The foundation of inbound marketing for you organization, let’s say a college would focus on Search Engine Optimization.
Search Engine Optimization (SEO) is a keyword driven process and keyword analysis is one of the important building block for a string SEO campaign. You can read about the Study of “Comparison of top 5 search results for 100 different keywords”: SEO 2013 to know more about the real time study on keywords.
SEO for a college would refer to improving the visibility of the college portal for the keywords it shows up. There are different keywords that would show up the college web pages i.e.
- Ø Best College in Florida
- Ø Top College in Florida
- Ø Florida Private Colleges
Search engines i.e. Google, Yahoo would automatically index your websites as per the keywords density and relevance to the topic.
Start with the magic keywords – Create Key-Word List
So to start with the first step towards your inbound marketing, you should create these keywords list with each list has its own implication.
1. How will you find your college?
Form a team of 8-10 people and create a list of 30-50 search terms as to how you would find for your college. Google takes words with and without a ‘S’ as same. To check this you can try it on the Google keyword page.
Example: Florida Science College | Florida Science Colleges.
2. A prospective family would search for my college like this?
Once the first list is filtered and finalized, then we would consider the family members who would be using a set of terms to find your college.
It might seem to be two unique lists but it’s not. The way we search for something is like finding with the most relevant keywords but the family search would be much like the “Vintage style”. Old but most searched and this list is a very essential component.
3. Prospective families would search for my competitor’s college like this?
The third list would consider the keywords habit of families who would search for my competitors. So the list that we would get will focus on the real life keyword searches by a prospective client rather than a single entity focused search.
Example : We might not have a branch in X but would like to get the students from that area.
Let the work begin
Now that we have those golden keywords in hand, it’s time to cash those lucky coupons. You would have around 60-100 keywords. So all you SEO efforts would focus on these keywords, no matter it’s a PR article or a general article. All your On-Page and Off-Page article would roam around these keywords. Inbound marketing needs a better strategy with a focused team to get you results.
Hope this article helped you know more about the inbound marketing. You can leave comments in case you have a query or need a hand with your SEO campaign. Tune up for more articles.
