Keyword Strategy

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Keyword Strategy

Background: Every keyword is associated with a page and a search engine results page. Both of these must be clearly understood and strategically prepared and targeted. During this campaign, we will define a strategy to increase website traffic via “organic” search. This is only one part of the SEO strategy. Other related activities include Technical SEO, Local SEO, Content Marketing, Social Media, Link Building, and Off-site SEO.

Keyword Strategy involves finding keywords that support existing content, building content to support specific keywords, measuring keyword competitiveness, and focusing content and keywords on supporting strategic keyword choices.

Most keyword analysis tools, like SEMRush require three competitors to be identified for optimal measurement of keyword effectiveness. The best results also require SEO technical adjustments since Google penalizes websites that do not adhere to best practices (these stories/tasks are tracked in the Technical SEO Epic.

Do not confuse this with marketing competition analysis. Your business competition may or may not be competition for keywords. However, knowing your businesses competition is useful when selecting keywords as we would prefer to compete against keywords used by the competition. A separate card is created on the Marketing Project/Board for that purpose.

Tooling Requirement: We have been using SEMRush during execution which incurs a $100/mo additional cost, so we will want to make sure that time is available to transition tasks through the duration of the Sprint. Additional SEO tasks that utilize SEMRush should be selected in the same Sprint.

Keyword Research:
Input: Web Page and Initial Proposed Keyword List
Output: Content Enhancement Suggestions & Refined Keyword List

Keyword Optimized Content:
Input: Keyword Research
Output: Enhanced Content per Suggestions for Refined Keyword List, On-page SEO Adjustments

Keyword Analysis:
Input: Keyword Optimized Content
Output: For each keyword in the Refined Keyword List: Keyword Competition and Standings, Alternative Keywords, Further Content Enhancements, Further On-page SEO Adjustments

On-site Optimization:
For each keyword in the Refined Keyword List:
Input: Keyword Competition and Standings, Alternative Keywords, Further Content Enhancements, Further On-page SEO Adjustments
Output: New Keyword Campaign Statistics

Typical On-page SEO Adjustments Include:
Suggest Changes to Increase Text-HTML Ratio and Word Count
Content Readability Adjustments
Revised Meta Descriptions
Revised Breadcrumbs & Headings
Revised Internal Links