Developing a keyword strategy

A strong keyword strategy can improve your site’s SEO and help to connect your products and services with prospective customers.

A keyword strategy involves using targeted keywords that best describe your business and the needs/wants of its customers. Generating a keyword strategy involves using various keywords and long-tail keywords (keyword phrases) in your online content strategy to create new leads and impressions.

Consider the following tips when developing your site’s keyword strategy:
Research keywords
A good starting point for a keyword strategy is to research keywords used in your business’ industry. Businesses can use Google Keyword Planner which is a free platform that provides information on the popularity and competitiveness of keywords. First, brainstorm a list of keywords you think your target market would be searching for then use the Google Keyword Planner to select keywords that have a large volume of searches with moderate competition. If you struggle to list keywords, think about what you would search for if they were looking for your business’ products or services.

Don’t compromise content
A common mistake in developing a keyword strategy is to load a webpage with keywords in an attempt to manipulate a site’s ranking, also known as “keyword stuffing.” Keywords must be used appropriately and naturally in context. Google penalises sites that use “keyword stuffing” as it damages a user’s experience. Avoid repeating the same keywords or keyword phrases so often that it sounds unnatural to read. Instead, focus on including relevant keywords where they appear naturally in context to ensure content is readable and provides value to site users.

Optimise web pages
Once you have established a keyword list, it is important to optimise your use of keywords on your web pages. Use keywords in your web page’s title and URL and in an image’s alt text (if you are using an image). Be sure to include long-tail keywords (longer, more specific phrases) and variations of your keyword to focus on more specific search terms and questions used by potential customers searching for a specific niche.


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