In last week’s digital minute, we discussed how using different kinds of keywords can change your campaigns and your rankings. I explained how short-tail and long-tail keywords each have their roles to play.
This week, let’s talk about categories of keywords – informational, questioning, review, and lead keywords. Let’s talk about how they can advance or hinder your online marketing.
Informational keywords are just what they sound like – they’re looking for information. And not the “information about a product/service” kind of thing. It more “locations of Civil War battles”, “weather in ______”, or “population density of Berlin”.
Think of search terms you’d put into Google if you were doing a research paper, and that’s the kind of thing we’re talking about. Generally, these kinds inquiries are hard to monetize or make any money on because it’s kind of a far reach to get anyone interested in carpet cleaning when they’re researching “history of carpet”.
The way this may play into your campaigns is if Google determines by the searcher’s history (yes, they take that into consideration) that they’re actually looking for the best carpet cleaner in town because they’ve spent 45 minutes looking up the chemical makeup of bodily fluids – a bit of a stretch.
Questioning keywords are generally things that, well, ask questions. You may think these aren’t that different from informational keywords, and you’d be right. These are the version 2.0 of what we just discussed.
Questioning keywords are going to be the “How do I…” kind of keywords. Some examples of good keywords for you would be “how to get wine out of carpet” or “how to clean dog urine from sofa”. Think about problems people have with cleaning their homes that they might try to resolve themselves. Here’s a good example.
You can do two things with these kinds of keywords – provide the answers on your website, or advertise toward them – or BOTH.
It’s a good idea to have some of these answers on a page of your website and not only use the keywords in the background, but answer them directly on the page. Or, even better, make a short YouTube video that shows the answer to the question.
Review keywords are also very straightforward. People may type in “carpet cleaner reviews (city name)”. This keyword can perform well for you if you have good reviews.
In addition to great reviews, make sure that your review page has lots of these kinds of keywords programmed into it so you show up. Chances are, you’ll only really get noticed if someone searches for “chem-dry reviews” (or some variation on the spelling).
More likely than not, these keywords will bring up your Yelp, Facebook, or Google reviews pages.
Lead keywords are the best kinds, they’re also the most popular. The majority of marketers will spend the bulk of their time on these types of keywords, which are things like:
– carpet cleaners (city name)
– tile cleaning service
– chem-dry carpet cleaning in _______
Just like the image to the right, you want a breadth of keywords that will “widen the funnel” that leads can fall into. It takes some time to come up with a list, and you’re never really done. Use the “search terms report” I talked about last week for some good ideas.
The principle here is to have a variety and blend of pertinent keywords that will help you be found. If I were to put numbers out there, I’d say a mixture of 70% lead, 15% review, 10% questioning, and 5% informational. But that’s just a blend.
Here’s what I would do:
- Ask your SEO vendor about these kinds of keywords. Ask for examples. Do some searches for yourself and give them some ideas that you found.
- Do the same thing with your PPC vendor. Ask for a report of what keywords have been performing the best.
- Call me with any questions you might have about the reports and let’s work on some keywords together.