Understanding the Art of Video Clip Advertising: Implementing Proven Strategies to Enhance Audience Link and Drive Service Success

In the electronic landscape of today, video advertising has become a powerful tool for services to get in touch with their target market and accomplish their tactical goals. Via the mindful crafting of involving narratives and the competent combination of visual elements, companies can capture the attention of visitors and leave a lasting influence. Nonetheless, real proficiency of video clip advertising exists not simply in the production of compelling content yet in the strategic application of tried and tested techniques that drive meaningful outcomes. By exploring the nuances of target market division, storytelling techniques, and data-driven optimization, services can unlock the complete potential of video marketing to enhance target market connection and drive organization success.

Comprehending Your Audience

To properly apply video advertising and marketing methods, it is critical to have a deep understanding of your target audience's preferences and behaviors. By thoroughly comprehending what resonates with your target market, you can produce video material that is tailored to their interests, eventually resulting in higher involvement and conversion rates. Carrying out complete marketing research, examining group information, and checking online interactions are essential action in gaining understandings right into your target market's wants and needs.

Furthermore, comprehending your audience includes even more than just demographics; it encompasses psychographics, such as values, perspectives, and interests (Video Marketing). By delving into the psychographic profile of your target audience, you can refine your video material to straighten with their beliefs and desires, promoting a stronger emotional connection

Crafting Compelling Stories

Having actually obtained a profound understanding of your target market's actions and preferences, the following critical step in mastering video advertising strategies is crafting engaging storylines that reverberate deeply with visitors. A compelling story is the heart of any type of effective video clip marketing campaign, as it has the power to catch focus, stimulate emotions, and drive engagement. By focusing on crafting compelling storylines that resonate with your target market, you can develop videos that not only amuse yet also drive purposeful connections and eventually add to the success of your service.

Optimizing Video Clip Search Engine Optimization

When intending to enhance the presence and reach of your video clip web content online, mastering the art of maximizing Video clip SEO is vital. Video clip search engine optimization entails strategically maximizing your video clips to rate greater in internet search engine results, making them extra discoverable to your target audience. To begin, performing keyword research study to recognize relevant and high-traffic key words is vital. Including these keywords normally into your video clip tags, titles, and summaries can considerably boost your video's searchability.

Ensuring that your video content is of high top quality, relevant to your target market, and optimized for various devices can enhance user find more info experience and raise the chance of your video clips being shared and linked to by other websites. Furthermore, promoting your video clips throughout numerous systems can help drive web traffic and improve your video's general Search engine optimization performance.

Leveraging Social Network Platforms

Using the power of numerous social networks systems is vital for making best use of the exposure and involvement of your video material in today's electronic landscape. Social media has actually ended up being a foundation of modern-day marketing approaches, supplying exceptional opportunities to attach with audiences on an international scale. By leveraging systems such as Facebook, Instagram, Twitter, LinkedIn, and TikTok, services can amplify their reach and drive meaningful communications with their target demographics.


Instagram, on the other hand, thrives on visually appealing video clips that reverberate with its visually-driven target market. Twitter's succinct nature makes it perfect for sharing short, impactful video clip clips, while LinkedIn provides to a more expertly oriented target market, making it a useful system for business-related video web content.


Integrating a varied social networks approach that customizes video clip material to fit the nuances of each view it now system can significantly boost brand name exposure, interaction, and ultimately, drive organization success in the digital world.

Studying Performance Metrics

To properly gauge the impact and success of your video marketing initiatives throughout different social media platforms, it is critical to evaluate efficiency metrics that offer useful insights into audience involvement and project efficiency. Video Marketing. By tracking essential performance indications (KPIs) such as sights, likes, shares, remarks, click-through rates, and conversion prices, businesses can evaluate the reach and vibration of their video material. Analytics tools given by platforms like YouTube, Facebook, and Instagram supply detailed information on target market demographics, seeing habits, and involvement metrics, making it possible for marketing professionals to optimize their video techniques for much better outcomes


Along with platform-specific metrics, it is vital to establish certain objectives and standards for each and every video clip campaign to examine its efficiency efficiently. Frequently checking and examining these performance metrics not only aids in comprehending what jobs best for your target audience but also offers useful insights for refining future video clip material and marketing techniques. Ultimately, by leveraging performance information to make informed decisions, organizations can enhance target market connection, drive company success, and make best use of the ROI of their video advertising and marketing initiatives.

