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.

As a marketer, you are familiar with the process of positioning. It starts with looking at your offer, your competition and the opportunities in the market. Developing a Keyword Strategy is based on the same principle.

The 3 circles of keyword strategy

The image above indicates that your Keyword Strategy sits on the intersection of:

a) Your Website: what you want to be found on

Your website needs to contain optimized Copy & Code that clearly reflects your value & product proposition. In some cases, as strange as it might sound, this is the hardest part of the Keyword Strategy to crack. Internet users don’t spend hours on websites reading copy. You need to be snappy, to the point, communicate value, drive them to action, et al. If your value & product propositions are fluffily formulated, you will not be getting towards a sharp Keyword Strategy.

b) The People: what people are looking for

You need to know what the monthly search volume is for the keywords you are targeting. Obtaining exact data for search volumes is always tricky. But there are ways to at least get a good indication of search Volumes. Also, make sure you check if your audience is using the same Words as you think they are using. You must therefore also check volumes of synonyms of the major keywords on your list. You might be surprised!

c) The Competition: what you have a chance on

Now that you have a shortlist of keywords you want to be found on and you’ve checked what people are searching on, you now want to know if you have a chance of getting visible on those search terms. For this you need to check the online competition. You need to check their SERPS (their position in the search engine based on a certain keyword), check how their sites are Optimised and the number of Backlinks to the page and domain you are competing with.

In my next posts, we will pay closer attention to researching each individual circle/element.

How are we doing so far? Any questions?

Related Articles

  1. Why you should develop a Keyword Strategy
  2. Keeping track of your online competition: make it a habit!
  3. Basic SEO Knowledge: a core business skill