At the very beginning of this question, the question of keywords? With confidence or voting services that they are words typed by Google surfers. In other words, phrases are a set of phrases that allow you to characterize the content (text, image, video) and its key keywords in search engines. To temporarily help, the Internet user searches for information on the Internet.

Why is the selection of key phrases important?

Keywords are specific hints for Google and other search engines, thanks to which they can learn important information about the site, understand its subject, learn about the services and products offered or the location. Keyword selection is the first step towards effective SEO which leads to more organic visits to your site and therefore more conversions and sales. It is important that keywords are relevant to each of your target groups at every stage of the shopping journey. Thanks to this, you can reach a wider audience and increase the chances of sale. Before we get to the chase, let’s take a look at the types of keywords available.

A. Generic keywords
Short phrases of up to three words. Internet users usually use them at the beginning of their search. Due to their large number and competitiveness, they are characterized by a low conversion rate.

B. Long tail phrases
Long tail keywords are more than 3 words long. They are quite specific and have fewer searches than the leading keywords. Their main advantage is less competitiveness. More importantly, users using these types of keywords are usually determined to make a purchase.

C. Semantic keywords
These are terms closely related to your main keyword, which means that in order to get a semantic keyword, you have to select your main keyword first. This type of phrase works great when used in posts and blog posts.

D. Local keywords
These types of phrases are especially useful for small local businesses where customers from a specific geographic region predominate. This is the easiest type of keyword to identify as it stems directly from your target business area.

Keywords are the link between what users are looking for and the content you provide to meet their needs. The type of traffic you get will depend on the terms you choose to apply. In order to successfully select keywords for positioning, it is necessary to conduct a keyword research.

Keyword research

SEO keyword research allows you to better understand your target market, audience needs and how they search for content, products or services online. Whether you are a blogger, website owner, or internet marketer, this step is fundamental to SEO optimization. Thanks to the keyword research in search engines, you will learn how Internet users search for your product or service, and thus you will be able to adjust the content of your website to their needs. In addition, search engines will be able to better understand the contextual relevance of your page. This means a better chance of getting the traffic of the desired quality.

Google keywords – how to do the research?

Choosing the most important terms is a more complicated job than you might think. It takes time and a lot of criteria to figure out how to write keywords. First, try to guess what expressions are used by Internet users who are looking for your products and services. Be creative and think about what might get your target audience to click on your site on Google.

Create an image of the perfect recipient

Your goal is to attract qualified traffic. By making sure you are attracting the right visitors, you increase your chances of improving your conversion rate. So, early on in your organic SEO strategy, try to describe your ideal user. Ask yourself questions that will help you define it, for example:
– What is he looking for?
– What language does he use?
– How old is he?

Think about the needs of your audience

People use search engines to find an answer to a question and keywords allow them to formulate it. Instead of thinking directly about key phrases, think about potential questions from users who need your product or service. To help you research your keywords, you can draw inspiration from the most common questions that customers ask. Also, do not hesitate to consider the suggestions offered by Google when typing a keyword into the search bar.

Think literally

The fact that you are perfectly familiar with the product or service you offer may make it difficult for you to understand someone who is unfamiliar with your industry. As a specialist, you probably use completely different terms than your customers do. However, avoid using specialized vocabulary to describe your offer, as your audience may not understand it. If you use technical jargon, only your colleagues or competitors will visit your site.

How to check keywords? The best tools

There are many tools and techniques for creating a keyword list based on a single idea. However, not all tools are created equal. In order for your keyword research to be successful, it is absolutely imperative that you have a tool with keyword ideas and the relative ratios of one keyword in relation to another. So how do you identify the most searched keywords? We present a list of tools that can help you with this.

GOOGLE KEYWORD PLANNER
When looking for a way to choose Google keywords, first of all, it is worth using the well-known and powerful Google Keyword Planner, which is integrated with Google AdWords and offers a number of functions for finding inspiration and analyzing relevant queries. This tool is a free keyword generator that will help you build your SEO strategy. After entering a few phrases, the tool quickly displays other related searches, including monthly searches, traffic forecast, and competition index.

UBERSUGGEST
Recently acquired by Neil Patel, Ubersuggest is another reputable online service that can help you find keywords based on one or more phrases. The tool works equally well for searching in English, as well as in German, Spanish or French. Ubersuggest also comes as a free Chrome extension that is always ready to use quickly.

