By Katy French
geralt / Pixabay
SEO is a crucial component of a successful content strategy. In addition to giving your content all that sweet, sweet organic traffic, it increases your brand’s visibility and site authority, helping ensure that the people who want or need your type of product or service can actually find you on the Internet—ideally before they find your competitors.
That said, good SEO doesn’t just happen (unless you’re incredibly lucky). As the Internet becomes more crowded, you need to create content around the right keywords to get your brand the best rankings.
Why Keywords Matter to Your Content Strategy
Content marketing is all about getting your brand’s valuable content in front of people—to position your brand as a helpful resource and, by default, a better option than your competitors. The stronger your keyword strategy, the higher you rank, and the more people can be exposed to and engage with your content.
However, it’s not just about getting your content in front of people; you want to get it in front of the right kind of people, those who will find value in what you have to say, and who one day may have need for your products or services. That’s why you need to find the right keywords to maximize your visibility.
However, finding the right keywords to target can be tricky. Go too broad, and you might get a lot of traffic but very few leads. Go too niche, and your content can languish in obscurity. It’s all about finding the sweet spot.
Unfortunately, many marketers struggle to find the right keywords—often because they’re confused or intimidated by this work, or they don’t know where to start. Some play it safe with high-level keywords, making little headway yet unsure of how to change it. Some simply guess which keywords they should use. Others take the spray-and-pray approach, and simply hope for the best. And some don’t target keywords at all. (If you fall into any of these camps, don’t beat yourself up too much. We’ve committed all of these sins at some point over the last decade, too.)
Luckily, however, it’s never too late to start over—or start a new keyword strategy from scratch. We know this firsthand. Three years ago we completely revamped our keyword strategy and increased leads 78% in six months.
So, if you’ve been languishing in keyword purgatory or afraid to take the plunge, we say it’s time to dive in. Here, you’ll find our simple step-by-step guide to find the best keywords for your brand.
1) Start With Your Goals
If you’ve created a comprehensive content strategy, you should know exactly what you’re trying to achieve. (If you haven’t, follow our guide to create a content strategy.) Your keyword strategy will support your larger business goals. So, for example, if you’re trying to attract more business for a specific product or service you offer, you’ll want to prioritize keywords related to that subject.
2) Know Your Personas
Read more here:: B2CMarketingInsider