search marketing

What is SEO? 6) Keyword Plan

what-is-seo-search-engine-optimizationOnce the keyword research has been done to determine which keywords your website should target, you need a strategy to determine how to improve search rankings for those keywords.

In this post we continue our What is SEO? blog series in which we’re explaining all the aspects of SEO, so that when you’re comparing SEO services (or doing your own SEO) you can make an informed decision about what you want your SEO service to include.

If keyword research is the “what” of SEO…

Your keyword plan is the “how” of SEO

There are a number of different strategies that can be used to try to improve a website’s search rankings for the keywords being targeted. Some of them include:

  • On-page optimization
  • Link building
  • Content marketing
  • Social media marketing

We’ll talk more about each of these specific strategies in a future post in this series.

Most search marketing companies and professionals have proprietary techniques and processes they use to improve their clients search rankings. We’re not suggesting you demand the reveal the recipe for their “secret sauce” but they should be willing to put in writing a general description of the strategies they will be using on your website.

Keyword Map

Additionally, it’s good to map each keyword that’s being targeted to a specific page on your website. This is helpful for a couple of reasons.

1) You can only target 2-3 keywords per page. Some people have the idea their homepage should be #1 for all the keywords their targeting, but realistically you can only target 2 to 3 keywords per page. If you try to optimize for more than that, each additional keyword will dilute the optimization for the other phrases.

2) Clarifies the link building strategy. When you know the keywords each page is targeting, you have a clear idea of when and how to link to each page. For example, we have a page on our website for which we’re targeting the keyword Christian business marketing. So, every time we write about that topic we link to that page with that text.

Whether you’re doing your own SEO or looking into hire someone to provide SEO services, ask if they provide a keyword plan and a keyword map.


  • Do you see value in having a keyword plan and a keyword map? Why or why not?

5: Keyword Research <– What is SEO?

About the author

Paul Steinbrueck

Paul Steinbrueck is co-founder and CEO of OurChurch.Com, husband, father of 3, blogger. You can follow him on Twitter at @PaulSteinbrueck.

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