Keyword development is a process in which words and phrases that describe the content and purpose of a website are incorporated into the site's design. Words likely to be used by clients when searching for the site should also be included.
Branding or converting strategy. One of the first things to consider in developing a keyword strategy is what you want to accomplish when you reach your target audience.
Conversion: This strategy is what most of us are after. We want our keywords to draw traffic to our website or landing page, and then we want that traffic to convert by making a purchase or otherwise doing something specific like filling out a contact form, picking up the phone, or downloading something.
Branding: The branding strategy is just that. You value impressions over new leads or conversions. Whether or not people come to our website isn't as important as being seen as a player for that keyword.
Hybrid: You can of course bring both of these strategies together and have 90 percent of your keywords dedicated to a conversion strategy.