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7 Types of Keywords and Putting Them to Good Use

David Bosley

Search engine optimization – every brand needs SEO to stand out from the competition online. Behind every SEO effort is a solid keyword strategy, and at PBJ Marketing, we’ll do the leg work to ensure you’re putting the best keywords to work.

According to Search Engine Land, there are many different types of keywords and they all work differently to reach your brand’s goals.


1. Market-defining keywords
When clients and customers talk about your business or industry, what are common buzzwords? Once you identify these phrases, you can nail down market-defining keywords. However, these terms are usually broad and generic and face considerable competition.


2. Customer-defining keywords
How do your customers talk about themselves? You can use these words to frame your website and its content in a way that interests potential clients. SEO makes it easy to search for your website, but you also want to create a personal connection. Customer-defining keywords are the best way to do so.


3. Product keywords
Boil your products and services down to very specific words and phrases. These words make it exceptionally easy to create targeted content for your site’s blog. For example, a business that sells computers would want to load their content with product keywords, such as “Dell laptop”, “Surface Pro”, or “MacBook pro”, rather than broad terms like “computer” and “tablet”.


4. Industry thought leaders
An industry thought leader is someone who knows a great deal about your sector and has the credentials to back it up. Being able to attach these individuals’ names to your site’s content is perfect for SEO. You can locate industry thought leaders and ask them to contribute to your blog by reaching out through sites like Amazon, Google, Facebook, Twitter, and LinkedIn.


5. Competing company names
Researching keywords typically used by your competition is a fantastic way to discover how consumers treat their brands. Digging into competing companies also allows you to target news sites, blogs, and forums that regularly drop their names and provides the foundation for creating your distribution strategy.


6. Related vertical keywords
You have your primary client base, but related vertical keywords allow you to identify and target prospective customers who share similarities. Related vertical keywords help you “cross-pollinate” your keywords and reach new communities of like-minded individuals.


7. Geo-targeted keywords
For many companies, when they develop their SEO strategy they attempt to reach customers on a national level. However, researching geo-targeted keywords to reach consumers on a local level can be much more efficient. If you brand is located in a small town, use keywords that include its name and even the names of towns in the surrounding area. Meanwhile, brands situated in big cities can target specific neighborhoods and still reach countless prospective clients.

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