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  • Writer's pictureLeanne Robertson

A Deep Dive into SEO Keyword Strategy

Many business owners take a haphazard approach to their website performance, tossing ideas at the wall and hoping something will stick. 


While this tactic sometimes works, it’s usually not the best use of your time, energy, and capital. Which begs the question: What is?


Boost your business with an SEO keyword strategy

Introducing the SEO Keyword Strategy


First thing first, if you’re not familiar with search engine optimization (SEO), we’ve got you covered.


It’s in the name, really: search engine optimization. To optimize your position in search engine results, it only makes sense that you would need a defined strategy, right? Especially in this digital age, with your competitors vying just as hard for those same rankings.


This is where The Brand Brew’s SEO Keyword Strategy, tailored to your unique business, comes in.


What is an SEO Keyword Strategy, Exactly?


The copywriting on your website isn’t only for interested buyers – it's also there to appeal to search engines. 


By strategically implementing carefully planned keywords throughout your copy, you communicate to search engines exactly what your business does and what sort of information your website provides. Then, when interested potential buyers type those keywords into the search engine as queries, your website will appear on the search engine results page (thanks, keywords!).


This is why we say that copywriting and SEO go hand in hand.


To determine which keywords your website should incorporate for maximum impact, it’s necessary to complete a keyword report. 


Keyword Report

The Keyword Report


Based on search and competitive research, a keyword report provides you with the essential information needed to optimize your content and improve your ranking in search results. 


This report produces a list of suggested keywords, each with two key pieces of information: average monthly searches and competition. 


This report produces a list of suggested keywords, each with two key pieces of information: average monthly searches and competition. 

The dream scenario is to have a high monthly search average (let’s say, 1,000 searches per month) with a low competition rating.


You can imagine scenario A as being akin to sitting in front of a huge feast that could easily feed a stadium of people but having the platter almost entirely to yourself.


A less-than-ideal scenario, on the other hand, would be a low search volume (for instance, 10) for a highly competitive keyword.


This report produces a list of suggested keywords, each with two key pieces of information: average monthly searches and competition. 

Scenario B, however, is more like if every seat in the stadium were full, and you all had to fight to get a slice out of just one single pie.


The reality is usually somewhere in the middle. But with an effective SEO keyword strategy based on a reliable keyword report, you can get as close to scenario A as possible, opening up a world of possibilities for your website's visibility and search engine rankings.


Determining the Right Keywords to Target


It’s important not to overdo it with the keywords (remember, we’re trying to avoid the “throw it at the wall and see what sticks” approach). It won’t please your readers, nor will it please search engines. So, how do we narrow it down?


As mentioned, average search volume and competition rating are important considerations when building a keyword strategy. The list doesn’t end there, however. There’s no one-size-fits-all solution here. It comes down to your goals and the intricacies of your business. 


Here are some factors to consider:


Factors to consider when determining the right keyword to target

1. Relevance


Of course, you should only focus on keywords that are directly related to who you are and what you do. 


These keywords should align with both sides of the purchasing dynamic: They should stay true to your brand, brand strategy, and brand identity and appeal to your target audience and buyer personas.


Factors to consider when determining the right keyword to target

2. Location


If your business targets buyers in a particular geographic location (or multiple), your SEO keyword strategy should reflect that. This is what’s known as local SEO


Location-based keywords can be incorporated into your website’s copy and can also have an impact as part of your metadata (non-location-based keywords belong in metadata, too!).


Factors to consider when determining the right keyword to target

3. Format


Even if you have a high-volume, low-competition, completely on-brand keyword, it’s not necessarily appropriate for every website page.


For instance, long-tail keywords (three to five words long) can be tricky to fit naturally into a home page. However, they can be perfectly at home in a blog post. 


Incorporating a blog into your website is an excellent way to harness the power of SEO, boost your rankings, and keep your readers engaged. It also enhances your credibility as a brand and showcases your industry expertise. 


Be aware of when a given keyword is appropriate to include and when it isn’t. Remember, we’re trying desperately to avoid that “throw it at the wall” strategy. 


Elevate Your Website with an SEO Keyword Strategy


You might have the best business the world has ever seen. Your website might inspire awe in all who view it. But if it’s buried deep down on the 10th page of the search results, it’s essentially all for naught.


We're here to help you avoid that nightmare and generate the traffic your website deserves through a targeted SEO keyword strategy as part of The Brand Brew®'s Website Design Experience.


If you’re ready to step into the spotlight with a website that converts, book a call with us today. Hurry, your audience is waiting!

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