The Art + Science of Keywords

The Art + Science of Keywords

Screen Shot 2015-10-07 at 3.50.34 PMKeywords – everyone seems to be talking about them. But what’s the best way to use the art + science of keywords to help build your business?

Keywords are usually thought of as an “index term” to help people and search engines find relevant web content. They can also be the primary gateway to eCommerce or other business engagements.

Let’s take a look at them in a broader way. In this post we’ll look at:

  1. Using keywords from an artistic / visual branding perspective
  2. How keywords work, and why you need them
  3. The different types of keywords

Consider the artistic and creative perspective on keywords. Your brand should have a unique character, and an equally unique aesthetic look and feel.

Here’s a fun marketing exercise:

Pick three keywords to describe the aesthetic character of your brand.

Is your brand fun? Colorful? Intimate? Quirky? Serious? What’s the personality of your brand?

Think in terms of the three words that can immediately describe the way your brand looks and feels. This is a useful exercise – as the key words can lay down a consistent foundation for your images and related marketing content. This process is something an algorithm can’t do for you.

Screen Shot 2015-10-07 at 3.53.33 PMConsider Tiffany, the legendary jewelry brand. If you were to distill the visual character of their brand into three words, they might be elegant, powerful and loving. The company embodies these terms, and they are used as a visual blueprint for every image the company’s creates.

Without using keywords as a road map – you may fall victim to the old adage: “If you don’t know where you are going, any road will get you there” and this certainly applies to the visual presentation of your brand and its products.

In terms of the science of key words, a business should create content around relevant topics for their products or services, and these are expressed as keywords, which helps them “rank” well in search engine result listings.

A simple informative video  of how search works from Google can help you understand the mechanics.

Why do you need keywords?

  1. Keywords should be used as the foundation of your website, blog and social media presence. They can also inform offers and e-mails.
  2. Keywords can help visitors and potential customers understand the purpose of your web page / blog and business.
  3. When a search engine crawls your web pages to index them – it will parse the keywords on the page to determine the purpose of your pages.

There are two different types of keywords:

Broad Keywords vs. Long-tail Keywords

Source: Hubspot

Broad Keywords: Are short words or phases that can apply to your own company, as well as every other firm in your industry.

Long-tail Keywords: Tend to be longer words or phrases that are more specific to your company.

When you’re first getting started, you definitely will want to start by targeting long-tail keywords, because these are easier to rank for and they also bring in the most relevant and qualified traffic.

Using a combination of both “art” and “science” driven keywords will help spell success for your eCommerce / online marketing efforts. Be sure to test different keywords to see which yield the best outcomes or results in terms of building site traffic, visitor engagement and eCommerce.

That’s the art + science of keywords in a nutshell.

How do you plan to use keywords to build your business this week?

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