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Estimated reading time: 7 minutes
If you want your business to grow and your content to perform, then your website needs to tick a number of boxes. One of those boxes is keywords.
Blog keywords (or keyphrases or search terms) are golden tickets for creating content that meets your audience’s search intent. Meaning, content that resonates with the people you want to do business with and makes them feel heard.
But unless you know what they’re searching for, you’re planning your content blindly. And that’s never a smart move.
Keyword research is complex and involves identifying, analysing and mapping appropriate search terms for your blog and web copy. In doing so, you improve your search engine rankings and drive more targeted organic traffic to your site. People you can turn into happy clients and customers.
Planning without research is easy to do when you’re a business owner.
You’re strapped for time, zapped of creative energy and busy with tasks that drain your tank dry. Maybe you think of a blog idea – and it’s good, so you write and publish away with no real plan.
It’s the same story for many people.
Unfortunately, it’s not effective.
Content relies on keyword research like our lungs need air to breathe. It’s an essential piece of the puzzle for increasing your online visibility, amplifying user experience and pushing engagement to new heights. All of which contribute to being an authority in your industry and improving brand awareness.
If you want potential customers to find your website – whether it’s your blog articles, a local service or an e-commerce site, you must develop a content strategy to help them find you. That’s where keyword research comes in.
Strategic keyword research allows you to:
Without the crucial information that comes from keyword research, you have no clear path for mapping and creating content to your audience’s needs. Therefore it’s likely a waste of time, creative energy, money and resources.
Keywords are concepts and themes that define the subject matter of your business, industry and the products or services you offer. They’re the words and phrases users type into search engines to find what they’re searching for online. That’s why keywords in blogs and web copy is essential.
For example, if you’re looking for someone experienced to write your content, you might type ‘seo copywriter perth’ into the search engine.
Or maybe you want to know ‘how much an Australian copywriter charges’.
In these examples, you’re likely looking to engage a local copywriter or creative content writer – this is an informational search intent. You have a specific question or want to know more about the topic.
Look what pops up:
With this valuable data, you can identify content gaps and craft useful articles or web pages around these search terms, ensuring you satisfy and solve your audience’s search intent.
Imagine the content you can create when you tap into this information.
When you publish fresh, helpful blog content, you position your website as a relevant answer to your customer’s questions.
How?
By providing accurate and authentic explanations for the questions they’re seeking, with the short and long-tail keywords they’re using.
For your content to offer real value and earn trust, use blog articles to debunk misinformation and myths and educate prospects. This way, you’ll have a plethora of useful resources they can connect with, and send to your customers for more understanding about a specific topic or problem.
Drive traffic with blog articles that answer questions by:
High-quality, optimised blog content is one of the most effective ways of connecting with your audience. When you use the right blog keywords, you also communicate to search engines that your content is a relevant match.
By communicating the information users want or need, they keep coming back to your site for more. It also helps get them over the line to make a sale, use your services or engage with your business.
This is only productive when the right people find your blog articles. And this relies on keyword research and deep diving into your audience to target content for them, while telling Google your articles are answering the question users ask.
If you’re not creating useful content designed to help your audience, adding all the right blog keywords won’t help. After all, great content is about people first and Google second.
Smart SEO copywriters use keyword research to find what topics will help your audience and what phrases to include while writing. But for your content to be deemed helpful, it needs to focus on the ultimate goal and solve their problems. This is what I do for my clients.
Writing blog content and web copy is more than just finding the right words. You need to know what users are searching for otherwise, your target audience will struggle to find and engage with your content. So make a content plan that creates connections with website visitors, grows leads and generates more engagement – and ensure it’s backed up by adequate research.
