![]() If all you do is look at the numbers in Google’s Keyword Planner, you can’t get ahead of anyone else in your industry. That’s not the issue, the problem is, why follow the crowd when you can lead? True, data is data, and it’s not exactly biased, but there is always more you can learn, and other angles to explore when it comes to keywords, and that’s where many marketers are falling short.Įven if everyone uses the same tool, there is way too much data in Google’s Keyword Tool to allow one person to control any sector of any industry. I have to say that I also use Google’s Keyword Planner tool, however it is not the first thing that I reach out to when I start my keyword research and here’s why.Įveryone in digital marketing is using it, and in many cases that’s all they use, which means that all marketers are looking at the same data. ![]() Problems with using the Google Keyword Tool While most “experts” will tell you to start with the Google Keyword Tool, I like to do things differently because opportunities are found where few are looking. Let’s face it heads on, if you’re in digital marketing, you’re going to be doing keyword research at one point or another. We all include hashtags (which if you ask me are keywords) that are very popular to increase our share of voice and the visibility of our messaging. ![]() We can see the same thing with social media. When a blogger needs to know what terms are popular with a specific market segment to create a blog post that engages with people who visit their website, keyword research is essential.Īnother example is email marketers who need to know what phrases are being searched so that they can include those keywords within the subject line to encourage engagement with the email. It used to be that only PPC specialists or marketers running SEO cared about performing keyword research for digital marketing campaigns, but today nearly everyone in digital marketing needs to know how to research keywords.
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