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Let's face it; if you have a question, there is only one logical way to find the answer - Google. Therefore, identifying a strong keyword strategy is crucial for intercepting the attention of your best customers on search engines.
SEO is the lazy way of referring to search engine optimization, a term that marketers have learned to love (or grown to hate). Search engine optimization focuses on the strategies that help to raise the rankings of your website in organic search on platforms like Google and Bing. The higher your rankings, the more visible your website to people searching for your products, services or brand. After all, what good is a website if visitors are unable to find it?
Before creating content on a website, brands need to determine what to write about. That's where keywords come into play - and where most businesses get stuck! Choosing the wrong keywords can result is a lot of wasted time and energy for your brand, therefore creating content based off of a strong keyword strategy is monumental to optimizing your website for quality organic traffic.
Making a list of keywords and phrases is not a task to take lightly. In fact, this may be the single most important role in optimizing your website for searches. If the wrong keywords are chosen, then you will never be able to attract your audience.
No pressure! With SEO best practices that change constantly, the foundation will still focus on your keyword strategy. The following tips will help you develop a keyword strategy that will maximize your inbound marketing strategy.
What product or service do you see the biggest return on investment? Start by coming up with topics and questions that are important and relevant to your customers in regards to your business. If you’re unsure of where to start, think of the offerings that generate the most revenue for your business. These topics will serve as your lowest hanging fruit!
It's not uncommon for brands to look at general keywords; short-tail keywords are broad enough to generate a large number of searches per month. While they are the most obvious keywords to begin creating a strategy, it is important to have a good mix of both, short-tail and long-tail keywords, to ensure that you have a comprehensive keyword strategy.
Often times, long-tail keywords, although there search volume may not nearly be as popular as short-tail keywords, produce the most qualified visitors to your site. The more detailed the query, the more relevant the highest ranking content is to the intended search.
You should know your business better than anyone. You know what your customers or clients may need, but do understand what they need right away? There may be a language or education barrier that arises. Your audience could be searching for things in a way that is different than someone who is a subject-matter expert.
Consider searches from your audience's perspective. What are the problems they are facing before they even become interested in the solution you provide? Are their common trends among your customers? These are the topics that need to be considered to attract quality visitors.
Many marketers ignorantly believe that "keyword stuffing" is a successful marketing strategy. Have you ever been to a website that just screams "SPAM"? The same phrases are repeated over and over, sounding just like a broken record. Google does not define the quality of web page content based on the number of times a keyword was repeated. The more relevant and valuable the content is to your audience, the greater your reward.
Bonus Tip: In addition to using different variations, be sure to include inbound links in your content for more information on subtopics or categories that may interest your audience.
Why not turn your competition into your ally? Businesses should always be aware of their competitors - their success, their failure, their experiments. The ultimate goal of a competitive analysis is to give your brand a slight edge by avoiding their mistakes and improving on their strengths.
With this being said, keep in mind that all keywords your competitors may be using might not be relevant to your business. Being aware of what others in your industry are attempting to rank for might give you more clarity on where to begin and establish benchmarks for your industry.
Search Engine Optimization is an ongoing strategy. Brands must be willing to adjust to new trends and standards, as well as their ever-growing customer base. Looking for a tool to help conduct keyword research, track rankings, and optimize your website to get found for the keywords that matter? Schedule a meeting with our team to determine if Hubspot is the platform to catapult your business.
