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Inbound Marketing Essentials: Creating a Keyword Strategy

Inbound Marketing

More and more consumers are finding businesses online through search engines. How do they find them? By using keywords, of course. Fortunately, you can take advantage of this consumer habit by optimizing your website around the keywords that are relevant to your business and that consumers are using to find you online.

This inbound marketing basic will increase your chances of getting found by people searching with those keywords, which will drive more (and better quality) traffic to your business’ website. While it’s difficult to know exactly which ones will get the most relevant people to find your business, there are ways to determine the popularity and competitiveness of certain keywords. You can also test and analyze how effective different keywords are in drawing visitors to your site.

As a business professional, you should make sure the right people are finding your business online. In this post, you’ll learn how to define which keywords will maximize your potential to draw in relevant traffic from search engines.

1. Create a list of three to five keywords relevant to your business.

Get in the mindset of someone searching for your product with a search engine. For small- and medium-sized businesses, your keywords are not your brand name. Instead, think of words and short phrases that get to the core of what your product or service is about. For example, instead of having the keywords, “Mojo Media Labs,” a better choice would be “inbound marketing agency” or “digital marketing agency.”

 2. Choose keywords based on difficulty and relevance.

The keywords you choose should be based on these. Some very general words such as “marketing” or “business” are very competitive, making it harder to rank well for them in search engine results. If you’re a smaller company, you probably want to choose less competitive keywords that are more specifically related to your business — these are commonly referred to as long-tail keywords. The greater the volume of searches on a keyword, the more competitive it is. 

There are a number of different tools you can use to determine the competitiveness of a specific keyword and brainstorm new keyword ideas. Here are a few of them:

Another important factor for picking keywords is their relevance to your business. While some obscure terms might be easy to rank for, they might not be relevant to your business. You should find a balance between relevance and difficulty. Choose about five keywords that match your business well.

Note: These keywords do not have to be perfect at first. You can try out different ones to see which work best for you.

3. Design and optimize your website around your keywords.

Now that you’ve chosen your keywords, you should incorporate them into your website. We’ll cover more specifics about this process in a future post, but for now, try to implement keywords in web page copy, image alt text, headings, titles, domain info and URL structure.

Keywords are just one part of inbound marketing, but they’re essential for an effective inbound marketing strategy.

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