Your Keyword Strategy is the basis for your digital marketing strategy. Developing your Keyword Strategy is how you will determine which keywords you will target with your digital marketing efforts. By going through the following process, you will be able to determine the keywords that will provide the profitable traffic for your website. You will identify and select the words that are most relevant to your business, will drive the most traffic to your website, and have the least competition. There are countless relevant words and phrases you could target, and there are costs and benefits to targeting certain keywords. A comprehensive Keyword Strategy helps you to focus your efforts on specific terms to give you the greatest chance of success at the lowest possible cost.
Long Tail Keyword
Long tail keywords are keyword phrases composed of three or more words that collectively are more specific than a single keyword. Long tail keywords are more likely to convert to sales than shorter, more generic keywords because there is less competition for them. Generally, the more specific the search, the closer the searcher is to the act of purchasing a product or service.
The Process for Developing Your Keyword Strategy
- Create a keyword list
Start by brainstorming a list of search words or terms that you think customers will use. Add to this list by looking at competitor websites for common terms and by interviewing customers about how they would search. Then you can use software tools like the Google Keyword Tool or Wordtracker, to add variations to the list.
- Combine and analyze the results
As you search, cut and paste the results into a spreadsheet. Include a column for volume, competitiveness, and relevance. To analyze the potential keywords, we need to determine which ones are best for your business.
- Score on relevance to the business
Go through all the terms and rate them from 1 to 5 on how relevant they are to your business, with 1 being the most relevant and 5 the least relevant.
- Determine search volume for each term
Put each term through the Google Keyword tool and determine the monthly search volume for each term. Then sort them from highest to lowest volume, and score each term from 1 to 5, with the top 20% receiving a1, the next 20% a 2, and so on.
- Assess competitiveness for term
Some tools can give you a competitiveness score for each keyword. If not, you can get a proxy for competition by conducting a Google search for each term and noting the number of results that appears under the search pane. As with Volume, rank the terms on competition and assign a score for each term from 1 to 5, with 1 being for the least competitive terms.
- Determine Keyword Effectiveness and Select terms
Add up the Relevance, Volume and Competition score for each word and rank them from lowest to highest for their combined score. Select the ones you want to use for your company’s targeted keywords.
- Leverage your targeted keywords by using them to:
a. Optimize Your Current Site
b. Blog regularly
c. Add webpages to your website
d. Invest in a Link Building strategy
Keyword Tools To Use
Article: Keyword Research With Just Google
Free EBook: Keyword Basics
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