In recent posts, we’ve concluded that keywords are still highly relevant when it comes to SEO and SEO is a non-negotiable component of any effective content strategy. Now let’s take a wide-angle look at how to take your keywords and develop a powerful strategy around them – one that increases your search rankings and drives on-point traffic to your webpage and ultimately, to your product.
WHAT IS A KEYWORD STRATEGY?
On Yoast’s SEO blog, content manager Edwin Toonen describes it this way,
A keyword strategy contains every decision you take based upon your findings in your keyword research project, whether it’s about the content you’re planning to write or how you are going to track the results in Analytics. Keyword strategy is about how you want to target those keywords, now and in the future.
In other words, once you determine the keywords for your content, your keyword strategy encompasses every way you’re going to leverage those keywords to drive on-point traffic to your webpage as well as the manner in which you’re going to monitor their effectiveness.
HOW DO YOU CREATE AN EFFECTIVE KEYWORD STRATEGY?
There are some fundamental actions involved in devising an effective keyword strategy:
EXAMINE YOUR PERSPECTIVE
Start by asking yourself a few key questions: What are my goals? What is my differentiation factor? What message do I want to communicate? Then tailor your strategy to align with your responses. Be wary of moving on, however, without first nailing down these answers as they form the cornerstone to your entire keyword strategy.
DETERMINE SEARCH INTENT
What keywords are people using to find your page? What do these keywords say about your prospective customers’ needs or interests? Are they looking to make a purchase or just gather information? Offer your audience content that they will deem valuable and increase your brand’s authority. This will, in turn, drive more traffic to your page which will improve your search rankings.
CHECK OUT YOUR COMPETITION
You can learn a lot from your competition. Are they zeroing in on any of the keywords you came up with in your keyword research process? If so, how are those words ranking? Do you see any gaps in their content or keywords that they’re not targeting but could be? Making these observations can help you…
…HONE IN ON YOUR KEYWORD NICHE!
Take some keywords that your competition isn’t widely targeting and develop them over time. These will likely be long-tail keywords. Long-tail keywords aren’t as competitive and easier to rank for, giving you the opportunity to carve out your own keyword niche. Keep in mind, however, that a solid keyword strategy is comprised of a good mix of short-tail and long-tail keywords that help you achieve short-term wins while working towards your long-term goal.
ANALYZE YOUR DATA
Data analytics is a necessity for any successful keyword strategy. Keeping a close eye on your website’s analytics can help provide valuable insights with which to develop your strategy and make any necessary adjustments in order to achieve optimal SEO performance. Google Analytics and Google Search Console are two of the many popular analytics platforms.
UPDATE YOUR STRATEGY PERIODICALLY
Your strategy isn’t a one-and-done deal. Many external factors affect how and what people search. World events, cultural trends and user language are just a few. It’s also possible that, over time, one of your competitors could come in and take over a good part of your market share. In all of these situations, being willing to adjust your strategy is key. This means revisiting your keywords, getting rid of some and enacting another round of keyword research to generate new, more effective ones. Reevaluate your keyword strategy on a quarterly basis to stay on the path to driving on-point traffic and achieving your goals.
If you are interested in creating a comprehensive SEO strategy to drive more traffic to your website, we would love to help! Simply schedule your free no-obligation phone consultation or, if you’re ready to dive right in, schedule a keyword research marketing strategy session with one of our experts today!