SEO: How to Get Creative with Keywords

SEO: How to Get Creative with Keywords

Online MarketingSearch Engine Optimization

Finding a creative SEO keyword strategy can take time. Your keywords need to be relevant and easy for the consumer to remember, but that doesn’t mean you can’t be creative with your search terms. In terms of SEO, it is okay to take an unconventional route, as long as it is done well. For example, Snickers worked with Google Adwords to bid on the most commonly misspelled words in the English language to go along with their “You’re Not You When you’re Hungry” campaign.  After typing and entering the misspelled words into Google, a message from Snickers would pop up. A common search result from the campaign had the title of “Grab yourself a Snikkers.” The campaign was a success, reaching 500,000 people in just 2 days after the launch, resulting in an increased sale of over 700,000 candy bars in one year.  Snickers opened the door for a fun and original combination of content marketing and SEO. If you’re thinking of implementing some creativity in your key searches, keep these things in mind:

Keep the messaging on-brand: While out-of-the-box strategies are always encouraged, they should always apply to the core messaging of your brand. The insurance company Allstate uses a spokesperson called “Mayhem”, which is the entity that Allstate protects its customers from. Mayhem is a simple and easy word to remember, as it applies to such an outrageous character, and highlights their slogan “Mayhem is everywhere. Are you in good hands?” Not many people generally know the difference between insurance companies, which is why the branding is so essential. While their audience may not remember what exactly differentiates Allstate from other insurance competitors, they will remember what a whirlwind rascal Mayhem is, and that all Allstate will protect them.  Allstate is the fourth result when you search “mayhem” on Google, making it one of their most essential keywords. Mayhem perfectly embodies the message that there will always be trouble, and Allstate will always be there to protect you.

Incorporate social media trends: There are more than enough media platforms for sharing information, and relying on different modes of social media to gain clicks on your site has become common practice. Starbucks began using Google+ as a way to optimize their content on the Google search engine, as posts on Google+ appear in search engine results. Although Starbucks only has 3 million Google+ followers (as opposed to over 36 million on Facebook), it is a valuable connection for their SEO on Google.

Allow for interactive opportunities: A popular content feature, especially among millennials, is the ability to be interactive with a campaign. Lays Potato Chips holds an annual contest where you can create and submit an original potato chip flavor. The “Lay’s Do Us a Flavor” campaign is a clever play on words, and pops up when typing “create a flavor” into a search engine. By allowing the consumer to become a part of the marketing, they too will be highly anticipating the results. This makes the unveiling of the new product all the more exciting.

Think in adjectives: They say a picture is worth a thousand words, but sometimes it only takes one great adjective to get the message across. Descriptive language is essential for grabbing the audience’s attention; it allows them to differentiate the brand from its competitors. Associating a positive adjective that’s on-brand can be essential to keyword searching. Incorporating a strong adjective into a tagline or phrase for your brand is a popular strategy. Disney World, for example, will immediately pop up when searching “the happiest place on earth.” Don Equis, a Mexican lager, has “The most interesting man in the world” mascot.  The Most Interesting Man in the World was the center of a wildly popular campaign that applied an attractive, worldly, and successful man to their product.  The words used to describe your brand will be used by consumers when they search for your product, so remember that even just a word can be essential. If consumers are typing in “most interesting” to search for your particular beer, you’re bound to have a positive outcome.

If you want to see how your key words and phrases are stacking up, sign up for a free InSegment SEO Report to receive a performance review and recommendations on improving your results.