The Importance of a Solid Keyword Strategy

Keywords: What are they and why do they matter?

We all know how important it is to have a strong keyword strategy in order to rank higher on search engine results pages (SERPs).

If you’re a business owner, you’re even more likely to know that keyword research is critical to your success.

But few of us understand how important it is to have a good keyword strategy. The truth is that if you don’t do your keyword research, you’re way behind the curve.

If you want to ride the wave of SEO success, it’s vital that you have a solid keyword strategy in place.

Keywords are the words that people use on search engines to find businesses like yours. When someone types a phrase into Google or Bing, that phrase is a keyword.

When someone uses that phrase to search, Google and Bing determine where your website ranks in relation to other websites. In short, keywords are the secret sauce of the search engine algorithm.

If your website isn’t ranking well, it’s because you haven’t written compelling content that attracts visitors with the right keywords.

A strong keyword strategy is nothing more than a careful and targeted approach focused on finding keywords or phrases relevant to your business.

The more relevant keywords you include in your content, the more likely it will lead to proper results for inbound marketing.

Keyword Research

Businesses, like yours, depend on a solid keyword strategy to rank higher on SERPs so that customers can find you more easily. 

Your keywords are the words customers use to find businesses like yours. Using the right keywords can lead to lots of inbound traffic.

Without a good keyword strategy, your business could be missing out on new and potential clients. 

The more relevant keywords you include in your content, the better chance you have of getting into Google’s top pages and onto Bing’s first page results. 

Understanding Your Audience

Do you have a clear understanding of who your audience is?

The current trend in SEO is that the better you know your audience, the more likely you are to write content that resonates with them. 

But how do you get started and find out what your audience wants? 

Here are some simple steps to help:

  • Research keywords that relate to the problem and niche industry. 
  • Use tools like Google AdWords Keyword Planner, or SEMrush Toolbar for Chrome or Firefox. 
  • Use these tools to find out what keywords people are using in a search engine by typing in one word and clicking on “Get Search Volume” (based on Google) or “SEMrush Keyword Search” (SEMrush toolbar).
  • Write down these keywords and phrases in a list and prioritize them based on search volume.

How well do you know your target audience?

The more you know your target audience, the more likely your content will resonate with them. You also need to be aware of the language your target audience uses and the kind of content they want so you can provide the content they are looking for. 

Finding the Right Keywords

Finding the right keywords for your business is all about being specific. 

To find out what keywords other businesses in the same industry are using, start by researching keywords that relate to the problem and niche industry in question.

Think about what kind of traffic you are trying to capture, if you are selling sneakers, you will be targeting buying keywords. For example, “buy sneakers”, “best sneakers to workout in” and so on. For search keywords you’ll be targeting generic searches such as “sneakers”, “best sneakers” etc.

You can use Google Keywords to find out what words and phrases to target. Make a list of all the target keywords and sort them into lists, which you can later turn into blog posts.

Create Content for Your Keywords

Knowing what you want to accomplish with your blog is often the hardest part. You need to be specific about what you want your business blog to do for you and how it will impact your overall marketing strategy. For example, if you are running a design company, one of the goals could be increasing sales conversion rates. Or if you are running an online store, a goal could be improving customer loyalty rates.

To stay on brand with this objective, using colorful imagery and incorporating relevant keywords that relate back to the problem or niche industry in question.

For example, if i was a designer, I might start by researching keywords related to my industry such as “designer portfolio” or “creative inspiration” etc.

I will then create a post that highlights and shares inspiring work that relates to my brand or niche industry as an example of what I stand for.

You can also share company news or upcoming events that relate to the niche industry.

Tracking Your Keywords

The easiest way to track your keywords and make sure you are staying on brand is to use a keyword tracking tool.

We use Google Webmaster tools as the console gives a report of what is happening with your website and the pages and keywords it ranks for. 

You can easily filter pages and keywords to see which ones are ranking and which keywords need a push in the rankings. You can then provide links from relevant sites to boost these keyword rankings.

Final Thoughts

It’s important to acknowledge that keyword research is not a perfect science. In the last few years, Google has changed their algorithm. So often that it’s hard to know what keywords they’ll rank for in the future. That is why we recommend doing proper keyword research to choose the best keywords and writing the best content to help your website stay current through algorithm changes.

About the author

Gareth worked on competitive projects including keyword research, website audits, content planning to increase search position on domains in Google. See our entire Link building process here.