Last Updated on: 25th September 2024, 03:49 pm
The Evolution of Keywords in Marketing: How to Build a Modern Keyword Strategy
Keywords have been a cornerstone of digital marketing since the 1990s. Back in the day, it was all about stuffing as many keywords as possible into meta tags, separated by commas. But as search engines have evolved, so too has the importance of understanding and utilizing a well-rounded keyword strategy. From traditional SEO to the rise of voice search and AI tools like ChatGPT, keyword strategy continues to evolve and is more important than ever for businesses aiming to be found online.
In this article, we’ll dive into how keyword strategies have changed, why search intent matters, and how AI tools like ChatGPT can help you craft the perfect keyword list for your business. Whether you’re a small business or an enterprise-level corporation, the right keyword strategy can make all the difference in being found by your target audience.
The Evolution of Keywords in Marketing
When keywords first appeared in digital marketing, they were mostly used in a rudimentary fashion—stuffing websites with as many as possible in the meta area. Over time, this led to spammy practices, with businesses attempting to rank by overloading their pages with keywords. But as search engines like Google became more sophisticated, these strategies quickly fell out of favor. Keyword stuffing was no longer effective and could even result in penalties.
Fast forward to today, and keywords have evolved into something much more nuanced. Rather than simply focusing on keywords for the sake of ranking, businesses need to think about how those keywords fit into a broader keyword strategy that prioritizes relevance, intent, and customer behavior.
Instead of focusing solely on individual words or phrases, modern keyword strategies now emphasize natural language, long-tail keywords, and search intent—ensuring that the content businesses create genuinely meets the needs of the searcher.
Why Understanding Search Terms and Intent Matters
To create an effective keyword strategy, it’s critical to understand what search terms your customers are using. But it’s not just about knowing which words they’re typing into Google or speaking into voice search systems; it’s about understanding search intent. What is the customer really looking for? Are they searching for information, or are they ready to make a purchase?
For example, a person searching for “roofing near me” might just be gathering information, while someone searching for “roof repair after hailstorm” is likely in immediate need of a service. This difference in intent directly impacts which keywords will drive meaningful traffic to your site.
Businesses must think like their customers—what problems are they trying to solve, and what specific words or phrases will they use to search for solutions? Whether the customer is using a search engine, voice search, or an AI tool, having a customer-centric keyword strategy is essential for improving SEO and driving conversions.
Using AI Tools Like ChatGPT to Find Keywords
The rise of AI tools like ChatGPT has opened up new possibilities for keyword research. Many small business owners and marketers already have access to these tools, but may not know how to effectively use them to improve their keyword strategy.
Here’s a simple way to get started with ChatGPT for keyword research:
- Think Like Your Customer: Put yourself in your customer’s shoes. What questions would they ask? What problems are they trying to solve? For example, if you’re a locksmith, think about the exact phrases a customer might use, such as “how to get back into my house after being locked out.”
- Start the Conversation: Use ChatGPT to brainstorm. You could start by asking, “What are some keyword ideas for my locksmith business?” List the services you offer, such as lock repair, emergency services, or key replacement.
- Expand Your List: ChatGPT will generate a list of potential keywords based on the services you provide and the intent of your customers. You can even ask ChatGPT to generate long-tail keywords that are more specific and likely to convert, such as “best locksmith for car lockout in Dallas.”
- Analyze and Refine: While AI tools can generate a wealth of ideas, it’s important to refine your list. Identify the keywords that best match the services you offer and are most relevant to your target audience.
Simply Be Found offers more advanced tools that can take this process a step further. With our AI SEO tools and marketing coaches, we help you determine not just which keywords to target, but how hard it will be to rank for them and the search volume associated with each.
How Search Engines and Voice Search Shape Keyword Strategy
A modern keyword strategy needs to consider the different platforms customers are using to find businesses. Traditional search engines like Google still play a major role, but voice search is increasingly important as more people rely on digital assistants like Siri, Alexa, and Google Assistant to search for services.
Voice search requires a different approach to keywords. Instead of short, generic phrases like “roofing near me,” people often ask full questions, such as “who is the best roofing company near me?” This shift towards more conversational searches means that businesses need to integrate longer, more natural-sounding keywords into their profiles and content.
Simply Be Found helps you optimize your keyword strategy for both traditional and voice search platforms, ensuring that you’re covered regardless of how your customers are searching.
Mixing City-Specific and Service-Related Keywords
Another critical element of a strong keyword strategy is mixing city-specific and service-related keywords. Local SEO is essential for businesses that serve specific geographic areas, and including city names in your keyword strategy is one of the most effective ways to ensure your business appears in local search results.
For example, instead of just targeting “roofing company,” it’s much more effective to target “roofing company in Denver” or “best roof repair in Austin.” Including the city not only helps with local SEO but also signals to potential customers that you’re a trusted provider in their area.
Similarly, combining long-tail keywords with your services helps refine your strategy even further. If someone is searching for “best affordable roof repair after hail damage in Denver,” your business is more likely to show up in the search results if your profile includes both the city and service keywords.
How Simply Be Found Helps Optimize Your Keyword Strategy
Simply Be Found offers a variety of tools and resources to help businesses optimize their keyword strategy. Our AI-powered tools analyze your existing keywords and suggest improvements, while our marketing coaches help you refine your strategy based on the latest SEO trends.
We provide businesses with data on search volume, competition, and keyword difficulty, so you can prioritize the keywords that will deliver the best results. Our goal is to help you build a keyword list that covers all your products, services, and geographic areas, ensuring you get the best return on your SEO efforts.
Utilizing Keywords Across All Networks
An effective keyword strategy doesn’t stop at your website. You need to ensure your keywords are optimized across all networks and platforms where customers might find you, from Google Business Profile to Yelp, Bing, and voice search platforms. Consistency is key.
When Simply Be Found sets up your profiles across multiple networks, we ensure that your chosen keywords are used consistently to improve your chances of being found by the right audience. We also help businesses adjust their strategy to account for changing search trends, ensuring that your SEO efforts remain effective over time.
Conclusion: Evolving Your Keyword Strategy for Today’s Marketing Landscape
Keyword strategies have come a long way since the early days of digital marketing. In today’s world, it’s not enough to simply focus on individual keywords—you need to think about the broader strategy, incorporating search intent, platform-specific optimization, and long-tail keywords that address customer needs.
At Simply Be Found, we help businesses evolve their keyword strategy to stay competitive in a fast-changing digital landscape. Whether you’re using AI tools like ChatGPT or our advanced SEO tools, we’re here to help you build a strategy that works across all networks and platforms.
Start optimizing your keyword strategy today and get found by more customers.