Keywords are an essential part of any digital marketing strategy. They are what provide search engines with the relevance in content to index web pages. Choosing the right keyword for your content is critical. So how do you go about selecting keywords that will drive the most traffic to your website? Picking keywords out of a hat may have some benefit but doing some research and using the right tools can optimize your content to ensure a higher search engine ranking as well as boosting the number of visitors to your site. 7 Tactics that are used by the experts in search engine optimization and digital marketing to define the best keywords include: 1. Define Your Brand If you already have a well-defined brand, using the brand name as a keyword or part of a key phrase can be highly beneficial. However, you can also use keywords to help build your brand. Identify what your brand is about and use these identifying markers as part of your keyword research strategy. Make sure that your keywords are always relevant to your brand, products, services or information that you provide. 2. Define Your Target Market What market demographic currently makes up the largest portion of the traffic to your website? A market demographic involves factors like age, gender, race, culture, etc. This is your primary target market and your keywords should be aimed at them and how they would most likely search for your specific brand. Research your target market and find out more about what would most likely attract them to your website and use these as part of your search for the ideal keywords. 3. Define Your Competition Any business needs to know who their biggest competition is and have a look at what they are doing to attract clients. This is no different when selecting keywords. Research what keywords your competition is using and which are providing them with the greatest success. Integrate these keywords into your own content and digital marketing campaign. While this may seem a little like stealing, there are no trademarks or copyrights on keywords and this is a very good way to identify the best keywords that already have proven results. 4. Define Your Own Keywords Use a keyword analysis tool to identify which keywords or content that were the most successful in the past. The keywords that were successful in the past are likely to be just as successful in the future. Use these keywords again in future content or change them slightly to determine how this influences the success rate. 5. Define Your Relevance It cannot be stressed enough how important relevance is to keyword selection. Your keywords need to be relevant in 3 ways: Relevant to your business. Relevant to a specific product, service or topic. Relevant to your audience. Keywords should always add to the flow of your content and be used naturally in a way that makes them relevant to the content and vice versa. They should never be too broad as to entirely miss their target and neither should they be so narrow that they fail to attract a larger audience. 6. Define Your Niche Some of the most successful keywords are created from and for a niche market. So define what makes your business different and integrate these niche keywords into our overall selection strategy. Niche keywords may not be as immediately effective as broader or commonly used keywords but will help you tap into a different market or areas to attract new visitors to your website. 7. Keyword Research Tools There are a variety of different keyword research tools available that can help you effectively determine which keywords would provide you with the greatest value. Ideally, you should look for unique keywords that are generated by the tool that you are using. You may want to play around with the different tools available as well as the different functions and seed words until you hit upon a great keyword that you may have never considered before. Of course, there is one very simple way to ensure that you are always using the most effective keywords – use the services of a digital marketing expert or SEO pro to help search and define the optimal keywords for your digital marketing strategy.