Services: Agile Coaching
Keyword research provides the starting point for a brand’s digital marketing efforts in three important areas:
- Organic SEO Development
- Pay-Per-Click (PPC) Campaigns
- Social Media Campaigns
When working without the list of a brand’s most important keywords, marketing efforts seem disjointed to the average consumer and the lack of cohesion between marketing efforts — including both off page and online marketing efforts — creates brand confusion.
At AlignTech, we use an iterative approach to find the list of most important keywords for each client. We created a Five Step Keyword Development Process to help us provide good and consistent results:
Inputs are from client’s goals, client’s preferences, available market research on client’s industry, trial searches and competitors’ successes
We determine the relative Keyword Effectiveness (KEI) for each potential keyword given search engine statistics at the time of discovery and the nature of the content development plan
We share our initial results with the client or marketing partner and together we determine which keywords to tackle first, while maintaining an appropriate ratio of simple/popular keywords to long tail keywords
Assets and campaigns are matched with the best identified keywords. Each keyword is then positioned across the various online assets so as to avoid confusion among all stakeholders
Evaluate & Repeat
Evaluation of results and repeat Steps 1-4 over time and as needed
Most business operators can list their five top competitors at a moment’s notice. These competitors are typically companies or organizations that are well known and, in many cases, are local: Local to city or county; or state, region or country. These competitors sell products and/or services in direct competition to the business operators to which we refer.
AlignTech identifies both real and virtual competitors for our clients. Why identify competitors in this way? Because we want to learn from them. Once identified, “good competitors” can help us understand:
- Which other keywords to think about using
- Which backlinks might be appropriate and of high quality
- Which optimization techniques have worked for them; and which have failed
- What the “AdWords landscape” looks like, if desired
A key search ranking factor for each domain is its collection of backlinks — links that can be found online that point to the domain being optimized. The development of high quality and relevant backlinks provides fuel to elevate a domain in search engine rankings for its desired keywords.
Citations consist of both backlinks and unlinked references to a domain. Merely mentioning a domain in online content constitutes a citation, albeit the unlinked varieties are not quite as valuable to a domain owner. Solid and consistent online marketing efforts tend to increase the number of organic citations over time.
AlignTech uses a Six Step Backlink Development Process to help produce results. These are:
Discover existing backlinks for the domain
Analyze each backlink for its value to the domain
Cleanup links that contribute negative value to the domain
Build and reinforce backlinks that are relevant to the brand and are of high quality
Verify target backlinks for quality and message consistency. Repair if needed
Evaluate & Repeat
Repeat Steps 1-5 over time and as needed