|Inbound Marketing • Keyword Strategy • Content Marketing • SEO • Social Media Optimization
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Your keyword strategy is the foundation for all of your search engine optimization efforts. Search terms and phrases are how people will find you via the Internet — and also how they will find your competitors. In every industry the most popular search terms are targeted by companies like you so that their page rank brings them to the top of a specific search inquiry.
Your strategy needs to be a realistic appraisal of your ability to do battle in any one of a number of keyword search terms. The good news is that there are tools you can use to see how your competitors are ranking for certain search terms. The bad news is that your Internet marketing competitors can use the same tools to find out about your efforts and strategies.
In the section on search engine optimization (SEO), we talked about whether or not it was a good idea to try to scale the highest, most competitive, keyword mountains or go after some of the easier-toclimb, low-lying hills in the Internet marketing landscape. If you have been reading up on SEO, you may have come across the concept of long-tailed keywords. In our Internet marketing landscape analogy, these are the keywords for the low-lying hills.
Long-tailed keywords, or key phrases, are generally longer and more specific, and may even contain geographic information. Let’s take an example: if you own a carpet store, you will be much more likely to rank high for “carpeting Santa Rosa CA” than the more general term “carpeting.”