In uniform marketing, keywords are, well, key. Whether you’re marketing with digital ads, videos, blog posts, articles, or ebooks, the key terms and phrases you include can make or break the campaign. The better those keywords are, the more relevant your ads and content will be to those who see them. This improves your clickthrough rate, so that you end up spending less money while gaining more customers. It is thus essential that you choose the best possible keywords for your content, and that begins with asking the following questions:
What am I selling?
While the answer to this question may seem obvious, you’d be surprised at how many business leaders can’t answer it adequately. To truly understand what you’re selling, you have to go beyond merely naming products and investigate what, specifically, your customers use them for. In the uniform industry, this means identifying the specific problems your gear will help solve. For example, if you sell reflective outfits for the construction industry, you’re helping construction managers identify where their employees are at all times; this solves a host of management and safety problems. If you know what problems your customers want to solve, you can figure out what words they’ll be entering into search engines; these entries are the keywords you’re looking for.
What are alternate terms?
Besides knowing the products and solutions you’re selling, you need to have a clear sense of all the terms that customers might use to describe them. Often, there can be multiple terms for the same or similar products; for example, people often use the term “shades” and “sunglasses” interchangeably, and may type “footwear” when they’re looking for shoes. Some of these terms are more common in different regions of the country or among different age groups. The better you are at identifying a range of alternative keywords, the more relevant traffic you'll be able to capture for your website.
What devices do customers use?
Customers use different word choices and phrasings when typing on a smartphone than on a computer. Likewise, the terms they use will be different if they’re doing a voice search than if they’re typing their query out; voice searches tend to be longer and to be phrased in the form of a question. By figuring out what method and devices customers use to search, you can choose the precise keywords you need to appeal to them.
What terms should I avoid?
It’s important to anticipate and avoid terms that are similar to your keywords but unrelated to the gear you sell. Say you sell safety goggles for construction sites; if you enter “goggles” as a keyword, your ad might come up in queries about swimming goggles. To avoid this, you can enter “swimming” as a negative keyword; this prevents your ad from coming up in searches for swimming equipment.
To learn more about keywords and other elements of uniform marketing, visit our website today.