Best Practices to Leverage Keyword Insights


When identifying keywords to optimize online content for search, Robb Hecht, SVP and digital marketing strategist at imc strategy labs, recommends the following best practices:

• Industry/Market Knowledge: Consider your market knowledge when formulating content and choosing keywords.

• Competitors: Analyze competitors’ sites and their offline and online marketing communications collateral, as these have keywords that will likely be used in SEM/SEO campaigns.

• Web Analytics: Leverage Web analytics to learn the key phrases visitors used to arrive at your site.

• Site Search Box: Analyze your site’s internal search tool for insights on what users come to your site for; then work your findings into your offline content strategies to drive traffic online.

• Messaging. Analyze which SEM ad copy provides the highest click-through rates; transfer this into your SEO campaign, using it within the page title and metadata to increase click-through rates.


Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.