Building a Customer-Focused Keyword Strategy

SEO isn't some obscure mystery, and mastering keyword strategy isn't as difficult as it seems. It all boils down to paying attention to your consumers and letting them decide where the conversation goes. Here are some of the ways modern companies employ customer-focused strategies to choose keywords that connect marketing drives to wider audiences.

The Purpose of Keyword Strategy
Keywords let companies direct traffic to web portals, but they also play huge roles in how users navigate once they arrive. For example, effective sales portals often provide links to similar products on specific item pages so that visitors can explore available stock more readily. Ultimately, keywords must be chosen in a fashion that both attracts outside page views and helps readers find other items of interest after they arrive at any given internal page.

Search engines do more than just rank sites based on their overall worth. Google, Bing and other engines commonly traverse sub-pages to determine which sections are the most important and learn how organic interaction typically unfolds. Naturally, user behaviors change with time, so choosing keywords that respond in kind is crucial to keeping visitors interested.

Staying in Touch with the Conversation
Consumers aren't always going to rely on the same keywords to reach their destination. A company that introduces a new product should initially expect people to start searching for the new item's name or related promotional deals. As time goes on and the hubbub dies down, however, these kinds of keyword searches may become less frequent. If the company fails to respond by offering relevant content, consumers may become frustrated.

These kinds of changes can even occur within a single marketing campaign. This is common with new software; as users grow familiar with a given product, they come up with unique questions about usage and troubleshooting. A smart marketer will incorporate these kinds of subjects in their blogs, video descriptions, social media posts and other searchable, keyword-laden content so that back-and-forth discussion flows naturally.

Anticipating User Demands
Keyword selection isn't about controlling a discussion; this is impossible. Instead, settle for actively moderating discourse while remaining open to letting the users decide on subject matter.

Many companies interface with consumers via blogs. Blogs are great ways to publish insights and tips about subjects like product usage, and they're relatively simple to maintain. To make the most of their advantages, try mining for new keywords and organic discussion points in the comments section. Find out how people respond to the content you produce so that you can get a feel for what they might like to see in the near future.

Site comments aren't the only types of content that offer insights into which keywords and search terms may become relevant. Scour Facebook, YouTube, independent blogs and other social media to gauge response and track how real-world users feel about your offerings. SEO experts also favor review sites and forums for the wealth of honest feedback they provide.

Fine-Tuning Your Approach
Never adopt a generic keyword strategy simply because you want to ride the wave of buzz. Countless social media marketers have jeopardized their careers by making faux pas that portrayed their companies in an extremely negative light.

There's nothing wrong with using Twitter and other platforms to find out what's trending so that you can incorporate it into your keyword approach. Just be sure you understand the context and sentiment before sending out a Tweet or publishing a post. Being considerate of the user experience is integral to a smart keyword strategy.

Search Optics is a leader in digital marketing solutions for the automotive industry. Search Optics’ automotive digital marketing services include custom websites, search engine optimization, paid search and mobile solutions that generate leads which result in sales opportunities. Search Optics specializes in car dealer marketing and automotive SEO services.