Final Thought

To conclude, mastering the art of video marketing calls for a deep understanding of your audience, crafting engaging stories, enhancing video clip SEO, leveraging social networks systems, and examining performance metrics. By applying these tested methods, services can improve audience connection and drive success. It is essential to continuously adapt and fine-tune video clip advertising and marketing methods to stay pertinent and engage with target markets properly.


Video Search engine optimization entails tactically maximizing your videos to rank higher in search engine results, making them much more visible to dig this your target audience. Guaranteeing that your video clip content is of high top quality, appropriate to your target market, and optimized for various tools can enhance user experience and enhance the probability of your videos being shared and linked to by other web sites. Additionally, promoting your videos throughout numerous platforms can help drive website traffic and enhance your video clip's total Search engine optimization efficiency. Twitter's succinct nature makes it suitable for sharing brief, impactful video clip clips, while LinkedIn caters to a more skillfully oriented target market, making it a useful platform for business-related video content.


In conclusion, understanding the art of video clip advertising requires a deep understanding of your target market, crafting engaging stories, optimizing video SEO, leveraging social media platforms, and evaluating performance metrics.

 

Excitement About Google Authority Stack

 

In this short article, you will certainly discover what Google stacking is and if it functions for neighborhood SEO. Google stacking is a kind of link-building method that aims to take benefit of the authority of numerous Google entities (Docs, Sheets, Sites, Photos, and so on) in order to boost a domain name's backlink account.


Producing presentations on Google Slides with links to vital web site pages. Publishing a Blog owner article with information concerning your internet site and web links to the other entities in the Google stack.


This consists of business name, a keyword-optimized company summary, company address, and contact info. From this website, you ought to connect to a Google Sheets record which contains links to all the various other Google entities you've created. I assume you obtain the idea, you're generally adding as much details about a company to different Google platforms, making these "access" public, and after that including every one of the links to a typical Google entity like Google Sheets.

 

 

 

The 5-Second Trick For Google Authority Stack

While this isn't purely defined as black hat SEO, marketing experts should stay clear of exaggerating it by developing hundreds of records with web links indicating them. The Google entities ought to just be connecting to each other and to your web site. Below's a checklist of all the entities that you can use to create your Google stack, as well as where you can add content concerning your company: Google Docs: create a post with the target key phrases contributed to the item Google Sheets: create cells with links to various Google entities and your website Google Photos: add material to image and video descriptions Google My Business: include more details concerning your service in the GMB description field YouTube: include links and web content to video clip or channel descriptions Google Forms: develop a kind with a brief intro paragraph regarding your service and the products/services you offer Google Slides: create various slides concerning your organization Blog writer: develop an article concerning your organization Google Sites: add info concerning your organization in message obstructs There are blended point of views as to whether Google piling works.

 

 

 

Nonetheless, there are other marketing professionals that think that Google piling is still an effective search engine optimization tactic. The point to keep in mind is that you will not rank in the leading area for target queries by just applying one SEO method. Instead, search engine marketers and regional local business owner require to make use of a mix of search engine optimization tactics ranging from link-building, guest uploading, regional search engine optimization, content advertising and marketing, etc.


Pick regarding 4 to 5 search phrases that you 'd like your homepage to place for. This is necessary due to the fact that you do not desire to be using the exact same search phrase continuously. To blog determine which key phrases you'll be targeting, be certain to do some keyword research study using your preferred keyword research tool. Keep in mind, this is just for the homepage.

 

 

 

For our residence painting service in Denver, we've added the common term "residence painters denver" to the SEOptimer keyword phrase research tool. The device creates a listing of various other keywords that we can target and include to our Google stacking entities. Furthermore, we can likewise utilize our rivals' internet sites to get a concept of what keyword phrases they are placing for.

 

 

 

The Single Strategy To Use For Google Authority Stack

For this example, we're mosting likely to use these target key words: House painters in Denver Denver home painters House painters Denver Denver paint company Repainting business Denver The first thing you need to do when building a brand-new Google stack is to go ahead and create a Google Drive folder. This is go to my blog where all the other entities in the Google stack will be conserved and linked.

