keyword strategy

Nearly 70% of all online experiences start on search engines. About 75% of people never look at the second page of results, though. If you’re not using keywords your consumers are using to find your product or service, you might not reach them.

Instead, you can develop a more effective search engine optimization (SEO) marketing strategy by learning how to gather keyword research. Improving your keyword strategy will help you appear for relevant searches. Then, you can start generating more brand awareness, website traffic, and leads.

Using the proper SEO keywords could help improve your search engine rankings and ROI.

Not sure where to start? Here are eight tips that can help you gather keyword research. Then, you can use your keyword to develop content consumers want to read.

Start strategizing with these eight simple tips today!

1. Understand Your Audience

Before rushing to gather keyword research, it’s important to consider your target audience. Otherwise, you won’t gather keyword research relevant to their interests.

About 45% of consumers won’t spend time with posts that don’t match their interests. Another 52% will switch brands if a company doesn’t personalize communications. About 74% get frustrated when website content doesn’t align with their interests.

When developing your keyword strategy, keep your target audience in mind. Then, you can personalize your entire digital marketing strategy based on their interests and needs.

Personalization will help you better connect with your target audience. You can empathize and show them you’re there to help.

Are you targeting a broad audience? Make sure to segment your audience into smaller buyer personas. Differentiate your personas based on demographics and psychographics to ensure you personalize.

For example, you might differentiate customers based on their:

  • Location
  • Age
  • Gender
  • Household income
  • Buying behaviors
  • Interests
  • Hobbies
  • Pain points
  • Career
  • Language
  • Education
  • Marital status

Once you segment your audience, you’ll have a better understanding of their search intent.

2. Consider the Intent

If you plan on composing a list of SEO keywords, it’s important to consider the user’s search intent first.

Google’s machine learning capabilities allow it to determine the user’s intentions. Google is able to predict what consumers want to find during a search. If your content doesn’t align with their search intent, your content won’t appear for that search query.

Take a moment to consider why your customers are searching for content online. Why are they using those specific keywords?

For example, perhaps they’re searching for directions to nearby stores. Maybe they want to learn how to use a product. Perhaps they’re comparing different brands.

Search intent is navigational, transactional, informational, or commercial. Understanding the consumers search intent can help when using keywords. You can make sure your content aligns with the user’s needs.

If your content fails to align with the user’s search intent, they’ll visit your website, only to leave. Your dwell times will drop.

Perhaps users won’t click on your content at all, impacting your clickthrough rate.

If your dwell times and clickthrough rates start to drop, your bounce rate will rise. High bounce rates can cause search engine rankings to drop. You could struggle to appear in front of would-be customers as a result.

3. Check Out the Competition

Before using keywords within your content, take the time to research your competitors, too. You can learn from their successes and failures.

First, look at the blog posts they’ve already written. Make a note of the different topics they’re covering. See if you can determine the post’s target keyword, too.

Then, start reading through the posts. Look at the style they’re using. Consider the information they’ve provided readers, too.

Which posts have the highest search engine rankings? Which generates the most comments?

Reviewing their previous posts could help you determine which SEO keywords you want to rank for.

4. Make a List of Topics

Once you have a better understanding of who your customers are, you can start working on your keyword strategy. Start by creating a list of topics you want to cover. Choose topics that are relevant to your product, service, or industry.

Once you have a list of overarching topics, try to break them down into smaller sub-topics. You can use sub-topics to gather keyword research.

5. Use Your Tools

You can type your topics and subtopics into online keyword research tools to generate a list of focus keywords. You can use tools like:

  • SEMRush
  • Keyword Planner
  • Answer the Public
  • Google Trends
  • Ahrefs

Otherwise, work with an experienced digital marketing agency. They can gather your keyword research for you.

As you use these tools, look for longtail keywords that are made up of four or more words. These keywords are more precise. You’ll have an easier time appealing to the user’s search intent if you focus on longtail keywords.

One-word keywords, on the other hand, could provide millions of results. You might struggle to rank for one-word keywords.

6. Consider Secondary Keywords

Google could penalize your website if you stuff your content with the same keyword too many times. To avoid keyword stuffing, consider secondary keywords.

Use related terms and synonyms to make a list of secondary keywords for each focus keyword on your list.

7. Let Keywords Inform Your Content

Once you have your keyword research, you can start putting your keyword strategy to use. Start creating content based on the keywords you gathered. Avoid writing the post, then adding your keywords in.

Otherwise, your keywords might appear unnatural within the content.

Add your focus keyword to the:

  • Page title
  • URL
  • An H1 header
  • Opening and closing paragraph
  • Body text
  • Meta description
  • Image file name
  • Image alt text

You can learn more about on-page SEO here. Remember to avoid keyword stuffing when using keywords throughout your content.

8. Continue Gathering Data

Once you start using SEO keywords to create content, review the results from your posts. Which posts are generating the most traffic? Use that data to better inform your strategy in the future.

For example, you can use your data to determine which topics to cover in future posts.

Rank Higher Than Ever: 8 Tips for a More Effective Keyword Strategy

Developing an effective keyword strategy doesn’t have to feel like a hassle. Instead, use these tips to get started. With these tips, you can boost your website rankings and reach more customers online.

Set your strategy up for success with these tips today.

Need help gathering keyword research, creating content, or creating a strong digital marketing strategy? We can help.

Book your free SEO strategy session today to get started.