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When investing in content marketing, there’s a fine line to be walked. You need to satisfy your readers while simultaneously pleasing the picky search engines. This becomes exponentially more difficult when you’re attempting to rank for targeted keywords. However, don’t fret. It’s possible to satisfy both human readers and search engines and develop killer content around specific keywords.

Why Content Should be Built Around Keywords

With ever changing algorithms and new search engine trends, people often ask why content should be built around targeted keywords. Well, quite honestly, there isn’t a single answer to this question – there are many.

According to SEMRocket, an internet marketing campaign builder, “Keywords can result in high volume traffic to your website, help you target a specific niche and can even help you elude your competition.”

And while the way in which you incorporate keywords in your content may change over time, the value behind those search terms likely won’t. Here are few of the reasons why you should be crafting content around keywords:

Searchers ask questions

According to John Wiley, the lead designer for Google Search, the powerful search engine is asked millions of questions each day. Even more telling is that around 15 percent of all queries per day – which was about 500 million in 2013 – have never been seen by Google before. In a mad scramble for accurate information, the search engine then crawls the web for valuable answer to those questions. How does it find answers? Relevant keywords.

Keywords build authority

By targeting a specific group of keywords, you end up building a substantial amount of content focused on a particular subject matter. If you’ve taken the time to write quality content, you’ll naturally be seen as a thought leader in this area and both human searchers and search engines will take notice.

Long tail keywords are unique

If you compete in a crowded market, odds are pretty good that basic industry keywords are already owned by major brands. But that’s where long tail keywords come into effect. They allow you to carve out a niche and attract highly engaged searchers.

How to Find and Select Your Keywords

It’s a question brands ask all the time: How do I find valuable, relevant keywords? While it takes time and effort, there are a bunch of online tools and resources to simplify the process.

Options include Social Mention, WordTracker and hundreds of others. These tools allow you to see the volume of search, where your pages currently rank for those keywords and where there’s room for improvement. Google’s Keyword Planner even suggests new keywords for your consideration.

The Differences Between Good Writing and Keyword Stuffing

Don’t confuse selecting keywords with good writing, though. Choosing the correct keywords is only half of the equation.

After honing in on relevant search terms, it’s then up to you and your team to craft superior content. It’s at this point that you’ll want to ensure you have a firm grasp on the difference between good writing and keyword stuffing. The latter will do you no favors, while the former will make your content appealing to the various search engines.

Here are a few things to consider:

  • Good copywriting has a purpose, while keyword stuffing appears disheveled and aimless. As a rule of thumb, you should always write for the reader first, then the search engine. If it doesn’t sound natural to human ears, it isn’t world-class copywriting.
  • When a reader sees your link listed in the search results and clicks on it, do they find what they thought they would? In other words, does the content align with the title? If not, you’ll end up with a high bounce rate and poor ranking.
  • Keyword density refers to the percentage of your content – in words – that are keywords. If this number is higher than two to four percent, you’re likely stuffing. For a 500-word article or post, keep total keywords around 10 or 15.

Get Started Today

The good news is that there are plenty of options for companies looking to craft killer content around targeted keywords. You don’t have to be a great writer to get started. There are tons of resources both online and offline designed to connect you with professional copywriters and skilled marketers. However, whenever you hire a new writer, always remember that they’re an extension of your brand. You should feel comfortable letting them serve as your preferred method of communication and always need to double-check everything they write prior to publishing.

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