Keyword Research is the first and foremost step that should come to your mind while beginning with your optimization mission. It is simply, researching and zeroing down on those words which, a user will probably search (in any given Search Engine), which directly (or sometimes, indirectly) relate to your business/products/services.
 
So, if you are telecom company based in USA, users searching for TELECOM COMPANY USA should be able to find you in the organic listings of Search Engines.
 
How do you do Keyword Research?
 
Understand your website to generate your keyword goals:
Scan through your website and make a list of all the relatable keywords.Then, make a list of all the potential keywords keeping your niche in mind. If you are already clear with your business/product/service offerings, then keyword selection is all the more easy.
Another good way to get ideas for your keywords is the ‘Google Suggest’ feature. Supposedly, your business is into selling telecom services, you simply type wedding dresses in the search bar and a drop down of related searches would popup- these are the suggested keywords that you can target on.
 
Research the audience and understand their intent:

Get into the user’s shoes while deciding the keywords for you website. Do some research about what the customers are looking for, like:
 
What do they search when they want to learn something- get information about the product/service you offer, pricing etc.
What do they search when they want to do something- buy, make an account, signup, shop, connect with you etc.
The best way to find this out is by scanning forums, social media platforms to see the search terms that people are using in their conversation. Additionally, you can have a small feedback form on your website, requesting customers to tell you what keywords did they use to come to your website or where did they get the reference to your website from.
 
Analyze the competitors:

​This is the most challenging and necessary part of your keyword research. The entire purpose of the marketing campaign is to better than your competitors and be ahead of them. First of all you need to know about the competitors in your niche.
Understanding the keywords:
This is where we discuss the concept of ‘Popular’ or ‘Short tail keywords’ Vs ‘Long tail keywords’.
Generalized or broad keywords or short tail keywords/search terms such(telecom , sms , landline number ) make up for 30% of the search query and have immense competition in the respective niche. So while getting a rank #1 for a generalized term like SMS might sound exciting, but lets face the reality that only 1 website out of 9,66,00,000 (yes, this is the number of results for the term, will be ACTUALLY number 1.

What is a SMS keyword?


An SMS keyword is a word or phrase that people text to either a phone number or an SMS short code using their mobile phone. These SMS keywords are used to interact with your business through a dedicated phone number or 5 to 6 digit short code (e.g. 12121) that corresponds to a specific text messaging campaign.
 
For example, if a concert hall asks you to text MUSIC to 1-800-MUSIC to enter into a free ticket giveaway, the SMS keyword is MUSIC.
 
How are keywords used in SMS marketing?
When we’re talking about SMS in general, there are three ways that someone can opt-in to an SMS marketing campaign:
 
Mobile phone by sending a text message
On a website, such as a web form or pop-up form 
In-store, such as at a point of sale system
The first of the three is where SMS keyword marketing comes into play, and the process is fairly straightforward. First, the keyword is texted to opt-in to a mobile messaging campaign. Then, as a result of the opt-in, the subscriber will receive an automated text message response.
 
Examples of how to use an SMS keyword
You can use an SMS keyword in a number of ways. For example, you can invite customers and prospects to text a keyword to:
 
Receive a coupon for your product or service
Get notifications of upcoming events
Enter into a giveaway or contest

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Why do Businesses Use Keywords?


There are many different reasons for a company to use keywords as part of their SMS marketing campaigns. One of the largest applications of keywords is a simple call to action. For example, a phrase that encourages people to text a certain word or phrase to a number can be incorporated into advertising across platforms, including print advertising, online, social media campaigns, business cards, menus, television and radio, and any other marketing channel.
 
 
Incorporate SMS keywords in your text marketing campaign’s call to action.
 
When a potential customer sees the advertisement, he or she can take action by sending a text message to the keyword and obtaining additional information or promotional material from you.
 
Another reason to use keywords is to easily send a relevant auto-reply to customers as another avenue of customer service. You can set up certain replies to inquiries that incorporate specific keywords to enhance customer communication into a giveaway or contest