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What You Should Know About Keywords and Digital Marketing

If you ask most businesses and marketers these days about their marketing goals, you’ll likely hear this as one of their answers: to increase online visibility. It’s not surprising at all because whether you’re running an eCommerce business or you are hoping to get customers at your brick-and-mortar store, having a solid online presence can help you gain more customers and higher sales. 

If you are new to this and you want to take your business online, you have to be familiar with the basics. Most business owners start by learning all about keywords and digital marketing in general, so in this post, NESMA Group, a trusted brand marketing agency, will talk about just that:

How Keywords Relate to Digital Marketing

When a potential customer goes online to look for an item they want to buy or know about, they key in words or phrases to lead them to the information they’re looking for. These words or phrases are called keywords – the terms people use to find what they need online. 

That sounds straightforward enough, right? So, basically, the users type some keywords related to your business, and your website comes up. Well, it doesn’t work that way. You see, search engines like Google make use of complex algorithms to help users find results that are truly relevant. These algorithms make use of such factors as website authority and credibility, how frequently a website publishes content, and whether or not the keywords are used on your pages. 

That’s why it’s crucial that you do keyword research to know which ones will work for your business. In general, keywords have to be: 

  • Something people will search for
  • Relevant to your brand and industry
  • Terms that can be used in your online content naturally and seamlessly

Different Types of Keywords for Digital Marketing

Now that you have a fair idea of how keywords work, it’s time to move on to three main types of keywords that are used for digital marketing: 

  • Short-tail keywords are usually made up of one or two words and are typically generic but ambiguous. These are high search volume keywords.
  • Middle-tail keywords are usually made up of three or four words and are more specific than short-tail keywords, but they have a lower search volume.
  • Long-tail keywords are often made of four or more words and, compared to the other two, are more specific and detailed. The search volume is even lower, though. 

You might think that the obvious choice would be the keywords that get the highest search volumes, but you should actually use a combination of all three. That’s because you have a higher chance of getting a conversion with the other two types of keywords. If you think about it, when someone keys in a detailed long-tail keyword, that means they are looking for something really specific, and if your content meets that, it means that you have precisely what they’re searching for. It’s unlikely that a user would look for something else when they find what they need on one site.  


When you use keywords for your digital marketing content, you need to brainstorm and research which ones will deliver results. Otherwise, it would be a waste of effort. However, as a business owner, you probably have your hands full, and, well, digital marketing and keyword research can be complicated when you’re unfamiliar with it. The best thing to do is to work with a reputable content agency that can take care of your marketing strategies for you. 

The NESMA Group offers search engine optimization services to businesses all over the world. Contact our team today and learn how we can help improve your online visibility!

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