There’s no question that keywords are still a relevant part of search engine optimisation. However, the days of keyword stuffing and using keywords to build low-quality, spammy links are long gone.
Now, search engines favour high-quality, relevant and helpful content. But, they still use keywords to understand what a piece of content is about and how to rank it. Using keywords naturally and writing content for people first and then optimising it for search engines is the best way to create effective content.
Use these tips to create keyword-rich content that will benefit your SEO efforts but will also help you move people to take action: buy your product, join your email list, visit your location or respond in some other way.
Know why People Use Different Keywords
First, it’s not enough just to target a list of keywords your market uses. You need to know why people type those terms into search engines. Understand what kind of content people are looking for when they search online.
For example, are people looking for product reviews? Pricing information? Product specifications? Store locations? Find out what people want with different keywords and then create content, using those keywords, to answer those questions.
Solve a Keyword-Related Problem
Part of your marketing plan likely already includes telling your audience how you can solve a problem or how your product provides the best solution for a need. Use those same messages to create keyword-related content that helps your target market solve a problem.
Use keywords naturally as you produce content that solves a common problem or offers a new solution. Keep in mind that the solution may not always be your products. Not all content marketing pieces should be sales oriented, as providing other types of valuable content for SEO and digital marketing is extremely beneficial to branding, reputation management and relationship building with your customers.
Produce Relevant How-To Content
Google has encouraged content marketers to leverage how-to content. In fact, it reports that “91 percent of smartphone users turn to their smartphones for ideas while doing a given task” and that “67 percent of millennials agree that they can find a YouTube video on anything they want to learn.”
Produce content that tells your market how to do something. It could be related to your products or services, but it could also just be relevant to your brand and industry. Again, creating valuable, non sales-oriented content is a valuable strategy that pays off.
All of your how-to content should include keywords naturally so that it will be more likely to rank. You can also use key phrases including the words “how to” for even more narrow targeting.
Valuable content that is relevant to things your market is interested in and that also includes keywords will be more likely to rank in search engines and move people to take action. This kind of content is more effective for SEO, content marketing, branding and online promotional strategies, and these tips can help you start producing it.