Owned Media, SEO
Published By:

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.


Sponsored Resources

Want more resources

View all Resources

Most Read


Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Jay Baer Marketing Strategist, Speaker and Author
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel
Dan Fahrner Director of Marketing Services SmallBox
Asaf Rothem Marketing VP & Partner BrightInfo
Jonha Richman User Acquisition Manager

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.