Setting an Effective Keyword Strategy into Motion

» Posted by on Jan 20, 2016 in Strategy | Comments Off on Setting an Effective Keyword Strategy into Motion


Setting an Effective Keyword Strategy into Motion

There’s no reason your web content can’t serve multiple purposes. These days, content isn’t simply created to inform and educate – but also to attract the attention of Google and other popular search engines. The best way to go about this is incorporating industry-specific keywords and phrases into your site’s blog posts, articles and other text-based content. Although this may sound simple in theory, keyword integration is something of an art form. In the quest to develop a viable keyword strategy, remember to tend to the following tasks.

Conduct Research

shutterstock_345379964For certain businesses, coming up with effective keywords might seem easy. For example, a seafood restaurant in Raleigh, NC might use something along the lines of “freshest seafood in Raleigh” or “best fish in North Carolina.” However, this isn’t as cut-and-dry with other companies. Luckily, there are a number of convenient tools – many of which are available for free – designed to help businesses come up with the right keywords. Software like Google AdWords and Ubersuggest not only provide you with solid suggestions, they enable you to keep track of keywords used by your competitors. As Content Marketing Institute’s Mike Murray points out, many of these programs are capable of generating instant results. Additionally, these tools help monitor the effectiveness of each keyword or phrase you choose to utilize. This enables you to keep track of which keywords are doing their job and which ones you can do without.

Be Mindful of Usage

When plugging keywords into content, there are a number of things to take into account – usage chief among them. Whereas organically placing keywords into your content can elicit positive attention from Google, using them too frequently can draw its ire. If you use the same keywords excessively throughout the same piece of content, both Google and your target audience are liable to take notice. Not only will the content sound unnatural, it will cause you to lose credibility with prospective customers and may even prompt Google to dramatically lower your search ranking. As a general rule of thumb, limit keyword usage to once every 200 words unless absolutely necessary.

Don’t Be Afraid to Experiment



Just as Rome wasn’t built in a day, airtight keyword strategies are seldom developed overnight. With the help of the aforementioned tools, you’ll be able to keep tabs on how effective your keyword integration efforts have been and make changes accordingly. If certain terms and phrases are proving ineffective, don’t be afraid to change things up. As you grow more accustomed to the various trials and tribulations of this form of marketing, you’ll get a better feel for which words work and which don’t.

A successful keyword strategy can do wonders for your site’s visitor numbers and help bring in new business. However, setting such a strategy into motion without learning the ins and outs of keyword integration isn’t liable to bode well for your company. Provided you take the above-mentioned pointers to heart, you should have no problem reaping the rewards of a job well done.