By Alan Graner
The following is based on Step One in Hubspot’s “The Essential Step-by-Step Guide to Internet Marketing” http://offers.hubspot.com/essential-guide-internet-marketing (registration required).
How to create a keyword strategy
A keyword is a word or phrase prospects enter into a search engine to find you, your product and/or services that drives more quality traffic to your business website.
Keywords can be generic, such as “patent attorney”, or more specialized such as “patent attorney for startups in Tulsa.”
Which keywords work best? It’s not always easy to know. Which is why keyword tools exist online, such as:
- Google Keyword Tool www.googlekeywordtool.com
- WordStream Keyword Tools www.wordstream.com/keyword-tools
- Keyword Eye www.keywordeye.co.uk
- KeywordSpy www.keywordspy.com
- SEMRush www.semrush.com
HubSpot recommends a three-step process for creating a keyword strategy:
- Create a list of 3-5 keywords relevant to your business. Put yourself in your prospects’ shoes: what words would they use to find you? Think of words and short phrases that go to the core of what your product and/or service is.
- Choose keywords based on difficulty and relevance. Some general words like “marketing” or “business” are very competitive. Unless you’ve got a great online presence, chances are you’ll appear far from page one when these terms are entered into search engines. If you’re a small to medium-size business, consider keywords more specifically related to your business. To determine how popular (or competitive) a keyword is, use one of the keyword tools above or HubSpot’s Keyword Grader tool www.hubspot.com/products/keyword-grader.
- Design and optimize your website around your keywords. Once you’ve selected your keywords, incorporate them into your website.
What techniques do you use to find relevant keywords for your company, products and/or services?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, and Orange County, CA marketing communications firm. For an effective PR campaign that combines traditional and social media, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.