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Keyword research is the process of discovering the keywords used by potential customers to find your products. You can then pick the most relevant keywords within your reach that have a good search volume.
Keyword research helps to inform your content development. You can use the findings from your keyword research to decide on themes for your content. If you base your content on high ranking keywords, it is more likely to appear in search results. Keyword research allows you to:
Long-tail keyword are specific keyword terms containing many words. They are easier to rank and convert, but harder to research. They have lower individual keyword search volume, but higher collective keyword search volume. They require more in-depth content, and a greater amount of it, because there are so many brands competing for these searches. So, in order to be noticed and ranked by Google, you’ll need to produce a lot of in-depth content.
Short-tail keywords are broad keywords with just a few words in the keyword. They are harder to rank and convert, but easier to research. They have a higher individual keyword search volume, but lower collective keyword search volume.
It’s worth noting that approximately 70% of all search traffic comes collectively from long-tail keywords. Searchers tend to be more detailed with their searches because they are looking for specific results in as little time as possible.Back to Top
Will Francis is a digital marketing consultant, trainer, and speaker. Will ran a successful ad agency in London for eight years, and was Editor of social network MySpace in the 00s. He educates and consults for senior marketers at the world’s leading brands. His previous clients include Samsung, Spotify, Marriott Hotels, Warner Music, Penguin Books, and Net a Porter. Will regularly appears on radio and TV to share his expertise, and presents the DMI’s ‘Ahead of the Game’ podcast.
By the end of this topic, you should be able to:
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ABOUT THIS DIGITAL MARKETING MODULE
This short course covers the principles of content marketing and demonstrates techniques and useful tools that you can use to develop and refine your content marketing strategy.
You will learn how to:
Approximate learning time: 3 hours