How Do Keywords Increase Customer Awareness and Brand Exposure?

Your entire digital marketing strategy will revolve around the keywords and phrases you select.

Keywords are the underlying foundation to an effective Inbound Marketing Strategy. 

They help make the elements of your online marketing strategy which include; search engine optimization (SEO), social media marketing (SMM), blogs, podcasts, and videos, more effective which in turn will enable prospects to find your site on the internet.

The ultimate goal of Inbound Marketing is to increase customer awareness through online mediums. 

So where do keywords come into play? And how do keywords increase customer awareness and brand exposure?

How Do Keywords Work? 

Consumers use the internet to find information.

According to comScore, as of June 2015, the top four desktop search engine sites in America, in order of market share, were; Google, Bing, Yahoo and Ask. 

Another study by comScore released in July of 2014 revealed that; “on average we conduct 12 billion searches per month on the web in the United States.”

Moreover, “44% of online shoppers begin by using a search engine.” (Interconnected World; Shopping and Personal Finance 2012.

When you do a Google search and enter a word or phrase in the search bar and click on the search tab, the search engine gives a list of results starting with page one.

The highest influx of web traffic, and thus the highest number of potential customers, goes to those websites who are found on page one.

A webpage's ranking has a lot to do with the ranking of that page's particular keyword.

In general, a keyword is determined by a business's industry.

For example, a local computer shop selling hardware parts

decides to make the move to online to increase sales. To get started they need keywords to target.

They start with the obvious, such as computer parts for sale online or computer hardware sale, and then move on to more complex, specific phrases for specific webpages like desktop screens for sale, wireless keyboards online, gaming mouse for sale, etc.

Establishing a list of keywords and phrases your brand needs to target is relatively easy.

The more difficult part is now incorporating those keywords into your Inbound Marketing strategy on a consistent basis.

Long-Tail Keywords 

A long-tail keyword, is a keyword, for a search that is made on the internet which is very specific to something that the searcher is looking for. 

They are used to target niche demographics rather than mass audiences.

They are more specific and often less competitive than generic keyword terms.

Because they are very specific, then tend to attract highly qualified traffic that is more likely to convert to leads and customers.

On-Page SEO and Keywords 

On-page SEO involves incorporating keywords into various elements of a website.This allows the search engine spiders, who help decide a page's ranking, know what the topic of a page is about.

Performing on-page SEO tactics ensures that your website pages are being included in the index of the World Wide Web which the search engines have created, which increases the chances of your site being found when potential customers are looking for information to help them solve their potential problem or opportunity.

Ideally, all forms of content on a website should be based on keyword research. For images, include a caption with the keyword using a sentence that sounds natural.

Also include the keyword in the underlying image tag. Do the same for videos and any other forms of multimedia.

The title tag is another on-page SEO element that should contain the keyword.

The title tag is the short description of a webpage, and is one of the first things seen by people and search engine spiders.

Guidelines for Using Keywords 

  • They uncover and help understand your ideal Buyer/Persona (this is to whom you are targeting your keyword selection) 
  • Focus on using long-tail keywords 
  • Choose keywords for users not search engines 
  • 50 Optimize blog content and web pages around one keyword 
  • Optimize content around keywords with a difficulty of less than 
  • Use only one long-tail keyword or phrase per piece of content 
  • When using a keyword tool, focus only on relevancy and difficulty score
  • Why am I using this particular method of communication to get my message across? 


The power that keywords have on your internet marketing efforts cannot be stressed enough. 

Research shows that nearly 33% of all consumers performing a search choose a link that is on page one of the search sites, so it is imperative to your business's online success that you take the time to implement keywords throughout all facets of your strategy.

Keywords are the means through which online customers can find you, without them your company will virtually never be found. 

Creating Buyer Personas is a critical part of keyword research.

At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience.

Have you created a Buyer Persona for your Marketing Strategy?