A study conducted by software-as-a-service marketing technology provider Hydra has found that only 42% of digital marketers feel they are 'on trend' with keyword trends. Over half (55%) of the 300 digital marketing companies surveyed admitted they are unaware of new words or expressions used in the market, and do not know which are worth investing in.
Keyword research – identifying the potential words and phrase combinations consumers could potentially type into the search box when they go online to find products and services – is vital to the success of digital marketing campaigns.
However, Hydra states that digital marketing teams do not have the resources to conduct thorough keyword research, and keeping up to date with the latest trends is almost impossible.
“Keyword research makes the difference between the vendor’s goods and services being immediately visible to the searcher or their being swallowed up and lost in the myriad of returned search results,” says Ruth Zohrer, solutions consultant at Hydra. “Ultimately, the lack of thorough keyword research can prove costly as it leads to vendors failing to maximise on the online opportunity both in terms of directing potential sales leads/traffic to their site and garnering revenues from the online channel.”
Hydra claim the first stage of keyword research should begin with a 'discovery phase' to discover what the customers will use to find the service when they go online. Next, keyword-page mapping can be used to see how the site and keywords relate, and any gaps can be addressed. These keywords can then be prioritised based on the size of the opportunity they offer.
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