Developing a Keyword Strategy for Your Business

In the world of inbound marketing, we approach the marketing process in terms of four primary components: attract, convert, close, and delight.  In that first stage, it’s all about getting your business in front of the right audience. Attracting a well-targeted audience is critical; otherwise, you’re wasting your time and energy.

When it comes to putting your business or website in front of the right group of visitors, the most effective strategies tend to vary slightly, based on business size and industry.  There are, however, a few basic universal concepts or tools that fall into this category.  The top three spots, without a doubt, belong to keywords, blogging, and social media.   Let’s take a look at the first.

Keywords

When you are first getting into content marketing, one of the first things you should do is create a keyword strategy. 

A number of factors come into play in choosing the best keywords for your business, including:

• Key terms and phrases that are frequently searched by your targeted buyer personas. This can get a bit tricky, however.  Keep in mind that you want to strike the best possible balance between the highest number of searches and the most manageable amount of competition.
• Products or Services that are offered by your business
• Problems that exist for your target audience and the solutions that are offered by your business
• Common questions asked by your customers (or those prospects you hope to win over)

Tools such as Google Keyword Planner or Hubspot can be used to find the data that you need in order to form a solid strategy, including average number of searches per month.

Once you’re happy with your list of keywords, be sure to use them whenever possible in all of your online content, including web pages and blog posts, but try to focus on incorporating them naturally. “Keyword Stuffing” is no longer an effective SEO technique.  In fact, in can hurt your rankings, so avoid that outdated practice at all costs.

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