Keyword strategy is the wireframe of SEO efforts which is built upon and tweaked to improve performance. SEO today is not as simple as making up a keyword list and stuffing tags. Keyword strategy and selection should reflect your business model, and be structured to outperform competitors. Looking over a few elements will get you pointed in the right direction when considering keywords.
FACTOR: Search Quantity
Selecting keywords can’t be based on high quantity alone, especially in highly competitive search industries, or your efforts may struggle to perform. Use Google's AdWords Keyword Tool to select a mixture of high and low search quantity terms so you can meet early goals and set long-term ones.
FACTOR: Search Competitiveness
Search competitiveness is based on the number of sites on the web that target he same terms you do for search performance. It can be difficult to assess without a lot of tedious work, but there are Keyword Difficulty tools that can help, and the AdWords competition numbers give a decent level set. For regional terms, it’s often easier to do a few searches and see how well-optimized the returned pages are.
FACTOR: Your Business Model, Company Strengths, Region, Industries
Search phrase modifiers based on industries served, region, and company specializations can make or break a successful SEO effort. When competition is stout, add some modifiers that limit your audience but increase your relevance. SEO Book provides a useful tool tosimplify the process.
FACTOR: Competitor Keyword Strategy
Competitor keyword strategy is determined by competitor research. It’s beneficial to know what terms your competition is ranking well for, to determine whether you want to go head-to-head or pick another angle. Use a Keyword Density tool to check competition keyword strategy.
