What are keywords?

What are keywords?

Simply put, Keywords are words or phrases that can be typed into a search engine. These terms express intent, or interest, in purchasing a product. For this reason, your search history functions as Intent Data. In other words, it expresses your interest in buying certain products.

 

In B2B sales, Intent Data is incredibly helpful. It allows you to narrow down your prospect list to businesses that are already in the market for your products. These leads will be easier to convert and therefore earn you a greater ROI.

 

Identifying and pursuing prospects through Intent Data is known as Intent Marketing. This strategic form of prospecting relies heavily on your choice of keywords. They define the parameters for your ideal customers. Without them, your Intent software won’t know who to look for.  

 

How to Select Keywords

 

Keywords can include references to your industry, location, products or services. Let’s imagine you work for an accounting firm based in Boston. Some appropriate keywords include:

 

·      Accounting software

·      Boston accountants

·      Small business accounting

·      Accounting for contractors

 

If, for example, you work for a marketing agency, you might select keywords like:

 

·      Digital marketing strategies

·      Marketing agencies near me

·      Social media marketing tips

·      Best marketing agencies

 

Notice that the examples above include both broad and specific keywords. While any business could search “accounting software”, only construction companies would search “accountants for contractors.”

 

In general, specific keywords pull in high quality leads while broad keywords attract a greater number of leads. In order to curate a solid prospect list, consider selecting both specific and broad keywords.

 

    • Related Articles

    • What does the Score mean in Who's Shopping?

      Looking at your Who's Shopping Scores is a quick way to identify your most promising leads. Generally speaking, the companies with the highest score are your best leads. They have demonstrated more than once that they are likely to value and purchase ...
    • How do I track Keywords from Google

      Google started encrypting keyword information several years ago.  This impacts EVERYONE trying to understand their keyword data and efforts. We have designed a workaround for our clients, to help them better understand their Adwords keyword data.  If ...
    • How long does it take to process requested terms?

      When you set up a new custom shopping campaign, you have the option to select terms already loaded in the system or request new terms. But how long does it take for those requested terms to populate data? Typically 48 hours for data to populate. ...
    • How to Launch a Custom Campaign

      Our Who's Shopping feature lets you find out which businesses are actively researching your products or services online. These leads already understand the value of your products- that's half the battle right there. To get the most out of this ...
    • How to Use the Keyword Summary Page

      The Keyword Summary page gives you a snapshot of your Custom Campaign performance by keyword. It also allows you to add or delete keywords. To check on a Custom Campaign, go the Keyword Summary Page. At the top, select the Campaign you want to ...