Types of Keywords
In online marketing, keywords are distinguished by their length. A short keyword, for example, “online marketing” is a short-tail keyword, while “agencies for online marketing in Bonn” is a long-tail keyword. The frequency of searches, known as search volume, is often higher in the short-tail area, which also increases competition. However, these keywords are often less qualified for users and therefore convert worse, as the scatter loss is high. Long-tail keywords are searched less frequently, but it is easier to rank for them, as competition is generally smaller. Additionally, qualification for users is provided through specification, and the conversion rate is higher. Since voice search is gaining more popularity, keyphrases are an important new category. As voice search with Amazon Alexa and others is done in complete sentences, optimization must also be done accordingly. An example: “What online marketing agencies are there in Bonn?”
The Keyword in Search Engine Optimization
Keywords are particularly important for content marketing. This type of marketing refers to writing informative, advisory, and entertaining texts that are tailored to a specific target audience and provide value for them. This target audience is to be convinced of the brand and the products or services of this brand. To make such texts findable in search engines, search engine optimization is carried out. To optimize website content, extensive planning is usually done beforehand. Part of the planning includes a competitor analysis, a keyword analysis and a content strategy. In this three-step process, keywords that are relevant to the product or service and are occupied by the competition are researched. Finally, the website structure is mapped out with the texts to be created. The SEO team at Rheinwunder is responsible for this.
The Keyword in Search Engine Advertising
Keywords also play a central role in the area of SEA – in search engine advertising or search advertising. In keyword-based advertising campaigns, ads are specifically placed in search engine result lists above organic search results and displayed in the first four lines as well as on the right result list. They are marked with a small box that says “Ad” – but are otherwise hardly distinguishable from organic search ads. To place such ads, programs like Google Ads are necessary. At Rheinwunder, we are also experts in search engine advertising and include this service in our portfolio.
Do you want to improve the rankings of your keywords and need support? Then contact us! Do you want to learn more or have your team trained on this topic? Then check out our analytics seminars.
