other

What are keyword segments and how to use them to your advantage

Summary

Keyword segments are called ‘tags’ and understanding and developingsuch keyword segments is an increasingly important skill to include in your digital marketing these days.  There are two types of keyword segments, which are standard or dynamic. As the description of […]

Keyword segments are called ‘tags’ and understanding and developingsuch keyword segments is an increasingly important skill to include in your digital marketing these days.  There are two types of keyword segments, which are standard or dynamic. As the description of the two keyword segments implies, standard keyword segments are static (i.e. standard) and dynamic keyword segments are more detailed.

Not only do digital marketers need to create a good keyword list for their PPC (pay per click) and SEO (search engine optimisation) campaigns, they also need to carry out keyword research to find out what topics they should be writing about and what phrases to use in their content.

You probably know how important using the right keywords, however, to keep up to date with the latest trends it’s always a good idea to complete a digital marketing course so you can learn how to it better and more effectively.

How important is keyword research?

In order to fine-tune your keyword segments, you will need to do some keyword research first, which involves finding the most popular terms that people enter into search engines to find a similar subject.  Any good SEO and digital marketing strategy will include keyword research.

Picking the right keywords to target will drive organic search to your site, however the ultimate goal is to convert traffic, which drives revenue.

Segmenting keywords in your SEO and digital marketing campaign

With all the thousands and thousands of phrases and keywords being used in search engines on a daily basis, how do you know which ones to target and is right for your digital marketing strategy?

Many keywords and phrases are related so the first key step is to group keyword phrases together.  Creating a seed list of starting terms, expanding your list using keyword research tools and refining your list with competitive research are also ways you can use keyword segments to your advantage.

Every SEO marketer should be aware of the importance of keyword segments and how to use them to increase the ROI (return of investment) on their digital marketing campaigns.

Smart keyword segmentation

Google has three rules for their algorithms that determine which keywords will be triggered from the search entered, which are:

  1. A keyword that is identical to the search term will trigger an ad.
  2. The search engine prefers to use an exact match if you have multiple keywords.
  3. When using broad match keywords, the engine will use the keyword with the highest ad rank.

How to use keyword segments

All digital marketing and SEO strategies means as a marketer you need to stay ahead of the digital marketing game and can sometimes feel like a never-ending task.  There is a difference though between the types of keywords you will use in your content marketing and keyword segments to the keywords you’ll use throughout your site.

It’s a good idea to think of your digital marketing strategy in segments.  A good place to start is with your website and content marketing, in other words – compartmentalise.

Piecing keyword segments together

So, you’ve researched your keywords thoroughly and now have a group of keywords that are ‘key’ to your digital marketing strategy.  What now?

The next step on this SEO journey is to piece together your keywords to create a solid strategy to rank your search related results.    There are many classifications that keywords can be segmented into, such as geographically.

You will also need to decide on how many words it typically takes to search for particular information on the web.  You can start by sorting the performance of your keywords by word count.

The Google Analytics plan

Segments allows you to go deeper into the performance of your keywords and Google Analytics allows you to do just this.  Google’s segment feature is available for just about every campaign element, which is under the main navigation alongside other interesting tabs.

In order to attract and retain website traffic the importance of keyword segments cannot be overlooked for any digital marketer. Using Google Analytics segments will help you drive more traffic to your site and to create specific campaigns for each of your segments.