Why Does Your Content Strategy Need Keyword Research?

Scrabble blocks spelling keywords

Having a blog on your website is an important part of your digital marketing strategy. It allows you to demonstrate your industry experience and expertise and increase your search engine rankings. Blogging also creates content that can be shared across your social media platforms.

That said, you want to create blogs that will resonate with your target audience and help you achieve your goals. How do you do that? With research.

One of the best places to start is with keyword research.

What is Keyword Research?

Keywords are the terms or phrases that people type into the search box, and using keywords is part of search engine optimization (SEO). For example, “keyword research” is a keyword phrase in this blog post! However, not all keywords are created equal. That’s where the research comes in. Before writing your blog post, you should examine possible keywords and phrases that people might be searching for.

There are several free or paid tools you can use for this. SEMRush offers a keyword tool with its paid subscription. Moz.com offers a free keyword tool. Answerthepublic.com shows you relevant keywords and phrases.

How Do You Do Keyword Research?

Make a list of a few possible keywords that might be relevant to your blog topic. Type them into your chosen keyword search tool, then look at the search volume. This number tells you how many people may be searching for this term.

“Keyword research”, for example, has a search volume of 2,400, meaning that a whole lot of people are typing this into a search engine. If “keyword research” only had a search volume of 10, that would indicate that no one is really seeking out that phrase.

Choose one primary keyword and one to two secondary keywords to use throughout your content. This signals to Google and other search engines that your content is relevant to a user’s search query and it will start to show up in the search engine results.

Man in front of orange wall with a laptop writing in a notebook

Avoid Keyword Stuffing

Now that you know what keywords to use, you might be tempted to include them as much as possible throughout the content. This creates spam content, according to Google, and your content can be penalized for keyword stuffing.

Instead, include the keywords organically a few times throughout the piece. They should flow naturally in each sentence and not feel forced.

SEO Blogging 

If you’re not ready to conduct your own keyword research or you don’t have time to devote to a full content strategy, consider working with an SEO content marketing specialist who will determine the best keywords to use in each post as well as write and publish your blogs.