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.
How do I know which words to use?
Well, right now you don’t. You need to research!
Just like when you are working on the positioning of a product, you need information. You need consumer insights, information on market size and market demand, and you need to research the competition.
Same same but different
The process of developing a keyword strategy is pretty similar to the proces of positioning a product.
Ask yourself these questions:
- Consumer insights: what words do people use when they are looking for you?
- Market size & demand: what is the volume on the keywords you are targeting?
- Competition: do you have a chance of getting traffic on these keywords?
Next week, I will kick off a series of posts that explain exactly how you can develop an effective Keyword Strategy!