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Keyword strategy is the heart of every Digital Marketing plan. 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 from the beginning.
Here are our top 5 tips for a great keyword strategy that will boost your brand positioning on Google:
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.
As the blogger Ani Miteva says “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 searches 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 is 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!
Another tip is to check 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 place.
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. If you need more information, you can find an extensive article on domain authority on Ani’s 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!
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 it is 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!
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.
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.
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.
You can find more posts regarding Digital Skills on our blog!
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Ani Miteva, blogger at mktoolboxsuite.com.