Search Engine Marketing has evolved so much in recent few years to a very great extent. The Reason behind this to be so effective is because the Search Engine will provide only the information about all the products or services to the people who are seriously and actively looking for some of it. The Search Engine is used here as a weapon by every company as the people who type their requirements or the terms and keywords in the Search engine and the engine provides all the sites and ads equivalent to that particular term. This would help both the users and the company who is running that Ads which helps in selling goods because their products are put in front of motivated buyers which helps in increasing the sale.
The Selection of the keywords depends on the company and their selection. If the company has a very good strategy and techniques for adding keywords, then they would definitely get a conversion.
Some common mistakes companies make in selecting keywords for their campaigns are:
Targeting Unique Keywords
We usually try to target few keywords which are not really effective and fewer visitors will search for it. The main reason behind using it is to stand as a unique and top company but we end up with a great loss. Because the terms used in the keywords would be the words which are mainly used internally by the company and the outsiders will not know about it.
A person who is having a very good experience on this platform can get into a confusion as we use some terms in the office in day to day vocabulary talks and those words are so much attracted from us that we use all these terms in front of the outside people who are not familiar with our internal corporate language. Whereas the rest of the world would call the same thing with any other terms.
Another situation where obscure keywords are targeted is more nefarious. Although most online marketing companies are honest and want only the best for clients, there are a few bad apple SEO firms that have purposely selected off-the-wall keyword phrases so they can guarantee rankings on those phrases. Obscure keywords are usually not very competitive so the SEO firm can easily win the term. This might take you to a huge loss and you won’t even recognize the mistake in it. It is always preferable to choose a simple and best keyword which every common man can search for.
Keywords popularity and its relevancy
There are many professional keywords which are used to analyze and you get some very competitive and traffic potential keywords which can be used as a keyword Phrases. When we select on these keywords, most of the time we check the traffic potential keywords and many other parameters are overlooked which can be a very important aspect while choosing for a keyword phrase. The Parameters like relevancy and the competitiveness of the phrases are overlooked.
We should always keep in mind that many popular phrases are always competitive and the bid will be always on the higher side. As the PPC bids go higher, you might have to do more work to make it reach a top organic spot as many other competitors are targetting those keywords. If you are a small business, then you should go with an alternative approach and try to focus more on some less popular but relevant keywords so that initially can give you a better conversion.
Keywords selected on w.r.t. to user’s Point of view
You should always think with respect to users perspective while selecting the keywords and what they might search for the search engine as a phrase or keyword. The phrases entered by the user decides the phase of mind which they are having. We can judge whether they are in research phase or they are on the urge of buying some product.
Keywords with one Word
Single word keywords are very expensive and too competitive as they will have a broad range and the possibility of it not working well might be more. There are only a few conditions where the single word keywords are used properly and this can happen with only big and well-known sites.
The main reason to be careful while selecting a keyword is to make sure that you select phrases that do not unintentionally conflict with unrelated industries. For example, if some are searching for Learn PPC, there are two possibilities, there are people who are just researching about PPC and tips to learn that whereas there are people who might be looking out for PPC Training institute in Bangalore or Learn PPC in institute where the relevant people will check and are seriously looking for a job.
Taking the competitions lightly
Many Companies decides on keywords very easily and blindly. Put some of the terms of the keywords into the search engine query box and check out all the sites which are ranking with higher values.Compare the backlinks of the sites ranking to your site. If you want to rank, you’ll need to outdo what the other sites are doing.
Not Reviewing Keywords periodically
Language is always flexible and it changes all the time. People might use one day one particular name and the next day they might use some other names. So, it is always necessary to review the keywords and transform all the possibilities with it.
Another good reason to review keywords is that you might find inappropriate keywords that are not performing well and are costing you money. Perhaps when you made your original keyword selection you only had limited data on which to base your decision. Revisiting your keywords when you’re armed with performance data can guide you to refine your choices.
No time and resources for proper keyword research
The entire Digital Marketing works mainly on keywords. The words you buy in pay per click, the terms you target for organic, the phrases you focus on in your images and videos, all depend on making good keyword choices. It takes time and resources to do keyword research properly.
You should always have a proper keyword research and you should get all the keywords through all the resources and after researching through all the medium you should decide on the keywords which have to be implemented to strengthen the base or the foundation.
Take a few minutes and review all your keywords and its errors and analyze it properly so that you can understand where the problem lies and where you need an improvement in the keywords so as to save your company and its brand and products. This would help you to use PPC and Adwords for your SEM very productively and precisely with the clicks and conversions.
Original article published here