Mar 15, 2023

Keyword strategy nailed. Or is it?

Emily Bayes
All posts

Ah, keyword research – an oldie but a goodie, right? We all get the drill: finding those sweet keywords to make our websites shine and sprinkling them in our copy and meta details, like magic fairy dust. That's how we get search engines to notice us and send curious folks our way. But here's the real mystery: You've played the waiting game, counting the days, but those clicks aren't coming in as expected. What's the deal with that, huh?

What is keyword strategy and why does it matter

Imagine you've just created a fantastic new blog or website, and you're eager to share it with the world. How can you make sure that people will find and visit your site? This is where a keyword strategy comes into play. In a nutshell, keyword strategy is all about discovering the most relevant and popular phrases or words that your target audience is likely to search for on platforms like Google. By incorporating these 'keywords' strategically throughout your website or blog, you can enhance its visibility and pull in more visitors to your site.

Best practices for crafting a successful keyword strategy

It's important to focus on your ideal user and how they might go about searching for related products or services. Try to create a connection between target keywords and content on your site. Prioritise quality over quantity when selecting key phrases and use synonyms and related terms in addition to keywords. Use search engine results for additional ideas, and to review what your competitors are serving and the experiences they offer their audience.

Common mistakes to avoid when planning a keyword strategy

When it comes to keyword strategies, marketers can make a few common mistakes that can negatively impact the results of their work. Selecting keywords that don't reflect how people search, making the mistake of simply stuffing keywords, using irrelevant keywords that are vaguely related to the topic, and failing to maintain and adjust over time. These all can detract from the quality of the content but can also get your site penalised by Google’s algorithm. To have an effective strategy in place, you must consider a wide range of tactics and ensure keywords are relevant and natural.

How to use tools to help you identify the right keywords

Identifying the right keywords for your content can be the difference between gaining visibility or becoming lost in a sea of content. Fortunately, there are tools that make it easy to identify which words and phrases will help you achieve maximum reach. By doing some research and closely monitoring trends, you can quickly uncover powerful keywords that will increase traffic. From analysing what's driving search queries to finding out which terms people use in the purchase process, these tools make the task of keyword selection much less daunting.

How to assess the performance of your keyword strategy over time

Keeping tabs on your keyword strategy is like nurturing a garden; it takes patience, observation, and adaptation. To assess its performance over time, think about it as a journey rather than a one-time event. Start by setting up routine check-in points to monitor the progress of your chosen keywords. Celebrate the small wins, such as upward trends in traffic, improvements in click-through rates, or gaining new high-quality backlinks. At the same time, be prepared to prune away keywords that aren't bearing fruit or adapt your approach based on new insights. As you learn more about what works and what doesn't, you'll not only grow your website's visibility, but also enjoy the rewarding experience of mastering the ever-changing landscape of SEO.

As you can see, crafting the right keyword strategy is invaluable for growth. On top of that, it can deliver significant value to your website as it elevates visibility and boosts customer acquisition efforts. But none of this will happen if you don't identify the right keywords to target, leverage the appropriate tools, avoid common mistakes, and assess your performance over time. Luckily, there are countless examples of successful keyword strategies from businesses from a variety of industries — so use those as a source of inspiration and take the steps necessary to develop your own keyword strategy that will increase visibility and grow organic traffic today.

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