KEYWORD TOOL
If you’re lacking in inspiration and looking for a keyword generator, be sure to check out KeywordTool.io capabilities to generate hundreds of SEO keyword ideas. The tool uses Google suggestions, but in the paid version you will also get access to suggestions from YouTube, Bing, Amazon, eBay, Play Store, Instagram or even Twitter. KeywordTool.io also has an API with which you can get data for competitor analysis.

SENUTO
Senuto is a SaaS-based SEO analytics platform that provides data that enables you to easily track and manage your website’s position in search engines. The keyword database allows you to find both generic phrases and long-tail keywords or semantically related words, regardless of the country and target language. Senuto also offers the ability to create your own set of phrases and access to numerous statistics and filters for sorting results.

SEMSTORM
SEMStorm is a free tool to help you with your long tail keyword research. When you enter any keyword, the software generates numerous hints. You can select a specific country or region, as well as up to five cities, to effectively promote your local business with key phrases. The suggestions are presented in a visual form, thanks to which their analysis takes less time.

AHREFS
Ahrefs Keyword Generator is a free toolkit for finding a large number of keyword ideas in any niche. Ahrefs’ keyword database is huge. It currently has over 8 billion search queries, so you can get tons of keyword ideas for any search term. In addition, Ahrefs offers its users free training materials and a helpful community and customer service.

ANSWER THE PUBLIC
Do you want to find search suggestions for autocomplete on google? Maybe you want to check what keywords users enter in a popular search engine? You should try Answer The Public. This is an amazing and free long tail keyword checker that visualizes web surfers’ questions related to a given phrase. Just enter any password to find out what Google users are asking about.

How do SEO keywords on your site?

Determining the semantics of the content and the correct placement of keywords on your website is one of the most important optimization criteria for Google. To find out where to add keywords on your site, it’s a good idea to learn the basics of content semantics.

Content prioritization

It is widely accepted that Google and other search engines give importance to where keywords are added on a website. This localization has a huge impact on the page’s ability to position itself on the key phrase. The main locations are:
– title: the title is specified by the tag: <title> The title of my page </title>. This is probably the most important tag for website positioning;
– H1 tag: looks like <h1> my title </h1>. This is the title that must appear first in the body of each page. Like a cover book, your page should have a clear title that briefly describes it;
– content: it is worth ensuring that the vocabulary used in the content of the website is integrated with the subject that the internet user expects to find on the website. We strongly recommend placing the main (or very close) key phrase in the first paragraph of the text on the page (under H1);
– meta description tag: this tag looks like: <meta name = “description” content = “tag content here” />. In most well-designed CMSs, it is possible to manage this tag individually for each page. The meta description tag has no direct effect on the positioning of a website on demand. However, it is recognized that this can have a strong impact on the click-through rate in Google’s results.

The image and its ALT attributes

To improve the positioning of your website, it is worth describing the images with the ALT attribute. It is especially important when the image is clickable. Alt text not only enables the visually impaired person to display the content of this tag in a specialized browser instead of the image itself, but also adds a description to images that can be read by Google and other search engines and thus visible in image search results.

Preview the texts of the competition

If your goal is to be in the top ten results of Google search engines, you should know how to check keywords in text created by competitors to position yourself on the first page of your target query and find inspiration on how to position your keywords appropriately. It’s common practice, and there’s nothing wrong with that.

You can use the SEMrush tool to do this, which allows you to view the ranking factors of almost any domain. In addition, with the SEMrush tracker, you can access the URLs that are ranked for each keyword, which will help you understand which content marketing elements work well for your competitors.

An effective way to identify your competitors’ keywords is to look at the source of their website in your web browser. Once on the page, right-click open a window that displays the HTML source code and look for the title tag, meta description, optional keyword tag, and any image title tags or phrase alt tags your competition is using. To find good results quickly, start by listing sites that belong to the same industry as you. This will give you the first keyword list to analyze.

Get started today!

As you may have noticed, choosing keywords requires strategy, imagination and patience. We hope that our guide will help you build a list of effective keywords, assign them to different pages on your site and become number 1 on the Internet. However, if you would like to learn more about building a list of keywords or you need expert support who will improve the SEO of your domain – please contact us. We will be happy to know the characteristics of your business and help you generate more qualified traffic to your site.

