Using A Keyword-Driven Content Strategy For SEO Growth
⏱ Reading Time: 9 minutes
With Google rolling out new algorithm updates each day, it’s not easy for online entrepreneurs and inbound marketers to achieve maximum SEO growth without effective keyword research.
Nevertheless, how to use a keyword-driven content strategy for SEO growth is no easy task.
In this article, we’re going to discuss how to use a keyword-intent content strategy to achieve great SEO results.
So without much ado, let’s get rolling.
Building a Content Strategy for SEO Growth
1. Identify Relevant Keywords
The first step when building a keyword-driven content strategy is to identify keywords that matter most to your specific business.
This is where keyword research comes in.
However, in this case, you need to go as specific as you can; to find out what your target audience is searching for and the intent behind their searches.
According to SEO experts at Assignment Masters, a company that offers assignment help services to students in the UK, your content needs to address your target audience’s specific needs and concerns.
This is where you’re going to use long-tail keywords that are closely related to the terms your target readers are entering into their browsers when searching for information on the internet.
Picture 1. Finding relevant keywords is your starting point
Identifying relevant keywords will help you in many ways including:
Developing Topic Ideas
SEO keywords are helpful during topic development.
During keyword research, you can discover mountains of hot topics that you can create valuable content around.
Determining the Demand
The main purpose of building a keyword-driven content strategy is to drive qualified traffic to your online business.
Identifying keywords that have a huge search demand will help know if there is a demand for your keyword-intent topics.
Understanding the Intent of the Searcher
Today, millions of people are using the internet. However, you just need a specific group out of the thousands of those who are using Google and other search engines.
Hence keywords help you to determine the exact reason for the searcher or their specific goals.
People could use the internet to learn, solve an explicit problem, or find out more about a product.
Knowing their intent helps you to determine the types of content to publish on your website.
Gauge the Competition
Keywords help you know where your competitor stands in the online world.
Generally, keywords with a huge monthly search volume are difficult to rank for. That means that you need to know the competitiveness of certain keywords before you add them to your SEO content.
Keywords are helpful when it comes to tracking and monitoring the performance of your keyword-driven content strategy.
2. Consider Your Readers’ Intentions
For many years, Google strives to give searchers the exact information they are looking for, based on the search terms they provide.
When developing a keyword-driven content strategy for SEO growth, you need to use the right keywords for your SEO content.
For instance, if you intend to attract traffic to your smart home appliances product pages, you need to use keywords related to the products.
You shouldn’t try to use hidden tactics to draw in users to your website using the wrong keywords.
This will increase bounce rate instead of maximizing qualified traffic.
Before you create content, put yourself in the shoes of your target readers and ask yourself “what would make me search for this topic?”
Considering your audience’s intentions before searching for keywords will help to create content that’s tailored to them.
The good news is that Google has already made it easier to understand user intent by adding multiple sections in their search pages such as “People also ask”, “Search related to”.
This helps to provide you with content topic ideas related to your keyword.
3. Publish Content Based on Original Research
Publishing keyword-driven content especially when your website has a DA of around 60 can help to increase rankings, drive organic traffic, and build brand awareness, although it doesn’t happen overnight.
To build a keyword-driven content strategy that increases your SEO growth, you need to target content that has never been published anywhere on the internet.
This is where you need to publish content based on original research- to help build brand authority and generate high-quality links.
A good example of works founded on original research is Buffer’s Facebook Posting Study.
In their in-depth study, Buffer uses a combination of data and storytelling to grab the attention of their readers.
You will notice that most of these articles generate more social shares and backlinks.
Picture 2. Original content does the trick
4. Bring Old Content to Life Using Multimedia
When it comes to using a keyword-driven content strategy for SEO growth, you don’t necessarily need to write everything from scratch. You can bring to life your old content using multimedia.
For instance, if you have topics that aren’t performing well already, you can add images, videos, infographics, or podcasts to them and attract new traffic opportunities.
People love visuals and using multimedia could increase engagement with your posts hence increasing your Google rankings.
Note that using multimedia on your blog posts can be costly, especially when you need to create videos. But you can use images and graphs which are easy or even free to obtain.
5. Add Keywords to Your Content With Caution
Often, when it comes to on-page optimization, it is recommended to add keywords in the title tags, body content, meta descriptions, and image alt tags.
Nevertheless, you need to optimize your content with your readers in mind.
This implies that you shouldn’t sacrifice user experience for keyword placement.
Your goal should be to provide your readers with valuable and relevant information- which is what Google focuses on as well.
Remember that even if you appear in a search, not all people will click, continue scrolling as they read your content.
That means that even if you stuff your on-page elements with keywords, if you don’t provide your readers with the information they are looking for, they will leave at the same speed they came with.
