Grovemade
The Challenge
As a Content Strategist, it is important to have an understanding of Search Engine Optimization even though we may not be directly responsible for the more technical aspects.
The challenge was to develop a keyword strategy for improving the findability of the website on search engines, such that the search engine crawlers can index the content properly to increase the traffic.
Project Details
Project Aspects Explored
Content Strategy, Content SEO, Content Performance and Email Campaigning
Type and Duration
Individual, spread over 1 week
Output
Keyword Analysis Report
Introduction
The content that we create for our organizations won’t achieve its purpose if the target audience cannot find it, therefore it is important for Content Strategists to have a thorough grasp of core on-site SEO factors, keyword research being a critical one.
“How might we find relevant keywords for determining what content should be created on the website to drive more traffic to the website?”
For the purpose of the assignment, we were required to conduct a research to determine the website’s primary objective, their source of income generation by analyzing the customer journey funnel. We were required to use only Ubersuggest for discovering 5 potential keywords per stage of the customer journey:
- Awareness – Keywords determining how the customers will find the business.
- Consideration – Keywords that would show value to customers and how the products can add value to their lives.
- Conversion – Keywords that help convert the potential customers into active consumers of the products.
Parameters for Keyword Efficiency
- Search Volume
Keywords with a considerable search volume such that the target audience is likely to search for it. - SEO Difficulty
It determines how difficult it is for a website to rank for that particular keyword on the internet. - No. of Clicks
The distribution of the clicks between organic, paid and “no clicks.” No clicks here refers to the times when users see the search result containing the keyword but don’t click on it, which could be due to many reasons such as the result not being interesting enough for them.
In addition to basing our research on the above parameters, we were also required to present a rationale as to why the company should invest in these keywords, the “So what?” aspect.