Q&A

A. When should I do my keyword analysis?
It is a good idea to analyze keywords before building your website and regularly as part of updating the content on the website.

B. Is keyword density on the page important?
Website owners often feel that putting a keyword in the text multiple times will help them rank higher on Google. It’s not true. It is enough to put your key phrase in 3-4 places in the content. If you insert it too many times, you risk distorting the text and making it less pleasant for Internet users to read.

C. Is it necessary to include the keyword in the domain name?
For many years, domains containing keywords have been favored by Google. Currently, however, with the update of the algorithm, this SEO technique has become ineffective, so having a domain name containing the keyword phrase is not a necessary condition.

Competition in the market is growing year by year – no matter what industry you operate in. Therefore, it is obvious that you are looking for newer and newer methods that will guarantee that the customer will reach you and not another entity. You win primarily with the good quality of products or services. However, this is not all. After all, a customer needs to:

A. be aware that your brand exists,
B. know that you offer solutions that they need (and feel the need to reach for them),
C. be convinced that your products meet his needs and are better than what the competition offers.

That is why marketing is such an important element of the sales process. However, the question remains: what? In modern terminology, two types can be distinguished: inbound and outbound marketing.

Outbound marketing vs inbound marketing

In recent years, there has been a lot of talk about inbound marketing – it has become extremely popular and is increasingly used in the digital space. Outbound marketing is somehow contrasted with it – often as less beneficial or outdated. But is it really so? Not necessarily. It all depends on how you approach it.

Before we go into a specific analysis, however, it is worth explaining both concepts to understand the difference between them.

What is outbound marketing?

Outbound marketing is outbound marketing (this statement does not hide anything from us), i.e. any activity in which the company addresses the client, directly encouraging him to take advantage of its offer. The initiator of the entire process is a brand that has a whole range of tools at its disposal.

As you may have guessed, inbound marketing is inbound marketing (this statement does not hide anything from us). In practice, it is about communicating with the market in such a way that the customer himself expresses his interest in your offer, and then lead him down the sales funnel to the finalization of the transaction.

At first glance, the inbound strategy seems to be more attractive and effective. Indeed, in many situations the “inbound” direction is the best one to choose. However, not always.

What are the advantages of outbound marketing?

The key advantages of using an outbound strategy are:

– full control over the course of communication
Inbound traffic is focused on interaction, to a large extent relies on the reaction of recipients to the message. This is where you speak more, waiting for specific actions from potential customers.

– the ability to achieve quick results
Inbound strategies are usually long-term in nature. But what if you want to carry out a quick sale in your e-shop? Then you reach for a specific, direct advertising message and direct it to a wide audience.

– possibility of application on a large scale
Outbound are activities that you can address to a mass audience – e.g. to radio listeners or to all recipients of a given website. Contrary to appearances, you also have the option of targeting, but of course it will not be as accurate as in the case of the Internet.

What about the disadvantages?

Like any advertising strategy, this one has two sides of the coin. So you need to remember that outbound marketing messages:
– can be considered disturbing and undesirable – if the campaign is not carried out properly,
– can be ignored – it must be remembered that the huge number of advertising messages that reach us has made the recipients used to “filtering” them,
– can be expensive – requires active actions throughout the campaign, its carriers (television or press) are usually expensive, and moreover, the target groups are less targeted, which means that the investment is less effective.

Therefore, you must use the tools in this range wisely. However, this does not mean that outbound marketing is a thing of the past. On the contrary! There are many ways to use it effectively!

What are outbound marketing tools?

The tools used in this communication strategy are basically all techniques that are aimed at advertising the product and encouraging the customer to take advantage of the offer. However, you can very specifically indicate the most commonly used among them. Here is their overview – both in digital and traditional channels.

Let’s start with the most traditional forms of outbound marketing – outside the world of the Internet.

ATL
All “Above the Line” channels in traditional media. It is mainly about: TV and radio advertisements, outdoor advertisements, advertisements in the press.

… All those that are well known and widely used both by large concerns and local companies. Their disadvantage may be the high cost of publication. The advantage – wide coverage and reputation.

