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June 15, 2011 / jasonpinto

Steps for Building a Keyword Strategy

Building a Keyword Strategy

Is it more important to post content frequently? Or, to post content about the right topics?

If you are interested in those questions, I’d highly suggest taking a look at Mack Collier’s recent article on his experience.

While I do not want to steal too much thunder from his post, I will say this: it is vital for companies to create content with targeted keywords and phrases.

Below are two important steps to ensure that you can do that successfully.

Identifying the Right Keywords

The first step in identifying the right keywords involves answering the question, “What should I create content about?”

Oftentimes, we look internally for those answers. What do I want to write about? What am I passionate about? While those questions are important, we need to always consider the overall goal. Typically, that is to build an audience and to drive traffic to our website.

Thus, we must ensure that the topics that we want to create content about also match up to the interests and passions of our target audience.

At that point, we should find a way to build a list of the words and phrases that are associated to those topics. These items do not need to stored in a fancy, complex system — you could simply keep them in a document or spreadsheet! But the bottom line is, make the list! Do not rely on yourself to try to remember the words and phrases that you should use when creating content.

Promoting and Sharing the Words and Strategy

The list of keywords must certainly have a big presence within the walls of a marketing department (whether those walls are physical or virtual).

But they also should be shared among employees from all departments. Why?

Well, more and more, people from all walks of life and backgrounds are creating profiles on social networks. Perhaps they primarily use their accounts to talk about personal things. But if they occasionally interact with a customer or prospect on those channels, or if they link to your company’s website, or simply list it’s name in their Bio, they are representing your brand.

By sharing the list, you will be creating opportunities for all employees to build awareness of your company’s products and services.

Oftentimes, there may be an employee that wants to contribute to the online conversation about your business, but they are just not sure what to say. Sharing the list can be the spark that ignites more conversations about the topics that are vital to you and your audience.

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  1. Cheri Allbritton / Jun 15 2011 4:34 pm

    Jason, do you ever take note of the key words or categories Klout or the Peer Index apps point out as that your tweets or posts seem to focus around? Do you still use I am so happy you told us about that app. It’s awesome.

  2. jasonpinto / Jun 17 2011 4:56 pm

    Cheri! I am so sorry I missed this yesterday… I honestly have not devoted enough time to Klout yet. But since I started seeing some of the “+K’s” popping up over the past week in my Twitter stream, I am determined to spend more time in it next week.

    And yes! I am absolutely still using Probably not enough as we should.. .the search and data capabilities are awesome. I’m glad you are digging it, too.

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