You may have heard the word “Keyword” in the office meetings or from a local search agency. It is the most crucial step in the search engine optimization process. Over 93% of websites get the traffic through search engines. However, 75% of sites don’t get a chance to appear on the first page in search results. The cost incurred in SEO or paid advertising goes meaningless without a proper keyword strategy.

A business without executing a proper Keyword Strategy will never be able to get measurable and lasting results. If you want your business to boom now and in future – then let’s take a look at today’s article.

What is keyword strategy:

Keyword strategy encompasses a lot more than the keyword research. An effective keyword strategy will have varied distinct elements that fuel the business growth now and in the future. An effective plan will be built once you answer to the following questions!

  • Who is your target audience?
  • What are the organizational or business objectives?
  • What branding message you want to convey?
  • Who are the top competitors? What can you do to stay ahead from them?
  • What should be the steps to enhance keyword landing page relevance?
  • What should you do to maximize return on investment?

Know Your target audience:

The most crucial step is determining the target audience and then finding keywords that are more relevant to their interest. No matter how much traffic another phrase may bring in, if it is not related to your target audience put it aside. It is better to build customer personas to attract the right audience and make sure the customer personas cover the things like

  • Goals
  • Interest
  • Demographic
  • What sources they find trustable
  • Education level
  • Language level

A startup may have seven to ten different personas, each with different content and a separate keyword strategy for that specific content. 

Set SMART goals:

You have to think incrementally about the goals. They must grow the business, cut costs, and generate brand awareness. Make sure the goals are SMART.

 Specific: Make the goals specific meaning, not vague or unrealistic.

 Measurable: By using analytical tools, make sure the goals are measurable in numbers.

Attainable: the goals should be achievable as per the organizational’s capabilities. It should not be something reaching for the stars.

Relevant: The goal should match to the business.

Timebound: A goal is smart when you set a specific date to have it done. However, there is no urgency to complete, but you make sure the strategy is working fine.

An example of using a SMART goal in your keyword strategy will be like:

“By using this keyword strategy, I will enhance organic impression by 40% by the end of March.”

Besides SEO, it is good to work on social media strategy, as you can achieve an enormous customer base through it. Instagram has often been the most favorite platform in this regard as it enables businesses to get fabulous sales and leads. Marketers sometimes recommend that a business should buy followers on Instagram UK to get the lasting results. There are a plethora of social media marketing companies out there that claim to offer real followers to clientele and compel startups to buy Instagram followers AustraliaHowever, we emphasize to purchase real followers to foster engagement or work on organic methods to expand the audience.

Do a competitor analysis:                   

A competitor analysis will help you to get thousands of benefits. When you get an insight into the top competitors, you don’t waste time on recreating the wheels. You identify the weakness and areas that can be exploited to stand out. You get a clear path, and you know how to surpass the competition.

Get a more precise picture of what you compete with through a detailed Audit. It broadens the vision about product or service and sparks the creativity in you. Otherwise, you end up sinning own wheels and gain no traction.

Align keyword to the customer’s journey:

There are four crucial steps in a buyer’s journey that each customer goes through. The four steps include awareness, consideration, decision, and delight. Awareness keywords are those that let you meet the potential customers, consideration keywords are those that help the potential clients to make a decision, and decision making keywords where the customer is all set to buy.

Build the keyword list:

Now its time execute the all prep work to build an effective keyword strategy. The word or phrases you choose should align with the areas like target audience, goal, message, buyers journey, and competitors.  If you have a limited budget, we recommend having the free Moz keyword explorer. The tool helps you to get useful information regarding search volume, keyword difficulty, similar phrases, top national competitors, the estimated authority of competitors, and more.

It is not as hard to get onto the first page in Google or Bing searches.  Check out the domain authority of three competitors and compare them with your own site’s authority. Use LSI keywords, be patient and determined as aligning keywords with your landing page and showing it up on the first page of Google can take some months.

About the Author


Sohail is a founder of Wislay. He is a motivationalist and currently working for many projects. Sohail’s mission is simply, to inspire others to live their dreams and be the person to whom they say; "Because of you, I never gave up."

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