SEO has drastically changed in the past couple of years. So much so, that the keywords which used to be the centre of attention for search engine optimisation are now deemed “unimportant”.
Don’t get this wrong. Keywords are still important to create SEO content, if you want to know:
- What topics people care about in your niche
- How many people are interested in your product/service
- What format of content they like to consume
Even though the intent behind using keywords in our content writing remains the same, the implementation has drastically evolved with each algorithm update. For example, for your content copy to be effective now you don’t ‘have to’ include keywords in your article or blog post all the time, or place them strategically in HTML tags or meta tags and meta descriptions.
While it still holds true, there are other factors that have taken the lead, such as meeting user intent and providing solutions against a user query instead of including a simple keyword in your online content copy.
What worked for you earlier may or may not work further. Hence, why not take a step further and improve the way you have been searching for keywords.
Here are five points to keep in mind while finding keywords for your online content and build a powerful SEO strategy!
1. Prepare a list of content topics relevant to your product/service
The first mistake most businesses make in the process is to skip this part or quickly sift through it and jump straight to a keyword research tool to find relevant keywords. Whereas, understanding and jotting down your products and services should be crystal clear at this point.
Once you have a list of all your offerings set right, you can further bucket it under different topics you want to rank for. Each individual bucket (sub-topic) will help you find specific keywords for later. Let’s take our example - at Text Mercato if we want to rank for content writing services, we will have general buckets like:
- SEO content
- Content writing
- Freelance content writers
- Content writing agency
2. Identify your target audience
Identifying your target audience does not just mean who you want to target through your content, but also demands focus on who is visiting your website frequently. If you have increased website traffic but hardly any conversions, you are most definitely reaching out to a wrong set of audience.
Make some frequent visits to Google Analytics and spend time understanding your visitors. Read their movements on their page and analyse what’s throwing them off - is it the content, wrong use of keywords, or they are far from your conversion funnel.
3. Use keyword tools to find relevant terms in your demographics
Once you have figured out your target audience and laid out the content topics closely related to your product and services, now is the time to start researching for keywords. Use different tools, like Google Keyword planner, Adword and SEO Keyword Permutation Generator to prepare an efficient list of keywords targeted towards your audience.
Make sure to insert your location in the tools and restrict it to one year time frame to find the most relevant keywords.
4. Look out for competition on selected keywords
While preparing a keyword list, one of the most common mistakes practiced across content marketers is almost always giving preference to keywords that are high in volume. Well, naturally the keywords with high search volumes will signal more traffic to your website, but it comes with an equally high competition too. And why not, if you are rooting for large traffic to your website, so are others.
So, while you cannot overlook keywords that have high average monthly searches, do keep your eyes open for more specific keywords that may be low in volumes but bear high chances of conversion. Why? Because someone typing “buy white shoes online” will show a stronger intent to buy than someone who googles “white shoes online”.
5. Prepare a keyword strategy based on - head, mid tail and long tail keywords
At last, include a variety of keywords in the mix. People come to your website at different stages in your sales funnel. Some users visiting your website may not even know what your website is about and few might be at the bottom of your funnel and making a purchase. You have to make sure you are providing content for everyone!
Include head, mid tail and long tail keywords to target users at different stages. Where some of the keywords in your content writing may be more generic, few can focus on more specific keywords for another user type.
Let’s face it, keywords don’t remain at the centre of SEO anymore! With so many frequent algorithm updates, SEO is fast-evolving and that is definite to change things around.
The way we use keywords today may not be the same as a decade ago, but they are still important for any business online to connect with and target their audience efficiently. From identifying target audience to finding keywords that best resonate with a brand’s offerings is key to a successful SEO content strategy.
Align your keyword research with your target audience, and prepare a mix of head, mid tail and long tail keywords for maximum results!
What are your top keywords research strategies?