How to Develop Keyword Strategy

Once you have the keyword list, what you are gonna do with that keyword list? Choosing the right keywords for advertising can make all the difference in your campaigns by determining how well your advertisements rank on Google and other search engine platforms. So, if you want Google users to find your appropriate web pages for your products and services, you must try to match those pages with the best possible keywords.

The best keyword strategies rely on highly relevant keywords, which are keywords that relate closely to your business or are associated with your industry.

Selection Factors in Keyword Strategy 

You need to consider several factors in order to pinpoint the ideal keywords for your campaign. The major ones to look at: 

Competition: The natural inclination is to focus on the most popular terms. This is possible in some businesses but if your business is very competitive then it hard to target these terms. This is because high-volume keywords — let’s assume they're relevant — are usually targeted by big competitors with big budgets. If you have a modest budget, go for Long tail keyword or numerous less popular keywords.

Search Volume: Understanding how often searches use a keyword is obviously important. If there are 100 searches every month on Google, you’re unlikely to generate enough click-throughs and conversions to pay for a campaign. On the other hand, a super-popular term that drives 10,000 searches a month may not be the best choice, either, because of high cost and competition.

Relevance: The more relevant the keyword is to your product or service, the better click-throughs you’re likely to get — and more importantly, the more conversions you’re likely to get. For instance, “Shoes” may be a great keyword, but if you sell only women's shoe, then you will get a lot of irrelevant organic traffic from people searching for shoes.

Intent: Does the keyword suggest an interest in buying something? For example: "Compare term insurance plans" suggests an interest in buying, whereas "what is term insurance?" indicates an effort to do research. Generally, keywords with high buying intent make the best high priorities in keyword strategy.

Long tail and negative keywords: The best PPC and SEO campaigns implement keyword research strategies for finding valuable long-tail keywords, as well as keyword search strategies for formulating a list of negative keywords (words you don’t want your ad appearing for). Introducing a negative keywords strategy into your PPC campaign can greatly reduce your PPC costs.

Current ranking position: Your web content may already be ranking well for attractive keywords, or it may not be ranking at all. Your starting point matters. Starting from scratch may be cost-prohibitive, whereas leading from strength may make an otherwise because you can get very high in the rankings with less than the usual effort. 

Sun, 05/02/2021 - 10:30
Shobhit has 7+ years of experience in digital marketing. Currently he is working with one of the top digital marketing agency.