B-to-B Internet Marketing: How to Create a Keyword Strategy
With traditional marketing methods becoming more ineffective – and expensive – than ever, savvy B-to-B marketers are placing increasing importance on Internet marketing. However, succeeding in today’s ever-changing online landscape requires you to develop an effective B-to-B Internet marketing strategy to promote your company on the web.
If you wanted to boil Internet marketing down to a single starting point, keywords are it. A keyword is a word or phrase that a person enters into a search engine like Google or a social media site like Facebook, Twitter or LinkedIn.
Why Build a Keyword Strategy?
More and more consumers are finding businesses online through search engines. How do they find them? By using keywords! Fortunately, you can take advantage of this consumer habit by optimizing your website around the keywords that are relevant to your business and which keywords customers are using to find you online. This will increase your chances of getting found by people searching with those keywords, which will drive more and better quality traffic to your company website.
While it’s difficult to know exactly which keywords 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.
To determine which keywords will maximize your potential to draw in relevant traffic from search engines, you can perform keyword research. Keyword research is an ongoing process that should be followed closely. It gives valuable insight in terms of industry trends and product demand. Comprehensive keyword research can help a business grow its organic traffic and save you from spending money on pay-per-click (PPC) campaigns such as Google AdWords.
How to Create a Keyword Strategy
There are three primary steps to building a keyword strategy: Creating a list of keywords relevant to your company, performing keyword research and optimizing your website for the keywords you select.
Step 1: Create a List of 3-5 Keywords Relevant to Your Business
Think as if you’re using the brain of someone searching for your product with a search engine (i.e., customers looking for carbonated beverages might search for the phrase “soft drink” or “soda pop”). 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.
Step 2: Choose Keywords Based on Difficulty and Relevance
The keywords you choose should be based on difficulty and relevance. General words such as “marketing” are very competitive, making it harder to rank for them in search engine results. If you are a medium-sized business, you probably want to choose less competitive keywords that are specifically related to your business (commonly called long tail keywords). You can use the Google Keyword Tool to determine the competitiveness of a specific keyword and to provide suggestions that can help you brainstorm new keyword ideas.
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 5 keywords that match your business well.
Step 3: Design and Optimize Your Website Around Your Keywords
Now that you’ve chosen your keywords, you will need to incorporate them into your website. We will talk more about this in next week’s blog post on website optimization.