Marketing is a big umbrella, with plenty of avenues that can be explored beneath it and leading to a variety of different skills and responsibilities. When putting together a marketing plan to entice more visitors to your website, there are several factors that you need to consider.
Resource is an important one, how much skill, time and money do you have to dedicate to creating content for your marketing plan? If you have plenty of skill and time, you can put together your own steady stream of content to produce, however without skill or time, you’ll have to invest more money to hire content writers or creators.
Knowing where to start when you are producing your own content can be frustrating, do you write about what you think is important or what’s new? Ideally you should research the type of questions others are searching around the topic and start trying to answer these questions in a straight-forward, informative and concise manner.
For instance, for a company selling fire-extinguishers and spare parts, they might write about the type of foam extinguisher brackets they have available, but in reality they need to be targeting people searching for “what parts do I need to service my fire extinguisher” or “how do I get my fire extinguisher serviced”.
Finding the right keywords
Finding and listing the right keywords for your marketing campaign doesn’t have to be difficult. Start with a couple of words central to what you do, for instance, fire extinguishers, fire alarms and fire-safety. Now using tools available online such as SEMrush (Paid) and Ubersuggest (Free) you can put in your initial keywords and build campaigns around exact match and related keywords that will have a high search rate (ideally with low competition).
For example, a search of fire extinguishers in Ubersuggest provides a list of 349 ‘keyword ideas’, all containing your exact keyword and covering everything from fire extinguisher types to fire extinguisher disposal. It then provides the following metrics for your campaign building ease;
Volume – How many people are searching this keyword on average every month
CPC or Cost Per Click – If you set up paid advertising so your ad is seen at the top of Google search results, the CPC is the average cost per click you will expect to pay. Keywords with higher volume and competition will cost more.
PD or paid difficulty – Typically rated out of 100, paid difficulty estimates the competition between companies using similar or the same keyword for their paid advertising. The higher the number, the more competitors there are and the higher cost it will be to run a paid advertising campaign.
SD or SEO difficult – Again, rated out of 100, SEO difficulty is the measurement of competition in organic search. The higher the number, the harder it can be to ‘win’ that keyword for your site, especially within a short amount of time.
On the other tab ‘Related Keywords’, you’ll find a generated list of 694 keyword ideas that include broader matches to your keyword, keywords that are normally searched alongside your keywords and options for ‘long-tail keywords’.
Long-tail keywords are typically phrases or questions that might commonly accompany your chosen keyword such as ‘Which fire extinguisher should I use for electricity’. You can find more questions commonly asked around your topic, service or products using
Starting your marketing campaign with the right keywords and most importantly, the keywords that are actively getting search and with a low amount of competition, will help kick off your campaign on the strongest foot and will soon see your website traffic increase. With your keywords nailed and your traffic steadily increasing, it’s time to target those conversions, good luck!