Defining a SEO keyword strategy – why it’s important

Keyword strategy

In order to attract your audience's interest to visit your site, you must know what they are searching for. This means getting an idea of what words and phrases they enter as search terms and how your content should be organised to fit that.

To make a comprehensive keyword strategy you must:

  1. Set a goal. What is it you do? What kind of products, services do you provide? What is your website about and what makes you special?
  2. Who is your audience? Knowing your audience is key. Ask questions before researching keywords. You’ll find that it’s much more successful to know what your audience will be searching for rather than optimizing your content to fit random keywords.
  3. Research keywords. Get an understanding on what your audience is searching for. Keyword planning tools can be a very efficient way to know what users are searching for.
  4. Competition. Research the competition for a keyword or a phrase. Make sure you have a chance of attracting some of the competition’s traffic to your web page before optimizing your content for that specific keyword or phrase.
  5. Frequency and volume. Researching how frequently people are searching for a specific keyword or a phrase can give you information on whether it’s a good or a bad idea to optimize for that keyword or phrase right now or maybe wait until later.
  6. TrendsSee if there are trends for the keywords or phrases you have chosen. Are there seasonal trends for those words and when is the highs and lows of search volume for those words.

You don’t want your audience to find your page with search terms that doesn’t provide any value to them. In that way you’ll end up getting a high bounce rate and potentially get a lower SERP ranking.
Alright. Let’s dive into it!

Set a goal

Setting a goal is a good way to get started. What is it you do, and what can you offer to your audience? Setting a goal allows you to focus on your audience and their needs. Ask yourself what can you offer your users in terms of products, services, etc. Setting a goal can help you understand what makes you different from your competition.

Who is your audience?

You need to know who your audience is. What is it that they might be looking for? And what will they be searching for to find what they need? Knowing your audience and the way they do their research before buying products or services will give you an advantage. So asking questions about what people are searching for that you can offer them, could look like this:

  • What types of products, services, etc. are people searching for?
  • Who is searching for these?
  • When are people searching for these things?
  • Are there seasonality trends throughout the year?
  • How are people searching for those products?
  • What words and phrases do they use?
  • What questions are they asking?
  • Are more searches performed on mobile devices?
  • Why are people searching for these products, services, etc.?
  • Do they search for any health, hobby, etc. related searches
  • Where are potential customers located — locally, nationally, or internationally?

Rather than trying to optimize for random keywords you should do your own research to know who your audience is. Thereby it allows you to optimize your content on actual facts rather than assumptions.

Research keywords

When you have an understanding what your audience searches for to find what you can offer them, you should do some keyword planning. There are a number of good keyword planning tools you can use. One of them is Google Keyword planner. A keyword planning tool allows you to get an understanding of how much search volume there is for a specific keyword or for a phrase.

Frequency and volume

If the search volume is low it normally means that there isn’t that many users searching for that term and therefore the competition is normally also low. Ask yourself whether it’s worth the effort to optimize for that specific keyword or keyphrase or if there are other search terms that would be a better fit to optimize for.


Doing a research of the competition for a specific keyword or phrase can give you an idea of how much your competitors has optimized for that phrase. If you have found a good keyword or phrase with potential traffic going to your webpage, then you should check the competition for that keyword or phrase.
By doing a simple Google search you can check if your competitors have done any optimizations. If not, you have a good chance of “stealing” some of the traffic for that phrase.

By researching trends you’ll be able to get a feeling on when users are searching for specific phrases. Seasonal trends in your users search behaviour can give you an idea on when to optimize your content for specific phrases. Google trends combined with Google keyword planner can give you a sense of what search trends is worth pursuing. Also Answer the public is a good tool, to get an overall idea on what users are actually asking for when it comes to your products and services.


Defining a keyword strategy is important to be successful with SEO. If you don’t know your audience, how will you be able to attract their interest in the first place?
In the beginning, it can be somewhat of a time consuming process, but over time you’ll find that you’ll gain more knowledge about your users and how to write great content to fit their needs.

See also our article about SEO content tips so you’ll know what to be focusing on when you write for your audience.

Also worth reading > SEO copywriting – How to write great quality SEO copy