Creating a keyword strategy for your website

Over 93% of website traffic is generated by search engines, however 75% of searchers don't make it past the first page of their search results. To get traffic to your website, you need a keyword strategy that has you appearing in the right searches and high enough that you earn a click.

Without a strategy, businesses can waste a lot of money on SEO and paid advertising without seeing the return on their investment. But when you build a solid keyword strategy, you get lasting results.

What is a keyword strategy?

A keyword strategy consists of several elements, all of which need to be considered in creating the right strategy for your website. This means thinking about:

  • Who the target audience is

  • What messages you want to send

  • Where your potential customers are in the purchasing journey

  • What the competition is doing and can you do it better?

  • How to create a relevant keyword-landing page

  • How to measure the success of your strategy

So then, how do build your key word strategy?

Know your target audience

Start by building customer personas that outline things like:

  • Demographics

  • Goals

  • Challenges

  • Interests

  • Where they spend time online/ offline

  • What sources they trust

  • Education level

  • Cultural/Language references

A small business should have at least 5-10 distinct personas to target so that you can build content around these personas as well as the right keyword strategy for that content.

Set clear goals

By now you should know the best goals are SMART i.e. Specific, Measurable, Attainable, Relevant, Time-bound. Like any other strategy, your keywords should be targetted at your goals.

Here are some handy examples to give you an idea on what to think about:

  • My keyword keyword strategy will increase organic impressions by 30% by 30 November 2018.

  • My strategy will increase the number of non-branded search traffic by 10% by 31 December 2018.

  • My strategy will increase leads for B2B providers by 25% 30 January 2019.

  • My strategy will increase my sales by 200% by 1 March 2019.

Have a go at writing your own.

Once you have a listed out your SMART goals, you can begin to build a list of keywords to support them.

Be clear on your message

Another important thing to think about when developing your keywords is the message you want to send out. You need to be consistent in what you are telling your audience and ensuring that it matches your branding. For example, a designer brand doesn't words like "discount" and "outlet" attached to their name. It sends a mixed message that is likely going to harm their designer image.

Always consider how the keywords you use and the ones you don't and the impact these can have on your branding.

My keyword strategy will increase organic impressions by 30% by 30 November 2018.

Align keywords to your buyer

Each potential customer passes through four main stages in their purchasing journey...awareness, consideration, decision-making and (if you've done it right) delight.

That last one turns customers into loyal customers and priceless promoters of your brand.

The keywords you select should meet your potential customers in each stage and help them towards the next one.

Awareness keywords

Awareness keywords meet someone who isn't aware of a challenge, product or your brand. The content then leads them towards the consideration phase. Let's take a hairdresser as an example. Awareness keywords for a hairdresser might include "What causes split ends" or "How to prevent split ends".

Consideration keywords

If you have a someone who is considering options, then your goal is to lead them toward making a decision. You might do that with keywords like "treating split ends".

Note the subtle differences. Each of these suggests that the person is more aware of the problem. They're evaluating best solutions

Decision-making keywords

In this stage, people are ready to buy now. High intention keywords reflect that. So using the same example, words like "Schedule a hair treatment" or "Buy hair extensions" are going to be your best bet.

From here, you need to be think about creating a high intention landing page that makes it easy for this person schedule or buy now and you can convert this traffic easily.

Aligning your landing pages with your keywords

Pretty much any page a person lands on when they click on a search result is a landing page, but how you set this page up will have an impact on whether you get that coversion you are chasing.

Consider this, if a potential customer is take to a landing page which then requires them to move around looking for the products page, they leave. Not only did you miss out on a potential conversion, these instant departures affect your Google performance. Not because your site is slow or not mobile friendly, but because Google thinks that you encouraged someone to click on your webpage only to lead them to a page that wasn't what they expected.

The result will be reduced visibility in searches, both organic and ads. If it continues you may even become invisible in searches for that keyword.

Your landing page should encourage your potential customer to stay on your website and learn more about your brand and get them to click on other things on your website. This makes you appear highly relevant and deserving of premium visibility in search results.

Track performance & optimise for results

No keyword strategy is complete until you have a system in place to track performance. You need to know what to measure and how to measure it. As you measure your results, you find that some keywords and content perform better than others. Study these to learn more about why they perform so well. Then make more like them.

Get strategic to get results

Implementing keywords without a clear strategy is not going to bring you much success. You need to know who your customers are, be clear about your goals and align your content with your keywords to accomplish your goals.

If you are struggling to implement a keywords strategy that works then contact us today.

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