If you’re new to digital marketing and have been looking at ways to help build your company’s online presence, chances are you’ve come across the term SEO in your research. SEO stands for search engine optimization. Among other tactics, it’s how the use of certain words, or keywords, can help search engines find you and deliver your website in search returns to people who are seeking information.
Think of your own online search behaviour. What words do you type in the search bar when looking for a specific product or service? Keywords straddle the line between general industry information and narrower brand information.
Here are four places that you can use your keywords to optimize your search marketing, helping people to find your website organically as opposed to via web advertising.
Blog posts
According to eMarketer, 60 percent of marketers create at least one piece of content per day intended for promotion, SEO or other forms of digital and print marketing. If you don’t have one already, the time is now to create a blog to share your existing content.
Enrich each post with your target keywords. SEO best practices from the Content Marketing Institute indicate that keywords should ideally appear two or three times in each post. However, readability should always be prioritized over keyword placements.
Social media posts
It’s not only long-form posts and lengthy content that provide an opportunity for keyword usage. If it fits naturally in your social media content, try using your keywords in a Facebook, Twitter or Instagram post. And, make sure that you have at least one keyword phrase in each account’s bio.
Photo captions
When you’re adding photos to your website, make sure you add a caption below the photo. Include keywords relevant to the photo, the page and your company.
YouTube captions
If you have a YouTube channel, Search Engine Watch recommends writing long video descriptions that are keyword rich. Google owns YouTube, so they automatically prioritize YouTube videos in page ranking. Search engines rely heavily on text surrounding a video to understand its topic, and they rank it accordingly.
Contact Allegra today. We can play a key role in designing, executing and analyzing your digital marketing campaign so you can get the most mileage out of every word.
by Jessica Eng
