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. 

Content Marketing Keywords

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?

Marketing keywords

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

Keyword research

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

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. 

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. 

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