Content marketing has been called “the wave of the future”: a misnomer, of course, because that future is now. Research shows that businesses which incorporate content marketing into their websites receive 7.8 times more traffic than other websites. With more than 1 billion websites currently online, that content can easily get lost unless it is picked up by search engines. This can be greatly aided by the educated use of keywords in the content.
Think of a keyword (or key phrase) like a giant searchlight placed outside a movie premiere or a real estate sign outside a home up for sale. They are both simply there to grab a potential visitor’s attention for long enough to make them take the time to stop and learn more. In the same way that the real estate sign would not attract movie audiences and searchlights might put off potential home buyers, keywords need to match up with and be relevant to a website’s content.
Before creating any content, a business owner should take the time to research the keywords that might be right for their business. They should imagine trying to find their company via a Google search. What would they type in? An effective strategy is to come up with 20-30 relevant words, taking the following into consideration:
- Type of clients
- Services you provide
- Products you sell
- Unique offerings
- Business location
To further help gather these keywords, visit websites such as Amazon, eBay or YouTube. Type in a few search terms and see what comes up as “searches related to.” This will provide other words and phrases that are also worth considering. Also, using a tool such as Google Keyword Planner helps identify related words along with information on how they may perform and how much traffic they could generate.
Once keywords have been selected, sprinkle them naturally throughout the content at a rate of approximately two to five percent per word or phrase. Be careful not to overdo it – “overstuffing” will make content difficult to read and will only turn off visitors.
Additionally, when writing in keywords, make sure to use an exact match with keyword phrases. For example, “family attorney” is not the same as “family practice attorney.” Businesses hoping to get the attention of specific customers in their target audience do much better by utilizing long-tail phrases rather than single words. Marketing expert Neil Patel grew his business by 91 percent by utilizing long-tail phrases. He states, “If you consistently publish in-depth content around long-tail keywords, you’ll see an increase in search traffic, attract paying customers and grow your brand.”
Search engine optimization (SEO) is still a difficult nut to crack because so many changes happen with algorithms on the various search engines and more specifically the number one search engine, Google. There is no magic keyword density formula to guarantee your website will shoot to the top of a search results page. However, using keywords is vital to improving overall search engine ranking.
They especially help with important organic searches. Because search engines typically look at the first 200 words on a page, it is important to get keywords into the mix there and use them appropriately. Consider running marketing content through a keyword density analysis tool; there are a number of different ones available. Results will outline the best keyword optimization for the content.
It is no secret that the digital world changes rapidly. Indeed, keeping on top of best practices to ensure your content’s searchability can be time-consuming. In order to keep a marketing content strategy moving forward, it is best to optimize content with appropriate keywords that are valuable and relevant to your audience. Trained in proper keyword usage to optimize content performance, Tempesta Media’s writers can help your business save time and money in its content marketing efforts.