If you’re an agency or publisher tasked driving traffic to landing pages, you’ve probably played keyword roulette. This is the term I give for picking a number of keywords that are presumed to drive traffic to that page and optimizing for those, betting that they’re the “winners.”

Instead of placing your bets beforehand though, what if you went ahead and spun the wheel, saw where it landed and then chose only the winning options to optimize? That’s what’s possible when you switch your search strategy.

Here’s how it works, basically, you push your content live, then based on organic search traffic to the page, discover and track the most valuable keywords to optimize for from there.

If you’re thinking, “I already know what keywords will drive traffic to my site,” I’d still challenge you to give this method a shot. You may discover some additional keywords or save a bit of time on the front end of your content marketing strategy.

Here’s how you can get started:

Using Automated Keyword Management

If you’re using an SEO tool currently, see if they offer something like Automated Keyword Management. If they do, you should be able to publish content and then view the keywords and topics that are driving traffic to individual pages.

An Automated Keyword Management tool should also integrate with your existing website analytics provider such as Google Analytics, Omniture, Webtrends, or Coremetrics. Check back regularly to be sure you’re optimizing for these keywords and keeping them in consideration when generating new content.

Using Google Analytics

If you’re not currently working with an SEO tool that does this, consider using Google Analytics as a starting point. By visiting your Traffic Sources and then in the Overview clicking Search and then viewing the Organic listings, you can view keywords driving organic traffic to your site.

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You can also take that a step further by entering the words from a landing page into the search field, such as “pricing,” and you will then be able to view keywords driving traffic around that term.

Hopefully this tip will help you manage multiple keywords a bit better and faster! Questions? Contact me!