Keywords are everywhere! Just as a key opens a lock to something special, keywords offer an entrée to something new and exciting, in both business, and in life.
When businesses hear the word “keyword” they often think of search engine optimization (SEO), which drives how many people find your website during an average internet search. SEO relies on embedded keywords in website content and coding. When an internet user searches for a particular keyword, they are more likely to bring up companies with those keywords in their content. In this case, the keywords provide a connection between the website and the consumer.
Keywords are also often “passwords” that give us entry to a room, a place, or another kind of space, through a numeric or alphabetic code. In those cases, keywords provide us access to someplace different.
As a pilot, I also use keywords. Before I can take off in my airplane, I am required to check the weather. To receive clearance from the air traffic controller, I must give the keyword that is provided by the Aviation Digital Data System (ADDS) in order to take off. For example, I may be required to radio in the words, “Romeo, Echo, Skyhaven, departing to the west” or “Bravo, Information, Yankee departing to the north.” In this case, the keywords provide proof that the weather forecast has been heard, and I will proceed accordingly. By using the keywords, I am then free to race down the runway and enjoy a wonderful experience into the wild, blue yonder.
Do you have keywords of your own? Words that are part of your everyday vocabulary? People who know me also know that one of my personal “keywords” would have to be the word “amazing.” I find myself saying it several times each day!
In daily conversation, as well as when I’m working with clients, it’s important for me to be listening for keywords that are important to the person I am with. Often, my conversation with a client or prospective client is helping me gather information to prepare content or a marketing strategy for them. It’s important for me to learn to “speak their business language” and identify the most important keywords for them and their prospective audiences. By doing so, I can establish a strong connection with them, gain access to the information I need to help them and ultimately, create a beautiful, productive experience with our firm.
Keywords matter so choose yours carefully. They establish connection, gain access and lead to deeper experiences to all who use them.