Finalizing the Adoption Plan of Action for Keyword Research

This entry is part of an ongoing series on how to iden­tify the best key­words to help your tar­get cus­tomers find your com­pany online.

Developing a list of keywords is the starting point – but the real measure of success will be how the keywords are used, adopted, and leveraged in your content. To ensure that the keywords are used effectively, you need an adoption plan of action. It will be your responsibility to develop this plan, or if you have an online content manager involved in the project, he or she should develop the plan and get your approval on it.

Key questions to ask while developing the adoption plan of action are:

• Who will be using the keywords after they are developed and finalized?
• How will the adoption of those keywords have a positive impact on that team?
• How do we measure the positive impact?

A typical adoption plan of action will have the following components:

• A clear definition of adoption goals and measures, based on milestones. For example, a milestone can be: “Re-writing all web page titles to include selected keywords, when appropriate,” by Week 4.
• A clear definition of all tasks required to achieve the milestones, and the team member(s) responsible. The tasks include:
  • Training team members on the use of keywords in content writing
  • Creating content guidelines to help ensure that keywords are adopted
  • Updating website content based on new keyword guidelines
• A clear set of reviews and meetings to ensure that milestones are being met and that success is being measured.

Stay tuned for more infor­ma­tion on find­ing the best key­words for your tar­get audi­ence.  Next week I will pro­vide tips for delivering the final keywords and planning for future updates.