keyword search volume

Why Keyword Search Volume Doesn’t Matter When You Choose Your Keywords (& What Does Matter)

If I asked for a show of hands to see who researches their keywords by highest search volume, I’d see a pretty unanimous answer.

If you’re a true nerd / geek / SEO’er, you might have even had dreams of climbing the search results to #1 by optimizing for those keywords.

(Kind of like a new pop artist who hopes to crack the Billboard Top 100 with their first single.)

When you pick a keyword, what do you go by?

Are you using the best metrics?

Every business wants to show up at the top of the SERPs (search engine result pages).

But knowing how… that’s a skill that involves, at the core fundamental, knowing how to pick out a great keyword. And not everyone has that skill.

Keep reading for an in-depth guide on what matters most when you’re choosing best opportunity, high-ROI keywords. (The answer, surprisingly, is decidedly not keyword search volume.)

what matters with keyword search volume

Keyword Search Volume: The Skinny

Everyone wants that coveted top organic #1, #2, or #3 hit in Google.

However, what you may not realize is top brands have already cornered those keywords. This includes multi-million-dollar corporations. These are brands you are not going to be able to compete with, especially if you’re a small business.

What do those top-ranking keywords look like?

Nine times out of 10, they’re broad keywords – short phrases that aren’t specific. For example: “cake,” “baking,” and “baking cakes.”

If you’re a small-town baker and you try to rank for these terms, you’ll be out of luck. Instead, you may find yourself competing with the likes of Cooking Light, Food Network, and Epicurious.


Let’s face it – you’re never going to win, here.

So, what can you do, instead? What’s the smarter strategy?

For good results for your particular business, you don’t need high traffic from high search volume keywords. Instead, you need the right traffic.

right keyword

Forget Search Volume – Get the Right Traffic with High-Converting Keywords

Throw search volume out the window for now. Yes, it was once the be-all, end-all of keywords, but nothing in this world is static, right?

I’m not saying search volume is completely irrelevant. But, I am urging you to look at other avenues for driving people to your site.

Let’s start by defining what we mean when we talk about the “right” traffic.

You’ll have an easier time converting customers if they’re in an ideal state of the buying process. This is the “right” traffic – the people who are looking for you, but don’t yet realize you exist. If they knew you existed, they would be ready to jump on board and fish for their wallets.

Broad keywords do not drive this kind of traffic to your site.

What will?

Long tail keywords!

Long tail Keywords: Specificity and Relevancy for Search

Long tail keywords are just that: longer, more specific, and relevant to the customer’s needs.

For instance, a person who needs a specific type of cake will not search for “cake.” Instead, they might search for “wedding cake chocolate swirl Rhode Island.” Or, “birthday cake yellow with sprinkles.” A search string that is becoming even more common might look like this: “Where can I get a yellow birthday cake with chocolate frosting in Rhode Island?”

All of these have a few things in common, though they vary in subject matter. The people searching know what type of cake they want and where they want to get it. If you’re a baker and you optimize your site for long tail keywords like this, you’ll strike gold.

Why? Because long tail keywords have less competition than their broad counterparts. You have a far better chance of ranking for “wedding cake chocolate swirl Rhode Island” than “cake.”

Plus, customers use long tail keywords like this when they have a higher buying intent. They know what they’re looking for, what they need, or what they want. If you have it, there’s a very good chance you’ll close the deal.

Basically, these keywords fall right into your sweet spot for driving traffic.

Sweet Spot - Keywords

Take a look at the brands who have successfully ranked for the above long tail keyword example. There’s only one multi-million-dollar corporation on this list (Ben & Jerry’s). The rest are small bakeries or boutique shops. That’s the power of the long tail keyword in action.


How Do You Choose the Right Long Tail Keywords?

According to Search Engine Journal (SEJ), one of the keys to driving conversions from search results is to engage people at the perfect time. It’s a two-way street. Their intent needs to match up with the keyword, and the keyword needs to be relative to their intent.

This is that sweet spot we mentioned earlier. Hit it, and you’ll see ROI.

Here are some other keys for choosing the best long tail keywords for you. They have to do with relevancy and uniqueness.

1. Relevancy, Relevancy, Relevancy

When a keyword is relevant to you, it ties back to your particular brand. This includes what you do, who you are, where you’re located, or what you sell.

