Until recently. every new project or preparation of a paid PPC advertising campaign was preceded by careful search engine optimization (SEO) combined with a thorough keyword analysis. Everyone knew that if they wanted to reach. New potential customers and bring them to their website. They had to know what keywords (KW) they were using in their searches.
If you worked well with KW and placed
Them in the right places (meta titles and page descriptions. Headings. image alt texts. link anchors. etc.). you could enjoy more traffic and a growing conversion rate . Related to your products or services and use them to target users who search for the same terms.
This age-old method can be compared to the fairy tale of “Rumplcimprcamprov”. in which a girl from a poor cottage is able to spin gold from ordinary straw on a spinning wheel thanks to a magical goblin. She almost pays dearly for it with her phone number list own child. but that’s not the point here.
The important thing is that with a
perfectly tuned keyword strategy (straw) you could have achieved great success (gold). But this fairy tale ends and it will have a happy ending only for those who are prepared.
When Alphabet and Google CEO Ruth Porat announced massive investments in internet infrastructure and support for the the indispensable synergy: how the duo complements each other development and use of artificial intelligence in April 2024. it became clear that keyword targeting would soon become just a legend that future generations of marketers would tell like a fairy tale.
To reach your target audience
You will of course still need to know their search queries. But you need to uncover their true meaning or intent and understand how they connect to consumers’ wants. needs. hopes. and fears. This presents different challenges for different types of businesses and companies.
If you work for a major. reputable b2b marketing company. you will need to put the same effort into consumer analysis that you used to put into keyword research. While KW has taught you “what” consumers are searching for. now you will also be looking into “why” they are searching for it.