Search Engine Optimization (SEO)
What we doKeywords Role Vital To SEO
Keywords are important as they are the connection between what users are searching for and the content you (the manufacturer) are providing to fill that need. Your ultimate goal towards ranking on search engines is to drive organic traffic to your manufacturing website from the search engine result pages (SERPs), and the keywords you choose to target (in other words, the keywords you choose to include in your online content) will determine what kind of traffic you get. If you own a golf club manufacturing shop, for example, you might want to rank for "new clubs" - but if you're not careful, you might end up attracting traffic that is interested in finding a new place to dance after dark.
Keywords are as much about your audience as they are about your manufacturing content, because you might describe what your services and offerings are in a slightly different way than some people ask for it. Thus, to develop content that ranks well organically and drives visitors to your site, we need to understand the needs of those visitors - the language they use and the type of content they seek. You can certainly achieve this by talking to your customers or checking forums and community groups. However, at Tacktical Marketing, we prefer to use sophisticated keyword research tools to really dive deep into the understanding and metrics of your core manufacturing keywords.
Are you familiar with Long-Tail Keywords?
Keywords can be broad, or they can be consistent of more specific combination of several terms - these are often called "long-tail keywords." So why wouldn't we use more specific keywords (or long-tail keywords)? Typically, the more specific you are with your keywords you'll find less search volume associated. Meaning, you want to find the perfect combination of broad and long-tail keywords to optimize your search listing ranking compared to the amount of users searching for those terms. If you get too broad, the competition could be pretty fierce. However, if you get to specific, there might not be any search volume - aka no one is searching for your specific keyword.
Notice how North Face has positioned their keywords. Granted, they have been around for quite some time, but they have expanded upon the use of the keyword: "Jacket" and created long-tail keywords such as: "Jackets For Men" and "Women's Winter Coats". The search volume is based on monthly averages. Meaning that the previous 2 examples are getting roughly 110,000 to 135,000 searches a month. The ultimate goal is to utilize keywords that will get high search volume while still being specific enough that it captivates your viewing audience when they reach your website.
Keyword Etiquette
It's no good just throwing keywords on your page. Some call this: "Keyword Stuffing" when you overload pages with keywords just to try and rank for those specific keywords. Creating compelling content is about providing value to the user, not just for our friends at Google to read the page with their web crawlers. Additionally, keywords go beyond just writing words on a page, you'll want to make sure you describe all content and media files on the backend of the website as well. Don't worry, Tacktical Marketing has you covered and is here to help.
