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SEO keyword strategy: What you need to know

An SEO keyword strategy is crucial for developing a successful search engine marketing campaign. Your keyword research strategy should involve identifying and using high-performing keywords to attract relevant traffic to your website. Remember, utilizing the right keywords can make all the difference in your SEO campaign by determining how well your webpages rank on search engines like Google, Yahoo and Bing.

The best SEO keyword strategy relies on highly relevant keywords that best relate to your business or industry. Once you have identified the keywords you want to rank for, the next step in your keyword strategy should involve creating content that incorporates your keywords.

But first, what is an SEO keyword strategy?

While keyword research in order to find out the right terms to optimize your content is necessary, what you do after this is equally important, and this is what makes up your SEO keyword strategy.

Your strategy contains the decisions you make based on the outcome of your keyword research exercise. This includes the content you are planning to create as well as how you are going to monitor the results in Google Analytics. In other words, your strategy involves how you want to target your keywords both presently as well as in the future.

So how do you get the right keyword strategy?

Here are five helpful tips to help guide your SEO program initiatives.

1. Have a healthy mix of head terms and long-tail keywords

Primary keywords are also known as head terms. They are usually short and simple (1-2 words long). They are highly competitive. An example would be, “SEO strategy.”

Long-tail keywords, on the other hand, usually contain three or more words. They are less competitive. An example of a long-tail search term would be, “top SEO keyword strategies for 2020.”

As already indicated, primary keywords tend to be very competitive. As you can imagine, there are thousands of websites out there targeting “SEO strategy.” This makes it extremely hard to rank for this term.

Long-tail keywords, on the other hand, are less competitive, and also less likely to be searched for. Thus, it is important that you understand your target readers in order to create long-tail keywords that best reach them.

The best SEO keyword strategy should have a balance of head terms and long-tail keywords. You will be better off if you do not have all your eggs in one basket.

2. Always avoid keyword stuffing

Keyword stuffing is when a website is overloaded with unnecessary or irrelevant keywords on a page, meta description or page title to manipulate ranking results. Some digital marketers master the art of exploiting SEO. However, Google is never too far behind them. It is always working on eliminating holes in its search algorithm that “black-hat” SEOs are taking advantage of. Always use ethical SEO practices to avoid website disruptions and penalties from Google.

Some websites tend to define an arbitrary keyword density goal in their SEO strategies. Often, this results in superfluous and redundant phrasing that compromises their content’s quality.

It is quite simple. All you need to do is naturally incorporate your keywords into your content. If you cannot do this then you need to get back to your research and select new keywords. Do not sound choppy or distract your reader just because you want your keywords to appear in your content. At all times, be sure to prioritize reader and user experience. That is what Google is looking for anyway.

3. Focus on what your readers are looking for

It is quite easy to lose sight of the big picture by focusing on the nitty-gritty of search engine optimization. You need to remember what is important: what your target readers are looking for online.

If you cannot imagine your target readers typing your current search terms on Google, then it is time to get new ones. Most importantly, be sure to create content that will serve a purpose for your readers.

4. Narrow your list down

Since internet marketers have the tendency of targeting too many search terms, you can probably benefit from narrowing down your list. If you are not sure about what you should omit, then quantitatively narrow down your list. You can use tools like Google Trends and Google Ads’ Keyword Planner to look up your keywords’ search volume. Try to narrow down your keyword list a couple of times per year.

5. Group your keywords

Perform keyword research as often as you can. This way, you will be able to come up with new search terms, get rid of the ones with low search volume, and create fresh content that meets your readers’ needs. It’s highly advised to build keyword segments or groups to help you organize your keyword strategy. 

In closing

With every update on search engines’ search algorithms, older approaches to keyword research become obsolete. Despite their dedication, most businesses fail to realize the desired results due to misconceptions associated with keyword research. If this is resonating with you, then you need to invest in these SEO keyword strategies.

If you’re looking for an SEO consultancy to help manage your program, contact Segment SEO today. Our strategy team will help you research, plan and execute your SEO keywords.

Looking to optimize your content marketing? For tips, see SEO copywriting tips and best practices for SEO writing.