Creating a Solid Keyword Strategy for your Brand
In the digital marketing era, there is no room for improvisation. You need to focus your efforts on things that will bring you results in terms of brand awareness and lead conversion. Having a keyword strategy is a must if you are looking to position your brand at the top of the search engine page results for a specific search query
Keyword research and keyword strategy are not the same.
Both are useful and necessary for any online business. However, after your keyword research, you will end up with a list of keywords and not much more than that. If you want those keywords to have meaning, you must have a strategy on how to use them to your advantage.
Let us dive into this subject and see how you can create an SEO keyword strategy that fits your business goals and expectations.
It all comes down to where you are now and where you want to be.
Before going all out with crazy content strategies, it is important to see how is your performance at the moment. Here is where you will benefit from data recollection on your website.
Marketing
strategies are all about data, and SEO strategies are not an exception to that.
If
you have an SEO agency working closely with you, they should have all the data
about your website´s performance. If not, you can
always use Google Analytics and Google Search Console to have great insights
about the market and your position within that market.
You
should ask yourself
When people are searching for things related to your brand:
Are they finding you?
How close are they to finding you?
How
much time are they spending on your website?
Are you creating content relevant to your audience or niche?
Once you have the answer to all those questions,
you can place a keyword strategy that helps you find the proper path for your
audience.
Knowing your audience is crucial.
Now that you know your place within the market, you have to check the market´s intentions. Search intent is the reason why people are typing a specific search query.
What is your audience looking for?
Information?
To buy products?
Information before buying products?
Rankings of best products?
A
keyword strategy will help you address those questions. When creating
content, you can focus your attention to capitalize on the search intent of
your audience. Sometimes we
search intending to inform us about something, and we end up buying that
something. You never know.
Think more in terms of theme opportunities than keywords.
Instead of focusing your efforts to rank for a specific keyword, you should try to build a cluster topic. But how do you do that?
Let us say you are a meal prep delivery business. This is an idea of how you can create a topic cluster around your product and service.
Meal prep delivery
Benefits of meal prep.
The importance of eating a balanced diet.
Meal prep and fitness.
Rather than creating all your content to target the keyword phrase “meal prep delivery”, you can try to build your site as an authoritative source of information about nutrition and fitness overall. This will increase your chances of positioning yourself in the niche.
A website that only prioritizes keywords will have a hard time positioning itself in the market. When people click on a blog post, they are looking forward to finding useful information about a certain topic and not just a bunch of random, empty words around a specific keyword.
If you want a quick and simple guide about how to create SEO-friendly blog posts, you can click here.
Sure, not all the people that
click on your website will hire your service, but as long as they spend time on
your website and share your content, Google will consider your site valuable
for users.
Finding the balance in
the force.
Up until now, we have been
talking about why you should not concentrate your attention only on target
keywords, rather than give those keywords a meaning for your brand.
Nevertheless, there are certain
things you should pay attention to when creating your keyword strategy.
·
Be
mindful about the volume keyword:
We
know, it almost feels like we are talking in circles but be patient. The reality is
that, even though keyword research should not be your primary focus, if your
keyword is not relevant it has no use for you.
High volume keywords are great
because you know that they are important within the niche, but you will need
top-of-the-line content and money to rank for those keywords. Medium volume keywords are good
to position yourself without spending crazy amounts of money on CPC.
· Long tail keywords will be your allies:
This is something well known in the SEO community. Long tail keywords are far more specific than short tails. Therefore, it can be easier for your website to rank higher if you use long tail keywords.
Furthermore, long tail keywords tend to have way less volume than short tail; and this will work to your advantage.
·
Keyword
difficulty:
Some
keywords are more difficult to rank for than others. Typically, short tail, high volume keywords are the
most difficult type of keywords.
Why? Because the
companies ranking for those keywords are probably the leaders in the market. They have large budgets to spend
on advertising because they are historically the leaders in that particular
niche.
That is a competition where you do not want to enter. Do not go down that rabbit hole because you will lose your effort. Instead, use long tail keywords with medium volume, and you can achieve great things.
To do this research, you will need some form of keyword tool. Here at Inspiral, we use SEMRUSH, and we are SEMRUSH agency partners, but they are other options in the market you can go for that will bring you results.
Finally, track and analyze.
None of this talk about keyword strategy will serve a purpose if you don’t track your work.
Remember, the digital era of business is not about improvisation but about following the data. If something is not working, do not be afraid to change directions and learn from your mistakes.
After all, that is the only path to success.
Do metrics and analyze the data. Your business will thank you later.
If you are looking to place your business in the digital ecosystem, Inspiral is here to take you through that journey.
We apply growth hacking strategies to grow your business with accelerated rates without going all out in the budget department.
If you
are ready to break the mold, have a digital coffee with us.