While keywords help to make your content visible, your content value and relevance plays a huge role when it comes to the SEO growth of your website.
6. Use Keyword Variations
This is where you need to use latent semantic indexing keywords or LSI keywords.
LSI keywords are terms that are related to your main keywords. They help Google to understand your articles for indexing purposes.
The good news is that it’s easy to come up with LSI keywords for your business.
You just need to come up with your seed keywords then use LSI Keyword Generator.
It’s a free tool that lets users come up with LSI keywords by just entering their main keywords.
You can also enter your keyword into Google and check at the “Search related to” section at the bottom of the search.
7. Spy on Your Competitors
Sometimes you don’t need to struggle too much when it comes to building a keyword-driven content strategy because much of the work is already done for you by others.
You just need to take a look at what’s already on the internet and decide whether it’s worth emulating.
This is where the need to spy on your competitors comes in.
You need to be cautious though when spying on your competitors’ keywords because not all are for their marketing content.
The good news is that content marketing keywords are normally specific and long-tailed.
So, you would want to copy your competitor’s keywords straight from their marketing content.
This can be done by monitoring your competitors’ social media profiles.
Of course, when they publish new marketing content, they will share it with their social media followers.
Once you see their published content, you can then decide whether their keywords are worth using or not.
8. Get Feedback from Your Customers
When building a keyword-driven content strategy, you want to keep your target customers in mind.
To serve them with the content they want to read, you should get feedback from them.
You can call your target customers directly on the phone, distribute customer surveys, or ask them on social media.
No matter what method you use to get customer feedback, ensure you pay attention to their responses.
That’s where you can get unique ideas that can inform your keyword-intent content strategy.
Just listen to what they say, write down any unique ideas or suggestions then use them to find a list of keywords to target in your content.
Once you have a list of possible keywords, you need to use keyword tools to get the specific keywords that you can create content around.
Note that, most of the keyword tools out there draw their data from Google’s Keyword Planner.
That makes this tool one of the best for your keyword research work.
Besides, most of the searches are done on Google and the search giant doesn’t share any of this information with outsiders.
In fact, most of the keywords you get when you use some of the other tools are based on estimates and inferences.
So the best thing to do is to head over to Keyword Planner to create your final list of potential keywords.
Picture 3. Collecting feedback
How to Use Google’s Keyword Planner
First, you need to create a Google AdWords account then launch a campaign.
You can’t access Google’s Keyword Planner without creating an AdWords campaign.
When you create a campaign, Google will generate a more precise estimate of the average monthly search volume.
After creating your account, go to Google’s Keyword Planner and type in your list of keywords.
You can change the default settings to match your target audience.
You also need to set the location and language based on your target audience.
Once done, click “Get ideas” and the tool will provide you with a list of short-tail keywords under the “Keyword ideas” section.
You can also find long-tail keywords via the “Ad group ideas” section.
When you click on each ad group, you will see a list of detailed keywords.
Remember that up to this far, you have a bunch of keyword ideas but not the exact terms you want to target in your content.
When deciding which keywords to target, consider the following factors:
This number shows how many times a particular keyword has been searched in a given month.
When you observe keenly, you will notice that there are phrase matches, exact matches, and broad matches of your keywords. You can use Google’s support guide to understand these matches better.
You also need to check whether the per-month searches are increasing or decreasing every month.
Also, remember that keywords with higher volumes are harder to rank for.
Keyword Difficulty (KD)
This represents how difficult or easy it is to rank for a given keyword.
Google’s Keyword Planner doesn’t show this data. Note that this number doesn’t represent the one in the “Competition” column on Keyword Planner.
On keyword difficulty, the higher the number the more potential value a keyword has.
Remember that most keyword tools do not provide accurate numbers but estimations. You can use Moz’s toolbar instead.
Using Moz check the Page Authority of the content appearing on the first page of SERPs. Higher Page authorities mean that the keywords are harder to rank for.
Cost-per-click shows the amount of money other people are willing to spend to get more clicks on ads shown for certain keywords.
Remember unless your target customers are coming from Google ads, CPC data shouldn’t inform your keyword-driven content strategy.
Keywords with higher CPCs mean they have a great value on a per-search basis.
It’s also not easy to rank for keywords with higher CPCs.
Your SEO growth depends on the keyword-driven content strategy you build.
The good news is that when it comes to deciding which keywords to target your audience with, you have a ton of keyword tools at your fingertips.
However, you don’t need them all. Besides, you don’t just use the available information you get from these tools without being thorough in your research.
Use the tools as well as the data you mine out of them wisely to create a keyword-driven content strategy that will rank your content at the top pages of SERPs and convince your target customers to take action.
Joshua Sharp is a content strategist and SEO expert who work with the best essay writing sites in the UK. Besides, he also offers content marketing consultation services to private companies and state-owned government parastatals
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