Keywords are much more than just a randomly selected list of words. They are actually very strategic in nature and form the foundation of all inbound marketing efforts. Keywords are generally defined in three ways:

  1. Focused concepts for your marketing
  2. Words that identify the content on your website
  3. Search terms for search engines

Research about five or six distinct groups of words (keywords) that your prospects search for or find of particular interest in relation to your industry. These groups of keywords will form the framework for all ongoing content creation, whether they’re used on website pages, blog posts, social media posts, webinars, ebooks, etc. Remaining focused on a set of keywords will increase the likelihood of being ranked by Google (and other search engines) when people search for related terms. Use tools like HubSpot and Google Planner to help you better understand the right keywords for your strategy.