Keyword Strategy

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.

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The Process

Create A Keyword List

Start by brainstorming a list of search words or terms that you think customers will use

Combine And Analyze The Results

As you search, cut and paste the results into a spreadsheet.

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.

Assess Competitiveness For Term

Some tools can give you a competitiveness score for each keyword.

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.

Leverage Your Targeted Keywords By Using Them To:

  • Optimize your current site
  • Blog regularly
  • Add webpages to your website
  • Invest in a link building strategy


  • Review articles, eBook and video

  • Brainstorm long tail keyword terms and expand your list with customer input, competitor terms and keyword tools

  • Create spreadsheet and input potential keyword terms

  • Score potential terms from 1 to 5 on Relevance, Volume, and Competition.

  • Select target long tail keyword terms

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 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