How can you build an audience for your website of people who will become customers of your business? A good place to start is keyword strategy.
What is KeyWord Strategy?
Keyword strategy is choosing keywords that will attract traffic to your website content. Your keyword strategy begins with understand what your ideal customers are looking for. Keyword strategy begins with keyword research.
What is Keyword Research?
Keyword research begins with an assessment of your business – what is it that you do that sets you apart from your competitors? Once you have a clear idea of what you have to offer, then you’re ready to plan your content around keywords that will attract your ideal customers.
What do you ideal customers want from you? What keywords can you use to help them find your content on your website? Use Google Trends, Google Keyword Planner, Wordtracker, Keyword Tool, or Moz Keyword Explorer (sign up and get 10 free keyword searches a month). There are other free and paid keyword search services, but these are good places to start.
Consider keyword difficulty as you plan your keyword strategy. Keyword difficulty refers to how hard it is to rank high for particular keywords. Semrush has a keyword difficulty tool that can use to find the keywords that will give you the best shot at ranking high on search engines.
Did you know that the most popular keywords only account for 10-15% of all searches? Nearly 70% of page views come from long-tail keyword searches. The shorter the keyword, the more competition there is for search rankings. The more specific you can be with your long-tail keyword phrases, the more you will weed out competition. Use the research tools above to find the best long-tail keyword phrases for you content.
What is your focus keyword or key phrase?
Once you’ve done your research, it’s time to choose your focus keyword or keyphrase. Your focus keyword or key phrase is what you want your content to rank for most. For example, the focus key phrase for this post is keyword strategy – that’s what I want people to be searching for to find this content. Look to use a long tail search term that is highly relevant to your content and high performing. Google Trends can help with this.
However, keyword strategy is not just about finding highly relevant and high-performing keywords, and plugging them into your content, title tags and meta descriptions. Search volume doesn’t matter if those who are searching are not potential customers for your business. If your keywords and content are not producing inquiries, leads and sales, something’s not quite right.
Keyword strategy goes deeper than just finding and using highly relevant and high-performing keywords. Keyword strategy also means looking at your branding, your business message, and your business goals and objectives. The number one goal is reaching your ideal target audience.
Keyword strategy should support your business branding and conversion goals. What do you want your business to be known for? What do you want people to do once they’ve found your business? Let’s look as some aspects of keyword strategy that are essential for your business success.
What is your position in the marketplace?
Understanding the position of your business in the marketplace can help you choose the right keywords to drive traffic to your content. What does your business do? What does your business offer prospective customers, clients, or patients? What is the message that you want people to receive from your business? Finally, what sets you apart from your competitor’s?
Choosing keywords has all to do with what traffic you want to drive to your business. If your keywords are not attracting your ideal customers, you’re engaging in a hobby and not a business. Keyword research can help you understand what your ideal customers are looking for. Use this to guide your content creation.
If you have a WordPress website, the Yoast SEO plug-in makes this very easy to do, and I highly recommend it.
Do you know what your competitor’s are doing?
Another element that defines your position in the marketplace is your competitors. Do you know what they’re doing? What content are they offering and what keywords are they using? Are there ways that you can deliver better content on the topics that they’re covering that are also germane to your business?
How relevant is your keyword to your business?
Your keyword gets eyeballs to your content, but is your keyword driving the right audience to your content? Clarity about your ideal audience and customer can help you choose keywords that drive the right audience to your content. What keywords are most important for your niche?
Are your keywords attracting those who find your content relevant to their needs? How long they stay on your website can give you some insight into this. Are your visitors becoming email subscribers? Most importantly, are your leads turning into customers? These are all important measures of the effectiveness of your keyword strategy.
Get customer feedback
What would be most helpful to your customers? After all, you don’t just have an ideal customer in mind, if you’re a business, you also have customers. Ask them what content would be helpful to them and use the topics they suggest as keywords for the content you create.
Use this grid to plan your keyword strategy
Make a grid like the one below to do your keyword strategy planning, and who knows? Maybe we’ll see you frequently ranked first on Google, Bing, Yahoo, and other search engines!
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