Content Optimization: How To Choose The Right Keywords

You can attract organic traffic to your website by selecting the right keywords for your content. However, don’t be discouraged! Creating killer content is only half the battle! We’ve divided the task into six easy-to-follow steps.

Start with Keyword Research

Keyword research is the first step to any keyword-related task. Let’s review what a keyword is before getting into the nitty-gritty.

What Is a Keyword?

“A keyword is a word or phrase that is entered into a search engine” (Moz).

You should commission an SEO agency to conduct your keyword research if you have a large marketing budget. Keyword research is done by SEO experts every day, and they have bought expensive software licenses to get additional technical details. Keyword research tools like SEMRush, Ahrefs, and Majestic can be pricey, but they are great for conducting keyword research. Each campaign should begin with a keyword research phase.

On sites such as Upwork, you can find a freelance SEO specialist with a smaller budget. You’ll pay less than with an agency, but you’ll need to find and manage a suitable freelancer, and the quality of work may vary.

Want to know how the whole thing works but can’t find two pennies to rub together? Check out reputable online guides to figure out how it all works. As the Moz team has done, we have written a guide on how to perform keyword research and analysis with free tools.

Think about Search Intent

Consider the search intent behind each query when conducting keyword research. The three main categories of keywords used by SEOs are navigational, informational, and transactional.

  • A navigational keyword is a phrase that a searcher uses to navigate to a webpage using Google or another search engine. You might use Google to find Facebook.com by typing “Facebook” into the search bar.
  • When a searcher uses Google to find specific information, they are using an informational keyword. They might type “who owns Facebook?” into Google if they’ve somehow never heard of Mark Zuckerberg before.
  • Last but not least, a transactional or commercial keyword implies that the searcher is searching to make a purchase. Using words like “buy” is a good indicator that the searcher is buying. Such a searcher is pretty clearly thinking about spending a large amount of money on a phone if they type in “buy gold-plated iPhone X” into Google.

A key part of keyword research is determining the search intent of your users so that you can plan your content accordingly. Our “buy gold-plated iPhone X” searcher doesn’t probably want to read a blog post at this point based on the previous example. They expect to be directed to a product page that contains all the information they need, such as prices, specs, and shipping details.

Plan Your Buyer’s Journey

When a potential customer learns about your product, they typically make their first purchase after hearing about it. The majority of people won’t make a purchase the first time they hear about your website for many businesses, especially those that sell high-ticket items. Instead, they might go through a number of different stages, such as awareness, consideration and decision. In marketing jargon, this is known as the buyer’s journey.

An awareness of a problem occurs when a potential customer becomes aware of it. In the awareness stage, potential customers may not even know what their problem is – they simply know that it exists. A worker in an office might experience wrist pain at work, but not necessarily have diagnosed the underlying cause.

The potential customer begins to name their problem and research possible solutions during the consideration stage. As for our unfortunate office worker, they may go to the doctor for wrist pain and find out they have RSI.

Taking a decision is the final stage. Potential customers make a list of possible solutions and choose one to pursue. We, as marketers, hope that the customer will choose our product over that of our competitors! Perhaps our office worker will purchase an ergonomic keyboard and a gel mouse mat. Additionally, they’ll have to decide which brand to buy and where to buy it.

You should consider your target reader and their stage in the buyer’s journey when planning content. An ergonomic keyboard manufacturer might write a blog post about RSI that is targeted at potential buyers in the awareness stage of the buying process. Towards the end of the blog post, you might ask readers to sign up for a newsletter that includes special offers geared towards those in the decision phase.

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