The relevance of your keywords is the brunt of what makes long tail types work. If you’re not using relevant long tails, you won’t be taking advantage of their conversion power.

2. Use What Makes You Stand Out (Your Differentiation Factor)

A highly unique keyword could net you a buyer every time someone searches for it. Wow! That’s a BIG deal.

At the same time, that particular keyword could have next to no search volume because of its uniqueness.

Fact: this is common for keywords with good opportunities.

In other words, it’s not a problem because the conversion value is so high. The more unique your keyword, the more you’re targeting a specific buyer – the one looking to pull the trigger and make the purchase!

These types of keywords don’t work well for everyone – but they work great for you. The opportunity is personal, and that’s a big bonus.

Why Broad, Short Tail Keywords Are on the Way Out

Short tail keywords do have their uses. They haven’t gone the way of VCRs and rotary phones – they aren’t relics quite yet.

They’re good for optimizing basic pages on your site. Your “about us” page is a fine example. Over time, your long tail keyword content can help improve your rankings for those general terms. Your content will build authority, and that can give your general pages a boost.

Time, however, is the clincher here. For keywords with tough competition, it may take years for you to crack the top 100, let alone the top 50.

Ranking shouldn’t be your main concern, anyway.

Ranking for broad terms may drive traffic, but it won’t drive traffic that converts.

Instead, you’ll get a mix of people at all different stages of the buying cycle. Some, if not most, will not need what you’re offering. Neil Patel has an excellent chart that shows the difference:

neilpatel_visitor intention
As the chart shows, people who are looking to browse will use the broadest keywords of all: “Las Vegas,” “spyware,” and “television.”

Meanwhile, the people looking to buy tend to use the most specific terms possible: “Panasonic 43’ Plasma TV HVD3002 best price.” That’s one hefty long tail. You can tell this buyer is locked and loaded.

Draw the Locked and Loaded Buyer – Not the “Just Browsing” Variety

According to Forbes, a few years ago, most businesses online attempted to target small numbers of “sort-of” relevant keywords. These were traffic-drivers alone, and it worked well enough.

Now things have changed. There are millions more people online, and close to a billion websites. The competition to rank for broad keywords is more cut-throat than ever. In fact, it’s nearly impossible unless you’re a huge corporation or you pay.

You can rank well, and organically, for long tail keywords. These aren’t searched as often, but the people who do are far more likely to buy from you.

Who would you rather guide to your site – the casual browser, or that buyer who’s locked, loaded, and ready to whip out their credit card, because you’ve got what they need?

So, when it comes to keywords, redirect your focus.

Switch your tactics – shake things up.

The times, they are a-changin’, as Bob Dylan so eloquently put it. Pretty soon, short tail keywords may be thrown out with the bathwater.

The long tail is the future of keywords.

Are you ready?


To start building your path towards more high rankings with long tail keyword-optimized content, Express Writers can help. Take a peek at our custom blog plans or content planning to see what we can do.

art of writing cta

where to publish content

A Data-Driven Answer on Where to Publish Your Content, & the Downside of Being Everywhere

From the moment we wake up, we consume a crazy high amount of content.

It’s nuts.

In just one minute: 7 million Snapchat videos are posted. Over 2 million Instagram posts get “hearted.” Facebook gets over 4 million likes. Nearly 350,000 tweets happen. Google translates 69 million words. (Contently)

In one day: two million blogs are posted.

So it only makes sense that you should share your awesome content on all of those platforms in order to have the greatest reach.

In a world of endless options for publishing content, we should publish anywhere and everywhere, right? (FOMO!)

Not necessarily. Let’s keep talking.

where to publish content at

Where to Publish Content: Why The Answer Starts With Where NOT to Publish 

One of the challenges we face as content marketers is the rise of social media platforms and the fact that readers don’t just start there – they never have to leave.

We use social media for news, to keep up with trends, to connect with other people, and to follow our favorite brands, which means we’re more engaged than ever before. But we also run the risk of getting stuck in a rut with the billions of others who are plugged in worldwide.


From Statista

Your content may be magnificent, praiseworthy, and top-notch. But that doesn’t mean you should utilize every blogging and social media outlet known to the internet in order to share it.

The more content you publish, the better, but where should you sink all your valuable content marketing efforts into?