Direct marketing
We are talking here both about direct contact with the customer, conducted by sales representatives, but also about telephone contact – when the telemarketer calls with a specific offer.

POS, leaflets etc.
Any catalogs, advertising leaflets, folders and the like are also a direct offer to encourage the customer to make a specific product.

Outbound marketing on the Internet

Of course, outbound techniques are also commonly used in digital advertising. There are many tools that you can use in this area. Here is an overview of the most widely used.

Paid advertising (PPC and PPV)
The most popular form of promotion on the Web – consisting in the publication of various types of banners and other messages. This group includes all ads that are published on websites, but also in search engines and social media. It is about, for example:

– Google Ads – and therefore paid promotion in search results, in the form of sponsored links, but also promotional banners,
– Facebook Ads – and therefore about ads that are displayed both on the wall and in the side panel of the website,
– banners and (recently less popular) pop-up ads.

It is worth remembering that there are different accounting systems. The most popular are pay-per-click, where you pay only for ads that have been clicked, and pay-per-view, where payment is made in relation to the page views of the message.

It may seem that the challenge for this promotion system is the fact that many people use software to block such advertising messages. Nevertheless, more and more portals encourage their recipients to unblock promotional content or protect themselves against it by preventing access to the content while using a blocker. Therefore, reasonably prepared outbound marketing ads create an opportunity to effectively reach the customer.

You cannot forget about remarketing, i.e. the strategy of displaying personalized advertising banners, based on the user’s cookie files. It is a very effective outbound tool that directs a potential customer straight to the offer they were already interested in.

Mailing
Mailing is often viewed in terms of inbound promotions. Indeed, it is often the case that a company obtains leads from potentially interested people, and then sends e-mails encouraging people to read blog articles etc. ? What if the messages are purely advertising? While many of these messages can be classified as spam, some will “make it through”. So when such messages are sent on a mass scale – and this is a relatively cheap solution – there is the prospect of profit.

SMS messages
Although in order to receive them, you must subscribe to a specific SMS newsletter, it is a typical form of outbound advertising. The recipient usually receives very specific advertising messages, with information about current promotional campaigns or discounts available to him. The company therefore directly encourages to take advantage of its offer and aims to obtain a quick conversion.

Is it working? This form of promotion can be beneficial, for example, when the target group includes many middle-aged people. They are still attached to sending traditional SMS messages in exchange for communication using Facebook Messenger or WhatsApp.

On-site advertising
So, all those that appear directly on the company’s website. The website itself is obviously a promotional tool. However, you can use additional tools to increase conversion. Those from the outbound catalog include, for example:

– pop-up pop-ups – e.g. those with messages about promotions or with a discount code for purchases,
– on-line chats – they also appear on the website, not called by the recipient, to encourage him to contact,
– web push notifications – i.e. pop-up notifications for the client or “flashing” page header in browser tabs.

These types of messages can be highly effective and carry a lot of sales potential.

How to conduct outbound marketing and what mistakes should be avoided?

Outbound marketing, as you can see, can be an effective sales tool. Nevertheless, the method of conducting activities must be adapted to the expectations of a modern recipient.

Remember: times of intrusive communication, in which the client might feel pressured and persuaded, are a thing of the past. That is why in outbound communication it is worth focusing on:

– relative personalization of communication – wherever possible. When preparing each advertising message, its purpose should be precisely defined, the expected reaction of the recipients, as well as the characteristics of the target group,
– advisory tone – modern sales is about accompanying the customer in making decisions, and not about persuading him by force,
– skillful selection of outbound channels – others will be suitable for running a nationwide campaign, and others for promoting a niche e-shop.

And finally, the most important thing: if you want to achieve marketing success, mix inbound and outbound strategies. If you are not sure how to find the balance between the two tools, get help from experts.

Why is it so important? The answer to this question is simple. Specialists:

– they will analyze your market situation as well as what you have to offer to your customers,
– define what the target group of your recipients looks like – outline their personas, thanks to which you will know who and in what form to address,
– they will adjust marketing tools to your budget and the time range of the goals to be achieved,
– prepare a specific advertising publication plan – with the selection of media, tools and specific messages,
– they will watch over the effectiveness of campaigns and report their results.

Thanks to this, you will be sure that the funds invested in the inbound and outbound promotion will work for themselves and return in the form of an expanded customer portfolio.