A keyword strategy is as important if not more so than keywords themselves. And by keywords I mean those words you want your site to be associated with in search.
A keyword strategy is something incorporated into your content marketing strategy (please read Content Marketing for more info). It’s a plan of maximizing your website’s use of keywords without being designated by Google et al as keyword stuffing. Something they hate. Keyword stuffing that is.
A keyword strategy also gives your content direction and focus. Rather than recycling the same material over and over it introduces variety. Makes for a more enjoyable overall read in the long run.
Imagine you have a ten page website that sells jewelry. Perhaps custom jewelry that is personalized with a name or message.
Each page of your site needs it own keyword or words and should be limited to 70 characters. But these keywords need to be relevant.
You shouldn’t have custom handmade jewelry for the contact page for example. It’s not relevant.
So of those ten pages on your site, perhaps only two or three can use some version of keywords around jewelry. Such as custom jewelry, handmade jewelry and personzlied jewelry.
But What About
What about handcrafted jewelry, jewelry repair or even types of jewelry. You only have three pages and need to come up with the top three keywords right? Yes and no.
If you have a content marketing strategy in place you can come up with perhaps thirty different keywords. And then cycle content around those words.
So if you produce one article a day for example (a lot by any standard, but it makes the math easy in this post) then every month you would use each keyword one time.
Overtime your website begins to earn a reputation for more than just those three keywords attached to your home page, shop page, etc. And you being to receive more referral traffic as your site is associated with more and more words.
This may sound like added work but it’s really no different than coming up with an outline for an article.
But rather than focus on one article it focuses on all of your articles over a given period of time. It ensures you are expanding your use of keywords without keyword stuffing. Which keeps Google happy.
And it ensures variety for your audience. Which most importantly, makes your customers happy.