07-13 Keywords Best Practices Standard

Consumers are predominately beginning and refining their search for products and services on-line.  With the continued flow of information and content on-line, consumers are increasingly challenged to cut through the “noise” of this abundance of information and find the product or service that they require.  Understanding how the consumer searches for your products and what key words are used are crucial steps in helping the consumer find your product.

Because Key Words are the common way that search begins, digital marketers must understand the words and phrases that consumers use to find your product or service category and build these words or phrases into your product content and content marketing strategy.  This standard will assist members in the development of their key word search plan.

Audience: Manufacturers, wholesalers, 3PVs, buying groups and dealers who leverage search, SEO, SEM to market products and services through leading search engines (Google, Yahoo, Bing) and on their own sites.

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