At MacRAE’S, we know that excellent keyword research and targeting is a crucial component of digital marketing strategies. Keyword research and targeting is the cornerstone of effective SEO strategy and PPC campaigns. Ranking for the right keywords in search engine results pages can make or break the success of your website — and your brand. That is why keyword research is one of the most valuable marketing activities, offering a high return on investment.

But keyword research and targeting is also so much more than just ranking. Understanding which keywords to use can work to guide your brand’s content creation efforts in the right direction. Good keyword research and targeting doesn’t just get visitors to your site. It gets the right visitors to your site. Savvy content marketers will use keywords to ascertain the topics that a brand should be writing about, ensuring that you are producing content that your target consumers will find engaging and that you are curating an online brand presence that your target consumers identify with.

What Is in a Keyword?

You might be wondering, “What makes some keywords more effective than others?” The answer is a complex one, but it has to do with user interest and user intent. The right keywords will signal to your target audience that the content on your page meets their needs and responds to their preferences and interests. This in turn drives up engagement metrics, like time-on-page and conversion rates. So, how does MacRAE’S develop keywords that respond to the needs and interests of your target audience? We carefully craft these keywords, taking the following into consideration:

  • Brand Terms: Brand terms are terms that are somehow related to your brand, such as the name of your company or organization. Brand terms in keywords tend to be most useful in attracting the attention of those already familiar with your brand, and therefore successfully drive conversion rates.
  • Product Terms: Product terms reflect what your product does or the specific problem it solves. Complimentary product terms, which refer to products that somehow compliment or coincide with your brand’s product, will also be considered.
  • Audience Terms: Audience terms refer to specific terms that your target audience is likely to search for. This helps align your content with the needs and interests of your target audience.

One we take a comprehensive look at these terms specific to your brand, niche, and audience, we will work with you to develop a highly effective keyword list, which can then be used to generate content.

Long-Tail vs. Short-Tail Searches

MacRAE’S keyword research and targeting considers both long-tail and short-tail searches. Short-tail searches are searches of a single keyword or phrase. Long-tail searches correspond to natural language queries, the hundreds of thousands of unique searches that include unique combinations of many different words. The same short-tail searches occur thousands of times per day, while identical long-tail searches might only occur a handful of times each day. Long-tail searches are harder to target, but they comprise about 70 percent of all search activity. That means they are crucial. At MacRAE’S, we have the experience and expertise to develop and target keywords for long-tail searches, boosting your return on investment.

The MacRAE’S Strategy

Effective keyword research and targeting is a careful blend of art and science. It requires creativity, experience, and expertise. It also requires a nuanced understanding of your target audience. Our industry professionals utilize industry-leading research tools in conjunction with competitive research to develop the most effective combination of keywords for your niche and target audience.

Keywords Are the Key to Unlocking the Potential of Digital Marketing

When it comes to keyword research and targeting, you can’t afford to make mistakes. That’s why you should let seasoned, reputable professionals develop your brand’s keyword research and targeting strategy. Every single one of MacRAE’S customized search optimization plans includes keyword research with a complete competitive assessment. Get in touch with us today to learn more about how we can help you leverage the power of keywords to take your digital marketing strategy to the next level.