This is the 1st post in a series of 5 on developing a Keyword Strategy.

 

In my previous 3 posts I explained why I consider basic SEO knowledge a core business skill, and how to start with a little self-SEO-diagnostics. I also explained how important it is to use the right keywords. In this post I want to explain how you choose them.

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In my last posts, I talked about The ABC of Search Engine Optimisation and the three most important SEO Tags.

Getting links costs time. That’s why it’s called ‘Link Building’. More on that later. Keywords and Tags however, is something you control yourself. You can start getting them right as of today!

So where do you start?

I think it is the easiest to start with doing some self-SEO-diagnostics for your own website. Is it optimized for search engines?

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In my last blog post I highlighted the three most important elements that determine your website’s organic visibility in search engines. They are: Links, Keywords and Tags.

I will be covering Link Building and choosing the right Keywords later.

SEO Tags are an important tool for optimizing your website. These three SEO Tags are the most important:

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Image of chalkboard with computer and ABC written on itIn my post last Monday, I talked about basic knowledge of Search Engine Optimization. SEO is not anymore some technical skill that you can stay averse of as marketer or PR. Today it is a core business skill.

You need to be able to manage the process of optimizing your website yourself. I will be writing a series of blog post that will teach you the important basics of SEO.

So where do you start? What do you need to know?

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Image of butler arm with white glove holding trayProducing content for marketing purposes is not new. As a marketer, you have been doing it for years. You have created TV and print commercials, door-to-door leaflets, event flyers, sales brochures, press releases, newsletters, copy for your site, et al.

But this isn’t Content Marketing. This is ‘marketing content’. The content supports your marketing strategy. At the heart it talks about the benefits of your products or services.

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Video still from the video How Google Works ft Matt CuttsFor mere mortals it can be pretty hard to understand the technical aspects of what goes on when you search in Google. Yet, as a marketer, you need to understand a bit of this process.

Once you do, a big marketing chance will dawn on you.

So, hang in there for a bit. I’ll first explain the process. Then I will highlight the big opportunity for marketers.

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You can run, but you can’t hide!

Search Engines. Google. That we all know. But how to optimize our websites for search engines often seems like a big box of misty magic.

Image of a white graduation cap

That’s going to change! My goal is to teach you – marketers, PRs, managers and entrepreneurs – the basic SEO skills you need to get your business visible in organic search results.

I’ll kick off by depositing 3 statements:

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Last week, I explained why SEO should be conducted with at the very least, close participation of the marketing department rather than being an ICT project.

Of course you need to technically optimise your website for search engines. But this is a given. More importantly, you need to use the right keywords!

As a marketer you know your products and services best. This puts you in pole position to determine which words to use on your website, in your tags, your URLs, et al.

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You may have been an early adopter of social media. But is it getting you real business results? Here’s a quick overview of where, in my experience, the market is at, and where you need to focus for effective social media marketing.

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Since I will be talking about SEO on this blog quite a lot, I think it’s good to clear up some terminology first. Let’s start with PageRank and SERP.

Usually when I ask marketers what PageRank is, they reply:

Isn’t this the position of your site in Google?”

Answer: no, not exactly.

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