{"id":2088,"date":"2020-08-05T15:11:08","date_gmt":"2020-08-05T05:11:08","guid":{"rendered":"https:\/\/asiaadvisory.co\/?p=2088"},"modified":"2020-08-06T10:05:35","modified_gmt":"2020-08-06T00:05:35","slug":"why-do-i-need-a-keyword-strategy","status":"publish","type":"post","link":"https:\/\/asiaadvisory.co\/why-do-i-need-a-keyword-strategy\/","title":{"rendered":"Why do I need a Keyword Strategy?"},"content":{"rendered":"
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Most Digital Marketers will embark on the mission of writing a keyword strategy when they’re about to launch a campaign. But there might be a number of other uncharted reasons that you urgently need one. <\/p>\n\n\n

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For search engine marketing (SEM) and search engine optimisation (SEO) having a robust keyword strategy is mission critical. It helps your business and website be found for what you stand for, a way to give focus for your content and to attract audiences when they’re looking for answers. When you don’t know what keywords your business is ranking for it’s like embarking on a space mission without a destination. You might have the rocket fully fuelled, the pilots sitting in the cockpit and the countdown timer ready for launch, but what trajectory are you aiming for? What’s the final destination? To continue with this analogy a business without a keyword strategy is like a rocket heading into a black hole. At some stage you’re going to run out of fuel and that’s likely to be a grizzly end for your astronauts and all that hard work.<\/p>\n\n\n\n

From your lounge or dining room table<\/h2>\n\n\n\n

There’s some basic principles you can easily adapt and I’d recommend doing some preliminary to help power boost your keyword strategy. Most of it can be done from the comfort of your own lounge or dining room, just by using a few free online tools. One of my favourite places to start is by doing a Google Keyword audit of the website. In my case the traffic volumes are not particularly high as I haven’t invested in any paid marketing campaigns, but what it does tell me is what people are finding me for. <\/p>\n\n\n

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Photo by Vlada Karpovich<\/a><\/strong> from Pexels<\/a><\/strong><\/p>\n\n\n\n

Google Keyword Audit<\/h2>\n\n\n\n

Google’s Keyword Planner is a free tool you can use, just by creating a Google Adwords account. If you’re not sure where to start it’s a fairly intuitive registration process that will have you up and exploring in no time. You can register here<\/p>\n\n\n\n

\n<\/i>Keyword Planner<\/strong><\/span><\/a>\n<\/div>\n\n\n\n

Competitor Keyword Audit<\/h2>\n\n\n\n

The other thing I’m a massive fan of is doing a competitive keyword audit. This is where you look at 2 -3 websites of businesses you consider to be similar and perhaps and alternative to yours to explore what they’re ranking and being found for. This can be insightful as much as it is an opportunity to explore previously unchartered skies. Something I realised when doing a keyword audit of one of my key competitors is just how focussed they were on a particular market, China. This is great news, because as an independent consultant with strong experience in other Asian countries this gives me a blue sky competitive space to take dominant ownership of. <\/p>\n\n\n\n

The Guru of Keywords<\/h2>\n\n\n\n

One of my favourite tools for conducting competitor keyword audits is another free tool, UberSuggest. This powerhouse created by Digital Marketing guru Neil Patel<\/strong><\/a> is definitely worth checking out! He’s a New York Times Best Selling Author and the Wall Street Journal refers to him as one of the top influencers on the web. He’s also founded a number of Digital Marketing companies such as Crazy Egg<\/a><\/strong>, Kissmetrics<\/a><\/strong> and Neil Patel Digital<\/a><\/strong>, which is both a source of tools, education and a Digital Marketing agency. <\/p>\n\n\n\n

\n<\/i>Uber Suggest<\/span><\/a>\n<\/div>\n\n\n\n

What is your audience searching for?<\/h2>\n\n\n\n

Ok, so we’ve looked at what people are finding us for by doing a keyword audit. We’ve also picked out a few competitors and used that to get some more ideas. Now we should turn to our ideal customers. What are the questions they’re seeking to answer by their analysing their search behaviour? This is going to take some proactive research, not just doing some desktop research. You could start your audience keyword audit by talking to your frontline teams, those who spend the most time with your customers. What are the questions they get asked? What are people struggling with? Could you help them by creating an FAQ page? If you’re looking for more insights on what customers want, have a read of my article on Business Recovery Tools<\/strong><\/a> which includes how to create a Customer Value Proposition<\/strong><\/a> using Customer Empathy Maps<\/strong><\/a> and Customer Personas<\/a><\/strong>.<\/p>\n\n\n\n

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