Keyword strategy are the heart of Digital Marketing. Whether you are a small consumer goods company or an international corporation, the success of your digital presence will heavily depend on your choice of keywords. For this reason, undertaking the right keyword strategy will be the most important part of your Search Engine Optimization process (and your Search Engine Marketing as well), and you need to do it right since the beginning. Here are my top 5 tips for a great keyword strategy that will boost your brand positioning on Google:
5 practical tips for an effective keyword strategy
1) Compare sources
Many people build their keyword strategy using popular free tools like Keyword Planner or paid tools like SEMRush, but if you have the possibility, always compare sources to obtain more information and consolidate your data. Personally, I always use Keyword Planner to perform my initial search, and once I have an idea about the keywords that I am interested in, I compare them with KWFinder. KWFinder gives you additional information that AdWords’ tool doesn’t, such as the exact difficulty of the keyword. However, because you only get 5 free searched daily, I try to spend them wisely by doing my initial search with Keyword Planner.
Because Keyword Planner usually gives you an approximate estimation of your keyword competitiveness, sometimes you don’t know whether it in the high end of difficult, or it is still possible. As you can see in the example below, it only says “medium” – however, KWFinder gets much more specific.
Another great reason to use KWFinder is that they give you the domain authority score of each website that positions on the first page of Google. Which gives you a good idea of whether you have chances to compete with other websites!
2) Check the domain authority of your website
Another tip from my personal experience is checking the domain authority of your website before you select your keywords. Domain authority is a competitive metric designed by the analytics company Moz with the purpose of determining what is the probability of your website to score high on the first pages of Google for specific keywords. Naturally, if your keyword strategy is organized around difficult keywords for which companies with high domain authority are competing, and your authority is low, you have little chances to position in the first places.
But don’t worry! Your domain authority gets better with time as a result of your long-term efforts, so you will get higher chances for competing with different keywords. However, it takes its time, so make sure to initiate your keyword strategy with less-competitive terms until you build your way up.
The domain authority depends on factors such external links, internal links, SPAM score, link diversity, and others. I am not going to enter into detail here, but if you need more information, I’ve already written an extensive article on domain authority in my personal blog.
How can you check your domain authority? Just go to www.moz.com, and paste the link of your website. You will get your results immediately!
3) Let Google help you with your keyword strategy
Who can give you the best suggestions on how to position on Google? That’s right – Google! Each time you type your search terms into the search engine, it already begins guessing what is it that you are going to search for. Generally speaking, the system makes educated guesses based on the popularity of past searches, and also based on your own previous searches.
So, by checking the suggestions that Google gives you, you already know that these are most probably going to be popular keywords with high search volume that can give you great organic traffic!
4) Check out related searches
Another great way that Google can help with your keyword strategy is by showing you popular searches related to the term that you are looking for. Depending on your sector and the context of your business activities, they can make for great keywords, but even if they don’t – if you include some of them in your text, it gives you bonus SEO points because it makes your article more relevant to search engines.
5) Test your keyword in Google
Sometimes, you might be trying to compete with a keyword that different people interpret in different ways – you want to avoid that, as confusion might get the wrong traffic to your website.
At my company, which provides digital payment solutions for enterprises, we tried once to organize our keyword strategy around the keyword “online payments”, thinking that it will work alright. To our surprise, people would see our ads for searches such as “pay water bill online”, “online payment electricity”, and others. Of course, we didn’t want to waste money on keywords that wouldn’t reach the correct potential buyers.
So, before you decide on a keyword, always test it by typing it down in the search engine – it takes seconds to do that, and you can save yourself some time and money.