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Keyword battle worth the investment

Before 2010, keywords were easy to choose and use within the content. But gradually, this process started becoming challenging, when Google updated its search engine optimization settings. As it removed most of the analytics which was assisting people to rank easily. Marketers assumed then that keywords and keyword marketing wasn’t the most effective way of investing their budget. However, over time google updated its method of ranking and keywords and keyword marketing became extremely relevant again. Therefore, since keywords play a vital role in the ranking of content. It is imperative that all marketers have an understanding of Keywords and Keyword Management. Let’s have a deep look at this concept. 

What is a Keyword?

A keyword is a term used in digital marketing to describe a word or a group of words an Internet user uses to perform a search in a search engine or search bar. Keywords have become an enormously important factor in giving a website more reach and attention. They support Businesses in acquiring relevant customers and thus improve your cost efficiency. They also show the various search engines (e.g. Google) which topics your website deals with and thus help you to rank.

In an SEO strategy, keywords are very important and should be the core of any copy written for the web (present in the content, titles, and SEO elements). Keywords should be developed and carefully selected before launching content online on web and mobile platforms. Because they help companies improve their organic ranking. Therefore, resulting in getting more customers to visit a company‘s website . But this, comes at a price, sometimes a high price. Thus, the question, are Keywords worth the investment?

Types of Keywords

Keywords that you use in the title are termed primary keywords. While the keywords related to the topic come under the secondary keywords heading. Similarly, there are single word and multiple words keywords. Single keywords have higher competition than phrases (multiple words keywords).

Three are main Types of keywords referred to daily are:

A short-tail keyword (aka head keyword) represents a single, high-volume word, such as “marketer.”  The mid-tail keyword is a bit more specific and usually contains two to three words. An example would be “online marketer”.  Long Tail Keyword which is a very specific search query of more than 3 words. As an example: “Online Marketing Manager Frankfurt”.

Types of Keywords

You can support short, mid, and long-tail keywords with proof words.  Proof words are words that support keywords to make them more detailed and specific. For example, you can add “Senior „ to the above example. Thus, „Senior Online Marketing Manager Frankfurt.” The long-tail keyword „Online Marketing Manager Frankfurt“ is supplemented by the Proof Keyword “Senior”. You may face difficulty in ranking while using single keywords. Using multiple words’ keywords makes it easier to narrow down your content and to optimize things such as blog properly.

Keyword battle

The cost of the keywords can be extremely low or extremely high, with the price per click ranging from 50 cents to $50 per click, depending on the level of competition and the industry you are in. In general, industries with a high lifetime customer base and a high pay-off would pay a premium for the most expensive keywords. In some cases, businesses must wait three years to achieve first-page ranking. SAAS, Legal, Financial, Insurance, and Technology industries have some of the highest keyword costs and customer lifetime value. As companies realized how vital it is to invest in keywords. Marketers developed strategies to support keyword ranking, in short „Keyword marketing“.

Why are Keywords so expensive?

It’s simple: certain markets are oversaturated. The number of advertisers bidding on each keyword across the Google platform is determined by competition data. The “low,” “medium,” and “high” indicators indicate which keywords have the most bidders. As the level of competition rises from low to high, so does the bidding price. This will also imply a high cost per keyword or cost-per-click.

What is Keyword Marketing? 



Depending on who you ask, keyword marketing can have a variety of meanings.  For digital and online marketers, keyword marketing entails purchasing ad units for example banners to improve SEO ranking. With the aim of achieving first page ranking. Keyword-based advertising allows you to target specific demographics at specific times. If an internet user searches for ”best restaurant Frankfurt,”  for example, what results will they get? Restaurants, food and location are the first things that we can attain about the potential visitor. To be precise, they’re looking to eat good food at a great location.  Using this three-word search phrase, we can learn a great deal about what the user is searching for at the time.