 

 

 

Right here you intend to utilize your primary target key words adhered to by the name of your service. In our instance, it would certainly be something like "Home Painters in Denver HomeBound Painters". As soon as produced, modify the folder description by right-clicking on the folder and clicking "Sight details". After that include the pertinent snooze (Name, Address, and Telephone Number) and your main target key words to the "Edit description" area.


Under "General access" toggle the option and choose "Any person with the web link". Create subfolders for each of the target key words inside the folder you simply developed by adhering to the same process as outlined above.

 

 

 

Google Authority Stack for Beginners

Utilize the relevant target keyword and the service name in each of the paper titles. This indicates that the titles of every one of the various residential properties in your pile will certainly alter depending upon the subfolder you are operating in. So, how do you begin with creating a Google stack for neighborhood search engine optimization? First, create a Google Docs building for your target search phrase.


When created, compose see page a 1,000 to a 1,500-word article that is enhanced for SEO. This post can be about your service and the services that you use, your background tale, experience, etc. Make certain to also add a web link to your site in this write-up and include the snooze information of your company at the start of the short article.


This file ought to consist of NAP information, a link to your web site, and a brief description of your business. In one more tab, include every one of the links to the various other Google entities that you're going to develop or have developed. Google Authority Stack. Do this for all the various other Google homes that you can think about, this consists of: Produce a Google Slides record with comprehensive information about your company, snooze info, and web links to appropriate websites

 

 

 

Little Known Questions About Google Authority Stack.

You've got to try and maintain the Blog writer post unique. Repeat this procedure for each of the target keyword phrases or subfolders that you have actually developed. After you have actually created every one of the properties in your Google pile, you require to develop a Google Website. Your Google Site is where you will certainly be embedding all of the Google pile entities that you developed throughout the procedure.




: Believe of this internet site as your own web site, so add in your organization' logo, tagline, etc. The homepage should be maximized for your target key phrases and ought to include a link back to your primary website.


For our example, we can compose blog site posts concerning "indoor house painting in Denver", "exterior residence painting in Denver", "condominium painting in Denver", and so on. Embed a Google My Company map in the footer of your web site to ensure that it appears on all your web pages. Develop comprehensive Concerning us and Contact us web pages utilizing your target keyword and its variations in the text.
 

The Best Guide To Keyword Target Backlinks

If you're not sure, please review our post on keystone material. In other words, it's your finest and most full material regarding the core of your company. It's the material you desire people to locate when looking for subjects or products you specialize in. You have to add many web links to notify Google that this is your most crucial material.




Here, we'll give the most typical alternatives, from your post's copy to your navigating. You can link straight from sentences in your copy or include web links at the end of your blog post.


And we link back from the major short article to these posts. In doing so, Google will recognize that the utmost guide has one of the most details about [keyword research] In the end, Google will rate the supreme overview above the various other much shorter messages concerning keyword research study. If you have ordered web pages on your web site, web link parent web pages to their youngster pages and vice versa.


These pages should be connected to each various other on a well-organized website, and linking them like this make perfect sense. You can discover several plugins and components to add complete related post areas to your messages.

Keyword Target Backlinks Can Be Fun For Anyone

If you're unsure, linking to posts manually is possibly best. That's what we do on we pick a relevant article by hand (or with a little aid from our interior linking device much more on that later) and put a web link to that post at the bottom of the write-up.

We explain this in information in this message concerning linking to relevant messages. Besides connecting from topically-related messages and web pages, it's possible to make your foundation web content much more reliable by adding web links from the homepage or the top navigation menu. It would certainly assist if you did this with the posts and web pages most important to your business.


It's worth the problem, as you will not finish up with a number of orphaned material that needs taking care of. Besides, adding internal web links to your most current blog posts make sure that search engine crawlers can creep and index them when they come down on various other web pages on your website. The last option to discuss is developing internal web links to your internet site's most prominent messages or pages.

Getting My Keyword Target Backlinks To Work

You made use of to be able to stop losing web link value to worthless web links by providing a nofollow tag. A nofollow tag asks Google not to comply with the link, so no link value is passed. Now you could assume: "I'm going to nofollow less essential links to give the most vital web links a lot more link value." While this operated in the past, Google has ended up being more qualified.


