SEO Keyword Strategy

SEO Keyword Strategy at Third Marble

The goal of any SEO keyword strategy is to maximize your return on investment. What many agencies fail to realize about keywords and their page positions is that it’s not constant. Just because you’re ranked in a top position one day, doesn’t mean you’ll be there the next.

There are several constantly changing variables:

Google algorithm changes
Competitor changes
New websites and webpages
Changes to devices and software

It’s never a “set it and forget it” strategy. Our Local SEO Service is constantly making improvements to maximize your sales.

Keyword Strategy – The Initial List

The first step in a new SEO project is to determine an existing list of keywords. Many agencies start with the list of keywords that are already ranking on page two or three and try to improve their ranking. But what if no one ever searches for that keyword? What if you don’t currently offer that type of product or service?

That’s not optimizing your revenue, that’s optimizing random keywords.

We start with what your website is about. Those are the keywords that are going to drive sales for your business.

But we also need to consider your geography. Google Maps and Google Search Results can often have two different keyword strategies. If you are located in the suburbs, but want to do business in the main city where everyone lives, then we need to consider a different keyword strategy for Google Maps and your Google My Business information.

Our “near me” keyword strategy is focused on improving your exposure on Google Maps and Google My Business. With the constant increase in searches performed on mobile devices, the “near me” keyword strategy is more important than ever. So our initial keyword research always includes a list of “near me” search terms.

Keyword Strategy – Continuous Improvement

The initial list of keywords is usually close. After we collect data and see improvements for the initial keyword strategy, we usually discover new keyword phrases that may be better for driving more traffic. We monitor the keywords from month to month and check the Analytics for potential new keywords.

We then make adjustments to pages to try to include the new keyword phrases.

Often we find that a keyword phrase may not be ranking well and may have a less than average click through rate. We then make edits to the title tags and meta descriptions to try to entice more people to click on the search listings.

Understanding Search Intent

Beyond just identifying relevant keywords, we delve into search intent. This involves understanding why users search for specific terms and what kind of content they expect to find. By incorporating this understanding into our strategy, we ensure your website caters to user needs and increases the likelihood of conversions.

For instance, someone searching for "best pizza near me" is expressing a purchase intent. We would optimize your landing page to highlight your location, showcase positive reviews, and emphasize enticing menu options.

Competitive Analysis

A crucial part of our ongoing keyword strategy involves analyzing your competitor landscape. We identify the keywords your competitors rank for and assess their content strategy. This allows us to find opportunities to outrank them by creating content that's more informative, engaging, and optimized for search engines.

Long-Tail Keywords

While high-volume keywords can be attractive, they often face fierce competition. To capture a wider audience, we incorporate long-tail keywords, which are more specific phrases with lower search volume but higher conversion rates. For example, instead of targeting "pizza," we might target "best gluten-free pizza delivery Richmond, VA." These long-tail keywords attract users further along the buying journey, leading to more qualified leads.

Staying Ahead of the Curve

The SEO landscape is constantly evolving. Search engine algorithms are updated regularly, and user behavior continues to change. To ensure your website maintains a competitive edge, we stay up-to-date on the latest SEO trends and best practices. This includes actively monitoring algorithm updates, attending industry conferences, and continuously learning from successful SEO campaigns.

By implementing these comprehensive strategies, Third Marble goes beyond simply ranking for keywords. We focus on creating a data-driven, dynamic keyword strategy that drives targeted traffic, increases conversions, and ultimately maximizes your return on investment.