Keyword Strategy

Search Engines are arbiters of relevancy. They should anoint you with the crown as the most relevant place for info on the keyword of your choice. The hardest part? Choosing what you want..

In the keyword research process we consult with you to define, refine, and focus. We’ll arrive at a few keywords for your Search Engine Optimization work, and a larger list for paid advertising.

The process also helps you define the tagline, most desired action, and critical conclusions you want your prospects to take away from any interaction with your digital presence. So, Keyword research is the foundation.

Big picture

  1. What is your business is all about
  2. Who are your customers-
    1. Current
    2. Desired

Who are your Competitors

  1. Who are your top 5 competitors
  2. Do you know their Web URL’s and their online Message?

What is Your Customer Value Proposition

  1. What is most common thing your customers need when they come to you
  2. What is your tagline
  3. What is your elevator pitch
  4. If there is 1 thing your customer needs to know about you, it is:
  5. When your business grows up, you want it to be a…. (don’t answer ‘astronaut’)

Answering these questions will help focus your message. For example, Hermans Plumbing in Colorado Springs needs to arrive at the keywords ‘colorado springs plumbing’ ‘drain cleaning colorado springs’ and various permutations. They want people to know that they have 24 hour service, are always on call, and that they are experts in re-piping for Victorian homes.

These skills and services aren’t emphasized by their competitors, but the act of researching keywords brought this skill to the surface, and sets the business apart from its competitors.