How Important Are Keywords in Content Marketing?

This article will answer all of your questions about the importance of keywords in content marketing. We will also discuss how to go about keyword research for content marketing. 

Content Marketing Keywords

Before we go over the importance of keywords in content marketing, let’s define what content marketing and content marketing keywords really are. This will help you understand their importance. 

What is content marketing?

Content marketing is a type of marketing that involves the creation and sharing of online material. It does not explicitly promote a brand, but it is intended to increase interest in its products or services. Content marketing can be several different types of content, like blogs, social media posts, ebooks, and more. 

What are content marketing keywords?

What are content marketing keywords? Content marketing keywords are the words or phrases that describe what a piece of content is about. The keywords are used to then tell a search engine what the content is about, so the search engine can rank it accordingly. 

Are keywords important in content marketing?

The short answer is yes, keywords are still important in content marketing. The long answer is slightly more complicated. There is no such thing as content without keywords, unless your website contains only images (which is not recommended.) Even if your website is mainly comprised of images, you should still have captions, alt text, and more! 

Keywords have come full circle in the SEO world. When search engine optimization first began, keywords were the end all and be all. Then, search engines like Google caught on to “keyword stuffing,” and keywords lost some of their importance in the search engine algorithms. 

As time went on, the quality of content became as or more important than keywords in terms of search engine ranking. However, content marketing keywords do still matter. At least, if you want anyone on search engines to find your content! 

What Are Keywords in Marketing?

A keyword is the word or phrase that someone uses to type into a search engine Google, Yahoo, or Bing. Keywords are important for marketing because they help attract people who are searching for content like yours on the internet to it. They are a basic facet of search engine optimization. Without deliberately using keywords and other basic SEO practices, your content will lose out on valuable search traffic. 

Whether you realize it or not, the content you create for your content marketing campaign will contain keywords. Whether you choose to capitalize on the power of keywords and choose to use the ones that will draw your target audience to your content or not is up to you. But if you spend time doing research to determine which keywords will help your content perform best, it will pay off in the end in the form of valuable web traffic. 

Keywords are not only beneficial for search engine optimization purposes, however. Determining keywords helps focus the intent of your content and guides the topics. While it’s important to remember that keywords are important, however, never forget that the ultimate goal of content marketing is to entertain and educate the reader. Never let keyword stuffing get in the way of that purpose. A few mentions of your primary keyword that are utilized and placed well should be enough in any piece of content to tell search engines what content is about without becoming too repetitive for your readers. 

Head Keywords vs. Long-Tailed Keywords

A few years ago, most people thought of keywords as being one or two words at most. People would type search queries into search engines like “Chicago DJ” or “local chiropractor.” These are called head keywords. And in some cases, in typed searches, that is still true. Head keywords are still valuable. 

But as searches and our phones and other devices have evolved, voice search has become more and more important. More and more people are searching while on the go. When people use voice search on their phones or on a device like Google Assistant, they tend to speak in full sentences and questions. For example, think of the commercials for devices like Alexa. The users are always asking her questions in full sentences. 

So, when crafting your content, it’s important to not just include basic keywords. You also want to think of what questions searchers might be asking that could lead to your content. Then, you can include both the questions and answers within your content on your website. These longer keywords are called long-tail keywords. If you want your content to be optimized as well as possible, you will want to utilize both head keywords and long-tailed keywords. 

There are pros and cons to both head keywords and long-tailed keywords. Head keywords are much more competitive. Long-tailed keywords are less likely to be searched for, but will likely bring you the specific audience you are trying to attract. 

Keyword Research for Content Marketing

Now, you know all about keywords and their importance in content marketing. It’s time for you to learn the steps for finding keywords to use in your own content marketing campaign. There are several different options available to help you find keywords on your own, or you can use a web agency like SEO Design Chicago to help you with the research. 

Use the Google Keyword Tool

One of the most popular tools out there to find keywords is the Google Keyword Tool. It is a great basic, every day keyword tool that can help you figure out the best head keywords for your content. 

Use Google Trends

Google Trends is another tool that can help you with your keyword research. It can help you compare two different keywords to see which is more popular and thus better to use in your content. Google Trends can also help you find timely topics that are spiking in search volume on any given day. It can also help you see how a particular keyword has changed in popularity over time. 

See Which Keywords Your Competitors Are Using

You also can use a tool to see which keywords your competitors are using in their content. Spyfu is one option that lets you see every keyword your competitors have bought on Google AdWords. Compete and Alexa are other websites that help you see which keywords your competitors are using. You might want to use the same keyword as your competitors, or you might want to use a different variation. Just because your competitor is using a keyword, doesn’t mean you necessarily should be, too. 

Tools For Social Media Keywords

If you’re looking for keywords to promote your content on social media channels, there are tools you can use to find keywords there, too. For example, you can use YouTube’s Keyword Tool or Twitter Search. 

Use Questions As Keywords

While tools to help you find keywords are great, do not feel restricted by these tools. You can also use your own creativity. Think about what questions potential visitors to your website might be asking in voice search that would lead them to your content. Or, think about what questions your content answers. 

You can even think backward when creating your content, and consider what questions you would like your content to answer. This is not only helpful for your readers, but also for your search engine ranking. 

