An effective keyword strategy is indispensable for SEO and inbound marketing. This is the reason why you have to be very careful while choosing words to describe your business or product. Apart from strengthening your content marketing efforts, a keyword strategy can identify the various business opportunities and enhance customer experience. While creating a keyword strategy, consider your target audience and the queries they might enter into the search engines that would lead them to your website. Long-tail keywords and short-tail keywords should be integrated when you create your target list, as long phrases are less competitive and short keywords targets larger groups. To be more precise, short tail keywords usually target larger groups and less specific search engine searches, whereas long tail keyword is used to target particular or niche market. By using long keywords, you are providing specific information to what the user is searching. For anything and everything people are using search engines and they discover new brands and products. Based on unique keyword algorithms, the search engines produce results and therefore companies should optimize their website for specific keywords. By understanding the competitiveness of certain phrases and by testing, analyzing and filtering keyword effectiveness, companies should create a keyword list. Keyword research is another aspect, which is equally important as it helps in the identification of market trends and customer needs. Here is how you can create an effective keyword strategy for your business. Make a list of keywords for your business: Understand what a potential customer is looking for and make the list accordingly. In order to meet a specific need, the customer is likely to search online for particular services and products, and you should be able to put yourself in the shoes of the customer to pick relevant keywords. In a highly competitive market, the keywords you choose need to be based on relevance and difficulty. If the search volumes for a particular keyword is high, the task gets more challenging and competitive. With tools like Google Keyword Tool and Wordtracker, you can determine the effectiveness of specific keywords. Initially, begin with five finalized keywords and as you progress you can evaluate the effectiveness of the existing keywords and use the ones that works best for you. Once you have created words and short phrases that are related to the business, half of your job is done. Optimize your website around your keywords As mentioned above, a company should optimize their websites around the keywords. The website should be designed in such a way, that it reflects your keyword selection. Placing these keywords throughout your content, requires a lot of skill and creativity. To prevent keyword spamming, Use the keywords generously on your home page, in header tags, title tags and Meta tags, in the anchor text used to describe links as well as in the URL of new pages.