Digital Strategy & Keyword
Planning Services

Achieving maximum effectiveness from your online content means sharing
information about your services to an active online audience. Digital Strategy and
Keyword Planning Services ensure that your business does just that. Creating content
for people who are most likely to invest in your offering saves time and gets you a
worthy return on investment (ROI).

Digital Marketing Services to
Produce Sales

Ultimately, every business needs income from products and services to continue operating. This can only be achieved through continued sales.

Purchases are essential in ensuring that your business secures a favourable ROI.

ROI is a great indication of how much you have spent on marketing to achieve the number of sales generated. Businesses often spend more on marketing than they get in sales. This is an unfortunate situation to find yourself in, but it can be avoided.

A content strategy is a far-reaching umbrella of tools that helps you deliver effective marketing to secure optimum ROI. Digital strategy and keyword planning services support your content generation goals by tracking and measuring customer behaviour and buying habits. These insights determine the target audience to achieve better results, boost sales, and save money.

Why Your Business Needs a Digital
Marketing Strategy

The number of people online grows every day, and there are many opportunities for businesses to make money. It’s tempting just to get started and plough through the many online tools at your disposal.

However, it’s crucial to strategise and plan to avoid spending money on marketing that lacks direction. Some of the main benefits to strategising and planning content include:

Digital Marketing


Gaining a detailed understanding of your performance and that of your competitors. This helps you better define your Unique Selling Points (USP), making it easier to sell a product or service.


A well-defined target audience often helps make campaigns cheaper. This lets you stretch your budget into other areas of digital marketing.


Using highly efficient digital marketing channels. This means no money is wasted on poor results.

a13  laser-focused strategy

It’s easy to find yourself trying everything and perhaps wasting more than just time as a result. But only a laser-focused strategy will get you the results you need.

You’ll understand how each part of the plan builds towards goals and contributes to ROI through our digital strategy services.

Our Approach to Strategy and
Keyword Planning

There are many ways in which we help businesses through our digital strategy and
keyword planning services. Some of the goals we steer you to achieve involve:

Increasing Brand

Increasing Brand Awareness


Generating Leads

Increasing Conversion Rates

Increasing Conversion Rates

Increasing Customer

Increasing Customer Value

Increasing Customer

Becoming a Thought leader

Increasing Customer

Improving SEO

Increasing Customer

Growing Social Media Presence

Through consultations, we can scope your needs and deliver to industry demands.

What Makes Us Unique in Strategy &
Planning Services?

a13 appropriate people

Our keen interest in listening to our customers and working together with them to build strategies that are not only effective but lead to lasting relationships is what sets us apart. With a globally located team with diverse skills and experience, we can assign the appropriate people to each task.

This enables us to bring together a team that meets every business’s project and budget demands. Additionally, with digital content writers across multiple time zones, we’re able to work timeously to deliver on strict and urgent deadlines.

a13  Twitter can also be used

Our digital strategy and keyword planning services come tried and tested with over a decade of helping businesses build strong reputations and increase customer growth. We create strategies that deliver measurable results through detailed reports, insights and consistent consultations with your business’s experts.

With every resource used carefully, we put nothing to waste, making sure you only spend money on what you need to get the best results.

Our Digital Marketing
Strategy Process



At Goodman Lantern, we believe in consistent collaboration between customers and our digital strategy experts. As an expert in your field, sharing knowledge and experience plays a big part in the analysis process.

This is also where we carefully scope the depth of your competitors’ activities, measure your past performance, and get to know your customers’ behaviour and buying habits.

A thorough look into what your company does and to whom it offers its services gives us insight into what marketing approach works. This allows us to apply case-specific methods to improve results or consider other channels for better outcomes.

Content Creation

Every step in content creation is important. From planning to execution, we deliver relevant content that your customers enjoy. Most importantly, this content meets your industry’s requirements.

Goodman Lantern is very careful not to miss a step. That’s why you get a dedicated project manager to follow through with all planned details from beginning to end.

After a thorough briefing, you get access to our platform, and then we’re ready to execute all aspects of content development.

Each writer carefully follows a pre-approved content structure to ensure that all content speaks in the same tone and is directed to engage the right customer.

Content Creation
Strategy Development

Strategy Development

Making a digital marketing strategy involves a lot of research, and the Goodman Lantern team opts for strategies that are informed by facts. We develop an insightful strategy that meets industry standards through databases, reports, industry journals, and search engines.

