This document provides keyword optimization strategies for different digital goals. It recommends optimizing for purchase-related keywords and crafting product pages for e-commerce. For content publishers, it suggests optimizing for topic keywords and adding lead generation forms. When the goal is lead generation, the document advises optimizing for issue keywords and creating a journey from discovery to purchase. And for online information, it says to optimize for question keywords and add a read-more button to encourage more time on site.

1. Keyword Optimisation based on Digital Goals
Attract users browsing for product at the
purchasing stage. Optimise for keywords
with a purchase intent. Design well-
crafted feature/benefits product pages.
E-COMMERCE
Attract readers browsing for blogs and
articles. Optimise for "topic-related
keywords". Add a Lead-gen form to
encourage return visits.
CONTENT PUBLISHER
Attract future prospects by providing
valuable content. Optimise for "issues-
related keywords". Create a seamless
journey from discovery to purchase.
LEAD-GENERATION
Attract new users by providing short and
to the point info. Optimise for the
"question-related keywords". Add a
Read-more button to encourage more
time on site.
ONLINE INFORMATION