Building Content? Why you should do keyword research

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Professional keyword research is a significant factor in your content marketing success.

Competition for keywords is always changing and growing rapidly. Therefore, you should always consult the right SEO expert for research. The provided list will be the basis of many content pieces of your product or service lifecycle, and will require investment. When you start using keywords for SEO you also require them for any content marketing, blogs or service pages:

Why do you need keyword research?  Search engine optimization is performed based on a set of keywords that represent your business either locally or globally, and these terms are found by researching what other businesses are doing in the same area. Not one SEO campaign can be performed well without keyword research.

Types of Keywords to utilize for content, blogs, service pages and more:

Niche keywords

Identify the specific market and interest of your audience. Most niches will have only 2-5 keywords with enough search volume and commercial intent for you to actually optimize pages around. Analyze at least 5 different niches with their topics to have enough variations, and check for competition.

Long tail keywords

Long tail keywords are highly relevant to your specific niche, product, service or topic, and have less competition to rank. They convert much better because they help you to rank for your particular business needs. Examples of long tail keywords:

  • content marketing strategy examples
  • keywords research tools for SEO
  • where to buy solar eclipse glasses
  • how to start a youtube channel for beginners
  • are protein bars a good meal replacement?

The difference between long-tail and broad keywords

Broad keywords, which have just as high search volume, are generic terms.

Long-tail keywords have lower search volume and express and define the intent of the searcher. For example:

A broad keyword would be “DSLR camera,” while a long-tail keyword is “cheap DSLR camera for astrophotography 2017”. Ranking for the long tail keyword would give you a better conversion rate. Why? Because you are attracting the visitors who are  really looking for what you offer as a product or service.

Tip: Long tail keywords can work like magic when it comes to ranking for several keywords all at once.

What tools and techniques help to find long-tail keywords for your business?

How do you use long- tail keywords?

  1. Use long-tail keywords as main keywords for your content, and as secondary too.
  2. Be careful how you use long-tail keywords in headlines. Do not use commercial-intent, unnatural-sounding keywords as headlines. That may bring you a Google penalty.
  3. Mix long-tail keywords with broad keywords – this way you will get more traffic.
  4. Link out to authority blogs and pages with long-tail keywords.
  5. To broaden your audience, always include relevant related topic keywords. They are called LSI (Latent Semantic Indexing) keywords. The difference is that LSI is semantically associated words, while long tail keywords are just lengthened versions of a keyword combination.

How to find them? Use the following tools:

Commercial intent Keywords:

Commercial intent are keywords that we use to find something we want to buy. For example users may type in best dentist in New York as part of their search.

They usually start with the following words:

  • Cheap
  • Affordable
  • Discount for
  • Best
  • Review of
  • Comparison of
  • Buy
  • The best deal of

If your goal is to sell on your website, then the commercial intent keywords should be included in your editorial calendar and as a part of your overall strategy by adding the keyword at least once into your article. Remember do not keyword stuff any pages. Focus on 1-3 keywords max.

What is a perfect keyword?

  • It has a search volume
  • It has low competition. Keyword difficulty to rank is low to medium.
  • It’s not dropping in Google trends
  • It is relevant to your buyer’s journey.

Competition analysis:

You can identify the keywords that your competitor used for both organic SEO and PPC campaigns on channels such as Google and Bing.
The best tools for keywords competition analysis are:

Take into account the difficulty of the keyword for ranking when making a decision to use it or not. Do not try to rank for highly competitive keywords. Start with less competitive phrases until you build trust with your website. As you can tell, it does help to focus on the long-tail keywords of SEO. Utilize short 1-3 word phrases that are possible to rank for. Before preparing your editorial calendar, always begin with keyword research. What you focus on is what you get.

Meta Descriptions & Your Content
What is a meta description?

The meta description is a 160 character extract, contained a tag in HTML, that summarizes a page’s or post’s content. Search engines display the meta description in search results when the searched for phrase is included in the meta description.

Is meta description part of the Google algorithm?

Meta description is not a Google ranking factor. It is more a click through factor that entices potential customers to click on your link instead of your competitors’.

But you should use it because:

  • Keywords in meta description are bolded.
  • Top social networks use it. When someone shares your post, social media sites like Facebook or LinkedIn, pull either the meta description or the first sentence or two of the post.
  • Social bookmarking sites use your meta description, too.

Will Google always use your meta descriptions?

Google can override your meta description. When Google changes your  meta description, it usually means they don’t think it is useful for the reader. For example, your meta description could be over-optimized, keyword stuffed, too long, too short, or not relevant to the content.

SEO is an evolving and very complex system.  While some things can help with rankings, other factors do not. User experience and relevance is vital for a good Google ranking, however meta description and rich snippets can help you achieve higher click-through rate.

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