Nowadays, digital marketing is vital to ensure your products or services are brought to the forefront of search engines like Google. Therefore, a proper marketing strategy should include marketing keywords. There are many ways to go about this, including a free keyword tool or two. You can consider several variations of keywords that should be looked at in order to get the most out of your effort when targeting keywords.
The first type of keyword that should be looked at is a market segment keyword. This would be a keyword that is generic to your industry. So, if you sold cell phones covers, it would be something like phones covers. A bit niche, but still very broad. To get a bit more specific, you can look at what is called a customer-defining keyword which will qualify that same term to help you define a specific target audience. For example, phone covers for kids would be a variation used.
Other variations of keywords would be geared more towards the products you sell specifically. A product keyword would be one in which the product itself is highlighted. These types of keywords might include something like Otter Box Amplify Glass. This is very specific and would only apply to people looking for this one type of phone cover. For this reason, it may be better to look at branded keywords that allow you to use the brand name of something and combine it with the more general keyword, such as Otter Box phone covers.
Perhaps most important to look at when considering marketing keywords is what is known as geo-targeted keywords. These kinds of keywords allow you to go after a more local target audience and would include a very specific keyword such as Boston phone cover store. Obviously not something that everyone online is searching for, but also not a keyword many people will be going after, which means you can get more of the searches with the same amount of effort as going after big and broad keywords.
In the end, it is all about whom your target audience is and what you want them to see. As mentioned, there are several free keyword tools that can be used, but rarely will those offer variations of keywords, like long-tail keywords. In that respect, you might be better off using a pay keyword tool service or working with a company that already has a system in place to find quality keywords. The bottom line is you have to understand the basic concepts of the various types of keywords and then be able to put them to practical use for your website and your business.