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Join the host Ben and end the conversation with Steve Clark, Tangent’s head of digital growth. They discuss keywords together and think outside of keywords.
Keywords are important, but the type of keyword hangs up. Keywords that focus on intent should be prioritized. Keywords not only need phrases, but also focus on voice, video, and other entities that can help things rank. Keyword lists are easy to consume, but you need to broaden your horizons-provide value to your users.
Keywords are valuable, they are a target list of objects. These are leading indicators that can lead to traffic and conversions. However, just because you rank high in the keyword does not mean you win. The challenge is that if there is no value, then effort will be lost.
Use keywords to successfully achieve KPIs or goals. CTR or sessions are usually associated with top-ranking keywords, but you can get the same or better results by focusing on lower-value keywords. It is essential that more consideration is given to the process from SERP to completion. You want to see the lifetime value of your customers and their journey. Then, you can optimize based on these data and run-in based on SEO and other growth.