Use Google Auto Suggest

Another simple but genius way to find more keywords for your content is to head to Google’s homepage and type in the broadest possible topic pertaining to your content. Then, see what Google auto suggests you keep typing. Google does all the hard work for you and shows you the most common searches relating to that topic. All of those autofill searches are possible keywords for you to use! 

Check Your PPC Account

If you are using pay-per-click advertising, you are already a step ahead of the game when it comes to keyword research. You can use your search query reports to see which keywords are working for your pay-per-click campaign. If a keyword is working to convert customers in your pay-per-click campaign, it will also most likely work to attract traffic to your website. You can also use pay-per-click advertising to test new keywords for your website and see how they work. 

Use Your Site’s Analytics

If you know where to look, you can use your website’s analytics to find which keywords are already working on your website to help attract search traffic. Check your keyword referrals from Google Analytics or whichever analytics app you use for your website. Seeing which keywords are already working for your site can help you find variations on those keywords to also use. 

Frequently Asked Questions

1. Are keywords still important for content marketing in today’s SEO landscape?

Yes, keywords are absolutely still important in content marketing, though their role has evolved. While keywords were once the primary ranking factor, search engines now balance keyword relevance with content quality. There’s no such thing as content without keywords unless your website contains only images, and even then you need captions and alt text. Keywords help search engines understand what your content is about so they can rank it appropriately. The key is using keywords strategically without keyword stuffing, focusing on creating valuable content that naturally incorporates relevant keywords to attract your target audience.

2. What’s the difference between head keywords and long-tail keywords?

Head keywords are short, broad terms of one or two words like “Chicago DJ” or “local chiropractor.” They’re highly competitive but have high search volume. Long-tail keywords are longer, more specific phrases or complete questions that people might ask, especially in voice searches, such as “What are the best DJs in Chicago for weddings?” Long-tail keywords are less competitive and have lower search volume, but they attract more targeted audiences who are closer to making a decision. For optimal content marketing, you should use both types – head keywords for broad visibility and long-tail keywords for specific, qualified traffic.

3. How do I find the right keywords for my content marketing strategy?

There are several effective methods for keyword research: Use Google’s Keyword Tool for basic keyword discovery and the Google Trends tool to compare keyword popularity and find trending topics. Analyze your competitors’ keywords using tools like SpyFu, Compete, or Alexa. Leverage Google’s auto-suggest feature by typing broad topics and seeing what Google recommends. Think creatively about questions your audience might ask in voice searches.

If you run PPC campaigns, check your search query reports for converting keywords. Finally, review your website analytics to see which keywords are already driving traffic to your site and find variations of those successful terms.

4. Should I focus on questions as keywords for voice search optimization?

Absolutely! With the rise of voice search through smartphones and devices like Google Assistant and Alexa, people increasingly search using full sentences and questions rather than short phrases. When optimizing for voice search, think about the complete questions your potential customers might ask that relate to your content.

For example, instead of just targeting “content marketing,” you might target “How important are keywords in content marketing?” Include both the questions and their answers within your content. This approach helps capture voice search traffic while also making your content more useful and naturally structured for readers.

5. How many keywords should I include in a single piece of content?

There’s no magic number, but quality and natural placement matter more than quantity. Focus on one primary keyword per piece of content, then include a few related secondary keywords and long-tail variations. A few well-placed mentions of your primary keyword should be sufficient to signal to search engines what your content is about without becoming repetitive for readers.

Remember that keyword stuffing can actually hurt your rankings and user experience. Instead, prioritize creating valuable, engaging content that naturally incorporates keywords where they make sense contextually.

6. Can I use the same keywords as my competitors?

You can use similar keywords as your competitors, but you don’t necessarily should copy them exactly. Tools like SpyFu can show you which keywords competitors are targeting in their AdWords campaigns, which provides valuable insight into their strategy. However, consider using variations or focusing on long-tail keywords that your competitors might be overlooking.

Sometimes targeting slightly different keywords can help you avoid direct competition while still reaching your target audience. The key is understanding what keywords work in your industry and then finding your own unique angle or niche within that space.

7. How do social media keywords differ from search engine keywords?

Social media keywords often focus more on trending topics, hashtags, and conversational language rather than traditional search terms. Platforms like Twitter and YouTube have their own keyword tools that can help you find platform-specific terms. Social media keywords tend to be more casual and conversational, reflecting how people actually talk about topics rather than how they formally search for them.

For example, on social media you might use “#ContentMarketingTips” or trending phrases, while for search engines you’d focus on “content marketing strategies” or “how to improve content marketing.” Consider the platform’s culture and how users naturally communicate when selecting social media keywords.

8. How can I tell if my keyword strategy is working?

Monitor several key metrics to evaluate your keyword strategy’s effectiveness: Track your search engine rankings for target keywords using tools like Google Search Console. Monitor organic traffic growth and see which keywords are driving the most visitors to your site through Google Analytics. Check your PPC campaign performance if you’re running paid ads – keywords that convert well in PPC often work well for organic content too.

Look at engagement metrics like time on page and bounce rate for keyword-targeted content. If visitors are staying longer and engaging more, your keywords are likely attracting the right audience. Finally, track conversions and leads generated from organic search traffic to ensure your keywords aren’t just driving traffic, but driving valuable traffic that aligns with your business goals.

Contact SEO Design Chicago today

For help with keyword research or crafting your own content marketing strategy, contact the experts at SEO Design Chicago today. We can help with every aspect of your content marketing campaign, from finding keywords to creating the content for you.