The best content is created following a thorough keyword research process. How you incorporate those keywords into your website's content and other content marketing channels will decide whether you see meaningful results.
Let's unpack what it takes to identify the best keywords and how to incorporate them into your content marketing.
Keywords aren't just for SEO
Google processes over 40,000 searches every second. That's over 3.5 billion searches per day. When somebody enters a keyword or phrase into the search bar, Google delivers the best web results to that person based on how a website matches up with the keywords they included in their search.
Websites that want to rank near the top of those search results will follow Search Engine Optimization best practices and strategies. And if you want your website visitors to engage and learn more about what you have to offer, you'll choose keywords that convert.
This means realizing why users are visiting your website and making clear how you'd like them to engage once they've arrived at your website. Make sure your keyword choices appear in your website's content and match up with what actions you'd like web visitors to take.
Great content relies on SEO
Search engines love content. That's why SEO guru Neil Patel says SEO is all about content marketing. They both rely on each other to succeed.
SEO, Patel says, is a narrow, technical strategy for attracting more and a better quality of web traffic that can be channeled into content marketing.
Content marketing, then, relies on strong SEO techniques in order to succeed.
So where do the two meet? Keywords.
You should be using the same keywords in your content as do in your SEO strategy. And those words should be incorporated as strategically as possible into every web page, white paper, blog post or article you post to your website.
Finally, as you're churning out quality copy, you'll begin to notice how much search engines reward websites that are consistent and fresh. Patel stresses how much Google boosts fresh content.
Updated content leads to better SEO.
Keyword research is always the first step
Keyword research can be an intimidating task for some business owners. It's important that you know how put in the work, though, because keyword research - if you do it right - will pay off in the end. Luckily, there are numerous tools out there that can help point you in the right direction.
When starting out with keyword research, you first need to identify what keywords are relevant to your business. However, these words and phrases should also intersect with your customers' or clients' needs.
There are a variety of keyword tools available that can help you in your research. For example, the Google Keyword Planner, though designed for advertisers, can offer keyword suggestions for your business.
Other tools to look into include Rank Checker, Google Analytics and KWFinder, which is one of the best long tail keyword finders.
These free keyword tools can not only help you improve your search engine results and reach potential customers, but they'll also come in handy with your content marketing strategy.
Keywords attract, content converts
If you've completed the research process, then you're ready to begin incorporating keywords into your website's blog posts and other types of content. This is the copy that your targeted audience is going to read when they visit your website.
If you've got good content, then you're more likely to convert these visitors into becoming clients or making a purchase.
Make sure the copy in those posts and throughout your website includes the same keywords website visitors used in their search queries to arrive at your site. For example, if you're goal is to convince people to make a purchase, include words like "buy," for sale," or "order."
You should also make sure the content on each web page relates to the keywords visitors used to arrive there. Don't write copy that has nothing to do with your keywords. That will only confuse visitors and won't lead to results.
Finally, content marketing goes hand in hand with long tail keywords. Consider creating blog post titles, white paper titles and general web page titles that include any of your long tail recommendations.
Create more content with a blog
The more well-researched copy you have on your website, the more often it will appear in search results. Keep your content original, though, and avoid duplication. This helps search engines show only the most relevant and updated content.
One way to create more original copy is to start a blog for your website. Blogging has many benefits, such as more opportunities to use your targeted keywords and improve your website's overall search engine optimization.
A few other blogging benefits include:
- Relevance: Blogging keeps your website up-to-date and keeps your brand in front of users.
- Connections: Brands with powerful voices can blog to create connections and establish brand loyalty.
- Value: Great content helps explain to your customers what value you offer. Think of a blog as an on-going conversation explaining your brand's value proposition.
- FAQs: Address frequently asked questions. If you can answer questions that relate to a keyword or two - even better.
- Authority: Not only will search engines reward you for content that regularly establishes you as an authority on a topic, but so too will your website visitors.
- Convert: Great content marketing converts. A blog can tell a story and help direct readers toward a specific sales funnel.
Write better web content
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