How to target your audience with the right keyword strategy

How to Target Your Audience with the Right Keyword Strategy

What is the right keyword strategy?

Let’s get this out of the way at the very beginning, there is no perfect or 100% right keyword strategy.

That is because the success of such a strategy is directly related to the competition for a particular group of relevant keywords and which keywords you pick from that group for your campaign.

Needless to say, keywords need to be chosen carefully and wisely to ensure the highest possible success rate.

Developing a Keyword Strategy

• In depth Research The first step in creating a keyword strategy is to study the business and its industry inside out. If it is a non-commercial website, research the topic on which it is based. With thorough research, you not only end up with potential keywords but also develop an understanding of the client’s business model and goals which can be useful when building a long-term online marketing strategy for the client.

• Narrow your search Once you have a sizable list of potential keywords and phrases, the next step should be about narrowing it down. Cross out the ones you think nobody would search for. To narrow the list down further, you can use a keyword planner tool (explained below). Metrics like keyword difficulty, search volume, popularity trends, and relevance can help you in weeding out irrelevant keywords. Continue doing this till the time you have a list of about two dozen keywords. A useful tip is to get the client involved in the process as they know their industry the best.

• Match them with the content • Matching the keywords you’ve generated till now to relevant webpages and their content is important.

Crawling the client’s website, parsing its various URLs, Meta information, page titles, and headings allows you to match keywords to the right webpages. Once the matching is done, all future content creation should be focused around these keywords and related topics.

• Keep optimizing • Just like with everything else in digital marketing, your keyword strategy is not set in stone either. Once you’ve created and merged your keyword strategy with the right content, it is important to track its progress vis-à-vis the overall goals of the digital marketing campaign. If the metrics show unsatisfactory results, do not hesitate to revisit the keyword strategy or tweak keywords with respect to their performance. That is also the only way to deal with disruptions caused by search ranking algorithm updates.

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