To create a Keyword Strategy you are open to many techniques. There is no hard and fuzz rule that you have to use. Here is the strategy that I use:
Step 1:Creating a list of 5-10 keywords relevant to the business
At First try to think what will you do if you were to find something in a search engine or Social Media? Now if you have a big business company like Microsoft or Apple then the brand name will do great for you. But if it is a small business your keywords will not be the name of you business instead you can think of words or phrases that will define your business. You may consider about the main service or product of your company.
Step 2: Select keywords based on relevance and competition
The keywords you choose should be based on relevancy and competition. Some very general words, such as “cars” or “bus,” are very competitive, making it harder to rank well for them in search engine results. If you have a small or a medium sized business, it is better to choose less competitive keywords, which are more specifically related to your business. How do you know the where the keyword is competitive or not? Generally, the greater the volume of searches on a keyword, the more competitive it is.
Another important factor for picking keywords is their relevance to your business. While some obscure terms might be easy to rank for, they might not be relevant to your business. You need find a combination among relevancy and difficulty. Choose keywords that match your business well. It is not necessary that your keyword needs to be perfect at the first time. You can go for a trial and error method to find out what works best for you.
Step 3: Design and optimize your website around your keywords
Once you have chosen your keywords, you should add them onto your website. Optimize your website to include mentions of these words in key places. For instance, the images you use, especially those on the home page, should include alt text that reflects your keyword strategy.