The visit site nofollow link will certainly be counted as a link, and the web link worth will certainly be lost. For that reason it makes even more feeling to have less links on a page as opposed to nofollowing a few of the web links - Keyword Target Backlinks. Including a nofollow tag doesn't indicate those target web pages can not be found in Google's search results page


The noindex tag suggests that Google should not render the page and should not offer the content a location in the Google index to reveal up in the search results. Find out more: Why noindex a page or nofollow a web link? As soon as you have determined which web links should get on a page and which web pages ought to obtain link value, utilizing the proper anchor message is vital.

, this check just works on posts or web pages. You do not have interior web links on your item pages or item summaries because you desire to keep clients there not send them to one more component of your website.

6 Easy Facts About Keyword Target Backlinks Described

This will certainly all aid you function purposely on your website structure. You can see the variety of inner links directing to and from a blog post with Yoast SEO You are most likely mindful of the significance of internal connecting for search engine optimization. Handpicking articles and pertinent posts to connect to isn't always easy.


Yoast search engine optimization will initially scan, assess and attempt to understand all your content in Word, Press. After that when you write an article, you can right away link to an associated blog post by copying or dragging the link directly into the editor. You'll see the ideas in the Yoast search engine optimization sidebar on the right-hand side of your display.


And that's thanks to Yoast SEO content evaluation running in real-time in the background. It evaluations and contrasts your text to existing material on your site to select out short articles that best fit your new blog post, all while you're creating!

Orphaned content is web pages and posts with no interior links. In the orphaned web content workout, go right here we recognize your orphaned material and offer you all the choices and tools you require to deal with it!

Some Known Details About Keyword Target Backlinks

, this check just works on messages or web pages. You do not have interior web links on your item pages or item descriptions since you desire to keep customers there not send them to another part of your site.


This will all help you function purposely on your website framework. You can see the variety of inner web links indicating and from an article with Yoast SEO You are possibly knowledgeable about the relevance of interior connecting for SEO. Handpicking articles and pertinent articles to link to isn't constantly simple.


Yoast SEO will first scan, examine and try to understand all your web content in Word, Press. When you write a message, you can immediately link to a relevant message by her latest blog copying or dragging the link straight into the editor. You'll see the tips in the Yoast search engine optimization sidebar on the right-hand side of your display.

See This Report on Keyword Target Backlinks

And that's many thanks to Yoast SEO material analysis running in real-time in the history. It evaluations and compares your text to existing web content on your site to select out short articles that finest fit your brand-new post, all while you're creating!


The initial step in the keystone content workout in Yoast Search Engine Optimization Costs Orphaned material is web pages and messages with no interior links. That makes them hard for individuals to discover and likewise tough for internet search engine to creep. In the orphaned content workout, we identify your orphaned web content and provide you all the options and tools you need to take care of it! Maybe you do not want those web pages to be found.

 

A Biased View of W3 Total Cache Vs. Wp Super Cache

 

And a few mins later, after doing the math, you obtain to understand the correct solution and respond back. That's because the taxing procedure and difficult work had actually already been done many thanks to the calculator.

 

 

 

If we use it to the context of your Word, Press web site: A user gos to your internet site and makes a request. Your internet server takes a while to process. After a couple of seconds, it reacts to the request by providing the page. And it doesn't quit there. The server conserves a duplicate of that webpage to make sure that when another site visitor makes the same demand, it can miss the preliminary time-taking procedure and provide the internet page much quicker.


And as a web site proprietor, your only authority is to define how long material stays in the cache. Since when your web site hardly ever updates, visitors will be able to proceed packing your internet pages quick while still seeing the most recent variation of your website.

 

 

 

Things about W3 Total Cache Vs. Wp Super Cache

Normally, a web browser will certainly keep its cache for a limited time or till it is complete. After that, it will instantly clear out the old material and save the upgraded one in its place. As a customer, you can likewise manually clear out your internet browser's cache whenever you want.


This kind of caching is provided on the web server without any type of input from the end customer. As an example: Your server shops HTTP files of your website's web content and serves them instantly when the visitor demands. That means, it doesn't need to render a brand-new HTTP data every single time an individual visits the website, decreasing the lots.


However nowadays, websites have a great deal of material or features that upgrade automatically or readjust in a different way for each and every user checking out the web page. Let us provide you some instances: One example might be. Dynamic enjoyment websites (like Netflix) enable their material to be presented according to a user's location, viewing task, preferences, and subscription.

