This week we were learning about keywords and AdWords via Google. I found it interesting to note that keywords aren't usually just one word, and that a keyword can definitely become too specific. I also learned that there are negative keywords which are actually a good thing in the land of AdWords.
Keywords are words that we want to use to attract buyers to our wares. It is the bread crumb as it were for Hansel and Gretel, though it isn't going to the evil witches house, but rather to the site the consumer was hoping to find. If we utilize them correctly and in a unique manner we can attract the audience we are specifically looking for. These are the people that we are likely to convert rather than just get empty clicks from. However, using keywords should not be like using a large fishing net (we don't want everybody coming to our sites) It should be more viewed as a harpoon to catch those special "fish" that we might see value from.
As we focus on the special ones, it becomes much easier to make those conversions. They are the ones that were specifically looking for something that we can provide them.
Part of this targeting method, is also pushing away those that we aren't interested in attracting.
In class there was an example that I really liked and was easily understandable. If we were selling women's yoga pants, we may think of using yoga as a keyword. Yes, the use of yoga as a keyword would draw a large audience. However, a large part of the audience probably are not looking for yoga pants, let alone women's yoga pants.... this is where negative keywords can come into play. We can say that yoga mats are a negative, along with yoga studios. This helps weed out those who wouldn't benefit from our site.
As you can see with a little work and forethought keywords can be extremely useful as we continue to build our businesses.
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