Thinking in Keywords Strategy – the Right Balance

by Jerry, 17/06/2015

I hope you’ve enjoyed my first article of this keywords strategy series, which discussed three levels of keywords. This time I’m going to show you some higher place based on that prologue article.

First of all, it is obvious that any business after SEO benefits has to invest good money in it in the first place. And not being too optimistic to say, long-term effective SEO services are always not cheap. The quote from an experienced SEO company in Australia would not likely be below $140 per hour. Therefore if we decide to invent in SEO marketing, we couldn’t be careful enough to distribute the budget wisely. Any careless fault will not only waste money but also waste our time and confidence in the e-marketing campaign.

So all in all what is the solution? To answer in one sentence: find the right balance between investments and income. It’s all about ROI (return on investment). However different kinds of businesses have different investment balance and portfolio. Let’s go through some typical categories as follows.

Small Businesses

I always hear some SEO conclude that small businesses shouldn’t do SEO because they couldn’t afford the price. Yet I can not agree. In fact I reckon a small business with the right keywords strategy would gain even higher ROI than bigger businesses. We need to plan well. Choosing one or two specific keywords (basic level) very close to the business itself as a start point, is a good way to achieve a positive feedback of investments and income cycle. As a small business, probably the only reason we do SEO is for more sales leads. If we succeeded with the chosen start point, we could gradually invest in more keywords we need. If some of them don’t work, we forget them and try something else instead. Just don’t do a bunch of keywords together. Because if leads are not ideal, we couldn’t possibly know which of them are not working. Our budget are tight and we wouldn’t like to waste money. As our business grows, we can adopt some medium level and even top level keywords.

Medium-sized Enterprises

Our business is already running and we are looking for chance to broaden our territory. My suggestion, like small businesses we circle all the specific keywords related to our products and services. Meanwhile we underline some keywords from the medium level as per our business broadening plan. For example we may already are the market leader in Melbourne and we have the plan to promote our product in Sydney. In such case we can firstly promote “some product Sydney” and let people in Sydney get a piece of information about us before we enter into the market there. In the long run we should do one or two top level keywords regarding our best selling product for the future branding success.

Large Companies

We have already got enough market share. Then why should we bother doing SEO anyway? For branding of course. The profitability of our business depends on how much value we put in our brand. Imagine when people search any keywords relevant to our products or services we are there on the top three. This is how we get impression. To achieve this we will need to leverage all the three levels of the keywords. Additionally we should establish our social network (I will discuss this in another article later) and meanwhile invest in a PPC (pay per click) campaign. Ideally for top level keywords we will have our website, our ads and our social network like Google Plus listed all on the first page. This is how the branding on search engine is done.

As I explained above the keywords combination for different sized businesses differs. However this is just one part of the big picture, we still need to take more factors than just business size into consideration. In my next article I will try analysing keywords strategy regarding diverse business fields and localities.

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