Content Strategy and keywords
People type their innermost thoughts into Google (1). This is why it’s essential to do some keyword research when creating your company’s Content Strategy. In order to be visible on Google’s top results page your content must include the most used words by your target audience. So, when it comes to reaching out to your target audience, if you want to interact with your audience and potential customers, you need to address them using the same tone of voice.
What we've most search for:
Robin Williams, World Cup, Ebola, Malaysia Airlines, ALS Ice Bucket Challenge, Flappy Bird, Conchita Wurst, ISIS, Frozen and Sochi Olympics were the most popular searches on Google last year, 2014 (2). What do they have in common? They touch hearts. These words make people think about life, health, security, etc. They are entertaining.
Should you try and integrate the most searched for words into your content? The answer depends on the topic and also depends on your company’s sector, and what you want the result of that particular word to be. What you have to include into your content is something that makes people think, something amusing and, if possible, something that moves people. That would be the recipe for ‘a tasty content menu’.
Things to consider:
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Google Trends. Check out what people talk about, what their concerns are and how they search for them. Try to integrate these trends into your company’s blogs.
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Google Keyword Planner or a Keyword Research Tool. Use the Google Keyword Planner or a Keyword Research Tool which can help you find out which words your potential customers use to look for services like yours, how competitive certain words are, or simply how words are used in combination in your particular sector. You can also get statistics about search volumes and historic search volume (3).
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Intelligent content. Your content should be the result of a carefully planned conversation or content calendar, which integrates trends and keyword research. If the research is well done it should help your online marketing efforts so they can expand wisely and will definitely position your company within trending companies in your sector. However, consider that not only keywords will improve your position in the Search Engine rankings but you also need to use them in a consistent and meaningful way – if Google is to pick them up (4).
Overall, you should keep this in mind when planning your content and postings online; speak your audience’s language, empathise with world topics, and try to move people with your words.
Reference:
- https://backlinko.com/keywordresearch?utm_medium=Anuj+Adhiya&utm_source=GrowthHackers.com&utm_campaign=Anuj+Adhiya?utm_campaign=Submission&utm_medium=Community&utm_source=GrowthHackers.com
- https://www.google.com/trends/topcharts?hl=en#vm=cat&geo&date=2014&cid
- https://support.google.com/adwords/answer/2999770?hl=en-GB
- https://searchenginewatch.com/sew/how-to/2390744/are-keywords-relevant-to-seo-in-2015