Creating a Keyword Strategy for Your Business

17th Jan 2024

Creating a Keyword Strategy for Your Business

Keywords enable your website and any online content to be seen by as many people as possible. It’s all about the initial search made by a user and the keywords they use in comparison to the keywords you’re including in your content. This determines whether the user will see your website and therefore click on it.

Creating a keyword strategy is a crucial component of search engine optimisation (SEO) and online marketing for your business. A well-thought-out keyword strategy will help to improve your website's visibility in search engine results, drive targeted traffic, and ultimately enhance your online presence. 

Here are our SEO principles and steps to creating an effective keyword strategy for your business:


Keyword Marketing Business Goals:

  • Identify your business objectives, whether it's increasing sales, building brand awareness, or generating leads.
  • Align your keyword strategy with these goals to ensure that the selected keywords contribute to your overall business success.


Know Your Target Audience:

  • Define your target audience and understand their needs, preferences, and behaviours.
  • Create buyer personas to help tailor your keyword strategy to the language and interests of your potential customers.


Documents over a laptop


Conduct Keyword Research: 


SEO Competitor Analysis:

  • Find out what keywords your competitors are using that are relevant to your business using SEO competitor analysis tools.


Also, look for gaps or opportunities where you can differentiate and target keywords that your competitors may have overlooked.


Keywords over laptop


Group Search Keywords into Themes:

  • Organise your keywords into themes or topics related to your products or services.


This will make adding keywords to your content easier and quick, as you can simply reference a topic and use the keywords from that specific list.

Prioritise SEO Keywords:

  • Prioritise keywords based on relevance, search volume, and competition.


Keyword search volume is an SEO metric that tells you how many times per month a particular keyword is searched for in a specific location.

Keyword relevance refers to the relationship between targeted keywords and the overall topic or theme of the website, product, or service. 

Keyword competition is a difficulty metric that represents how easy or difficult it will be to rank on Google's organic search results for a specific keyword. This is based on page authority, domain authority, referring domains, quality backlinks, and content quality.


  • Focus on high-priority keywords that align with your business goals and have the potential to drive significant traffic.


SEO Content Optimisation


SEO Content Optimisation:

  • Develop content that aligns with your chosen keywords. This could include blog posts, articles, product descriptions, general website content and even social media content.
  • Ensure that your content provides value to users and is well-optimised for search engines. In other words, don’t just add in as many keywords as you possibly can (keyword stuffing) unless you make sure that it makes sense within the text and is still easy to read. 


SEO Optimisation of Website:

  • Incorporate your target keywords into important on-page elements, including titles, meta descriptions, headers, and body content, this will improve the keyword ranking of your content.
  • Use a natural and user-friendly approach to avoid keyword stuffing.


SEO in search bar


Local SEO:

  • If your business operates locally, include location-based keywords to enhance local search visibility.
  • Optimise your Google My Business profile and encourage customer reviews to boost local SEO.


SEO Management:

  • Regularly monitor the performance of your keywords using analytics tools. The relevance, ratings and volume of keywords change over time.


Therefore, you should be adjusting your strategy based on changing trends, search algorithms, and the effectiveness of your current keywords.


Data, graphs and laptop


Example of SEO:

After researching keywords relevant to the topic of this blog post, we came away with a long list of keywords we can include in this text. 

For example, search engine optimisation sussex, search engine optimisation kent and search engine optimisation service uk are all specific keywords that are rated highly by Semrush. And now that they’re included in this blog post, they will help to boost this content and therefore our website! 


Man's hand looking at locations on virtual map


Remember that SEO is an ongoing process, and staying updated with industry trends and algorithm changes is crucial for maintaining a successful keyword strategy. Regularly revisit and refine your strategy based on performance data and changes in your business landscape to ensure your keyword strategy is consistently optimised. This ensures that more people see your website and online content, in turn building your brand awareness and growing your business. 


If you need help creating an effective keyword strategy or are looking for a search engine optimisation agency, don’t hesitate to get in touch with us to find out what we can do for you. 


 For more information, check out our SEO page here.  


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