Here’s Where to Publish: 3 Areas of Focus We Recommend

When you are ready to share amazing content, here are three of the best places to create and publish on.

1. Your own blog and site

Honestly: this is your real best content publishing real estate.

Upkeeping a blog is key.

Look at these stats:

1) B2B marketers that use blogs receive 67% more leads than those that do not.

2) Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.

5) Companies who blog receive 97% more links to their website.

6) Blogs have been rated as the 5th most trusted source for accurate online information.


Treat it like your #1 content hub. Grow and expand it, weekly if not daily.

Here at Express Writers, we publish the majority of the content on our site. The combined abilities of our experienced writers allow us to create quality content that brings in revenue while also helping our audience. We post a few times a week, with posts between 1,500 and 4,000 words. Once a week, a Twitter chat recap in our dedicated chat section is also created and shared. Our content is consistent, well-researched, and published following a specific timeframe. Topics are planned and thought out with care.

Our branded content has ended up being a major, major source of our entire company revenue (to the tune of 90%). More on that in my case study.

Your blog content can be an amazing resource for your audience. Here’s why:

  • Blogging can increase your search engine optimization (SEO), especially when you use keywords in the right way and create content in long form.
  • Blogging gives you content to promote across social media channels.
  • Blogging allows you a space to put valuable calls-to-action, which have the potential to generate leads and grow conversions.

A. How to write a strong blog post?

Hubspot offers some simple tips on how to write a blog post that begins with understanding your audience and ends with choosing a catchy title. You can read more about that here and grab some free blogging templates while you’re at it.

The best blog posts always have a clear topic and engaging title; the audience is drawn in and stays engaged because they have been captivated by the introduction.

The content is well-organized and relevant to the issue being addressed.

Experts across the industry craft quality blog content for their sites, including:

  • Neil Patel – co-founder of Crazy Egg, Hello Bar, and KISSmeterics
  • Barry Feldman – speaker, author, and creative copywriter
  • Seth Godin – author and founder of Squidoo

B. How often to post?

You may be wondering how often to publish on your company’s blog. While every company is different in size, strategy, and industry, there is some research that can help us answer that question.

In one study from HubSpot, the results showed that B2B companies that published over 16 blog posts per month received more than 3 times the amount of traffic as compared to companies that only published 4 times per month.

For B2C companies, those 16-times-per-month rate saw over 4 times the amount of traffic.

In another study, over 90% of Hubspot’s blog leads and more than 75% of post views came from old posts.

Posting quality content multiple times per week may be just what your readers are looking for, and if it’s awesome content, they will keep coming back for more. Read more about how to write content for a blog over here.

The time, effort, and work put into your own content makes your blog site YOUR real estate.

[clickToTweet tweet=”Why publish your best on someone else’s real estate? – @JuliaEMcCoy” quote=”Why publish your best on someone else’s? – @JuliaEMcCoy”]

2. Guest blogging in your niche

Before you decide where to guest blog, you should set a goal for your blogging.

These goals could include anything from setting yourself up as an authority in your industry to driving readers to your own site.

Check out how we achieve results from guest blogging: my content, for example a column I keep with 2 posts/week on SiteProNews, has netted us a lead worth $5,000.

content life cycle

When you begin with this sort of focus, it can help narrow your scope as you write.

Guest blogging in your niche is a great opportunity to share your authoritative view on a number of topics, but you must find platforms where your audience is already located.

You may find opportunities by searching for blogs that invite guests to post – just do a keyword search using words from your industry combined with “guest post” or “guest blogger.” From here, you’ll find guides, and the publications publishing them will more often than not accept guest bloggers in this industry. (See result #2: that’s CMI’s guest blogging guidelines!)

keyword search for guest blogger

A recent Google search for “content marketing submit a guest post” presented almost 3 million results. (!!!)

You can also look on the social feeds of your buyers. Check out Facebook feeds and Twitter posts – what content does your demographic share? Your potential audience is already reading content across these mediums, so it’s a good place to start.

At Express Writers, we have seen some serious return on investment from just one guest blog post. I already showed you the Life Cycle graphic, but check out my post for more about it.

What are some of the “secrets”?

  • Focus on less channels, not more.
  • Focus on a relationship with a real person, not a contact form.
  • Focus on the platforms in your niche.
  • Focus on giving your best, most useful content.

