Creating a Keyword Strategy For SEO? Here’s What You Need to Know!
To put in definitive terms SEO stands for search engine optimization which deals with the process of catering more traffic to your website/page from free, organic, editorial or natural search results of various search engines.
In simple terms all major search engines like Google, Bing, and Yahoo have a primary search result field which lists all the web pages which are relevant to the search phrases typed. The pages are listed according to their ranks which the search engine allots to the pages based on what the engine considers most relevant for the users.
Again from a user’s point of view not to go through and click through all the pages of search results. SEO encompasses methodologies to increase the amount of traffic to your website by strategically placing it on the higher order of search results.
A proper keyword research
Keyword research denotes the use of keywords to find and research actual search phrases and items that people enter into their search engines. You can also use keyword discovery tools for compiling a comprehensive list of marketable keywords. More traffic is generated when your keyword has high relevance. For successful SEO and also PPC campaigns you should do a dual research on finding what the most relevant long tail keywords are. And also run a keyword search strategies for negative keywords which you don’t want to appear anywhere in your ad.
What is a keyword strategy?
When it comes to choosing of proper keyword many suggest just do a random keyword research to find out what are the terms you should use however strategizing the use of those keywords are equally important. Thus a perfect keyword strategy means finding the rightful set of words, and then every decision you take based on the findings of those keywords. This encompasses the contents you choose to develop or how you are going to use the Analytics results and tools presently and in the near future as well.
Steps for keyword strategy
Listing important and relevant topics
Start with thinking of all the relevant topics that your product can rank for in terms of generic buckets. For bucket you can think of 5-10 ideas important for your business. From those idea buckets develop keywords for regular use. In case you are a regular blogger you can derive generic topics from these buckets. In case you are not try to put yourself in your buyer’s shoes and frame the searches etc.
After you have formed the generic buckets try to form keywords. Include tools and topics points like:
- Marketing automation tools
- Use of marketing automation software
- Know whether you need marketing automation or not
- Nurturing on leads
- Email and SMS marketing automation
Know differences between head terms and long tail keywords
Head terms are shorter generic terms while long tail keywords are longer keyword phrases. It is important to know when and where to use which one. Best bet is to mix both to gain a stronger keywords strategy.
Have an understanding about search volume data
While fixing on keywords search volume data acts as an important metrics on your decision making process. Thus use number of data volume sources to establish keyword. As an indicative you can use Google Planner for establishing search volume and discovering associative keywords.
Although note that Google Planner is intended for paid advertisers and thus the figures you will get aren’t purely organic.
Understand search intent
The best of utilizing search intent is by performing a search with your chosen keywords. Look at both of the types of results populating page1 along with the special content type result blocks, knowledge panels, and also in featured snippets that are populating the pages.
For certain queries which have more ambiguous intent Google will try to provide a more diverse range of results that can match multiple interpretations of that common query.
Also know that user’s personalization on the search engine can also act as a filter for interpretation of search engine queries
Keyword competition analysis
The process of ranking of keywords by Google is pretty complex and it encompasses a number of factors which include user’s personalization as well. Thus in case you are framing keywords that have already been targeted by ranked sites here are few things you should check for:
- Are those pages being ranked based on mixture of content i.e based on commercial, non-commercial, long forms, short forms tables.
- Does those contents lead to supporting content
- IS the domain primarily informational or commercial
- Does it represent a brand
- Is the keyword relating to that brand
Using of Google Adwords keyword planner for cutting your list
After you have catered the right mix of keywords you need to narrow it down by using some quantitative data. There are various tools for catering such data however the most comprehensive result is obtained by mixing Google AdWords Keyword Planner with Google Trends.
Use Keyword planner to search the volume and traffic estimates for your developed keywords. Use it for flagging any terms in your list that way little search volume While utilize Google Trends to check out those words trend history and also projections.
Reevaluation required to finalize keywords:
After you have successfully created keywords and framed your content strategy best way is to re-evaluate those keywords once every few months. This will cater information about new trends and projection in market along with your standings.