Keyword Methodology: How to Build Your SEO Strategy

2 July 2013


Brisbane: Marketers by now know the significance of SEO, but building a complete program can be overwhelming and difficult.

With so many businesses jumping into the online space, it might seem pointless to dedicate time, money, and resources striving hard to get on the first page of Google.

If the thought of SEO makes your head hurt, here's a tried and tested step-by-step guide on how to create and execute a SEO keyword strategy.

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Methodology to Find New Keywords:

Using Google's Keyword Tool, you can try out with finding keywords in two ways:

  1. Keywords that is relevant to your product offering or service
  2. Keywords used to find direct and indirect competitors of yours

Satisfying No.1 is rooted in employing a combination of intuition, logic, and looking at existing keyword data from Adwords and Google Analytics. Try thinking "if I were a potential customer who had no knowledge about my company, what I would type into Google search to find the product I'm looking for?"

For instance, one option for a marketing firm is “content marketing,” so you would input that term into the Keywords Tool to examine its search volume and relevancy to your product offering.

The best scenario is to find applicable keywords that have high monthly search volumes and low competition.

You can also limit your keyword search based on criteria such as location, type of device, and language to make sure that your keywords relate to your target audience and business.

Once you decide whether your keyword yields a sensible volume of Global Monthly Searches, continue to search the keyword in Google to see how relevant the search results are to your company and product offering.

At this point, simply make a list of all the related keywords that had an ample search volume.

Repeat this process several times by thinking of keywords that potential customers might use to search for your product.

Another great way of finding relevant keywords is to investigate the Keyword Ideas that are generated by the Google Keyword Tool.

Go through the Keyword Ideas; when you are contented with the Global Monthly Search volume, you must then check the relevancy and record the suitable ones on your master list.

To settle on the keywords for No. 2 (keywords that people use to search for and find your competitors), you should search the website source codes of key competitors to see what keywords are listed, and search competitors using the Keywords Tool.

This type of search reveals the keywords people are typing into Google that leads them to find a competitor. You can also type in your own URL to see what keywords people are using to reach your company (notice the slight difference: in No. 1 you are trying to find pertinent keywords that are related to your product but not essentially ones that you or your competitors are presently listed under. Here, you're finding the keywords that directly lead individuals to competitors or your company).

Determining Your Target Keywords

Once you feel contented with your master list, go through it and narrow it down. Pick keywords with the best search volume, relevancy to your product and branding, and minimal competitiveness; also make certain that you don't choose keywords that are too similar to each other.

The Process of Placing Specific Keywords on Website Pages

When your keyword list is confirmed, the next step is to place the new keywords into your website pages.

Create an Excel document where you can track which keywords you want to place on each page. Ensure that the top ranking keywords are placed on the most visited pages (as determined by Google Analytics) or on pages that will drive conversions; this is the soundest way to drive up your SEO. You should also make certain that the keywords are sensibly matched with the website page.

Once this process is complete, go through and reword your website pages to include the new keywords—without making the keywords sound forced. The best keyword density is about 1% to 3%; more than that could be considered excessive. Some sentences will need to be rewritten, and some difficult keywords will need creative sentence solutions. For instance, if your current sentence reads "turn your blog into an effective medium for lead generation," you should rework the sentence into something like this: "By implementing content marketing strategies, your blog can be an effective medium for lead generation."

The keywords also need to stay in their original form and can't be break up; or else the SEO impact will be impaired. For instance, "content marketing" is not known and indexed by Google the same way as "marketing content," "content marketing services," or any other iteration.

Keywords should be incorporated not only in the main text of your website but also in the metadata: specifically, the title, description, and keyword tags.

Keep in mind that this process isn't a one-time solution: You need to audit your keywords every few months to make sure that the ones you're targeting haven't changed. Besides, complete your keyword plan by adding them to your blog pieces (when applicable) and developing a link-building strategy. According to WCC Voice, pages with strong backlinks pointing to them are considered authoritative pages by search engines. Your Page Rank is in part decided by the number and quality of links to your site, so having a strong link building strategy will help increase the popularity of your links and your Google Page Rank.




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