Guest blogging in your niche is also a great way to connect with other marketers in your industry. You never know where a relationship may lead or when you will need their advice for your own content development.

3. Be on Two (Very) Authoritative Platforms

Sharing your content on authoritative platforms not only sets you apart as an expert, but allows your voice to be heard by a larger audience. There are benefits when you publish on sites like Medium and LinkedIn.

Why? Because you are demonstrating your expertise through the delivery of valuable content – it’s showing an audience versus just telling them.

1. Medium

Writing, publishing, and promoting content on this platform means you’ll join the likes of Sports Illustrated and the White House.


Yes, the White House. As in, the State of the Union addresses and policy announcements.

When founder Ev William first launched the site in 2012, he noted that Medium is a place where writers focus on the words while also serving as a place of collaboration so you can say what you want to say.

Wordstream shared 10 reasons content writers should publish on Medium. They include:

  • The simple import process.
  • A built-in audience through Facebook and Twitter.
  • Engagement tools, so you can see who’s reading and how many.
  • Minimum effort – no original content required.

Read more here, including how your valuable content can be discovered by publishers who scout for authors on Medium.

2. LinkedIn

linkedin pulse

This virtual gathering of all types of professionals also serves as a publishing platform. In February 2014, LinkedIn Pulse went public, allowing writers from a variety of industries to share their thoughts with the click of a button.

In order to write successful content on LinkedIn, there are some suggestions noted on the site to help get you started:

  • Offer advice for career advancement.
  • Describe challenges in your profession, both current and future.
  • Discuss how your industry has changed since you began.
  • Give solid advice to one who hopes to enter your field.

Posts should be long-form and are bolstered by relevant images or videos. While there are no limits on word count, the more helpful content you can share, the more value you can bring to the table.

And don’t forget – editing is your friend!

Case Study: Where We Publish Content at Express Writers

I lead our inbound content strategy (and write a lot of it, with other staff members).

Here’s a visual representation of what my schedule when publishing content looks like.

As you can see, a large portion of our content is dedicated to our site. Hence the huge amount of inbound leads we receive (case study on that here).

express writers content schedule

What About New Platforms? Answer These 3 Questions to Make Sure it’s Worth Your Time

New platforms for content publishing may arise out of the night like a sparkly, shiny marketing tool that calls to you and beckons you to come forward and share your valuable writing.

Don’t fall for it.

When was released as a video discussion website and livestream app, people loved it and spent a lot of time on the site – an average of an hour a day. The platform took three weeks to build and went from 0 users to just under 4 million in less than a year.

In August of 2016, the website was shut down, and along with its departure went all of its users’ content.

This is proof that just because you can doesn’t mean you should. So how do you decide what to keep and what to toss?

Ask yourself these three questions first:

1. Does this platform fit my niche?

If it does, you are more likely to attract qualified leads and find the right audience for your topic. Content shared on LinkedIn is not going to look the same as content shared on SnapChat, so think carefully before jumping into a new platform.

2. Who is my intended audience, and do they spend time there?

In order to know if your audience participates in a particular platform, you have to first know who they are. Define who you are trying to reach and then find out where those individuals spend their time.

Copyblogger reminds us:

“Before you can get someone to buy from you, you need to know what to say to them, and how to say it. You’ll never get that right unless you know who you’re talking to.”

3. Will my presence there help me meet my content goals?

If your goal is to increase brand awareness, a focus on guest blogging may be more worth your time than a case study. If you are looking for engagement, being active on social media channels could help your content go viral faster than a podcast.

The Downside to Being Everywhere

Content marketers are busy people, and we’re not just talking about the actual content creation part.

This may be your only job, or it may be in addition to that other job you work. You may or may not have a spouse, kids, a home, and other interests that demand your attention. It’s possible to stretch yourself too thin as you try to be every solution to everyone, and burn out.

There is a downside to being everywhere.  

Can Being Everywhere Lead to Being Nowhere?

When you are just starting out – and even when you’ve been at this content thing for a while – it is easy to fall prey to the notion that your content should be everywhere.

After all, isn’t that how we make an impact?

Actually, the “Be Everywhere” strategy can take you down a long, winding road to the town of Nowhere. No one wants to be here. It’s marked by content creators who have spread themselves so far that they have little to give.

