As far as digital marketing is concerned, keywords make the world go round. Keywords are the keystones upon which the entire online marketing ecosystem is built.
If you want your website to rank on Google and pop up when audiences search for terms that connect to your business, you have to play the SEO (search engine optimisation) game. This means knowing how to use keywords to your advantage.
We’re lucky enough to have access to an abundance of information that flows ceaselessly. However, the competition for attention is fierce and understanding the power of keywords can be the difference between success and anonymity.
Whether you’re a seasoned marketer seeking to fine-tune your strategies or a newcomer eager to grasp the fundamentals, this blog is your compass to navigate the dynamic landscape of keyword-driven marketing.
In this blog, we’re going to explore:
What Keywords Are
What Keyword Research Is
The Benefits Of Utilising Your Keyword Research In Your Content
By the end of the blog, you’ll have all the necessary information to play the SEO game like a pro.
With 75.5% of Marketers already using their keyword research when creating content for their clients and businesses, you can’t afford to be left behind.
Follow me as I give you the keys to keep up!
What Is A Keyword?
Mailchimp defines a keyword as a word or phrase in the content of your web pages that matches the words and phrases users are entering into search engines as closely as possible. The idea is to speak the same language as users when they make their search queries so you rank higher in their organic search results based on relevance.
No matter the industry you find yourself in, you’ll need to utilise the power of keywords in your content creation efforts for the benefits that good SEO practice can bring you.
Let’s use some examples to help make things clear.
First up, a blog titled ‘Top Tips For Editorial Writing’. The keyword(s) here are editorial writing.
Next, a blog titled ‘Why Content Repurposing Is A Must.’ The keyword(s) here are content repurposing.
Using the keyword repeatedly within your content (in the title and throughout the blog post) will make your post appear when someone searches for that keyword.
This is why it is important to be strategic when picking your keywords and writing your content. You could have the best, most informative blog about content repurposing, but if you title it ‘Make your content something else’, you’re throwing your hard work to the wind.
So, in a nutshell, keywords are the terms your content is written about and the terms you would want it to rank for in your search engine.
To get the most benefits from your keywords, you should use the terminology your customers would use when searching for that particular thing.
It might not be best to use the jargon that you as an expert in your field are used to using if you’re trying to garner an audience that doesn’t yet have the knowledge that you do.
This may seem vague at the moment. But, no need to worry; we will touch upon it again in the next section.
What is Keyword Research?
Before you even get to the point of using your keywords, you’ll need to figure out what they are first! This is where keyword research comes into play.
The keywords that will be suitable for your business will be as unique as the business itself. If you’re a catering company, your keywords won’t look anything like the keywords that would be pertinent for the car garage down the road.
Your keywords will consist of the key terms you use in your business daily.
Let’s use the Automation Ninjas as an example.
We’re a business that helps other companies dominate their marketing automation by creating world-class customer journeys with the help of buyer psychology.
(If you’re looking for more information about what we do, click here to be taken to a blog post about that).
So, some of our main keywords are: automation journey, customer journey, marketing automation journey and customer awareness.
If you were searching for a business with these terms, we would crop up as our content and domain are littered with this kind of lingo.
The next step is to go further; you need to think about the other keywords or search terms your customers would use when looking for similar content.
It’s not enough to think you know what is being searched online. Part of the keyword research process is using a website like Mangools or SEMRush to check the search volume and difficulty rating of the terms that could be used as a keyword.
If you’re a niche brand, with very few people looking for the services you can provide, this can be a little tricker.
But, as a general rule of thumb, the best keywords for you to use will be the highest search volume with a difficulty rating under 60. However, when it comes to difficulty, the lower the better.
Once you’ve done this for your general keywords, your domain, all of your products and services and the different keywords that would be searched for depending on the varying levels of awareness that your leads and customers will have, you will have a comprehensive list of keywords that you can use to begin creating content around.
I should make you aware that this isn’t a one time job. You should go back into your keywords to refresh them and check their current rankings once a year. Doing so means staying ahead of the game and creating content your leads are looking for in real time.
The Benefits Of Utilising Your Keyword Research
Now, you might be thinking. ‘’Okay, I hear you. I’ll research to make sure that I’m visible to those who might be looking for a business like mine and so that I can make the correct content for my leads and customers.’’
You’ve hit the nail on the head if your thought resembles that in any way. While those are two of the major benefits of using keywords strategically, there is a whole hoard of other benefits we’ve not yet explored.
Let’s have a little look and see what else keywords can do for you.
Keywords help your content appear in search engine results, increasing your online visibility. When potential customers search for terms related to your products or services, using the right keywords can ensure your website or content is among the top results.65% to 85% of the first page of Google’s search results, or an average of 75%, have titles with relevant keywords. This lets you know that if visibility is the aim, keywords are the game!
By strategically using your keywords throughout your website and the content within it, you can attract visitors who are actively looking for what you offer. When traffic is targeted, it’s more likely to convert someone who was previously foreign to you and your business into a lead or customer.
Search Engine Optimisation (SEO)
It is absolutely imperative that you play the game when it comes to SEO best practices. Strategically created and well optimised content ranks higher on search engines, driving more (unpaid) traffic to your website.
Ninja Top Tip: This lets you know that if visibility is the aim, keywords are the game! If you’re not particularly well versed in the world of SEO, Yoast has an abundance of free (and paid) courses that can educate you to an industry standard. And, if you need help making sure that your content is SEO friendly, they have a free SEO plug-in that you can use when creating your content to ensure you’re ticking all of the boxes.
Your target audience will have specific interests and needs that you need to cater for within your content. Keywords make sure that your content stays relevant. This relevance helps you engage and retain visitors, reduces bounce rates and increases the time your prospects spend on your website.
By researching and using keywords strategically, you get to be a step ahead of your competitors. Having a working understanding of the keywords your competitors are using, you can identify gaps and opportunities within the market. With that information, you're able to create content that speaks to your audience's pain points better than your peers.
Effective Content Marketing
Keywords guide your content marketing efforts by helping you create content that addresses your audience's questions, problems, and interests. By creating this kind of content, you can position yourself as an expert and form relationships built on trust with your consumers.Trust might just be more important than you realise with a massive 67% of consumers revealing that they must trust a brand before they will buy their products and services.
Keyword analysis provides valuable insights into your target audience's preferences, needs, and pain points. This data can inform product development, content creation, and overall marketing strategy.
Keywords are an asset that can benefit your marketing efforts over the long term. Your keyword research will influence your content plans and communication strategies. If you’re planning to be in it for the long haul, keywords will be one of your strongest assets.
Time to get keyword crazy!
There you have it - a whistle stop tour into the world of keywords and keyword research.
Keyword research is an ongoing process, and staying up-to-date with the latest trends and shifts in search behaviour is crucial. By constantly refining your keyword research and strategy, you can stay ahead of the competition and continue creating content that brings your audience to your doorstep.
The benefits of keyword research are plenty. So, if you’re not already at the top of your keyword game, the time is now!
If you have any more questions about keywords, their use, or any content marketing query flying around in your brain, get in touch.
I know a couple of Ninjas that will have the answers.