 

 

 

A Biased View of W3 Total Cache Vs. Wp Super Cache

 

These internet sites consist of a buying cart icon on every web page, informing clients the complete number of products available in their shopping cart. This attribute varies for each customer due to the fact that everybody has a different number of things in their cart.


You need to code points properly and if you don't do that and use a caching plugin, you'll see that the site will not react as typical (considering the above instance: the customer's cart will not be able to show the accurate variety of items readily available). Now, in case you could be questioning: The major perpetrator below is PHP! If the vibrant functions present on your web site are coded in PHP for output access, they will not deal with caching.


Primarily, PHP is part of the moment taking work that gets neglected when you utilize caching. So when you desire your site to have vibrant features, you require to use one more shows language called. JS operates the browser's side, so when your page is cached, and PHP is resting idle, you can count on JS and to take care of the dynamic demands of your site.

 

 

 

Some Known Questions About W3 Total Cache Vs. Wp Super Cache.

All these attributes make WP Rocket one of the most beginner-friendly caching plugin to take care of your Word, Press caching and make your site blazing quick! If you're intending to mount even more than one caching plugin, assuming it will certainly make your website quicker, stop there! Setting up more than one plugin will not make your site any faster. - W3 Total Cache VS. WP Super Cache


Whether you desire to begin today or in the future you'll constantly require caching for your web site. Right here are a few of the other benefits of caching for your Word, Press website: Rate is crucial for a site. If your site takes too lengthy to lots, not just will your web site individuals desert it, yet Google will certainly likewise penalize it bring about reduced rankings.


When the internet site relocates quicker for site visitors, they will love browsing with it. One peek can turn a person right into a client or urge them to move on to another web site.

 

 

 

Unknown Facts About W3 Total Cache Vs. Wp Super Cache

As caching shows a static copy of the asked for webpage, it places much less of a strain on your web server and lowers web server load by as much her latest blog as 80%. This is especially valuable when it concerns extremely vibrant websites or throughout website traffic spikes. Caching is probably one of the easiest ways to reduce your Time to First Byte internationally.


This is not the situation with WP Rocket. Installing WP Rocket is the easiest means to make it possible for caching in Word, Press.


When properly implemented, it will certainly cause much faster tons times for your individuals while reducing overall web server lots. If you're not caching your Word, Press web site already, it's time to get going. You can never ever go incorrect by caching your Word, Press site. As a matter of fact, maybe among the largest means to your on-line success.

 

 

 

A Biased View of W3 Total Cache Vs. Wp Super Cache

All these functions make WP Rocket the most beginner-friendly caching plugin to care for your Word, Press caching and make your website blazing quick! Discover More If you're intending to install greater than one caching plugin, assuming it will make your website much faster, quit there! Installing greater than one plugin will not make your site any kind of faster.

 

 

 

Whether you wish to begin today or in the future you'll always require caching for your website. Below are some of the various other advantages of caching for your Word, Press site: Rate is crucial for a web site. If your website takes as well lengthy to load, not only will your internet site users desert it, yet Google will likewise punish it leading to lower positions.


When the web site relocates quicker for site visitors, they will certainly enjoy surfing via it. Most notably, it will certainly place a terrific impression on a site visitor touchdown on your web site. One look can turn somebody into a consumer or advise them to relocate on to one more internet site. So see impressions matter one of the most when it concerns a site.

 

 

 

The 5-Minute Rule for W3 Total Cache Vs. Wp Super Cache

As caching shows a static duplicate of the requested web page, it puts much less of a strain on your web server and lowers web server load by approximately 80%. This is particularly useful when it comes to very dynamic websites or throughout web traffic spikes. Caching is possibly one of the most convenient methods to decrease your Time to First Byte internationally.


This is not the instance with WP Rocket. Installing WP Rocket is the simplest means to make it possible for caching in Word, Press.




When correctly implemented, it will certainly result in much faster lots times for your individuals while decreasing total server load. If you're not caching your Word, Press web site already, it's time to get going. You can never fail by caching your Word, Press site. Actually, maybe among the greatest means to your on the internet success.
 

What Is A Secondary Dimension In Google Analytics - Truths

This is really helpful when checking goal funnels as well as check out development. One more benefit is seeing pages individuals were on before experiencing a 404 mistake page. Realize that the portions shown are relied on the 10 showing during that time. Searching in this area will not tell you truth portion so you may require to boost the variety of rows to see granular info.


