Keyword Strategies
Keyword Strategy is a critical part of Search Engine Optimization (SEO). The goal is to increase a company’s Search Engine Results Page (SERP) ranking, when a prospect queries on a keyword or keyword phrase in a Search Engine like Google.
The process of picking the right keywords is a marketing exercise, because the words need to accurately describe your company and its products from the searcher’s perspective. The marketer also needs to do some research to determine which keywords his website can successfully compete on for high SERP rankings. Picking the wrong keywords for your site will inevitably result in drastically reduced traffic and/or a high bounce rate.
Armed with the keywords, the website’s pages can be designed around the keywords to convince the search engine that this page is a good match to the searched-for phrase. This is primarily a technical exercise. From keyword concentration in copy, to use of the keyword in the url, page titles, headlines, image descriptions, and anchor text, to the site’s architecture, literally hundreds of technical factors need to be considered. And this technical implementation must be executed in a way acceptable to the search engines, otherwise the SEO effort will fail, or worse, your site will be blacklisted for using Black Hat techniques.
