A good keyword strategy both gathers information from, and informs, every aspect of the marketing ecosystem.

It should be a cyclical, dynamic strategy.

To build the best keyword strategy we must be tuned into all ways our audience interacts with us. No part of engagement should be left out. To utilize the keyword strategies most effectively, we must re-inform our entire marketing ecosystem – and to a large degree our sales and product teams. We have to share the findings, how they change over time, new opportunities, and more.

The framework of our findability is here to guide keyword strategy and research. The framework is going to come from creating a master list of categories – what we call a Segment Map – and then associating our content and keywords with them.

Starting a category list may be overwhelming if you haven’t done it before. This is a list of segments to start with that you can build on if you discover others. You can start as broad or detailed as you’d like – for example, when we talk about products – you can bucket all products together into a single product category, or you can take the time to separate out each product and the associated content and keywords.

Check out some of our posts on keyword strategy and keyword research for more:


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