This is a very aesthetic way to comprehend your web content and also on web page activity. It makes use of a view of your real-time site and also overlays percentages to inform you which web pages saw one of the most views hereafter one. At a basic degree, it can not separate in between multiple links to the very same level, however with the execution Improved Web link Attribution it can.

Below we see the exact same information as in the All Pages record, yet this time around it is broken down by below folder. What Is A Secondary Dimension In Google Analytics. This will only serve to web sites that make use of a regular sub folder structure in their Links, or if the Links are re-written to be ideal via a filter


By clicking via on heaven links you will reach a much more detailed break down regarding the subfolders or web pages within the one clicked. One of the most beneficial reports for any kind of site, it's everything about which web pages users got in the site on. Understanding which web pages are gathering the most gos to is extremely helpful when assessing advertising and marketing performance.

The Only Guide to What Is A Secondary Dimension In Google Analytics

Touchdown pages are the only web pages in these content reports that show you a conversion rate. This is because multiple web pages will certainly be seen within visits prior to a conversion happens however there will just ever be one landing web page. It is very advantageous to examine the conversion rate of different touchdown web pages and the web traffic resources that caused those sees and conversions.

As pointed out briefly above, these are the last pages within customers' sees. Ideally you will see your check out total web page high up this list, or comparable end of trip web pages, however you will additionally see web pages that have greater degrees of deem these are most likely to cause more exits than web pages with much less views.


Keep an eye out for web pages with out of supply items or mistake messages; these are fast victories for enhancing the performance of your website. Google analytics providing whole lot of details you website content. Using this information you can minimize your site bounce rate and transform user to clients.


Once you have obtained accessibility to the information and engineered around it, you can tap right into a well of important information such as tracking organic keyword conversions in Google Analytics. When you get all key words back in Google Analytics your view will look something such as this: With the portion of (not given) down to much less than 2% you can turn on eight efficient new actions.

Some Ideas on What Is A Secondary Dimension In Google Analytics You Need To Know

On Google Analytics go to Procurement Overview Organic Search. You can sort the table by clicking on a title at the top of the column. In our example, we selected the variety of sales (objective completions.) Transactional search phrases like 'acquire' are a lot more likely to have higher conversion rates when contrasted to browse expressions like roses for women that are more information.


The second point we can see is that the phrase 'Bouquet' is common among our keyword phrases. Knowing that conversion prices of different search phrases indicates we can then maximize our web pages to cater even more to individuals that are looking for bouquets, rather of having them waste time searching.

If the key phrase is in setting 1, the session was set off, when your web link link was at the top of the Serps. The leading three placements get 18. 09% of all search potential for the keyword. To locate your key phrases that are close to being on web page 1 of Google, you can utilize the Keyword phrase Hero customized Placement measurement.


This is only possible once (not supplied) organic keyword phrases are noticeable once more in GA. Often you will place with several landing web pages for Google Analytics natural search terms. Likely, there will be substantial distinctions in exactly how those web pages interest users coming with the exact same search intent. The concept is to channel website traffic from a specific key phrase to those pages that have the ideal metrics.

What Is A Secondary Dimension In Google Analytics - An Overview

Currently, add 'landing web page' as the additional dimension. What you see now is a solitary keyword and also the 10 (!) Links that Google takes into consideration pertinent for this inquiry (What Is A Secondary Dimension In Google Analytics). Regarding 84% of the best site sessions, activated by the search phrase: Search phrase Hero, arrive on our homepage. The various other 16% are spread out across the nine staying Urls.


It might be the instance that you need to set apart the various other touchdown web pages more, to make sure that the homepage draws in a lot of the web traffic. Concentrating on long-tail keyword phrases is an excellent way to construct better campaigns. These search phrases find the searcher in the best phase of the buying cycle or search funnel.


70% of all website web traffic comes from long-tail keywords. With Search phrase Hero, you can target these search phrases instead of contending for a difficult search phrase against more well-known web sites.




Rather of creating write-ups concerning well-known professional athletes, you might sharpen in on the search intent of somebody looking for runners that have great hold or are waterproof, based on the search phrases they are go to this website utilizing to locate your short article. These are various from non-brand keyword phrases which are keyword phrases that do not relate to your brand. Notice that brand name keyword phrases can contain more than one keyword.