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Inbound Marketing Blog

    Where’s Waldo? How to Find Your Perfect Keyword Strategy

    Posted by Jessica Iansmith

    Do you feel overwhelmed with trying to find your keyword strategy? Are you not quite sure what a keyword strategy even is? Don’t worry; you can easily find your way to ranking high in the SERPs (search engine results page) with your newfound approach. HubSpot marketing automation software breaks keyword research down into a really manageable method that any marketer can master. 

    Do I Need to Use Keyword Research?

    Using an on-page keyword strategy can mean the difference in being the first website on a search engine results and the 100th. The top Google search result receives 36.4% of clicks, while 58.4% of all organic searchers choose one of the top three results. If you’re not on the first page of Google, you might as well not be online at all. What does this mean in the big picture? Your keywords don’t just impact the SERP, they will impact your revenue stream. That’s right, the efficacy of your keyword strategy can bring real customers directly to you through inbound marketing

    Smart marketing is not about pushing your product, it’s about thinking like a magnet. You should pull those customers to you by working smarter, not harder. If your marketing strategy includes incorporating keywords into every page of your website and every piece of content you produce, you will continually bring new, interested leads into your pool. We’re not talking about the ineffective and antiquated SEO technique of keyword-stuffing your content to a density of 2.5% or more. It’s about naturally incorporating terms that your prospects are likely to type into google into high-quality website pages and blog posts, something that even Google’s top spam-fighter Matt Cutts can get behind.

    How Do I Find Keywords?

    You’re the expert when it comes to compiling a preliminary list of keywords that are related to your product, service or industry. I am currently optimizing our website around the phrase ‘keyword strategy’ in the content you’re currently reading, because Inbound Marketing Agents offers SEO in our fleet of small business services. I am using this phrase with the hope of pulling in new leads who are searching for that or a closely related phrase in Google, Bing or Yahoo.

    I increase our chances of ranking well on SERPs by HubSpot’s keyword grading tool. I added phrases that were variations of ‘keyword strategy’ related to the ‘keyword strategy.’ HubSpot uses Google’s data to retrieve IMA’s current rank, as well as competitive analysis of how difficult it will be to improve our SEO around the phrase. For this term, we currently rank in 40th place, and there are 480 monthly searches for that phrase. HubSpot also assigns a difficulty score to each keyword, meaning how hard it will be for us to rank for that phrase. A difficulty score less that 70 is a keyword phrase worth going after, while a higher difficulty ranking indicates fierce competition among high-authority websites for that top ranking:

    keyword strategy

    If you’re feeling stuck, HubSpot also offers the ability to retrieve suggestions, which are recommended variations of your phrases that have a more-appropriate difficulty and search volume for your website. Finally, the savings tool lets you know how much money you’ve saved over using pay-per-click advertising exclusively.

    How Should I Use My New-Found Keywords? 

    Once you’ve performed keyword research in HubSpot or an alternative tool like Google adwords, use these strategically-chosen terms in your blog content. The best and most-careful keyword research is never a substitute for quality content, though! Your hard work is just beginning, and it’s time to create meaningful content about topics that matter to your consumers. Provide value and depth every time. Using the right terms is never a guarantee that your website will achieve a higher ranking. While Google’s algorithm is a secret, many SEO and content marketing professionals believe it’s safe to say that unless you’re adding unique value to the internet, you might not improve your ranking.  By writing blog posts, eBooks, and whitepapers on topics your leads are interested in, you can turn your small business website into a magnet for fresh and qualified leads.  

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    image credit: 89studio/freedigitalphotos.net

    Topics: SEO