This week we speak to Rejoice Ojiaku, SEO Manager & Co-Founder of B-DigitalUK, all about what keyword mapping is and why it is important. We also talk about what empowers her to be the brilliant woman she is today.
And she's also the co-founder of B-Digital UK, which is a marketing and advertising platform catered to the black demographic to inspire and educate. Good morning to both of you.
And marketing and this sort of does give me all that, you know, analytical skills and I get to sort of play around with websites. I get to sort of look at coding things that I was interested in. And from there I sort of continued to stick with SEO. There's so much to learn and I guess because it's ever-changing so many things coming in, going out I do kind of like that fast pace thinking about SEO.
So there are so many layers to it, which I like to explore. So that's where I found my SEO love, I guess.
And I love the idea of an initiative that was catered to women, but in all things, I guess myself and Wilhelmina, I always look out for how many black people are present in SEO. And we saw that there weren't a lot of black women and women in attendance. And then we were sort of asking questions. Like, do we know any black person in digital marketing, just in general. And we didn't, and we couldn't say who we knew that was involved in digital marketing or someone that was up there. We already knew about the other counterparts, all the white people who are. So prominent within the space.
So that's when we decided we should create a platform that educates and inspires digital marketers who are already in the industry and people who are coming into the industry. So we wanted to show students. That marketing and advertising is a viable career. And you can take all those skills. You have a university, whether you are analytical, or not computer science, you can take all of those and bring it to digital marketing.
So B-Digital was then born. And so far it's been going great. We've received so many you know, So many well done, so many great jobs and every freedom we've collaborated with some people. And we also use it to tackle diversity and inclusion as a topic and what it means to be culturally sensitive, what it means in the hiring process.
And what's good salary transparency, all these topics. We mostly cater to the black demographic because there's I guess not as much education there. And from there you sort of blossomed into this beautiful thing. That's taken up a lot of my time.
So if there's a post to create, let us know if you haven't had conversations about diversity inclusion. Let us know we would love to be involved in any panel talks. We would love to be involved in anything that any outreach that certain companies are doing or for universities or students, we would love to be involved.
Overall we would like to create little programs, for students that can maybe have a taste of the day with someone in the industry, whether it's PPC, just have a taste of them just so they know. Well, it's out there when it comes to marketing. I think people think marketing is, you know, TV, radio, and that's where it stays.
But marketing goes into the digital space. So having to show students, this is what it means or, and also jobs. People are always looking for jobs. So we post any hiring. Vacancies are out there. So let us know. And we always ask in our jobs that we set the salary. By something that we want to be transparent about.
I don't want to sort of say, Oh, it'd be ambiguous about the salary aspect, because we're trying to talk about salary transparency. We would like to state that. So if you have any jobs, reach out to us for us to advertise and it does come with a few but we can get shit with that. So that's a great way to help.
So lots of ways there then.
[Quick Fire Round Questions]
And I think for me that example would come from being kind, being respectful and having some sort of priority for yourself, whether you want to prioritize your career, prioritize home life. I think I want to show that you can be a woman of choice and in those choices, you're able to, I guess, go wherever you want.
And that sort of empowers me to always. Uplifts women in a way, I feel that I love women who are breaking boundaries. I love women who know who they are and are very comfortable and very proud and loud about it. And those sort of things inspire me and empower me to sort of be brilliant in everything I do.
And I think, you know, whilst you're expecting the unexpected, I think to make sure that underneath all that the roots are you're staying true to who you are. So you are, you know, the kind of woman you are, you know, And you understand who you are in womanhood, and that way don't be afraid to bring womanhood into your role because at the end of the day, being a woman is who you are.
It's not all you are, but bring womanhood into it. And I think a lot of times when we enter male-dominated environments, we try to be like men, and I think it's no like a woman and shows that in my womanhood, I can do twice 10 times as better as my other counterparts and that she doesn't matter my gender, but your woman hits is something she celebrates.
I get to your role. You have a different perspective because you're a woman. And I think that will be great advice when you enter the industry.
So I love how you phrase that. Awesome. Right. So let's get into the main topic of today and that is keyword mapping. So what is the main goal with keyword mapping?
How are they? Looking for things. What, what words are they using to search? I think the main go-to map those keywords is just to understand, as I said before, the session's intent and understand how to then be able to use our session's intent, use those keywords to now work for you and what for your brand, so that Google can also find you, but also making it organic at the same time.
Cause I do think a lot of brands remove the human side or keyword because yes, we're trying to. Key with Mac for a website, but ultimately we're trying to target humans. So you can't remove the human element out of your keywords. And you kind of has to add that back in, to effectively keyword mapping, keyword group things together.
