Getting Started with Your Business’ Cross-Platform Keyword Strategy

In the ever-evolving digital world, a cross-platform keyword strategy is crucial for businesses aiming to enhance their online presence. Unlike traditional keyword strategies that focus on a single platform, a cross-platform approach ensures your business is visible across various online channels, from search engines to social media. If you’re not exactly sure where to start, here’s a few steps to keep in mind as you navigate the process:

What are Keywords?

Let me guide you through the world of keywords – these are not just words, but the fundamental elements people use to search for information online. Picture them as the seeds from which your online presence grows. We’ve got different varieties here:

  • Short-Tail Keywords: These are broad, often single-word searches. Think of them as the big nets cast into the sea of the internet, catching a wide array of fish (or in our case, visitors).
  • Long-Tail Keywords: More like a fishing line with a specific bait, these are longer, more detailed phrases. They attract a very specific type of visitor who’s looking for exactly what you offer.
  • Branded Keywords: These are the VIPs of keywords, unique to your brand or product. They’re like a beacon shining directly on your business, guiding those who are specifically searching for what you have to offer.

The Power of Keywords in SEO and Digital Marketing

In the realm of SEO and digital marketing, keywords are like the compass that guides a ship. They inform search engines about the essence of your website’s content. When your keyword strategy is meticulously crafted, it’s like setting the sails in the right direction, ensuring that your website not only gets seen but also reaches the top of the search results, much like a ship reaching its intended port. A strategic mix of keywords can elevate your website from being a hidden treasure to a landmark on the digital map.

Researching and Identifying Keywords

Several tools like Google Keyword Planner, SEMrush, and Ahrefs can aid in keyword research. These tools provide insights into keyword volume, competition, and trends, which are essential in selecting the right keywords for your strategy.

Analyzing a Competitor’s Keyword Strategy

Understanding your competitors’ keyword strategies can provide valuable insights. And who doesn’t love a little competition? Analyze which keywords are driving traffic to your competitors’ sites and consider how you can incorporate similar or better keywords into your strategy.

Understanding Your Audience

Identify keywords that resonate with your target audience by understanding their needs, questions, and language. Tailoring your keywords to match your audience’s search habits can significantly improve engagement.

Developing a Cross-Platform Keyword Strategy

Now that you’ve researched and identified your keywords, have researched your competitors’ keyword strategy and your audience’s online behaviors, you can begin building out your keyword strategy across each platform.

Different platforms may require different keyword approaches. For instance, keywords for Google might be more formal or question-based, while social media keywords could be trendier or hashtag-oriented. Luckily for you, our Senior Account Executive Lexie Gardner recently wrote a blog post about this – check on social trends to be aware of 2024.

Integration of Keywords into Content

In my opinion, it’s a lot more time-consuming to develop your content and then edit and optimize for SEO. I typically like to recommend to clients that they start with their list of keywords when brainstorming their content strategy. Of course, you can do this quarterly as opposed to yearly so you can adjust as needed. However, it’s important that you strategically incorporate your chosen keywords into various types of content, including website pages, blog posts, and social media updates. The key is to use them naturally to enhance readability and engagement.

Localizing Keywords

For businesses targeting local markets, incorporating geo-targeted keywords is essential. Localized keywords can significantly boost local SEO and attract a more targeted audience.

Monitoring and Adapting Your Strategy

Monitor key metrics such as search rankings, website traffic, and conversion rates to evaluate the effectiveness of your keywords. What’s working and what isn’t? Have your search rankings improved?

Stay adaptable and update your keyword strategy in response to changes in search engine algorithms, market trends, and audience preferences. Regularly updating your strategy will help maintain your online visibility and relevance.

Developing a cross-platform keyword strategy is an ongoing process that requires research, adaptation, and monitoring. If your business needs help developing a comprehensive keyword strategy, you can always reach out to me at

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