Part 4: Define your keywords
As the fourth step of our series, we’d like to look at devising a keyword strategy. This follows having started to listen to your audience and understanding more about them.
The way to approach your keyword list is to come up with the word, words or phrases that your potential customers are typing in when they search for you or a business like you. Make a list of these keywords. When doing this, consider:
- what is the problem they’re trying to solve?
- what is their pain point?
- what are they searching for answers to?
The way to approach your keyword list is to come up with the word, words or phrases that your potential customers are typing in when they search for you or a business like you. Make a list of these keywords.
Google is your friend
Let Google be your guide in your journey of keyword discovery. Use Google’s auto-suggest when you enter a search term. These auto-suggest terms indicate they are (more than likely) related search terms that many people are searching for.
Start by entering a keyword that is relevant to your product or service and see what Google suggests.
By typing in these seed keywords, you can easily identify any other relevant keywords and add these to your list – they may be one or two words or longer phrases. Each individually entered word or phrase is considered a keyword for this purpose.
When we did our own search for these terms, Google knew we were based in Sydney and so offered what it considered relevant location based terms too. You should reflect on relevant location terms that would work for your firm – suburb, city, state and potentially, country.
Keyword effectiveness can change over time so there’s no need to spend too long trying to really perfect this initial list. Create something you can start to work with, with the view that you’ll be reviewing and revising over time.
Catch up on previous articles in this series.
Part 3: Content is King
Part 2: Why Digital Marketing?
Part 1: A Realignment
