Our keyword strategy - part 2

At the initial stage of our keyword strategy we used 3 tools.

The whole process looked as follows:

Step 1.

Using https://answerthepublic.com/ we found several hundred long-tail keywords related to Bootstrap.

Step 2.

We verified their search volume using https://answerthepublic.com/ and https://keywordseverywhere.com/ .

Step 3.

We estimated the difficulty of positioning specific phrases and ranked them according to the difficulty scale. We planned to pick low-hanging fruit as soon as possible, whilst gradually try to reach higher and higher.

Step 4.

We examined content and solutions that were offered by competition positioning phrase we were interested in. And collected the best ideas to use them on our website.

Step 5.

We mapped Bootstrap's technical documentation on our website. It carried a lot of risk but also a few possibilities.


  • Google might have considered our website as a duplicate content
  • Users could have accused us of copying the content of official documentation
  • The official Bootstrap documentation covered large branding phrases. By copying them, we started unfair fight, positioning words that many times exceeded our capabilities at that moment. Whereas we, as every young company, needed to get quickly traffic to boost sales and keep our business alive.


  • Users of our product did not have to jump between two websites (between our documentation and Bootstrap documentation). The had everything usefully arranged in one place.
  • We built foundation for our long-term goals, i. e. large, branding Bootstrap phrases (such as “Bootstrap Tables”).

Step 6.

We turned abovementioned risk into an asset by adding new value to what Bootstrap offered in its official documentation.

In short:

  • We added MDBootstrap functionalities to standard Bootstrap documentation.
  • We tested which parts of official Bootstrap documentation had caused the most problems for users and improved them.
  • We used previously collected ideas by competition and added them to our (already mixed up with Bootstrap) documentation.
  • We created technical support forum where users could get help in case some problems with documentation. We used reported problems to improve constantly our documentation, so it developed much faster than official Bootstrap documentation.

Activities listed above caused that users instead of using official Bootstrap documentation, gained reason to link our product.

Step 7.

To the documentation including abovementioned main Bootstrap phrases, we added extra section covering previously selected long-tail words.

The scheme was as follows :

Website mdbootstrap.com/tables included a section #responsive-template (long-tail phrase).


Thanks to it, Google started to index us for phrase “Bootstrap tables responsive template” (long-tail) as well for large phrases “Bootstrap tables responsive” and “Bootstrap tables”.

This model turned out to be so effective, that we replicated it on all our websites - and we still do it.

The first benefits from positioning our long-tail phrases came after few months. In case of branding phrases - after one and a half years.

Currently we have managed to gain the majority of branding phrases, previously occupied by official Bootstrap documentation, which results in a huge traffic on our website.

However, we would not have achieved that if had not put foundation for this expansion early enough - that's during initial months of creating our website and planning the first marketing actions

In our case, the long-term and short-term strategy complemented each other.

I believe that in strategic planning extremely essential is finding a golden mean, between actions that bring immediate benefits (necessary to keep the company alive) and distant plans, which have to be considered all the time having regard to development and scaling company in the future.

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Michal Szymanski

Co-founder of MDBootstrap and BrandFlow. Entrepreneur, web developer, UI / UX designer, marketer. Dancer and nerd at the same time.

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