Step 4.7: Keyword Strategies
Advanced SEO Concepts | Strategy & Planning
A keyword strategy represents a goal and target driven plan to rank for a set of keywords over time.
Keyword research will enable you to understand what you need to do to rank for certain keywords. Whether this is growing your backlink profile, optimising your site or growing site content. Consequently, you will likely be able to split keywords into multiple categories.
For simplicity we introduce a few keyword strategy formats below to give you an idea of how they can be shaped.
Short-Term Keyword Strategy
Otherwise known as ‘quick wins’ you can often identify keywords that you can rank for in the short term. This provides the much-needed initial inflow of organic traffic in the early days of the strategy.
Mid to Long-Term Keyword Strategy
These keywords are unlikely to yield traffic for a significant amount of time, but due to their value you need a roadmap that takes you to the point where you can rank for them.
Targeting only high value terms that fall into this category will mean that your SEO delivers little to no value for a long time.
Seasonal Keyword Strategy
Seasonal keywords or keywords sensitive to seasonality need to be planned for well in advance to ensure that your content is created, edited, published, indexed and ranking in time for when its needed.
Content & SEO
Your keyword strategy must be supported by the wider SEO or content strategies, you need to either optimise or create and optimise content in order to rank for it.
As such you keyword strategy typically supports the goals and objectives of the SEO strategy. Therefore, the goals, objectives and tactics of a keyword strategy are often described in other documentation informed by the data from the keyword strategy.