In order to create an effective content or social media strategy, you need to understand keywords and how they impact the visibility of your content and the rise in traffic to your website. In 2011, this Social Strand blog garnered a mediocre 40,000 or so visits. In 2012, that rose to 400,000 visits. When we look back at our content strategy, some of it had to do with social media promotion, but the majority had to do with our keyword strategy. Here’s how we did it and how you can do it too!
To understand what keywords people use in search is to understand that people usually go to the web and type in a phrase or more commonly, a question they have in order to find information. Sometimes you are too close to your industry to figure out what the obvious keywords are for your niche. For example, marketers use words like “content marketing” or “social media marketing” or “engagement”, but when people are looking for answers on marketing, they are usually typing in something specific like, “How to increase likes or comments on Facebook.”
First and foremost, what are keywords?
When someones searches for something online they type in words or phrases describing what they are looking for into the search engine. These are keywords. The search engine then returns a list of websites or blogs with content that relates to the keywords used.
Second, there are lots of tools you can use, such as:
- Übersuggest.org (free tool). Get thousands of keywords generated from real queries. This can give you blog ideas or help you with your next PPC campaign. Works in a variety of languages and verticals like shopping, news, images, or just the web.
- Google Keyword tool – free tool. track the # of searches your keyword or phrase is getting locally and globally. The competition column tells you how many advertisers are bidding for that word. Only if you are using keywords for advertising, does this matter. Otherwise, you can ignore it. Also, click on the other tab, Ad Group and let Google group keywords together for you.
- Keywordspy (fee based). Although you can sign up for a free trial with no credit card. You can look at related keywords, similar keywords, misspelled keywords, PPC and organic competitors.
- Contextual Targeting Tool (free tool). Yes, it’s always been there but recently I found out that it runs on the same engine as the former Google Wonder Wheel. It batches keywords for you into ad groups. To access, log into AdWords, click the Tools and Analysis tab, and then select Contextual Targeting Tool.
- SEOMoz Keyword Difficulty Tool (fee based $99/mo included with SEOMoz Pro). Analyzes organic search and compares it to the competition. Allows you to get keyword difficulty scores & see top 10 ranking with competitive analysis.
- Allintitle search on Google (free too). Essentially you type into your Google search: “Allintitle:your keywords”. This gives you all of the sites, news, etc. that have that keyword in it. You can also add location to make it a more local, rather than global search results.
If that doesn’t make sense, then see this video for a how-to tutorial.
- Free Keyword WordTracker – partially free. Gives you 7 day trial for free and then you need to purchase.
- Socialmention (free tool). Allows you to type in a topic or phrase and see how your prospects are talking about the topic. (FYI – I don’t love this tool, but it’s okay. It’s a little broad for my liking, but worth mentioning.)
Third, you need to have an action plan to handle your keyword research.
- Make a spreadsheet with a key phrase on each tab.
- Start looking up these phrases using some of the tools above.
- Review this every 3-6 months, as keywords change over time.
Now that you’ve done all of the work, start adding them to your website, blogs, product descriptions, and more. But don’t overstuff your pages with keywords, because search engines will penalize you for doing so. Try to find a nice balance.
Thumbnail Photo credit: Verticalmeasures.com