Understanding what your audience wants to find is key. This can be made easier by peppering your content strategically with targeted keywords. The balance is delicate, though: too many will lead to keyword stuffing which is penalized by Google, and too little won’t be effective enough in reaching your target market.

Here we’ll help you figure out which strategic keywords to target in your website’s content, and how to craft your content to satisfy not just your visitors but the major search engines as well.

It’s critical that search engine algorithms get a sense of your content writing, because if they can’t, they won’t be able to rank it for the right keywords. When writing SEO content, you have to keep in mind the phrases, the search terms and the keywords people may use to find you, then you create content using those keywords and phrases.

This doesn’t mean you can mindlessly use them in your writing. Quality and relevance of content is just as, if not more, important, than the ability to use appropriate keywords.

The Power of Keyword Research

This starts with gaining a solid understanding of who your target market is, what they want, and how they search for your content, services or products. By being smart and doing keyword research beforehand, you can glean specific search data that can help you answer questions such as:

  • What are people searching for?
  • How many are searching for it?
  • In what format do they want information?

Before you can help your business grow through search engine optimization, you must first truly understand what your business is all about, who your customers are and what their goals are. This is where so many business owners cut corners because keyword research takes time. Why waste time on that when you have a business to run?

Well, the answer is: what you want to rank for and what your audience wants are often two very different things. You have to focus on your audience and use keyword data to zero in on those insights in order to have a successful campaign, rather than putting a focus on arbitrary keywords, suggests Moz.

Topic, Audience, Objective

Your primary keywords will be your topic themes. In order to know what those are, you have to:

  • Understand your target audience and align their goals to your keywords, called keyword intent mapping.
  • Do keyword research in advance so writers and editors can line them up with trending topics and come up with a content plan.

In order for you to write about the topic fully, you need keywords that have been proven to work for you in the past, and that work for your competitors. You can use several online tools, such as SEMRush, or your own analytics to pinpoint what those keywords are.

One quick way is to see what’s being displayed in the SERPs consistently, says Search Engine Watch. Check out the top 10 results for your primary topic and collect:

  • Content type: Are the results skewed towards a specific type of content, such as blogs, videos, infographics and in-depth articles?
  • Format: How is the information formatted? As a guide, list, a how-to?
  • Differentiation points: What do you see standing out about the top three results compared with the rest?

Focus on getting accurate answers to the right questions. When you provide the right answers, you can use the keywords or search terms being used by your prospective customers and clients. Once you have a list of keywords in hand, you can start tackling the other side of the equation: content writing. We have you covered there, with local writers you can search for and hire by niche or content type.

Partner with Content Runner today. Tell our writers your keywords and they’ll weave them expertly into the copy. No keyword stuffing and awkward phrasing here!