Keyword Strategy – Using Keywords to drive SEO and site design

Keywords are what makes the Internet go ’round, or so it may seem. Whenever you hop on Google or any other search engine, you’re normally typing in a specific keyword or question to find the answers you need and websites utilize that data to create keyword strategies that can earn them your attention (traffic) by providing you the right answer. In particular, this has become very popular with the introduction of Search Engine Optimization (SEO), allowing businesses of all types to create comprehensive keyword strategies that bring in that traffic and create leads and sales.

When it comes to keyword strategy, most businesses just use the tools provided by Google and call it a day. But, there’s more than just relying on Google Analytics in order to ensure you are using the right keywords and making sure your content is up to date with the best practices. Did you know there are “regulations” for keywords and content that is ranked on Google now? What about black hat SEO versus white hat SEO? There are a lot of aspects to keyword strategy but it doesn’t have to be a complete mystery.

Creating The Strategy

The first question you must always ask when creating a new keyword campaign is: branded content or conversion content? When you pick out the best keywords for your strategy, what exactly are they going to do for you? There’s the option of developing a stronger brand recognition for your business, or, using those keywords to bring in more conversions and ultimately sales. Of course, your campaign can even be a hybrid of both.

Once you have figured out what kind of keywords you want to use, then it’s time to figure out what exactly you consider positive goals in the campaign. Click-through rates, conversions, views–whatever it may be, make sure you can properly track and analyze the data so you can set up realistic goals.

ClickZ mentions how every business should create a “Keyword Research Brief.” Essentially, it’s a brief–normally one to two pages–all about your main keyword sets that can be read by the entire office in order to ensure consistency with the campaign.

Types of Keywords

There are all kinds of keywords you can use in your strategy, although most professionals tend to go for those highly viewed, generalized keywords that are very competitive when it comes to creating a keyword strategy. But is that always the right choice? Not always.

A keyword strategy should be able to incorporate both generalized, high yield short-tail keywords as well as long tail keywords which are niche-specific, aren’t as competitive, but will have more value in the long term. A strategy needs to cover both short and long term goals, after all.

Google Algorithm Changes

Most importantly, your campaign needs to be compliant with Google’s SEO standards. Which means bad, poor quality keywords are a big no-no. Also, content that is keyword heavy (and highly irrelevant to the keyword) are going to be given the boot from the Google rankings, too.

In order to ensure your pages are at the top, keep it consistent with your keyword strategy with high quality content that provides some sort of value whether its an answer, information, or of specific purpose to the viewer. That’s what your online strategy should be aiming for anyway!

Once everything is squared away, it’s time to launch your new keyword campaign. But, the work doesn’t stop there. Now, you need to keep watch of the results to make sure to stay on target and keep the data for future reference for other campaigns. That way, all of your strategies can stay consistent and successful.

Ryan Wilson
Founder & CEO
Ryan has his hands in a bit of everything, but he mostly focuses on client success and the technical aspects of advertising. Ryan likes 90’s hip hop, heli-skiing, and spending time with his family.