Keyword Strategy vs PPC - The Real Deal!
A Rocking Keyword Strategy Can Save You Big Bucks
If you are a PPC Addict then you probably think this article will be about how to better optimize your keyword strategy for your PPC Campaign. This article is actually about how a strong keyword strategy can actually eliminate your need for PPC all together. How you ask? By using keyword grading tools from HubSpot or Google to create optimized content!
If you are familiar with Google's new Penguin algorithm and how big a of a role content plays into SEO now then you probably get it. If you have a PPC addiction like I used to have and rely solely or heavily on PPC to drive traffic to your site then you definitely need to keep reading and check this article on 12 Steps to Kick the PPC Addiction.
Creating content does not have a hard cost. PPC does. It is simple math to figure out that creating optimized content in conjunction with the new changes from Google will be more cost efficient even if you have to outsource some of the content creation, but you must start with keyword analysis. We use HubSpot's keyword grading module to build our keyword strategy for each piece on content that we create. For this article we are optimizing for the term: Keyword Strategy.
Here is an example of how developing content with a strategy and a plan will help you eliminate or dramatically reduce your current PPC budget. Below you will see that after 8 weeks this client generating traffic that has a monthly PPC savings of $2,243.55 for their keywords. With only two months in this is huge. Imagine what the savings will be after 6 months.
The key to a great keyword strategy is not to try and rank for the highest search volume keywords, but to rank for keywords that provide volume and are not that difficult to rank for. A great advantage of using HubSpot is this tool supplies a very accurate difficulty score for each keyword on a scale of 1-100. We use this tool to target keywords that have a difficulty rank of less than 70, but also have a search volume of at least 200 monthly searches.
By targeting these keywords we are able to gain organic search results much quicker and they are more targeted since they are typically long-tailed so the leads have a higher qualification. If you do not use HubSpot you can create your own formula based on the volume of monthly searches and try to target the keywords that fall into the 35%-70% to get your best results.
Once you have selected 20-30 keywords follow these steps to optimize your content:
- Create a content calendar for the next 30-60 days
- Use your selected keywords to help you create your page titles
- Include your keyword in your page title
- Include your keyword in your H1 tag
- Include your keyword in your image Alt text and anchor text
If you need additional help with setting up a keyword strategy or your inbound marketing strategy then shoot us an email, give us a call, or Request a Free Inbound Marketing Assessment.