A keyword strategy is a plan that prioritizes keywords and outlines how to rank for them in search engine results. It is different from keyword research, as it provides direction and meaning to the data obtained from research. Creating a keyword strategy involves reviewing existing keyword rankings, considering wider marketing goals, identifying keyword opportunities, understanding search volume, analyzing the search landscape, evaluating keyword intent, and assessing the competition. This strategy helps maximize SEO efforts to increase search engine traffic and conversions.

source: Keyword Strategy in SEO: What It Is & How to Create One