Ask a person involved in search marketing and he’ll give you lines of definition, “what is a keyword strategy”.
Keywords are such an integral part of SEO. A strategy built around them is very profound in deciding the ranking factor.
But over the years not much has changed in the legacy techniques of keyword strategy. The strategies still work in an open loop with zero feedback from users.
Today, web searches are not restricted to the traditional form: enter a text in the box and wait for the results.
They have a much wider scope now. Web searches now comprise of inputs in the form of voice and images, in addition to text.
The medium is more likely to be a mobile device than a traditional desktop, not to mention the way users’ expectations are changing over the years.
They want the search results customised as per their device type.
All this doesn’t mean that your old, classic strategy is no more effective and needs to be discarded for a new strategy altogether.
You just need to tweak and channel your existing strategy a bit, and you’re good to go.
Build the strategy to a more customer centric one, one that has a wider scope and considers the users’ experience above all.
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Different Search Inputs and Search Phrase Size
An average user, if a recent study is to be believed, is as likely to search in fragments as in a full sentence with a well-defined subject and object.
The split is 50-50.
The search phrase “hairloss treatment” is as profound as “how to treat a hairloss condition” in the search results index.
In addition, people like putting questions in search boxes with most questions containing the word “How”.
Moreover, there has been a steady increase in the use of long tail keywords. They now account for 50% of all searches.
Voice and image searches are among the new joiners in terms of search inputs thanks to the emergence of “Intelligent personal assistants” like Google Now, SIRI and camera based phones.
Search engines have also adapted well to these joiners with most search boxes offering integrated voice and image searches out of the box.
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Are You Ready?
How often do you consider questions, specifically starting with the word “How” as keywords when doing a keyword research?
May be you’re preoccupied in those legacy tricks.
Users, nowadays want answers to their questions. “How can I become smarter” and “What are the benefits of vitamin B complex” are among the common search phrases.
If you’re not targeting such keywords, you’re missing out big. It’s time to ask your customers proactively “what are they looking for” and think out of the box.
Think of the ways to approach them and understand what they are looking for. An out-of-the-box strategy is recommended to ask your customers.
How about using your customer support team to your advantage? Sounds awkward?
May be you need to think more and start looking for ways to get user generated questions about your products and services.
Leverage Your Customer Support Team
Cut the barrier between your marketing and support team. The raw insights from your support department if tabulated can give you never-before-seen analysis.
Few of those analyses may give you shocks after finding key points missing in your existing strategy.
Luckily, most of the SEO agencies and marketing firms have a dedicated Customer Support Team that seldom interacts with the marketing team. Make sure to interact with them.
Understand their point of view towards the customers. Ask them what they are asking about the services, products, and website.
Are they asking for anything missing or hard to discover on your website?
Those questions will give you a fair idea of what is missing or what is undiscoverable on your website that customers are looking.
Building your keyword strategy around those questions will give you an edge over your competitors.
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Q&A Websites and Forums
Quora has emerged as the best Q&A site on the internet. Have you heard of Spiceworks?
Spiceworks is an IT community where people can ask questions about a company’s product or the entire industry.
Many potential customers are asking questions directly to those they want to deal with.
Take those questions and make them a part of your keyword strategy. As per a study, a keyword strategy around the questions can upsurge the traffic to your website by 50%.
Things are simple. If you discover a customer is having problem when searching the width of a product that you’re selling, you can add that information in its description.
Now whenever the user raises this question on Google, he will be diverted to your website with the exact information.
Rather than being an occasional or one-time visitor, he may become a long-time customer.
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When you address the common users, you have to think like them. This is an evergreen mantra in the search marketing field.
On top of that, visitors coming to a website while searching for their query are more likely to come back and become customers than those landing your webpages using a fragment search string.