Keyword research has become a bit one dimensional. Everyone is chasing after the same market space – we all need to strive harder to find new keyword territory to inhabit.
In an increasingly competitive market place, it’s about time SEO took some lessons from branding in order for companies to fulfil their online marketing objectives. And that means differentiating yourself in order to better connect with the right customers.
Rather than just ‘going after the long tail’, you really need to utilise the brand you’re working with. Which words really reflect the company’s approach? Which words really connect with their target audience?
For example, say you’re working with a brand that values ‘fun’. Instead of simply looking at keywords related just to service/products they offer, or geographical areas on which they focus, why not add an extra ‘fun’ dimension to your keyword brainstorming.
Once you’ve got all your ideas down, then you can get down to the nitty gritty and analyse the search volumes in detail. The results may surprise you. As a consequence you might not only find a phrase with reasonable volume and little competition , but one that attracts visits with a high chance of conversion.
Brands and SEO have long fought against each other, with Social Media and ‘brand protection’ recently starting to build bridges between the two. Why not take your brand to the heart of your SEO strategy to get ahead?
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