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Keeping up with Keywords

Posted on 8.07.2011

Keywords are a crucial part of digital marketing campaigns, yet identifying the words consumers are most likely to use when searching is something that digital marketing teams have difficulty with.

According to a white paper published by Hydra, digital marketing teams don’t have the resources to conduct thorough investigations, which lead to more successful keyword results. Additionally, a bigger problem may be monitoring and keeping up with terms that change so frequently.

“Keyword research makes the difference between the vendor’s goods and services being immediately visible to the searcher or their being swallowed up and lost in the myriad of returned search results,” says Ruth Zohrer, solutions consultant at Hydra. “Ultimately, the lack of thorough keyword research can prove costly as it leads to vendors failing to maximize on the online opportunity both in terms of directing potential sales leads/traffic to their site and garnering revenues from the online channel.”

According to a Hydra survey, less than half (42 percent) of digital marketers felt they were keeping up with key word trends. Furthermore, over half of the study’s participants (55 percent) claimed they don’t know which new words or expressions are worth spending time and money on. Yet over 70 percent of participants agreed that they would spend more time on reviewing keywords and phrases if possible.

Solutions from Hydra’s white paper includes beginning new natural search projects with a discovery phase that includes keyword research and keyword-mapping, which shows how sites connect with target keywords as well as any gaps that may need to be fixed.

After each keyword’s demand is known, they can be prioritized based on the results.


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