Sometimes I make the mistake of assuming everyone has the same understanding of basic online marketing concepts I do. I’ll mention a phrase like “key words” and get an affirmative yet questioning nod. That’s when I realize I need to take it down a notch and explain a little better.
Simply stated, keywords are the foundation of everything you do online. They’re that important. In online marketing we say “content is king.” Content is made up of keywords. Even images and videos have keyword tags.
We use keywords every day, but sometimes don’t realize it. Every online search you do is composed of keywords. Everything you write is full of keywords. Resumes are sorted by the keywords stated in the document.
Knowing that keywords are the foundation, I always ask clients if they have a list of keywords. They rarely do. Even if they do, I always do new keyword research and provide that list to them for review.
What is a keyword?
Let’s explain this first. Keywords are words used to find or categorize content. When you search for a name on Facebook or LinkedIn, those are the keywords. When you search for a product on Amazon, that is your keyword. When you look for an address on Google, those are your keywords or key phrases. Keywords are how visitors find you online.
What gets ignored?
Short words, letters or plurals. A, as, the and all get ignored by the search spiders. I’ll sometimes do keyword research and find an odd phrase with no modifiers. It’s because they have been stripped out. Using word modifiers can spice up headlines while still maintaining keyword focus. For example, the title “How to do Keyword Research” would get indexed as “Keyword Research.”
I’ll sometimes have business owners tell me they have 500,000 (or some other ridiculous number) keywords they manage. Why? Search engines look at root words. Search spiders look at what comes first in a phrase when establishing what is the root. I focus on core root words for my clients. The long-tail results will follow.
Speaking of long tails… What are they? A root keyword phrase could be “real estate.” A long-tail could be “find real estate in salt lake city.” See the difference? Web search has been around long enough that most users are sophisticated enough to add modifiers in their search. Modifiers reveal intent.
The most popular search term for real estate in Utah is “Utah real estate.” No surprises there. But that doesn’t tell us anything about the searchers intent. People search for two reasons; to purchase or to research. “Utah real estate statistics” reveals a much different goal than “Utah real estate for sale.” The more specific a search is, the more likely a consumer is ready to buy. A search like “Holladay townhouses for sale 84124” is very insightful.
All of these are considerations when I perform keyword research and they’re very helpful in weeding out non-relevant terms. It’s even more critical when running paid search campaigns. Keyword research provides market research as well. Google’s keyword research tool tells me how many searches are made each month, what the competition pays for those keywords and how competitive that keyword is in the marketplace.
Research needs to be updated as searches change depending on season, product life cycle and market trends. Keyword research helps determine your site structure and content. That research translates to offline marketing as well. Keyword research tells you what your videos, brochures, Facebook posts, white papers, tweets and blog posts need to be about. Because that’s what people are searching for. That is what interests your prospects and customers. Provide the content they seek and sales will follow.
There are so many variables in an email marketing campaign and so many ways to optimize. The key to success is to keep testing and keep sending campaigns.
Digital marketers may argue what the most crucial part of a successful email campaign is. Is it the subject line? Is it the copy in the email? Is it the layout? I suggest it’s the list you’re mailing to. People who know your brand are going to be more likely to respond than those who don’t. That’s why cultivating and maintaining contact lists is so important. Yet I talk to real estate agents and loan officers all the time who don’t do this!
It’s important to have segmented lists and targeted lists. The segments can be whatever you like them to be. For instance past customers or people who got on your list from your website. I’m segmenting my list with people who have clicked the link in the email because now I can follow-up.
All of this list management will improve your email campaign’s success by increasing open and click-through rates. It will also decrease bounce rates.
Bounce rates are simply emails that aren’t delivered. There are two types; hard and soft. A hard bounce is a completely non-deliverable email. It could be a bad address, an expired domain or some other reason. That email isn’t good and should be removed from your list. Soft bounces are different. They’re simply not deliverable right now. Again, there are many reasons for that.
Here’s an example of a campaign I re-sent on Saturday:
When I first sent it last week, there were 328 soft bounces. On Saturday only 78 didn’t go through. When an email is sent impacts open rates and it also impacts deliverability.
Opt outs and Spam
The other way your list will prune itself is through opt outs. Subscribers simply remove themselves from the list. It’s good because you’ll have a cleaner list of people who want to hear from you, but it sometimes makes marketers feel bad. Don’t feel bad! This is a numbers game. Just make sure your emails provide something of value. You can control your opt outs by sending quality emails that have value for your target audience. If you have a lot of unsubscribers, you’ll know you need to make adjustments.
Getting flagged for spam is a little more to be concerned with. You want to minimize this as much as possible. If your spam percentage is too high, your email sending service could freeze or terminate your account. If you’re sending from your domain email (do not do this!!!), your web host could terminate your account.
There are a lot of factors at play in a successful email campaign; open rates, click-through rates, design, copywriting, compiling and segmenting a list, deliverability and getting flagged for spam. It’s not easy and it takes a lot of testing and sending to come up with the right combination to provide a positive return on investment. While some factors seem out of your control, please realize you can have an impact on all of them.