![]() ![]() Your performance metrics can be a feedback loop for your ontology, proving out your research, or help your system learn to get ever more accurate. And if you use AI to help you sort and filter keywords, and assign them to the right product marketing teams, you can evolve your keyword ontology. Teams can work together to create common experiences that attract and engage with common audiences. If everyone in your company is using the same keyword data model, you can govern keyword usage across all the teams vying for shelf space in Google and attention in social media. ![]() The primary benefits of a keyword ontology are scale, collaboration, and automation. If every brand used Google Planner, they would all choose the same or similar keywords, and their content would just compete for the limited shelf space in Google. This doesn’t scale well if every brand or business unit within your enterprise is doing it in isolation. Done well, keyword research is typically a manual process of checking each search result on the top page in Google for each keyword. Many businesses just use what Google gives them and only find out after the fact that they chose a lot of junk keywords. But when you go through the search results for those 100 words, you might find five that are relevant to your business. Anyone can go to Google Planner and get 100 words for every seed word they put in. If keyword research is so important, why do so few companies do it well? Because it’s really hard. All the data you gather when you use keywords to learn what your audience needs and your position against your competitors can transform the way you make products for the market and build content that influences customers to buy your products. They can serve as a foundation for external organic search, internal search, navigation, and social listening. Why? Keyword research is not just about choosing the right search words for your paid search campaigns. “Keywords are the life’s blood of your marketing enterprise.” In a previous post on marketing AI, I made the bold claim: A keyword ontology helps you understand which words tend to go with which products, and how you can out think your competition to deliver the content your prospects need.Īnd it can do so much more. But a large of enough sample of them do that the keywords they use tell you a lot about the information they need to ultimately buy your products. Not that your audience always comes to the content that sells your products through search. It can include other relationships as well, such as taxonomies, information architectures, social listening queries, competitors, etc. A keyword ontology is a knowledge graph describing relationships between the keywords your target audiences frequently use in search queries and the products and services you sell. ![]()
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