Meet Your Match: Picking Perfect Keywords For Content Marketing Campaigns
Contrary to what you may have heard, keywords are still an important part of content marketing and are essential to search engine optimization (SEO). While it is true that search engines have become more intuitive and better able to identify relevant content, keywords still help content get found by the desired audience.
Think of search engines as matchmakers. Sounds a little cheesy, but just hear me out, I promise this is good.
Search engines connect audiences with content. But like matchmakers, they can’t do this without knowing a little bit about the two parties involved – in this case, the searcher and the content.
The searcher makes his or her intentions clear by using the search engine bar to type information relevant to what they are searching for. The content makes itself known through the use of keywords. This is why picking keywords that are relevant to your audience is essential to content marketing success; it makes the matchmaking process more effective. Told you it would be good!
The question is, how do you choose the right keywords? The answer? Well, with keyword research, of course!
5 Tips For Picking The Perfect Keyword
- Start With Your Customers. The simplest way to choose keywords is to think like your customers. What are their questions? Their needs? Their searches? If you wanted to find your company or products online, what words would you use to do so? You can also take a look at your competitors’ sites to see what keywords they are using. Even look at their metatags to see their keywords.
- Get Google’s Input. Have you ever started to type some words into the search bar only to have a drop-down list of “Google Suggestions” pop up? That’s not a random list. That’s a list of the most commonly searched for terms related to that keyword. It’s a great way to get an idea of what kinds of terms people are using to search for certain things.
- Include a Location. One way to create a really targeted keyword is to add in some location data. This is particularly helpful for local businesses who aren’t competing with businesses nationwide but need to stand out from their local competitors. These type of geographic keywords are becoming increasingly important as more and more people use voice search to find the information they need.
- Use Tools. There are all kinds of keyword research tools out there, which is my favorite? Google AdWords Keyword Planner — it can help you research potential keywords by providing data on keyword volume, trends, competition, and more.
- Go Longer. Too many businesses make the mistake of thinking a keyword has to be a one or two-word phrase. That may have worked in the past but it is no longer the case. Long-tail keywords are comprised of three or more words or phrases and can really help your content stand out because they are more highly targeted. This results in fewer competitors which makes it easier to rank higher while at the same time attracting more relevant traffic.
After you’ve selected your keywords and added them into your content, don’t forget about them! Make sure you go back and analyze the results after a few weeks to see if there has been any change in your site visits or page hits. Hopefully, your matchmaking efforts will have worked and you’ll see a jump in hits. If not, don’t despair.
Finding the right keywords may involve some trial and error and you may find that your keywords need to evolve over time. That’s fine. That’s good, actually, because it means you’re paying attention to audience demands or changing demographics and adjusting your keyword strategy accordingly. Remember, it’s more about finding keywords that resonate with your desired audience than it is about finding the absolutely perfect (in your mind) keyword to describe your business, product, or service.
If you need help identifying keywords for your content, or if the thought of fussing with keyword tools is stressing you out, contact Orlando Content Marketing, connecting audiences is what we do!