Who is Responsible for Keyword Generation?

This series describes how to identify the best keywords to help your target customers find your company online. The keywords can be used to optimize your online content (e.g., your corporate website, landing pages, blogs, social media status updates) and other online channels. The more you use your target keywords throughout your online content, the easier it will be for your target customers to find you and the more relevant you will become in their minds. The ultimate benefit will be increased relevant traffic to your website.

There are three primary roles in the keyword generation process:

1.       The project sponsor, typically a VP of marketing or a director of online marketing, who is responsible for setting the goals and scope of the project and ensuring that its outputs are leveraged in the manner intended.

2.       The keyword researcher, who is responsible for executing or leveraging other resources to execute the research and analysis steps in the project.

3.       The online content manager (and/or the social media manager), who is responsible for ensuring that the keywords are used in online content. While not required, it could be helpful to have this person involved in the research process, as he or she will ultimately help ensure that the keywords found in the research are used in practice.

Stay tuned for more information on finding the best keywords for your target audience.  Next week I will shed some light on success criteria for a keyword generation project.