Create a Keyword Strategy

by Joe B on February 7, 2012

Why Build a Keyword Strategy?

Today, most people looking to buy a product or service begin the process by using a search engine to find vendors and product information. How do they do this? By using keywords and keyword phrases. You need to make sure that your website is ranking high in the search engines for the keywords that people are using to find companies like yours.

Some things to remember:

  • You have to be on the first or second page of search results or it’s almost like not being there at all.
  • Shorter search phrases are searched for more often and usually more difficult to rank for than longer phrases. For example, more searches occur for “shoes” than for “tennis shoes” and both of those are searched more frequently than “red tennis shoes”. However, if you are selling red tennis shoes, you would probably get better qualified visits (leads) by ranking for “red tennis shoes” as opposed to either “tennis shoes” or “shoes”.

How to Create a Keyword Strategy

1. Create a list of 3-5 keywords relevant to your business.

Think like someone searching for your product.

2. Choose keywords based on difficulty and relevance.

Some very general words such as “marketing” or “business” are very competitive, making it difficult to rank well for them. If you are a small- or medium-sized business, you probably want to choose less competitive keywords, more specifically related to your business (these are commonly referred to as long tail keywords).

You should find a balance between relevance and difficulty. Choose about 5 keywords that match your business well.

Note that these keywords do not have to be perfect at first. You can try out different ones to see which work best for you.

3. Design and optimize your website around your keywords.

Now that you’ve chosen your keywords, you should incorporate them into your website. We will talk more about this tomorrow.

For more information on Keyword Strategies as well as internet marketing, download our “Essential Step-by-Step Guide to Internet Marketing”.




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One comment on “Create a Keyword Strategy

  1. Herb Lawrence on said:

    Nice post guys! I know for a lot of small businesses the whole search and use of correct keywords is a mystery. One thing I have done with some of our clients is reminded them most people searching “have a problem that needs solving” so thinking like the searcher NOT the business can help them get more relevant words. Oh and avoid industry jargon. Thanks for sharing this. We struggle here at the SBTDC with correct keywords by the nature of the organization, so would love suggestions on good keywords that SBDCs could use

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