It is no secret that words matter in business and marketing. But how much do words matter, and how could you possibly know which ones to use for your business’s marketing objectives?
You hear it all the time “content is king”. Maybe you have been blogging for a while now, and you haven’t seen the results. Maybe you’re just getting started and are looking for the guidance necessary to kick off your keyword strategy on the right foot. No matter what the case, you’ve made it here and you’re on your way to developing a keyword strategy that will better your current blogging efforts. , You’ve been working on adjusting and positioning your keywords so you see better results and your users experience is unmatched. In this blog post, we will cover the process for selecting and adjusting your keyword strategy to first please your customers and website visitors and second to boost your visibility on search engines.
Before you begin working on your keyword strategy you should know what the outcome of all your research and development will attempt to achieve. You may think that this is a side step, but it is rather important to the big picture and here’s why. Your keyword strategy and the goals associated with it should all be focused on your overall business goals. That being said, if you are looking to adjust your strategy from its current state you should still have a new set of goals. Ensure your goals will help you move the needle on ROI. After all, a good keyword strategy is only as good as the goals that are set and the manner in which it is deployed. When you are setting your keywords goals, you may want to think about themes, campaigns, ranking opportunities, lead generation, content output, editorial cycles, content needs, and the overall goals of your business.
Once you have set your goals you can begin to create a list of keywords that are prime ranking candidates. If you are re-strategizing note the URL on your website the keyword is ranked. This will help you decide what content is relevant to your new strategy, and what content will need refurbishing or rewriting all together. Prioritizing will save time and reveal the existing content gaps on your site. This helps to increase visibility in a relatively short amount of time. If you are starting fresh, first detail (in a spreadsheet or other data tracking document) are the locations of the keywords and how they will primarily be used on your website. Then note the URL that is currently associated with it or the name and details of the page that needs to be developed for that particular keyword.
Next, review the current web page content to determine if you have used these keywords in their most effective way. Be sure to expand and teach with your website copy. Remember your website is the hardest working individual on your sales team. Make your site easy to navigate, and on tone with the rest of your brand messaging. Your website and its messaging are always there and anyone is able to view it at any time. So, remember to stay on brand with each content effort and brand asset that is published.
You can think about it this way. If you have an industry specific keyword and your site page ranks number one for that word, it’s your job is to provide the most informative bit of information surrounding that keyword. If the information you have provided is not sufficient or another website has done a better job of presenting said information they will most likely rank higher than your website. There are instances where this is not the case simply because there are numerous factors that contribute to the top ranked spots on Google.
If you are not ranked number one for the particular term in question, you may want to think about a bit of spring cleaning of your website copy. Each time your website scores a top ranking slot on Google, you are positioning your website for better and more accurate lead generation. Be sure your content speaks to this, and every phase of the buyer's cycle as well as that of thought leadership. Again, it is important to continue creating content that is consistent in voice and tone.
Now, you can begin to review the current content and reposition using the targeted list of keywords. Expand on any content gaps that may have been identified in your initial keyword evaluation. The content expansion does not have to be done all at once. After all, Rome wasn’t built in one day and your top ranked Google search results probably didn’t wake up one morning with first place search results either.
It’s important to understand that good content takes time, much like a well-seasoned keyword strategy. You may start off targeting words that you end up crossing off the list and that’s okay. Search engine optimization should always take a back seat to providing your website visitors with valuable information that moves them through the customer lifecycle. Be sure to document all of your content needs, and content repurposing needs. First place an order of operations with the most important content development initiative on top. You can also begin attacking some of the low-hanging fruit, quick fixes, or copy edits. But, remember to ALWAYS stick to your plan. With content repurposing, rewriting, and new content development it can be a slippery slope and before you know it you are out in the sticks working on a page or piece of content that may not be the top priority.
If your company is having a difficult time determining where to go next you may want to think about establishing an editorial cycle and calendar. This will assist in keeping track of your process, progress, and most of all performance.
Generally speaking, your editorial cycle will depend on the length of your keyword list and the frequency of content publishing, the content gaps you have to fill, and the amount of manpower you have available to complete the task.
Example: If you post blogs every day, your editorial cycle may only be a week. If you are publishing once or twice a week your publishing schedule may be a month. If you are working towards new content while refurbishing old content, you may need to plan some margins to be sure you stick to your editorial calendar. Consistency is still imperative even when you are bridging gaps and filling potholes.
If you are just starting out, you should by this point have a concrete editorial cycle you can organize your keywords into themes. These themes will most likely be related. The relation is important to the success of your keyword strategy in that it serves as a guide for blog planning.
Search for commonalities in topics and themes. The idea here is to use one or two keywords as the theme of each article and in a rotation use the others as supporting keywords. This will help with subject matter expertise and streamline your content topics in a way that helps both the reader and the search engines figure out what your brand is all about.
There are many ways you can better your content marketing efforts with a well developed and properly deployed keyword strategy. We can see that there are also ways that the wild tangents can take you on a whirlwind ride that may not necessarily help move the revenue needle. By putting full emphasis on your customers and website users experience with your content, you can ensure they are always top-of-mind. Google will simply fall in suit. After all, their mission is to make the most relevant information available for a particular keyword, phrase, or query. Deploy a winning keyword strategy to better serve your prospects, leads, and customers.
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