The algorithm gods have spoken – and keywords are still one of the key factors for ranking on search results. With almost 2 billion websites vying for user clicks, how do you rise above the noise and establish your brand as a respected, trustworthy leader?
As we delve into the world of content keywords and SERPs, we’ll teach you how to create content that informs and engages your audience while signaling quality, relevant content to search engines.
Keyword Research: The Foundation of Success
Before crafting your content, you need a blueprint for how to approach it, and that means learning how to do keyword research.
- Identify Relevant Topics: Brainstorm broad topics that align with your industry, niche, and target audience. This is your starting point – there are no wrong answers.
- Refined Subtopics: Identify subtopics related to your initial brainstorming session. Talk to your salespeople and find out what questions they hear, and what information customers are looking for.
- Use Keyword Research Tools: Explore tools like Semrush, KWFinder, and Ahrefs to analyze search volume, competition, and related keywords.
- Make Google Work for You: Explore the “People Also Ask” and “Searches Related To” sections of Google’s search results page to find more ideas.
These steps should result in a list of high-potential keywords to help guide your content creation process.
Go Niche, Not Generic
At first glance, it makes sense to use generic search terms to reach the widest audience possible. However, those keywords are less likely to reach people looking to make a buying decision. Today’s SEO focuses on long-tail keywords–specific search phrases that mimic the way your customers speak.
Reduced Competition: Long-tail keywords have a lower search volume than generic terms. This leads to less competition, making it easier for your content to rank higher in search engine results pages (SERPs).
Increased Relevancy: Long-tail content keywords are inherently relevant. Users searching for “how to know if you need to replace your roof” are looking for actionable advice, not a generic history lesson on roofing materials. Targeting these longer keywords means your content will directly address their needs, creating a sense of trustworthiness right off the bat.
Improved Conversion Rates: Since long-tail keywords often reflect the purchase stage of the customer journey, those using them are closer to making a decision. The leads you get from this type of SEO are higher quality and more likely to become a conversion.
The Art of Keyword Placement: Where and How
However, learning how to do keyword research is only the first step. Once you have the keywords, you need to learn how to implement them strategically within your content.
- Meta Description: This concise blurb is prime keyword real estate. Try to include both your primary and secondary keywords within the character limit.
- Introduction and Conclusion: Introduce your content by mentioning your primary keyword and reiterate it towards the end as you summarize key takeaways. People remember the first and last things they read the most!
- Body Content: Weave your keywords naturally throughout your content. Aim for readability and try to avoid awkward phrasing.
- URL: The impact of keywords in URLs is debated, but including a primary keyword may be an additional signal for search engines.
Your focus should always be on creating high-quality, informative content that resonates with your audience. Keywords are a valuable tool but prioritize natural integration over forced repetition.
Common Mistakes to Avoid
Steering clear of these common pitfalls will ensure your SEO efforts remain on the right track:
- Keyword Stuffing: Cramming your content with keywords in an unnatural way not only diminishes readability but can also trigger Google penalties. Focus on user experience and integrate keywords organically within the flow of your writing.
- Ignoring Search Intent: Understanding user intent behind specific keywords is paramount. Don’t create content based solely on search volume. Ensure your content directly addresses the information users are actively seeking.
- Forgetting User Readability: SEO should never come at the expense of user experience. Keyword integration should be seamless, and not disruptive to the overall reading flow.
Need Help Crafting a Winning SEO Content Strategy?
At beMarketing, we’re a passionate digital marketing agency with an award-winning digital marketing team with a track record of helping brands make an impact. Our services minimize your work by doing the research for you, developing content strategies, and creating compelling content that is optimized for search engines.
Contact us today and let’s discuss how we can help you unlock the full potential of your content and achieve your SEO goals!
