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Content is Currency: Developing Powerful Content for Web and Mobile by Jon Wuebben

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CHAPTER 3Performing Keyword and Competitive Research

Keyword strategy is part art and part science, and is probably the least understood and most overlooked part of companies’ web and mobile strategies. Of all the things I have witnessed in the past seven years, the lack of knowledge in this area has been by far the most surprising.

Most companies simply don’t appreciate the importance of this critically important task. Begin by asking yourself what search phrases people could be using to find your website. You’ll want to really brainstorm this one, coming up with general phrases, specific phrases, and “long tail” phrases (three- to six-word phrases).

If you are a pet groomer in Monterey, California, then you’ll probably want to use “pet groomer ...

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