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  • Under: Content Strategy | Marketing & Communications Strategy

Search Engine Optimization (SEO) is the process of structuring a webpage so that it is easily found, read and indexed by search engines. When done correctly, SEO sends more people to your website by enhancing the visibility of the site in a search engine's unpaid ("organic") search results list. You may be asking yourself “so what?” but how often do you just look at the top three results of a Google search? See, SEO has huge implications.

Here at CHIEF, we understand that SEO can make or break any web development project. We don’t just consider it as a value-add, we make sure to factor it in from the outset of every project. See, SEO isn’t just setting some meta data, but it should be woven throughout content creation and more.

One of the first items to tackle when coming up with an SEO strategy is the all-beloved activity, keyword research. This research will inform everything from your paid search strategy to what words or phrases to use in your content, headings, alt text and more. Beyond that, keyword research can also uncover hidden (and often surprising) insights about how the public thinks of your organization or industry, and what words their using to find it. Because of its variety of uses, this crucial step should be a deliberate and well-thought-out activity—not an afterthought.

Keyword research should also not be done in a silo. Many times, strategists are tasked with a keyword research project and are expected to go heads down behind their computer to surface a few days later with a set of the perfect keywords to target. Although keywords will in fact be defined, working in a vacuum without the brainpower of the team is just a waste. This activity should be a highly collaborative one that involves the tribal knowledge from the entire team.

To create the best outcome CHIEF starts the project off with a collaborative brainstorm. The following sketchnote illustrates the steps we take to create a strong and impactful keyword strategy. You’ll notice it’s a continuous loop, that’s because keyword strategy (like life!) is an evolving process and should be revisited every 6-12 months. Go ahead a bookmark this page, and we’ll see you then!