This post is the 2nd in a series of 5 on how to develop a Keyword Strategy.

As a marketer, you are familiar with the process of positioning your product. You go through the process of analyzing and assessing your product, you consider the competition, and the opportunities in the market. When you are developing a Keyword Strategy, you pretty much go through the same process.

In my previous post I talked about the three elements that form your Keyword Strategy. In my next couple of posts I will take a closer look into researching each individual element.

Let’s start with the proposition on your Website.

There’s a quote from writer Mark Twain that says it best; “I didn’t have time to write a short letter, so I wrote a long one instead.” So let’s take that as a starting point:

A short & sweet elevator pitch

Your website needs to contain optimised copy that clearly reflects your value & product proposition. Take the time to translate your proposition into a short, sweet, snappy elevator pitch. Suppose that you get it down to a paragraph (big cheer!), Google is searching on Words. Think for a moment: are your most important Keywords in?

Your proposition in 10 Keywords

You need to crunch your core proposition down to approximately 3 to 5 Key Phrases with a total of approximately 10 major Keywords. This will give you a good basis to start researching from. During research, some words might drop off your list and get replaced by others. Some might scoot up in importance.


The words you use on your website, the words you really want to be found on, are determined by two main factors:

1. What are people searching on?

2. And what do you have a chance on?

That’s pretty short and sweet, right?

My next blog post is about how you research the words people are searching on.

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Developing a Keyword Strategy: You, The People & The Competition

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