So if you understand why or why your origins or on Sunday intent, you'll be able to, then he would map accordingly and then target that audience better. Yup.
Without actually knowing that this is what I'm doing. So I will also then input all those manually inputs, all these different search terms, and when you use certain tools to find out what the search volume is. And then start looking at which ones are the same, how are things found differently? And then that way you can start grouping things.
Also sort of build this more holistic view on what the brand wants and understanding, the brand's tone of voice, who the brand's audience is. Are they young? Are they old or the older I'm older audiences and stuff like that, that will help you within your process?
I think certain people just don't use cinnamon. Right. Thinking, Oh, it's not the same phrase. It doesn't have to be the same phrase, but you can, you can also look at it from you know, different versions of that word that a user can use, and those can be grouped because those would be a similar search intent or similar search query.
I would say. Don't ignore the long-tail keywords. And don't ignore it to be grouped. You can group long-tail keywords because people write long-tail keywords in different conversational ways. That should also be looked at in, in that, in that sense.
So that's why it's something that should be, you know, prioritized and considered and not just a big focus on like, you know, your big head commercial terms. Yep. So in terms of what type of data metrics do you focus on the most then when you're doing all forms of keyword research and mapping process, what are the data metrics that you focus on the most?
Not a lot, but you wouldn't use that as a priority keyword, right? But you shouldn't discard that keyword. Another search term competition understands how high that keyword is, intelligent competitors, how you know, how many times good things are, maybe type the keyword into Google, see how many results come up and you can still see how high the competition is. A number won't be relevant.
I do understand with content, the keyword has to be very relevant to you. To actually what the website is about, what that page is about. If this does not have any relevance, it will be very difficult to sort of seamlessly add that, into your method, title description, or the body of the content.
So these would be the three metrics I sort of look at to then decide, okay, these are good things or not so good. Yes.
So is it important to know what Google is showing, like what sort of feature snippets there are and things like that, is that important to know? I think
And if you can, you know, map your keywords to sort of target those features, feature snippets and stuff that is very useful because. Again, we have things like Zillow clicking the results page. And if you are sort of being ranking for that, people are seeing, you may not even be on the first page, but if Google uses your site, as you know, the zero-click feature or a knowledge card, people are still going to see your face quicker, even though you're not on the first page per se, on the second page, but because you've targeted, featured snippets is a great look for your site.
So I would create a spreadsheet that sort of has all the major pages that they want. And I would assign two or three two or three. Priority keywords, showing the saturation of such volumes and all these things, and then Revit recommended titles recommended data. And then at some point also have a column to say potential content, especially if the page has an article, page or blog page of potential content that they could embed this key with or can be part of a title.
So for example, when working with max factor at the time, They had, you know, I sort of suggested they write about dewy skin and that way they can then embed different keywords onto the foundation. And actually, it linked build by creating a post on your blog page. So that's how I will sort of give the content in that blueprint.
So they can understand the variation of keywords they can use and understand what other topics people are talking about that these keywords are very useful, very relevant in creating any other content.
I also do, like, I haven't used it much if you don't use it once SERanking which is an amazing tool. I find it very clear. In, letting you know, letting you know the groupings of things and you can group keywords accurately and see what your competitors are doing or what's out there. A good one. It's not necessarily a keyword mapping tool, but it's great to understand such terms. It's also the public that just gives you a variety of searches that people might be doing using.
A specific keyword. You're trying to target that way. You can then go further and look into what the actual search volumes are by maybe using Google keyword planner, just to see what the search volume is, by I think, answering the public. So it gives you a good beginner start for when you're ready to start searching in and then the mapping and then the grouping.
And you sort of has a more clear version or vision of where you're trying to go.
And then just to wrap up than how to do you, people we're still getting started on this and it's not something that they've previously done before. Are there any specific resources or pieces of reading that you'd recommend a firm to help people kind of get started on it?
Great reading tool, a great place to sort of go looking. I will say most of the great, you know, it has so many, so many different topics we talk about. That's a great place for these resources would be amazing and don't be afraid. Honestly, don't be afraid to go on Twitter and just tweet, look up SEO experts.
Just ask the question. I always say that you know, the best resources can also be social media because people can answer you directly or you can DM them. If you are still stuck off reading, want to just put out a question on social media tweets findings in people are very much able to help.
That's how I've got things answered. I just tweet and say, do they know how this works? And someone explains it and has a better understanding.
Hopefully, soon we are bringing out a website, which has quite a lot more information about us and what we do so people can keep up to date.
So, yes. I mean, I could just spend more hours talking to you both, but I think. We're just going to have to say goodbye. So goodbye for me,