What Are They
The first step of every content marketing strategy is keyword research.
Researching today begins with typing words into a search engine. Keyword research is one of the most vital and valuable activities in content marketing. Getting found on the first page of Google, Bing, and Yahoo can make or break your online presence.
Also, targeting for the right keywords on your part, attracts the right audience to your business.
So how do we get started with keyword research?
1. Make a list of topics, products, and services that you would like to be found for.
If I was a general dentist in Boston, I would list:
- dentist in Boston
- root canals
- dental implants
- teeth whitening
2. Identify as many related search terms as you can find.
A few related keywords would be:
- afraid of dentists
- dental anxiety
- dental phobia
3. Check the search volume to define the validity of that search term.
There are various tools online for this like Google’s Keyword Planner. A search test on Google for your chosen keyword also gives you an idea of how your competitors are ranking and what actually appears to your audience.
Keywords and Your Content
Once you have that list of relevant keywords, place them strategically in your content. For example, on your headline of the first paragraph, one of your sub-headlines, and on your last paragraph. An image name and some links will help as well.
Now, a common mistake is to make your product or service the focus keyword. When you are in the business, of air conditioning and your flag product is called the Comfort Air 505 XM with remote, it might be tempting to make that the focus keyword of your campaign. Be aware! Your audience is not searching for “Comfort Air 505 XM with remote” ad nauseam. They probably don’t even know that it exists. They might be searching for:
- best office air conditioning
- affordable air conditioning
- air conditioning reviews
Don’t miss out
Without knowing what your audience is Googling, your content will most likely not be found during their research. So what you need to do is match the keywords that your audience use to research your product or service. Without keyword research, you will be at the peril of losing the “getting found” game while your competitor with an active online presence takes the lead.
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