This is Eva, who has worked in Google Search Engine Optimization for about 2 years. During this time, I work hard to master all the SEO processes and knowledge frames. And my blog aims to share some findings and thoughts about my work. It can both help me summarize my career and inspire those who are in the same field as me. You can follow my Twitter: https://twitter.com/EvaChen67936203 and communicate with me on the platform.
People in the industry have reached a consensus that one important element of SEO strategy is keyword strategy.
Planning a keyword strategy is necessary. The keyword strategy helps you to confirm the whole website structure. Besides that, once you have schemed your keyword plan, you will know the priority of your work. What’s even better, you can have your SEO work well-arranged in high efficiency. The above three points are the reasons why you need to develop a keyword strategy, not just simply write articles casually following your ego.
As an SEO chief marketing executive or a professor in the search engine industry, your company will make the most direct request: Can you make an SEO keyword plan? At the time, you start to think about: What can be a great keyword strategy? When you put the queries into Google search, thousands of search results will be shown to you. Top 10s are talking about:
- What is keyword Strategy?
- How to perform keyword research?
- What are the keyword research tools?
According to Semrush: Keyword research is the overall approach that supports your larger SEO strategy and can help you determine the keywords that you should be targeting.
Well! Actually, the top results talk more about how to do keyword research and how to use the keyword tool. You will still feel confused after reading all the content.
From an objective aspect, a good keyword strategy needs to cover all product conversion or brand-building keywords.
Here I divide the keywords into product keyword, feature keyword, brand keyword, competitor keyword, event keyword, festival keyword, scene-related keyword, and user-originated keyword. Suppose that you are figuring out a keyword strategy, you need to think about keywords from all aspects.
Check the following, I will use an example as an illustration:
If you are running a video repair software business, and your brand is called Video Edit Kit. Your competitor is Video Edit Tool. In this condition, your keyword will be:
- product keyword: video editor/video editing software/video editing app
- feature keyword: green screen/change video speed/reframe video
- brand keyword: Video Edit Kit
- competitor keyword: Video Edit Tool
- event keyword: birthday video maker
- festival keyword: mother’s day video maker
- scene-related keyword: make slow-mo video
- user-originated keyword: youtube video maker (It is for Youtuber)
My friend, you can figure out your keyword library from the above keyword aspects. It is helpful for you to construct your keyword strategy.
In the industry, experts(Semrush and Zarc) tend to split keywords according to user intent. There are four main user intents: informational, navigational, commercial, and transactional. It can also help to think clearly about your keyword division. My description comes below:
- information keyword: what is green screen
- navigational keyword: Video Edit Kit
- commercial keyword: video editor review/best video editor
- transactional keyword: buy a video editor
One note for you! If you aim to make a profit online, your keyword must be highly related to your product and brand. Simply enlarging the keyword extension without thinking about product relations may bring you more traffic, but at the same time, ruin your brand and waste your time and energy.
Surely, It is limited if you only brainstorm by yourselves. You need the help of big user search data. In the market, there are a lot of tools you can use to generate keyword ideas. Here I only recommend Google, Google Keyword Planner, Semrush, and Ahrefs.
Just input your queries in the Google search box, then you will see Google automatically generate the queries you might need. You can get some ideas from Google Auto-Complete.
Apart from that, check the People Also Ask.
You can also analyze Google Related Searches.
Open Google Ads. Go to Tools And Settings>Keyword Planner. Then click discover new keywords. Then change language settings to your targeting market language. Change the country to all locations.
Now you can input your keywords in the search bar. 10 keywords are upper limits.
Keyword Planner will show you broad keyword ideas. Besides, keyword volume, trend, and device are shown. (Only accounts that participate in Google Ads can see the volume.)
You can download the keyword sheet to have further analysis.
Keyword difficulty analysis is of utmost importance for those small businesses, which have very limited budgets. If you use your capital to compete with your big competitors. You are hitting the stones with eggs. So finding the keywords with less competition and providing high-quality content is the best way to contend with the rivals.
Come to our main topic, know the competition using Ahrefs or Semrush. Take Ahrefs as an example.
Open and login Ahrefs. Then tab Keyword Explorer. Input your keywords. Then you will see Keyword Difficulty and volume in a certain country. Most importantly, it provides you with proximate linking domains you might need to compete with the top 10 results.
According to Ahrefs: “We calculate the Ahrefs KD score by taking a trimmed mean of the number of linking domains to the current top-10 ranking pages and then plotting the result on a logarithmic scale from 0 to 100.”
Greatly, Ahrefs also categorizes the keyword difficulty as the following image shows.
Here insert one point: if you are interested in checking the competition in Google Search Result. Kindly let me know.
You might have heard short-tail keywords, long-tail keywords, and middle-tail keywords thousands of times. Haha, ear calluses. As you know, short-tail keywords tend to have more volume and large competition, While long-tail keywords have less volume and smaller competition. Usually, long-tail keywords have more clear user intent and CTR. The most common strategy is to optimize short-tail in your homepage, product page, category page, or pillar content. And optimize middle-tail or long-tail keywords for your cluster pages. In this case, you will form a canonicalized keyword structure.
Once you have built your keyword library, the most important thing you need to do is pan your keyword calendar.
At a certain time, your team has limited time, energy, and funds. You need to concentrate on the most important keywords first. Above, I have listed 8 keyword types. But in the beginning, the product keyword, feature keyword, and brand keyword should be the most important. Then you can gradually build blogs for the rest of the keyword types.
Keeping posting and updating at a good frequency will help you transcend other competitors. Here comes an example of a blog calendar:
From the above explanation, here are the summarized secrets to a successful keyword strategy.
- Cover all of your brand-building and product-conversion keywords
- Build a keyword structure
- Plan keyword calendar
Hope you can get some insights from the blog.