An SEO strategy should be more systematic then “here is a list of keywords and how they rank in search.” It should be a key component in driving content creation. You should think of your website as the map or guide for a user about your products.
Every SEO strategy should start with a review your marketing plan and how well your website matches those goals. Use this as an opportunity to audit how well your marketing goals align with your website. As an example, maybe mountain biking is a key product for you. How prominent is mountain biking on your site? How many pages do you have dedicated to this product? If you find you have mountain biking placed on your site where it takes 3 or 4 clicks to reach your content, then I would say there is good chance your website does not accurately portray your goals. Additionally, if you only have one mountain biking page, I would say your lacking the content to be considered an authority on this product.
Fear not! This is a decision a point. How important is mountain biking to your destination? Maybe you decide it isn’t as big of a driver as you thought when you originally put your marketing plan together and now you update your goals to reflect that. But maybe you say “No, this is still a key driver for us, let’s beef it up.” You can then decide that you want to feature it more prominently on the site and you want to build out the content available. This is a great SEO strategy. You do your keyword research and then incorporate those keyword groups into all the content you are developing. You can also use this type of audit to help shape your blogging calendar. Maybe you really only have enough content to warrant 4 content pages on your site. But you can also write more in-depth more specific content in the blog that will allow continual content creation for your key markets.
You want to create keyword groups that align with the products you want to promote. By mapping your site based on products you can not only get a clear direction for you keyword research but you can also see where you have gaps in your content.
We will talk more about keyword research in Part 2.