Posted:25/09/2009
If you have
looked into website optimisation and read some of my previous articles then you
will be aware how important robust keyword research is. However have you ever
considered the strategies to selecting your keywords? This article will look at
potential keyword strategy and how you can select them to position your
business in a dominant position.
There are a
large number of different strategies that you can go for with your keywords and
we will look at the main ones in this article. I have written a lot in the past
about how to do your research and to get a group of keywords that have high
value to work with. However this can still leave you with a large number of
keywords to choose from and it is your strategy that will determine which set
of words you go for. Below are the details of the strategies you can go for:
1. Direct
Strategy
This is
where you basically go straight up against your competitors. The aim is to
select the keywords that they have top positions for and try to beat them. This
can be advantageous as if your competitors are getting a lot of business from
them. If you can get a slice of this business then you should be doing well. However
some of the disadvantages are that it could be difficult to get to the top. Your
competitors will have a head start on you and so may be able to counter your
actions and keep you out of the top 10 for a long time.
2. Indirect
Strategy
This is
where you go for keywords that are in a different set to your competitors. This
may mean finding yourself an angle as you are marketing one this with the aim
of directing your consumers through to different products or areas. This can be
good as you are working in a completely different area to your competitors so
may be able to get a large audience that never consider your competitors. However
the disadvantage could be that you slightly miss the mark and they never
actually come to you for your main products. This could make it much harder to
build your business and get your place in the market.
3.
Divisional Strategy
This is
where you consider the same set of keywords as your competitors but you go for
variations that they have not considered. This way you could get a wide audience
that are highly targeted but your competitors are not going for. This could
allow you to get a strong hold in the market and dominate your competitors.
However on the down side the traffic could be less for these keywords so it
could take longer to build your presence.
As
you can see there is a lot to consider when selecting your keywords and the
strategy you choose will very much depend on the industry you are in and the
potential keywords. However it is clear that you need to think very carefully when
selecting your keywords to make sure you get it right. Where do you want to
position your business? Where do you think you can get the maximum benefits?
Once all of this has been considered you can select your keywords and begin
your search engine optimisation campaign with clear goals.
