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Keyword Strategy For Digital Marketing in Cumbria

You want business success: more customers and healthy profits.

If you want anything to drive that success online; then it doesn’t happen without planning!

A well researched and planned keyword strategy is the foundation of any successful search marketing campaign or longer term marketing strategy.

A sound keyword strategy helps the business select the most important PPC and SEO keywords that will attract targeted visitors to your business’ website.

Call Us Today on 01228 907795 or 07576893178 to discuss how you can improve your visibility!

Relevance: Choosing Keywords For SEO

The choice of search terms to target is crucial, because some of them are so competitive, that clawing your way to a first place listing is unattainable for most smaller enterprises. That applies whether your campaign is targeting a prominent place in local listings on mobile devices, or you are wading in full bore, with a large budget pay per click advertising campaign. However, a keyword research professional will identify clusters of less competitive, lower search volume keywords which, combined, will give you a more reasonable chance of powerful business results.

The best keyword strategies rely on highly relevant Google search words, which are keywords that relate closely to your business and are associated with your customers’ desire to buy. Crucially, the strategies for your website pages will differ depending on whether they are the target of paid ads on Google, Bing or Facebook etc. or whether they are landing pages from organic searches.

Strategies for PPC Keyword Selection

Once the target keywords are chosen, the next step in your keyword strategy is to decide a budget for your Pay per Click advertising campaign and decide which keywords will be targeted by ads. Keyword grouping collects similar keywords to target a very clearly focused landing page. A narrow focus brings the best return on PPC campaigns. This is particularly important for e-commerce websites when your campaign really needs to identify the “buyer keywords”!.

Crafting text or display ads that incorporate your keywords is then much more straightforward. As is the creation of the content for the specific landing page. A better match between the keyword group, the advert and the landing page will keep your quality score up and your costs will be reduced. When visitors click on your ads in the Search Engine Results Pages (often called SERPs), you will be paying for much better targeted bids on each keyword and group… with a much higher chance of capturing the desired click!

Additionally, for PPC campaigns your strategy should include work to identify “negative keywords” (words you don’t want your ad to appear for). Reducing your appearance for these keywords in a PPC campaign will reduce your PPC bill significantly and increase the effectiveness of its targeting.

The costs of a PPC bidding strategy, advertising in Google, Bing or Facebook et al is dependant on how competitively other businesses are bidding on your keywords. A successful keyword bid strategy needs you to discover the sweet spot of low competition, less expensive, high relevance keywords, with enough combined search volume and clickthrough rate to generate sales; and that happens through effective keyword research.

Strategies for Choosing Keywords For SEO

Many of our clients, looking at the website of a competitor, have been stuck with the question. “Which keywords send traffic to this site?” And for most – busy as they are meeting the daily demands of their business – it is difficult to find a starting point.

Successful organic search marketing requires reasonably intensive keyword research to identify commercially useful seo phrases that describe the products or services you sell and which are sufficiently low in competition – or keyword difficulty – for the website to be in with a chance of showing up in the search results.

In contrast to PPC campaigns the keyword selection for organic search landing pages needs to be slightly wider in focus – almost topical in fact! For a service business or an e-commerce category page, these are likely to need the page to describe the searcher’s topic incorporating a range of keywords that help to describe the topic of the searcher’s implicit question clearly and which include synonyms and semantically related words so that the text on the page flows, is easily readable by almost all adults and which secondarily ticks the boxes of search engine optimisation.

Above all it must provide the answer and a clear link through to the action that is required!

The Low Hanging Fruit of SEO: Long Tail Keywords


We’ve repeatedly seen that the most effective PPC and SEO campaigns utilise a keyword research strategy that discovers valuable “long-tail” keywords. These are the multiple phrases built around the obvious, highly prized, popular search keywords, but which have much lower search volume coupled with much higher buying intent. For example “Gibson Guitars” is a very high volume, intensely competitive phrase that Rainbow music couldn’t possibly compete for visibility on: without a PPC and content budget of many hundreds of pounds every month. However the lower volume – less competitive keyword phrase “buy gibson guitars cumbria” is much better targeted to their service and target geography and they rank well organically for it.

Having some top line keywords in the PPC keyword strategy does make sense, but these highly coveted key words tend to be poorly focused and much more expensive. Keeping your focus on the long-tail phrases can be more effective in sales terms and much more cost effective overall.

These keyword selection and grouping strategies rely on discovering clusters of high-value keywords, but finding them, as an owner of a completely unrelated business, can take for ever! That’s where Climb High SEO come to your assistance. Whether you are targeting Google, Bing, Facebook or Amazon we will be able to sniff out any valuable keyword you need.

Keyword Competition Analysis

Because we know how to check competition for keywords and the strengths of your toughest competitors we can ensure that you are properly prepared to grab the low hanging fruit of keywords with low competition but sufficient intent to trigger a buying decision! Don’t throw your energy and cash away on poorly targeted ungrouped ad campaigns or random keyword focused blog posts without asking us to do the donkey work first!

SEO Friendly Content Planning

Our keyword analysis tools allow us to identify the keyword groups with the most potential to be profitable and realistic prospects of creating adverts that generate buyer clicks within a a sustainable budget. Effective keyword strategies are more than a list of key phrases and words. The grouping of keywords is critical – as a logical, semantically organised structure helps you create effective PPC ad campaigns significantly more easily.

We are also able to use that toolset to identify the groups of keywords that will give structure to any organic landing page to bring the most likely buyer traffic to you! In developing a strategy for SEO and content marketing, a good grasp of grouping allows you to create and author rich text with a structure that pleases both readers and search spiders with your answer to what the customers wants and needs!