Key Considerations for Choosing Search Engine Optimization and Pay-Per-Click Keywords

Blog 1 Imagine randomly doing a search on the website and then suddenly an ad or a website pops up on your timeline. It may be annoying, but as a business, you need it to push your brand and product or service.   How businesses make this possible is their strategic use of keywords in either SEO or PPC. Keywords are the backbone of both PPC (Pay-Per-Click) and SEO (Search Engine Optimization), the pillars of digital marketing.  Now let us dive into the various types of keywords and how it can help push your business to the right people.  PPC, or pay-per-click advertising, involves bidding on keywords so your ads appear when users search for those terms. SEO, or Search Engine Optimization, is also all about making your website visible in search engine results.   Keywords, on the other hand, are the terms or phrases people type into search engines when they are looking for something. By optimizing your website with the right or specific keywords, you help search engines understand what your site is about, making it easier for users to find you.  The keywords in PPC, however, help you target specific audiences and drive traffic to your site quickly. This can be effectively done as a business by: 
  1. Keyword Research: Like SEO, start by researching keywords that potential customers might use. Tools like Google Ads Keyword Planner can provide insights into keyword performance and competition. 
  2. Negative Keywords: These are keywords for which you do not want your ads to appear. For example, if as a business, you offer premium services, you might want to exclude keywords like “cheap” to avoid irrelevant clicks. 
  3. Ad Copy: Also include your chosen keywords in your ad headlines and descriptions. This makes your ads more relevant to users’ searches and improves click-through rates. For instance, an ad for The Little Cow might read, “Top Digital Marketing Strategies in Ghana—Boost Your Business Today!” 
  4. Branded vs. non-branded keywords. Using both helps capture traffic from people already familiar with your brand and those discovering it for the first time. An example is if a client searches or types “The Little Cow” in his or her search bar, it is termed as a branded keyword because the customer does not care about any marketing agency but The Little Cow marketing and consulting agency and vice versa.
key considerations  to consider when choosing your keywords

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Conclusion

Understanding the several types of keywords and how to use them effectively is very important for optimizing your content and driving targeted traffic to your site.  Particularly, short-tail keywords can bring in a lot of visitors, but they are highly competitive, whereas long-tail keywords, on the other hand, might have lower search volumes but can result in higher conversions. Same as the use of branded and non-branded keywords, which captures traffic from loyal customers and new prospects  By mastering these keyword strategies, you can improve your SEO efforts and ensure that your content reaches the right audience. Understanding and implementing these keyword strategies will help you to optimize your content and drive the right traffic to your site.  For tailored advice on optimizing your PPC and SEO strategies, connect with The Little Cow, a marketing and consulting agency in Ghana, to see how you can apply these insights to your own campaigns.