Is keyword research a strategic function or a tactical one? The late Ron Jones, president/CEO of Symetri Internet Marketing and author of Keyword Intelligence: Keyword Research for Search Social and Beyond believed that it is not only strategic, but also foundational to all marketing channels you will use.
According to Jones, the first thing to consider in developing a keyword strategy is what you want to accomplish when you reach your target audience. Do you just want to generate an impression for branding purposes or do you want to invite them to your place where you get them to make a purchase?
Here are three types of strategies to consider:
Identifying this up front will help you put your keyword research in the right perspective. As you refine and pick your top keywords, you can sort them accordingly based on which strategy you’re targeting.