Keyword Strategy: How it influences your overall Digital Marketing Strategy

When it comes to improving your website's visibility on search engine results pages (SERPs), selecting the right keywords is crucial. Keywords are the words and phrases people enter into search engines for information, products, or services. By strategically selecting keywords that are relevant to your business, you can increase your chances of ranking higher on SERPs and attracting more traffic to your website.

Here are the steps involved in selecting keywords strategically:

1. Brainstorm and research potential keywords.
Start by brainstorming a list of keywords that are relevant to your business. Consider the products or services you offer and the problems your target audience may be trying to solve. Use online tools such as Google Keyword Planner or SEMrush to identify additional keyword ideas and to gauge search volume and competition level.

2. Evaluate the competition.
Once you have a list of potential keywords, evaluate the competition level for each one. Look at the top-ranking websites for each keyword and assess their domain authority, content quality, backlink profile, and other factors that may contribute to their rankings. If the competition is too high for a keyword, consider targeting a related keyword with lower competition.

3. Choose long-tail keywords.
Long-tail keywords are longer, more specific keyword phrases that are less competitive and more likely to convert to a sale or lead. For example, "women's red hiking boots" is a more specific and targeted keyword than "hiking boots." While the search volume may be lower for long-tail keywords, they can be highly valuable in driving targeted traffic to your website.

4. Consider searcher intent.
Searcher intent refers to the reason behind a search query. For example, someone searching for "best hiking boots" may be in the research phase and looking for reviews and recommendations, while someone searching for "buy hiking boots online" is likely ready to make a purchase. By considering the intent behind a keyword, you can optimize your content to match the searcher's needs better and improve your chances of ranking higher on SERPs.

5. Use keyword tools to refine your list.

Use keyword tools such as Google Keyword Planner, SEMrush, or Ahrefs to refine your list of potential keywords. These tools provide data on search volume, competition level, and related keywords to help you select the most effective keywords for your website.

Now that you have selected your keywords, it's essential to understand how they work to promote better results on both Search Engine Optimization (SEO) and Search Engine Marketing (SEM).

SEO involves optimizing your website to rank higher on organic search results. By strategically incorporating your chosen keywords into your website's content, meta descriptions, title tags, and other on-page elements, you can improve your website's relevance and authority in the eyes of search engines. This, in turn, can increase your chances of ranking higher on SERPs and attracting more organic traffic to your website.

Conversely, SEM involves paying for ads to appear at the top of search engine results pages. With SEM, you can select specific keywords to target and bid on, and your ads will appear when someone searches for those keywords. By choosing the right keywords and creating targeted ads, you can attract highly relevant traffic to your website and increase your chances of converting those visitors into customers.

In conclusion, strategically selecting keywords is an essential component of SEO and SEM. By understanding your target audience, evaluating the competition, and using keyword tools to refine your list, you can select the most effective keywords for your website and improve your chances of ranking higher on SERPs. Whether you're focusing on organic traffic through SEO or paid traffic through SEM, choosing the right keywords can make all the difference in your online success.