Keyword Strategy for new businesses
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Keyword Strategy for New Businesses

Getting your business started is an exciting and nervous time. You’ve probably been planning for a while and are extremely excited to get started.

One area that you should certainly look at sooner rather than later is your keyword strategy.

A keyword strategy is when you decide upon the words or phrases that your potential customer will search for and optimise your content in order to drive traffic to your website through search engines.

The keywords should relate to your business and what you offer. Developing a keyword strategy for your new business is vitally important so we have written this blog post to help you get started.

1. Be clear about your website goals

Before getting started make sure that you and your team are clear about what your want your website to achieve.

What I mean by this is what action do you want people to take when they arrive on your website.

Is your web design set up to generate the leads, subscriptions, purchases etc. that you keyword strategy will fuel.

Keyword strategy for new businesses

2. Map out your customer journey

Understand your full customer journey based on the personas of your target audience.

How will they discover you, research you, consider you and hopefully decide to enquire, buy or subscribe?

Map this out using a framework such as Smart Insights RACE framework so that you and your team are completely clear about your customers journey.

Remember that the journeys will likely be different for each of your personas.

3. Brainstorm ideas

Now consider your website goals, target markets and key products or services.

Using these, brainstorm ideas about what keywords and phrases your potential customers might be searching. Take your time and get down as many as possible.

4. Select 5 – 10 keywords

We recommend focusing on long-tail keywords. Ranking in search results for a very specific term like ‘restaurants Manchester’ is going to be extremely difficult due to the competition.

Concentrating on more specific long-tail keywords like ‘authentic french restaurants in Manchester’ is likely to help you appear much higher in search results.

You will get fewer people searching these longer keywords but the people who do will be more likely to convert for you because the search is more specific to your business.

To start with we recommend 5 – 10 keywords. You can use Google Keyword Planner to help you with this (you will need an ad account).

Because these long-tail keywords are more specific it also means that they will be cheaper should you choose to invest in paid advertising. Another blog about paid advertising will be coming soon!

5. Content creation

Creating content is often the part new and small businesses struggle with but it is also a great opportunity to show off what your business offers.

Branded content can include: blogs, webinars, podcasts, videos, entertainment, e-documents, infographics etc.

Focusing on the keywords; educate your audience and answer the questions that they may have about your products and services.

Try not to be generic as this is the perfect opportunity to show how your brand differs from the competition.

6. Content marketing

Now that you have your content in place you need to focus on distribution and getting your content noticed.

Content marketing is where you find out where your target audience is and target them with your content through your various channels, including social media, email newsletter, paid advertising or through third-parties.

Drive the engagement to your website or landing pages so that you can generate leads, sales or subscribers.

7. Analyse, measure and edit

You need to be aware of how effective your strategy is.

Using Google analytics you can measure things such as website traffic, where your traffic has come from, how long they spend on the site, bounce rates and most importantly which content has been most effective for driving traffic.

You can also check which keyword searches are driving the most traffic! Make edits accordingly and start the process again.


Look at your keyword strategy as one of your priorities when starting your new business.

The sooner you have it in place the faster you can start creating great content that is going to fuel your SEO, drive traffic to your website and start generating leads for your business!

Supporting Your Digital Marketing

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Danny Layzell - DL Digital Solutions

Written by Danny Layzell,

April 2020

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