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Getting your content found online requires planning and strategy. Simply publishing articles and hoping visitors find them organically is no longer enough. This is where search engine optimisation (SEO) and keyword research come into play. By researching relevant keywords and incorporating them into your content, you can boost its visibility in search engine results pages (SERPs).
This guide will walk you through the key steps for using keyword research to craft SEO-friendly content that ranks higher and attracts more readers. Follow this process to understand your target audience, find the best keywords, and seamlessly optimise your writing.
Define Your Goals and Target Audience
Before diving into keyword research, clearly define your goals for the content. Consider who you want to reach and what action you want them to take after reading it. The more specific you can be, the easier it will be to identify suitable keywords and optimisation tactics later.
For example, your goal might be to attract London-based dog owners aged 30-45 who are researching options for professional dog training services. Keep this target reader in mind as you conduct research to ensure relevancy.
Perform Extensive Keyword Research
With your goals and audience defined, it's time to dig into keyword research using tools like Semrush, Google Keyword Planner, and others. Here are some effective techniques:
Use seed keywords - Start with a few broad keywords or phrases related to your topic, known as seed keywords. Input these into keyword research tools to find extended keyword lists, related keywords, and useful metrics.
Analyse keyword difficulty - Check metrics like search volume, competition, and keyword difficulty to gauge how hard it will be to rank for each term. Focus on easier keywords.
Identify user intent - Determine whether users searching for a given keyword want to purchase something, find information, or take another action. Create content tailored to that intent.
Find synonyms and long-tail variations - Uncover closely related keywords like synonyms, more specific long-tail versions, and semantic keywords that aren't directly searched for but are relevant to your topic.
Research trends - Look for rising keyword trends to get ahead of the competition and build content around emerging topics.
The goal is to compile a robust list of highly relevant, high-value keywords to target in your content. Spending adequate time on this step will pay off when it comes to increasing visibility.
Map Keywords to Target Pages
With your comprehensive keyword list in hand, the next step is mapping each keyword to a specific page or piece of content where it makes the most sense to target it.
For instance, more general keywords like "dog training tips" could go on your main services page, while specific keywords like "puppy obedience training London" fit better on dedicated landing pages.
Group related keywords into clusters to determine what pages you need to create or update. This organisation will come in handy when it comes time to actually optimise pages.
Craft Compelling Title Tags and Headings
Your title tag (the title that appears in SERPs) and on-page headings (H1, H2) are prime real estate for working in target keywords to signal relevancy to search engines.
Keep these tips in mind when optimising them:
Incorporate your primary keyword in the title tag and H1 heading.
Make sure they are concise, compelling titles that entice clicks.
Use secondary keywords in H2 and H3 subheadings where it fits naturally.
Include keywords toward the beginning of title tags.
Check that title tags are under 60 characters to avoid truncation.
Nail this on-page SEO and your odds of ranking well and getting clicks will be much higher.
Seamlessly Weave Keywords into Content
When writing or editing the main content, aim for natural inclusion of keywords identified during research. Avoid awkward repetition and cramming in keywords at all costs, as this can backfire.
Some best practices include:
Use primary and secondary keywords in the first and last paragraphs.
Include long-tail variations and semantic keywords where relevant.
Link internal pages using anchor text with target keywords.
Check that keyword density is not too high or low (1-3% is ideal).
Break content into scannable sections and bullets using keywords.
The key is inserting keywords strategically in places search engines look for them, without compromising quality or readability for users.
Optimise Metadata and URL Slug
In addition to the content itself, also optimise these elements:
Meta description - Incorporate the primary keyword and write compelling text that gains clicks.
Alt text - Add keywords to image alt text to boost image SEO.
URL slug - Include the target keyword and avoid extraneous words.
File name - When uploading images or documents, include the keyword in the file name.
Attending to these small details improves keyword targeting throughout the page.
Analyse the Competition
Take a look at what your competitors are doing by searching for your target keywords and analysing their SERP results. This reveals optimisation opportunities you may be missing and content gaps you can fill to get ahead.
For example, you may find pages ranking well that are lower quality or lack the depth your readers want. Creating something more comprehensive gives you a good chance of outranking them.
Promote Your Content
After publishing your content, get found faster by actively promoting it through channels like social media, email newsletters, and outbound backlink building. This boosts referral traffic and pushes it up the SERP rankings.
Monitor keywords and rankings over time to see how your optimisation efforts translate into real results and higher positions. Tweak underperforming pages to keep improving. With this checklist, you're well on your way to expertly using keywords for stellar content marketing and SEO success.
Implementing a strategic keyword research process is indispensable for crafting SEO-friendly content that ranks and converts. Defining your goals, carefully selecting keywords, seamlessly optimising pages, and monitoring results will help your content stand out in crowded SERPs. Use this comprehensive guide to get started creating highly findable, engaging content.
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