How can you manage keyword marketing yourself to improve search rankings?

You can manage keyword marketing yourself. If your goal is to improve organic search rankings, focus on researching the keywords your audience uses, creating content that answers their questions, checking your website, and tracking results, rather than simply choosing popular terms or publishing large volumes of content. A 2023 Semrush article notes that DIY SEO still requires learning, analysis, and investment in content marketing. It takes ongoing work and offers no guarantee of rankings or orders. This article focuses on SEO; exposure from paid advertising does not count as an improvement in organic rankings.

Find search demand relevant to your business, then assess competition

Keyword research is not just about finding terms with high search volumes. It also means understanding your audience’s needs and questions. An iThome tutorial recommends using research tools, reviewing competitor websites, and exploring long-tail keywords to find suitable content topics. Start with these steps:

• List your products, services, and questions customers might ask to create an initial keyword list.
• Use keyword research tools to compare search volumes and competition levels, and review related keyword suggestions.
• Check which keywords competitor websites use and look for topics where you can provide useful information.

For example, if you run online courses, you might consider researching “photography courses” and “beginner smartphone night photography.” The latter is more specific, but you still need to research whether it is worth pursuing. You cannot simply assume it will be easier to rank for. Long-tail keywords generally face less competition, but this is not true of every term.

Use content to solve problems, not just to pad out keywords

A 2022 Welly article identifies user needs, high-quality content, well-organized content, and a clear website structure as SEO priorities. After choosing a topic, consider what answers readers need, then organize your sections. Do not focus only on which keywords to include.

• When readers need practical guidance, provide steps and usage tips.
• When readers need to understand a product or service, offer relevant background information and instructions.
• Choose text, images, video, or audio to suit the information and help readers understand it.

At Procrustes, we turn questions customers genuinely care about into articles, with ongoing content planning, writing, and updates.

Analyzing competitor websites helps you understand which needs they address and decide what your own content should cover. After your research, return your focus to the audience: does the article provide relevant, easy-to-understand answers? Content marketing and SEO overlap, but publishing articles does not guarantee higher rankings.

Check your website and record current rankings—not just publish content

Semrush’s 2023 DIY recommendations also include website audits, on-page and technical SEO improvements, backlink analysis, and rank tracking. Start by understanding the SEO features of your website platform, then use an audit to identify issues. Prioritize those with a greater impact before improving your content.

Neil Patel’s 2023 guide also recommends assessing current rankings, tracking metrics, and checking whether your website works well on mobile devices. DIY SEO involves more than writing articles: first record your current keyword rankings to establish a baseline, then keep monitoring and making adjustments. The guide also cautions that there is no single trick for improving rankings, and shortcuts should not be treated as a reliable strategy.