Nowhere is a land of few listeners and even fewer conversions.

Over at Entrepreneur, Jeff Stephens reminds us why trying to be everywhere can lead us to nowhere:

  • Every platform requires time, focused effort, and a learning curve while you try to get to know a new audience.
  • Focusing on too many channels distracts us from what really matters.
  • Being everywhere wastes time and means you are nowhere fully.

For more inspiration on this, listen in to my podcast with Mark Schaefer, one of the top business bloggers in the world, where he discusses the downside of not focusing on and mastering just a few channels – for many years with Mark, it was just one channel, his blog!

The solution to being everywhere is to find the place where you really need to be, and target your content across those channels.

Does targeted content distribution matter?

Among marketers, 53% say that target content distribution is a factor that has contributed to their increased success.

At the same time, the average number of content marketing tactics used is seven, with the top being social media and blogs.


Graphic from Content Marketing Institute

Intentionality in choosing your distribution channels will not only benefit you – saving time, energy, and resources – it will benefit your audience, as well.

They will get your best content, the content that has been crafted with a focus on their needs and real solutions.

Only you can decide which channels are beneficial and which ones need to go. But whatever you do, don’t get lost in the land of Nowhere. It won’t bring value to your message and it certainly won’t benefit your readers.

Gain Focus with a Solid Content Marketing Strategy & Know Where to Publish Content

In order to know where you want to go, you need a plan for getting there. That’s where a content marketing strategy comes in, although the majority of marketers do not have one.

Only 37% of B2B marketers and 40% of B2C marketers have a content marketing plan in writing, while 70% of us are creating more content this year than in 2016.

Study after study has shown that success comes when we write down our goals, go back to review them, and share them with others. It is not different for content creation.

No matter how small or how big your team is, a written content strategy can make a huge difference in how you reach and who you reach with your message. It doesn’t have to be complicated.

  • Define your goal – why are you producing content?
  • Conduct your research – who is your audience?
  • Evaluate your content – check out what you did last year, and see if you can switch it up.
  • Secure a content management tool – try HubSpot’s software, CoSchedule, or WordPress.
  • Brainstorm content ideas and types – outline the blog post that’s been simmering, start crafting that e-book, and put together an infographic if these types of content are what will work best for your audience’s needs.
  • Publish your content – Post it on your website, social media channels, or on a guest blog. Create quality content on a consistent basis. Don’t offer your audience something generic that they can find anywhere. Be specific and be intentional.

The Truth About All Those Platforms

If we were to sit down over a cup of coffee and list all the platforms available to content marketers, it would be extensive.

  • Social media sites
  • Video sites
  • Email marketing
  • Webinars
  • Graphic tools
  • Paid promotion tools
  • Blogging channels

In addition to the countless number of publishing sites we already have, there are new ones popping up all the time. Where you should focus your efforts depends on your goals, your audience, and your resources.

And all of those platforms? Just because they are there doesn’t mean they are the right ones for you. The last thing you want is to put all your efforts into something that doesn’t reach your target and ends up taking you to the town of Nowhere.

When you know your readers and you know where you want to go, where to publish will make much more sense. Combine this with a confidence in your abilities, and you can be on your way to publishing the right content in the right places.

Find Your Rhythm, Know Where to Publish Content that Works for You

Challenges for content marketers abound, whether you’ve been in this field for a week or a decade.

Where to publish your content can only be decided by you, but these tips can go a long way to help.

With a bit of thought and planning, find your rhythm, choose the best outlets for your audience, reach the right people – and do amazing things!

engagement cta

Using A Content Combination Strategy To Maximize Your Content Marketing

Alecs is a Client Accounts Manager at Express Writers.

Peanut butter would never be the same without jelly.

In like sense, combined strategies make for a much richer experience.

In your daily life, I’m sure you can come up with at least five things without even thinking too hard about them that work well together. The same goes for content marketing. Some things just function better together and work towards accomplishing an overall goal. The strengths of one particular type of marketing covers the weaknesses of another.

Just like a well-prepared team, using content marketing methods that overlap make for a much better overall experience.

Ready, set, GO...  Your content will be ready to win in no time with a content combination strategy.

