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Keywords are the ideas and topics that define what your content is about. In terms of SEO, they’re the words and phrases that searches enter into search engines, also called as “search queries”. A Keyword is one or many words that can describe content. It is the foundation and crucial for success in digital marketing. Keyword Research is a practice Search Engine Optimization professionals use to find and research alternative search terms that people enter into search engines while looking for a similar subject. Keyword research is a valuable and high return activity in a search marketing field. Types of Keywords: 1. Generic Keywords: Just as the title suggests these are very generic, unspecific terms that get searched for. Something like “Tennis Shoes” or “Digital Cameras” would be considered a generic term. When developing an organic search strategy we typically stray away from these terms as they are highly competitive and not specific enough to the sites actual content. However, if you are able to rank for a generic keyword your site should receive a decent amount of traffic from that term. Conversions for that term might be a little low as a user is hitting your site for a very generic overarching topic and nothing too specific. 2. Broad Match Keywords: Broad match terms are the core of SEO. Terms like “Red Tennis Shoes” or “Canon T2I Digital Camera” will present a stronger opportunity and engagement than a generic term. Optimizing for broad match terms will provide good traffic with not as much competition. A broad match searcher has a specific item/content that they are searching for and optimizing for these type of terms will provide an average amount of conversions. 3. Long Tail Keywords: Think of these as the sentences that get typed into Google. Something like “how do I set the aperture on my Canon T3I digital camera” would be considered a long tail keyword. Long tail keywords might not be the biggest traffic drivers to your site but if you rank for a long tail term you will get traffic due to its specific nature and low competition. From an Ad Words standpoint, these terms will be the most affordable but traffic might not be as abundant. However, conversion rates for these terms should be stronger than generic or broad keywords. Importance of Keywords in Social Media: Keywords have been an important factor in online marketing for a number of years. Anyone with a website will be familiar with Search Engine Optimization (SEO), of which keywords play a large part. But keywords — the words and phrases people are using to search for something — are also a key part of social media. They are essential to getting our online profiles found. Whenever we type words into a search bar, an algorithm is looking for keywords to determine which profiles to display on the results page. Appearing at the top of search results is one of the biggest online success factors. The right keywords will help get you there. In your social media bio (Twitter), about description (Facebook) or headline (LinkedIn) they should be used clearly and succinctly to immediately explain what it is you do / how you can help / what you are interested in. On LinkedIn your skills section should be entirely keyword focused. In your online content (web pages, blogs, descriptions etc.) keywords should be used as naturally as possible. Our Course Module will help you to strategically drive and deliver successful digital marketing campaigns. Download the brochure to learn more. June Special Offer: student who register for Digital Marketing Course in month of June, their course fee will be ₹18,000 only. Call us now at +91 9535–253–533 or visit www.paagcdigitalwebacademy.com