|Keyword strategy and website |
architecture need to be united
1. Understand the brand and the B2B purchasing cycle
Keyword research tools can be vital for understanding the target audience of any product. Searchers may use terms and phrases differently than expected. Marketers have to understand and anticipate how potential customers use keywords to create a strategy that works. Researchers should use multiple sources to find popular keywords and variants used by actual searchers.
2. Identify high-performing keywords
Gaining an understanding of high-conversion and lower-volume keywords is important in order to drive the right people to a website.
3. Build information architecture into web design
Some web development projects focus more on the aesthetic appeal rather than the structure of a site. Website architecture can significantly improve performance. Strategic architecture will increase engagement and drive conversion.