Ready, set, GO…
Your content will be ready to win in no time with a content combination strategy.

The Power & Synergy of A Content Combination Strategy

Content combination strategy is the plan by which you make these individual content management strategies work as a team.

What the strategy does is figure out which individual strategies cover the most amount of exposure for your target demographic. From there you can develop distribution plans for each of those vehicles of exposure. Thus, if your initial exposure medium was blogging but you saw a need for outreach on social media and print media, then you would incorporate those types of marketing into your overall marketing plan.

Using a content combination strategy allows you to adjust your content to suit. Blogs are great for long-form content but if you operate on social media, for example, those users tend to favor images over long form narrative content. Combining the content you produce and matching it to the relevant medium for distribution allows you to increase your outreach and develop more high quality content that will encourage users to come visit your page.

Understanding Content Synergy Dynamics

Some things just work very well together. Take, for example, email marketing alongside offering a free e-book to readers. Email marketing by itself can be a hit and miss affair. Some users actively avoid ending up on mailing lists. However, when combined with the prospect of a free e-book, email subscriptions soar. People always enjoy the thought of something for nothing and that’s why free e-book marketing tends to net far more email subscriptions than any other type of strategy.

The combination of these strategies sees the utilization of the email address as the object you need to obtain. With an active email address you can add the user to your email list and send them good content and information that they can use to better their lives, interspersing it with offers for products they may be interested in.

In order to ensure that the email is active, you send them a copy of your e-book that they want, opting in to your mailing list to get it. It’s a novel idea that balances the user’s greed with an entry point for marketing to the customer at a later date.

Not all content pairs are as synergistic as that one. Modern methods of social media make it easy for interaction to take place and utilizing it in tandem with a product that a company offers in order to win free merchandise is something many small businesses have adopted. This sees the use of a widespread media outlet and user generated content alongside free marketing in terms of the product being visible on the user’s picture which is then shared and liked in order for them to win the prize.

Extending Effectiveness and Outreach

Most content marketers run blogs. It’s their major source of production and distribution of content. The problem with blogs is that they are usually limited to a particular location in the hierarchy of modern media. Blogs are considered places where people go to share ideas and discuss things at length. On the opposite end of the perception spectrum is social media. Social media serves as the place where people go to interact with their friends and close acquaintances. It’s here that the majority of consumers exist.

The numbers show that worldwide, there are over two billion users on social media. How many of those do you think take time to visit a blog? The answer is quite a lot, depending on it shows up on their feed. Blogs and websites have realized that utilizing social media in tandem with their regular posts can lead to an increase in their popularity and overall positive KPI’s. Social media networks like Facebook make it easy to create pages that are linked officially to blogs so that users can benefit from their massive user base when creating content.

Sometimes, it works the other way around. Some Facebook pages have become so popular that they’ve forced their owners to build blogs around them in order to capitalize on their success. A good example of this is SciBabe on Facebook. Originally a page made to rant against the anti-science point of view of the popular Food Babe page, the owner eventually expanded it into an entire website dedicated to fighting misinformation on social media (a noble pursuit, but ultimately futile).

Research in Multiple Formats: How to Appeal to a Wider Audience

Content marketers already know the power of infographics. They are among the most popular ways of spreading information to people in a single, easy to share image. Infographics themselves sometimes represents a compilation of work from various research outlets. Statistics and facts are gathered and put into cool, flashy graphical representations to make the facts fun to read and easy to internalize for later use. The infographic is the modern successor to an older type of research distribution material, the white paper. Although infographics are the new kid on the block, white papers still have quite a bit of a following.

Older copywriters have told me about the days when they would be tasked with creating white papers that were a couple dozen pages long from information given to them by a particular company. What a white paper is, for those of us who grew up in the digital age, is a report that is written to offer factual information on a product or proposals on an issue. Although there is still a market for white papers, that market has shrunk considerably as more and more people are moving away from traditional printed media. Online white papers do exist, of course, and these are usually given as “free e-books” to people who are interested in a particular topic.