The analysis process informs short and long-term goals and objectives defined during strategy development. Together, we map out project outlines and set timelines and deadlines for each deliverable.

With a team of dedicated professionals across several time zones, Goodman Lantern can meet the most demanding of deadlines.

Promotion and Distribution

There’s constantly something new and exciting online, meaning it’s easy for your content to disappear under the noise. To give you the edge over your competitors, Goodman Lantern applies its expert knowledge in distribution channels by creating a selection of platforms and areas where the content will be accessible to your audience.

Additionally, we’re flexible in our approach, giving you the freedom to promote and distribute the content as and when you see fit.

 Promotion and Distribution
 QA Reporting


A digital marketing strategy aims to increase views across all platforms. The more people who see your online content, the more likely they are to visit your website. And, once they’re on your website with engaging content, their interest could be converted into a sale.

So, how do you know all this is happening? The Goodman Lantern team comprises highly skilled digital marketers who use data-specific tools to compile detailed reports that cut across all your business’s digital platforms.

These reports present precise results based on the goals set out in our digital strategy and keyword planning service. Reporting is the only way to determine ROI, which informs whether your business is making money.

Choose The Best Digital Marketing Strategy
For Your Business

Website Audit Strategy

Website Audit Strategy

Our digital strategy and keyword planning services start with a look at your business’s website. We provide a detailed analysis and report concerning all your website’s activity.

SEO Strategy

SEO Strategy

Generating organic traffic is a major goal in creating an effective digital marketing strategy. The SEO strategy is a plan that improves a website’s search engine rankings by attracting website views.

eCommerce SEO Strategy

This is specific to online stores. We optimise website headlines, metadata, internal link structure, and product descriptions to improve a store’s visibility on search engine results pages (SERPs).

Enterprise SEO Strategy

By delivering organic market share growth while minimising risk, we put your brand in a position to become the market leader in your industry.

Organic SEO Strategy

The Goodman Lantern digital marketing strategy team is tried and tested in applying the best organic SEO strategies. We get businesses high search rankings on SERPs across Google, Bing, Yahoo, and other search engines.

Local SEO Strategy

Get most of your customers locally? Maximise this opportunity by being more visible in local search results. Applying geo-specific keywords and other SEO principles is a step in the right direction.

National SEO Strategy

This keyword planning involves focusing on broad keyword terms across your national location. Managing your online reputation is just as important as the keyword strategy. So, make optimum use of your content strategy.

Technical SEO Strategy

This part of digital strategy can get complicated because a few lines of code often need to be written. That’s why we’re here. To better your website’s rankings online, we’ll tweak the technical aspects so search engines easily index your site.

Amazon SEO Strategy

Got webpages on Amazon? We’ll help you increase visibility and drive traffic to your pages on the platforms. Get an edge over the competition to make better sales.

Franchise SEO Strategy

Own a franchise? It’s easy to find your business buried under news and updates from competitors in your location. Through keyword planning, we help your business stand out amongst local competitors.

SEO Keyword Planning

Our keywords research services are a crucial part of a digital SEO strategy and involve getting keyword metrics. The Goodman Lantern team searches and forecasts new keywords to add to the campaign.

SEO Content Strategy

To help you attract more traffic to your website, we create content that is optimised for Google and draws new customers. It forms part of a business’s editorial calendar.

Google Ads/PPC Strategy

Google Ads/PPC Strategy

Keyword planning happens on a pay-per-click model in Google Adwords. We’re sure to search and bid only on keyword terms that are most likely to convert visitors to your website into buyers.

Social Media Strategy

Social Media Strategy

This lays out everything your business plans to distribute and achieve on social media. Defined by the content strategy, it helps drive traffic to the website or specific campaigns.

Link Building Strategy

Link Building Strategy

Creating infographics and guest blog posts are a common link-building strategy. It’s best to earn backlinks from other reputable sites to improve your website’s authority and rankings,

Video Strategy

Video Strategy

Videos are an exceptional way for brands to deliver their message to a large audience in a way that is easily accessible. To do this effectively, you need to follow the best video optimisation practices.

Google Analytics Strategy

Google Analytics Strategy

Google Analytics is a fantastic tool to measure the efficacy of your content strategy over a specific period. It also gives businesses the ability to track traffic across many channels.

Lead Generation Strategy

Lead Generation Strategy

Need people to directly contact you to make enquiries about your service or product? Then your digital strategy involves lead generation. There are many ways to convert website traffic into leads.

