Keywords, the magical word that makes content marketing go crazy. If you’ve ever done blogging before, you’re likely to have heard and used keywords. The point others make with keywords is that, the more you use them, the more you establish yourself as a presence in your industry, especially for search engine optimization (SEO). This much is true – but why do some companies, inasmuch as they try babbling about their keywords – fail in their content marketing? That might be because they’re not fully aware of how keywords work and how to leverage content marketing with them.

For a lot of marketers, keywords are relevant because this is what people mostly use on search engines to look for various forms of services and products. This is actually true – and considering that Google alone is being used to search 63,000 things per second at any time during the day means this is a demographic you can potentially tap for conversions.

  • Always remember the intent of the consumer. When utilizing keywords for your content, always remember that it’s not just about making sure your main subject is in the article. It’s about making sure you’re indicating some way for search engines to match your content with the query of the reader. This means taking advantage of semantic search, or identifying keywords based on intent and context.
    • Try as much as possible to be aware of your topic’s foundational keywords. These keywords are words that are commonly used when searching about your topic. “What’s the most common phrase readers will use if they want to find me?” is the best question for you to ask in this situation.
    • Be as plain and simple as possible, as you’ll likely be able to form better and advanced keyword ideas from these.
  • Auto-suggest helps identify commonly-searched phrases. When you head to Google, sometimes the web browser becomes a smart alec and tries to guess your search phrase for you. This isn’t just some spooky AI algorithm magic, bur rather Google trying its best to help you as a consumer identify common points of interest based on queries of other users. This isn’t the end-all be-all solution for keywords, but it does help point you to the right direction.

keywords marketing content

    • Use this to identify keywords you may have left out in your foundational keywords list that you may be able to use in the future.
    • This also gives you a basic view as to the kind of “results” you can assume your readers get when searching for a particular topic – so be weary of other competing keywords.
  • Be wary of what you want to target, as you can’t target them all at once. When using keywords, it’s important to remember that you’re likely going to be pursuing one aspect of content marketing at a time. Keywords can’t give you results you want for every single metric you have. It’s however helpful to have a general idea just what some metrics to consider are in order to plan your keyword usage in the future:
    • Volume averages the number of searches for a given keyword in the past year.
    • Keyword difficulty estimates just how difficult it is for you to rank via organic search for a given keyword.
    • Cost-per-click or a suggested bid shows just how profitable a keyword is in terms of ads, and shows an estimate of just how much advertisers are willing to pay.
    • Competitive density elaborates on how much advertisers use the given keyword for their advertisements. The lower the number, the lower the competition for that word.
  • Natural is still better than too much targeting. True, you’ll want to utilize your keywords in such a way that search engines will be able to find them easier, but it still helps if you approach the subject the way you write for a human person. This has its perks, especially if you get used to it:
    • Keywords flow naturally than when you push to maintain a particular keyword density in your piece.
    • Don’t try so hard to stick with a particular order of keywords, and feel free to leave a gap for a word or two in between when necessary.


The Point of the Matter:

Technicalities aside, a huge part of making keywords work is understanding why they’re there in the first place. When search engines were formed, they were under the logic that you deserve to have the top spot in their rankings if your content is relevant and useful to your audiences. As such, content you  make should be things your audiences should rely on. What others thought this meant was to saturate your content with keywords, so search engines will “think” it’s relevant. It’s the “think” part that you should remove, as it’s important to leverage on the fact that your consumers will need relevant content to trust your brand, not cheating the system. Understand this, and the numbers will find their way to be understood as well.





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