What are keywords and why do I need to use them?

What are keywords and why do I need to use them?

If you are writing content for the Internet then you are already using keywords. But the question remains; are you using keywords effectively?

Choosing the right keywords is extremely important as they are what search engines look for when displaying content. If you don’t choose the correct keywords, your content can get lost in the clutter of the Internet. Many publishers spend a lot of time trying to amplify content through social media platforms and email campaigns.  Despite their best efforts to attract new readers, many websites receive most of their traffic through organic search results.

contentgroup uses the Publisher Method to help clients to understand their audience. The method enables clients to develop personas by creating names, ages, and job titles of the people they would like to target through their content. Once personas have been created, clients can think about the keywords and questions they would type into a search engine to find the company.

So where should you place your keywords in your content?

Rather than the dark ages of copying and pasting lists of keywords at the bottom of a page, the quality of this placement is now taken into consideration through Google algorithms. The most effective use of keywords is in the page title, header and first paragraph.  Most CMS templates will include the page title in the URL which will give you even great SEO value. Don’t forget to use keywords in your media files and picture uploads as well.

How do I determine what users are searching for?

If you have never visited Google Keyword Planner before then you have been missing out. It is probably not as effective as its predecessor, Google Keyword Tool, but it is very helpful to get an idea of what people are searching for.

Google Keywords

There’s one rather large catch.  You need a Google Adwords account to be able to access this information.  Although it is slightly inconvenient, it’s free to sign up and you don’t have to pay to develop a campaign.  The tool allows you to magnify specific geographic regions and even determine what users are searching for on desktops versus mobile devices and tablets. This is great if you are targeting local campaigns.  As you can see in the image below, I have run a search for ‘what are keywords’ to see what people are searching for online to help me target my blog.


You will note that ‘adwords keyword tool’ and ‘keywords tool’ are getting the highest search results.  So I need to ensure that I include these keywords in my content to help it get found.

Over to you

If you have any further questions about keywords or how to use Google Keyword Planner give us a call and we’ll help you out.

Image: Boostability blog

Each week a staff member puts pen to paper to write about an aspect of content communication that speaks to them, and hopefully, informs you. This is a space where our passion for writing, learning and sharing information comes to shine.

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