. So, for example, the terms “marketing firm”, “online shop” or “voucher” are valuable words to target to ensure maximum reach.

More specifically, adjectives and verbs are often randomly used when searching for a product or service. However, brands naturally often use these words frequently when creating written content. So, brands should align the adjectives and verbs they use the most to describe their products to their copy and ad messaging. As a follow-up, brands can then analyse which adjectives truly resonate with their consumers and lead to more impressions or clicks and use these more often.

Don’t forget about prepositions. For example “product with”, “product to” or “product for” are phrases used often to search for more generic results. However, by incorporating these terms into your SEO strategy, you can place yourself at the top of the list for generic searches which match a product you offer. Another advantage is that multi-word combinations make the price per click cheaper while still reaching users who have a purchase intent.

A simple trick to reach more people

To determine the right keywords for your brand there are various tools one can use such as the keyword planner and the Google Search Console. However, brands should always compare their current inventory of terms to their website content to ensure no keywords are overlooked. You can do this once a month and keep in mind the following points:

  • Compare text content on the website with performance data
  • Determine which terms are missing in the ads account
  • Determine which terms are missing in the website texts

Regular optimisation of keywords in both one’s GoogleAds account, as well as the text optimisation of target pages, is important to reach potential customers with the right search terms. By aligning your website written content with your messaging and ads your brand can attract, reach and convert more potential customers

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