Graphics Design Strategy

Graphics Design Strategy

This involves collaborative and integrated content planning. An important part of marketing, it explores the many ways graphic design can be used to benefit a business.

HubSpot Management Strategy

HubSpot Management Strategy

Make HubSpot part of your contact management strategy and gain valuable leads. Leverage this software tool to better understand and take advantage of your consumer communication.

Inbound Marketing Strategy

Inbound Marketing Strategy

Inbound marketing strategy is our bread and butter, and it should be yours as well. It’s the most important aspect of our digital strategy services and the most powerful. We drive customers to your website.

Outbound Marketing Strategy

Outbound Marketing Strategy

Planning on TV or radio advert? Perhaps the sales team is approaching customers at exhibitions and trade shows, we can help with marketing collateral. This will help you put your best foot forward.

Content Distribution Strategy

Content Distribution Strategy

Making sure that your audience has easy access to your content is very important. This requires careful research of available and relevant channels, suited to your budget.

Learn More
Content Writing Strategy

Content Writing Strategy

A good strategy has Key Performance Indicators, (KPI’s) and sets out to improve them. Whether your focus is SEO, Google Adwords, or social media, you’ll need a carefully planned and executed strategy.

Learn More
Content Marketing Strategy

Content Marketing Strategy

Your business can work at generating its videos, articles, blogs, and other media to attract an audience and engage customers.

Learn More
a13 Keyword Planning

Keyword Planning

Keywords ensure that your online content is found by the people that are more likely to buy your product or service. When done correctly, it helps to minimise the money and efforts spent on ineffective platforms and channels of your marketing.

Goodman Lantern is set to optimise your marketing budget through our keywords research service.

Our Clients Love Working With Us Because We Believe in Collaboration

At Goodman Lantern we’re all about building long-term, successful relationships with our clients. We take the time to get to know their business AND the people behind the brand. In true collaborative spirit, we do everything we can to tell your story and help your business grow.


“Goodman Lantern has an unparalleled level of skill and talent, coupled with a keen understanding of implementation.”

George O’Neill

Owner, The Promo App

“Whenever we’ve provided feedback or suggestions they have always been receptive and open to making changes.”

Nadine Burzler

Head of Content, A Small World
testimonal box

“We are delighted with our collaboration with Goodman Lantern because in addition to always delivering the content on time, they have also been extremely responsive to all our requests. Moreover, it was a real pleasure to work with a team that is both very professional and fundamentally human.”

Jeremy Rocher

Marketing Marketing, AutoStore

Digital Strategy & Keyword Planning FAQs

bottom-blob How Do I Start Keyword Planning?

Most Content Management Systems (CMS) websites have easy to integrate SEO plugins. They usually have a free version of the plugin and you’ll have to pay for more advanced versions. The point is, used together with good content, it’ll get you started.

bottom-blob How Much Should I Spend on Digital Marketing?

It’s hard to say, but the adage, “You get what you pay for” is true. There are thousands of platforms where you can promote your business for free. You should take advantage of them. However, quite often free channels offer a “hit or miss” opportunity. You’ll likely have to pay for more predictable results.

bottom-blob How Do I Know I’m Getting Views on My Website?

All CMS platforms have real-time traffic results so you’re aware of the kind of traffic your website is getting. For more detailed reports and more consumer-focused insights, Google Analytics comes highly recommended.

bottom-blob Which Online Platform Will Give Me the Best Results?

It’s difficult to say. It depends on the kind of industry your business is part of. You might also want to categorise the different kinds of “results” you’d like. For example, a click, a lead or a comment on a social media post. They all have value.


Get in Touch

Book a discovery call with us to learn more about our strategy and keyword planning services. We’d like to help you implement a plan that will lead to the steady improvement of your website and business.

We’ve helped develop the voice behind

Hundreds of Businesses

a14 work

At our core, we’re a content marketing agency. But we have a bigger ‘why’ that supports what we do.

By choosing Goodman Lantern as your content creation partner, you’re making a pretty big impact too. You’re helping us to act with integrity by providing remote work opportunities to women, many of whom are the breadwinners of their families.

Want to have a bigger impact? Get in touch with us at or learn more.


Contact Us

+44 3300270912 (UK)

+1 929 299-3999 (US)

“We are delighted with our collaboration with Goodman Lantern, always delivering the content on time, and also been extremely responsive to all our requests”Jeremy Rocher,
SoftBank-backed AutoStore


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