Most people we speak with can't answer this question. They may have chosen a keyword that they know they want to rank in Google but thought rarely goes beyond selection to a bonafide strategy.
A keyword strategy is something much bigger than a simple keyword selection. You need a long-term plan in order to be successful in organic search. Your plan should identify a broad spectrum of similar keywords including those that you rank on today and many to target in the future. You should also include a realistic schedule for future content additions.
Here's a list of items that we think make up a good strategy:
- Keyword selection map - By now you should know the small keywords on which you rank well. Add to that list a group of keywords with heavier volume and competition. Create a spreadsheet to keep track of where keywords are in use and where they are going. Knowing where work needs to be done is the start of your strategy.
- Schedule work - Your website should be a work in progress with ongoing SEO efforts. Pick the next higher keyword phrase and schedule resources to target that month.
- Analyze - Chances are good that you will need a few months of effort to rank on that term. Run your reports on the new keyword and analyze the traffic pattern.
- React - Are you getting traffic on your new term? If not then schedule more effort for next month. If you are seeing an increase then you need to decide if the preliminary traffic has a positive ROI.
- Change direction - Either your efforts on this new keyword are showing an ROI or they aren't. At some point you will run into a phrase with too much effort for the return and you'll know it when you see it. When you do, back away and go down a different path.
SEO is much more than picking the top keyword of last month and spreading it through the site. You need to roll up your sleeves and keep track of your project. It will pay off in folds if you do.