The average layman on social media, however, doesn’t have the time and attention span to find themselves reading a twenty-page report on solar panel efficiency and the impact on the future of renewable energy (for example). However, if you take the same statistics and factoids from the white paper and place it into an infographic that is then posted on social media, you are guaranteed to get the same people to share it, because it’s something they’re interested in. One of the major fallouts of a shorter attention span for consumers is that you have to adapt your methods of communication to stand a chance of getting your message across.

ecommerce content

Keyword, Descriptions and e-Commerce

E-Commerce is how most companies are developing their online marketing ability these days because it makes for easier convenience. Stores that operate online don’t need to worry about having specific opening hours or missing out if no one is around to mind the store. They are the true realization of all the good things that the internet promised to business owners. By itself, e-commerce manages to generate quite a lot of extra profit for a company. SingPost, a Singaporean postal service provider, managed to hit 46.6M in profit during the first quarter of 2015 thanks to investments in e-commerce and improved logistics. When combined with keywords, the amount of total profit you’re looking at can be quite large.

Keywords are the backbone of search engine optimization. By knowing what keywords pertain to your business and strategically selecting keywords to focus on, you are much more likely to benefit from searches for a particular product or products.

Keywords can be utilized in product descriptions in order to boost sales from e-commerce based businesses. By utilizing keywords like this, you make any search engine a possible portal to a sale. Consider that consumers conduct over 3.5 billion searches per day on Google along, that should tell you the size of a potential market that you are getting access to.

All that glitters is not gold, however and keyword research can be time consuming and tedious. Some companies exist that are skilled at performing keyword searches for clients at a professional level, so they may be of some help in finding keywords that have a high enough volume with low enough competition to be worthwhile. Trying to do it yourself may be frustrating but it’s definitely worth trying, if only because of the potential for great sales.

Adobe’s Integrated SEO Social Strategy

Adobe is a giant in software, famous for such notable titles as Photoshop and Illustrator, just to name a couple. In a 2012 conference David Lloyd, the software giant’s SEO manager, explained how it used data to inform and improve its impact on social media, its content optimization and strategies surrounding its website. The operation, as is to be expected for a company of this size, is monumental.

Multiple teams of individual explore and sift through incoming data on keywords and URL’s that affect the company. The ones that are most important to the company and its products along with the URL’s of the best performing posts by Adobe themselves are retrieved and sent to their social media department. The teams at the social media center then go about linking and sharing the content that already has substantial conversion numbers, allowing them to leverage their data of reach out to more users across multiple social media channels. But what does all this have to do with SEO?

The keywords are where the SEO-social synergy comes in. By utilizing the keyword research and tying it in to already well-performing content they drive the popularity of that content and the connected keywords through the roof. Adobe utilizes a software suite known as BrightEdge that was able to prove the success of their synergistic content management strategy. A combination of seven tweets managed to drive Adobe’s rank up from twenty eighth to second for the keyword phrase “social analytics”. Lloyd maintains that for something like this to happen, it requires a lot of product awareness and good business skills.

Above All Else, Have a Plan

Seeing how content strategies work together in tandem to create a powerful marketing system that can reach out to the furthest edges of marketing and even combine disparate elements seems like an exciting prospect, especially for rookie content marketers.

Here’s the spoke in your wheel: before you rush off to do something that combines six or seven different marketing tactics, you need to have a plan.

Going off half cocked will end in you investing time and effort into a project that will most likely fail in the long run. Know what you’re doing and why you’re doing it.

Define Your Goal

A combined content strategy is one that links different marketing types together to drive towards one final goal. You need to define your goal before you decide what vehicles you’re going to use to get there. Marketing can be very engrossing, but it can also be very frustrating. When you’re utilizing multiple content vehicles to achieve your goals, you’re in for a whole lot more frustration. Sometimes something will work, and you’ll have no clue how to duplicate it. Sometimes something won’t work no matter what you do. Combined content strategies are powerful when they work, but in order to get them to work, you have to know these content marketing channels inside and out.

Develop A Thought-Out Plan

Developing a well-thought-out plan that uses different channels that all direct their content towards a final goal is what you should be aiming to achieve with a combined strategy. You need to know what you want your users to do and figure out how these disparate strategies can work together as a team to finalize your goal. Some teams are better suited to work together than others, but that doesn’t mean you should leave out combinations from the get-go.

Content strategies evolve, and while a simple one might be a good place to start, eventually the needs of the company will outgrow it and you’ll have to think of new ways to promote the company or product.

Combined strategies offer you depth that will guarantee performance as time goes by.

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