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 $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” 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.