SEO Expert: John Vargo August 11, 2023

Keyword Strategy: A Beginner’s Guide to Improving Your Digital Marketing Efforts

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If you’re new to digital marketing, you may have heard the term “keyword strategy” thrown around a lot. But what exactly does it mean, and why is it important? In this article, we’ll break down the concept of keyword strategy and explain how it can help you improve your online presence.

What is Keyword Strategy?

A keyword strategy is a plan for selecting and implementing keywords to improve the visibility and ranking of a website or content in search engine results pages (SERPs). In other words, it’s a way to make sure that your website or content shows up when people search for relevant keywords on Google or other search engines.

Why is Keyword Strategy Important?

A keyword strategy is important because it helps businesses to attract the right audience, increase website traffic, and improve their online presence. By selecting and implementing the right keywords, you can make sure that your website or content is visible to people who are searching for products or services like yours.

Types of Keywords

Before we dive into the process of creating a keyword strategy, let’s take a look at the different types of keywords you’ll encounter:

1. Short-tail keywords: These are short, general keywords that are usually one or two words long. Examples include “shoes,” “pizza,” and “books.”
2. Long-tail keywords: These are longer, more specific keywords that are usually three or more words long. Examples include “red high-heeled shoes,” “pepperoni pizza delivery,” and “best books for young adults.”
3. Branded keywords: These are keywords that include your brand name or variations of it. Examples include “Nike shoes,” “Domino’s pizza,” and “Harry Potter books.”

Now that you know the different types of keywords, let’s take a look at how to create a keyword strategy.

Conducting Keyword Research

The first step in creating a keyword strategy is to conduct keyword research. This involves finding relevant keywords that people are searching for and that are related to your business or content. Here are the steps to follow:

1. Brainstorm potential keywords: Start by brainstorming a list of potential keywords that are relevant to your business or content. Think about what your target audience might be searching for, and make a list of keywords that come to mind.
2. Use keyword research tools: Once you have a list of potential keywords, use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to research those keywords and find additional related keywords. These tools will show you how many people are searching for each keyword, how competitive it is, and other useful metrics.
3. Analyze the data: Once you have a list of keywords and data about each one, analyze the data to determine which keywords are the most relevant and have the highest search volume and lowest competition.

Factors that Influence Keyword Selection

When selecting keywords for your strategy, there are several factors to consider:

1. Search volume: Look for keywords with high search volume to ensure that your content will be seen by a large audience.
2. Competition: Look for keywords with low competition to increase your chances of ranking well in search engine results.
3. Relevance: Choose keywords that are relevant to your target audience and reflect their search intent.
4. User intent: Consider the user intent behind each keyword. Are people searching for information, products, or services? Make sure your content aligns with their intent.

Optimizing Website Content with Keywords

Once you’ve selected your keywords, it’s time to optimize your website content to include them. Here are some tips for doing so:

1. Use keywords in meta tags: Include your target keywords in your website’s meta tags, including the title tag and meta description.
2. Use keywords in headlines: Use your target keywords in headlines and subheadings to make your content more readable and improve its relevance to search engines.
3. Use keywords in body copy: Incorporate your target keywords naturally throughout your website’s body copy, but avoid “keyword stuffing” or using them too frequently.

Benefits of a Well-Crafted Keyword Strategy

Having a well-crafted keyword strategy can bring several benefits to your digital marketing efforts, including:

1. Improved search engine rankings: By optimizing your website content with relevant keywords, you can improve your search engine rankings and make it easier for people to find your website.
2. Increased website traffic: By attracting the right audience with relevant keywords, you can increase website traffic and improve your chances of generating leads or making sales.
3. Higher conversion rates: By targeting people who are actively searching for products or services like yours, you can improve your chances of converting them into customers.


In summary, a keyword strategy is an essential component of any SEO plan, helping businesses to attract the right audience, increase website traffic, and improve their online presence. By conducting keyword research, selecting relevant and high-performing keywords, and optimizing website content with them, you can improve your search engine rankings, attract more website traffic, and increase your chances of generating leads or making sales. So, take the time to create a keyword strategy for your own digital marketing efforts and watch your online presence grow.

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