Keyword strategies are a lot like fishing––only there’s a goalie involved as well. You’re casting out toward coveted high placement in the search engines, trying to hook as many interested consumers as possible, but there are defenders in the way who must be convinced that your bait is “good enough” to let pass. These internet robots (bots) access websites and retrieve documents for search engines. Bots are machines, and those who have created and maintain said machines (Google, Bing, Yahoo!, etc.), like to change up how bots judge that tossed bait at any given time.
In addition to designing websites that finicky robots find attractive, keyword strategies also apply to anything and everything else used as an online marketing tool. For example, social media posts should be keyword-friendly when promoting products and services. The description areas of all company social media profiles should include precise, choice keywords. Consider the strategy as an angler trying to get past that bot—convince it that you’ve got the best bait, and the bot will pass it to the prized fish.
Here are a few tips to help determine the best keyword selections for your company:
- Google Keyword Planner. This tool allows you to research keywords and extract information from its bot. You can search for keywords based on terms that are relevant to your product or service, your landing page, or different product categories. You can also get historical statistics, traffic forecasts, and use statistics like search volume to help you decide which keywords are highly used.
- Explore the search engine’s own suggestions. Suggestions are often included in a query and are added because people use them frequently while searching the subject just entered. Explore them and check the value of each keyword using the Keyword Planner tool. Choose the keywords that best suit your needs and refine site content accordingly.
- Keyword Density Analyzer Tool. This particular program examines websites and gives the user a full report on their current keyword depth and density. With that knowledge in hand, one can perform a detailed search, review the top ten sites provided, and then enter those websites into the analyzer to review successful keyword strategies. Study the competition and see what bait the top anglers are throwing.
I recommend implementing these methods as a regular review of keyword strategies. Checking in every three months is ideal, but twice a year should be enough to keep you up to date. Remember, the search engines enjoy flipping the script on a regular basis, so keeping fresh on keyword practices is always a good plan.
—Kelly "Rags" Ragland, Rags to Stitches Productions