If Content is King then Keywords are the Castle

The key to any successful content marketing strategy is to produce targeted, high-conversion traffic through the creation and distribution of relevant, quality content. But this is not always as simple as ‘let’s write a blog about the importance of xyz’. Discover how to find these keywords and utilise them to reach your target audiences.

Joe Hopkins
Digital Marketing Executive

It’s no secret in the marketing world that data makes decisions.

Here at CBO we take pride in not only being ahead of the curve but as an industry leader and innovator, instead of following the pack or worse, getting left behind.

By analyzing data to identify where our clients have momentum, we aim to help you to focus on the content and keywords that will provide you with the best chance of improving your website’s authoritativeness and organic visibility.

The key to any successful content marketing strategy is to produce targeted, high-conversion traffic through the creation and distribution of relevant, quality content. But this is not always as simple as ‘let’s write a blog about the importance of xyz’.

10 years ago, we lived in a simpler time. It was good enough to simply publish and share boatloads of random, keyword-stuffed content via your website, social media or other channels, in the hopes your target audience will find it, read it, listen to it or watch it. And more importantly, like it and share it.

Today, to stand out from the white noise, we need to have a clear strategy, goals and method for measuring success in mind, instead of simply creating content for the sake of creating content.

No one should be surprised by this.

Our websites, social feeds and email inboxes are littered with confusing clickbait, misguided messages, bloated blogs and downright awful articles (shout out Buzzfeed). Even my own family members have even been caught out by Facebook for sharing fake news and nonsense.

According to a study in 2018 by Backlinko & BuzzSumo that analyzed 912 million blog posts, 94% of content received no links and only 2% of all content had links from more than one website.

And yes, links are still an important factor in Google’s organic search results algorithm.

For your reference, this blog has been linked to on three different websites - Facebook, Linkedin and Quora (which one did you come from? Oh wait we already know!) and has been shared by a minimum of five people within the Complete Business Online family.

Today, there is simply too much noise and too much clickbait, and so, regardless of the topic, your content needs to stand out and reach your desired audience's standard and meet their informational needs.

Before creating content you need to sit down with your team and identify:

  • Who are our target market?
  • Where are they geographically and online?
  • What do they like? What will they respond to?
  • What types of content they are most likely to consume at each stage of their journey?

On top of this, you want to centre your content around industry terms and search engine keywords to boost your SEO ranking and showcase your industry knowledge to your audience. 

But where can I find these keywords you ask? Below I have complied four data sources to to source content and keywords.

1. Search Engine Results Page (SERP) Data

Head straight to the source! When it comes to determining what content to focus on creating, there is no better starting point than SERP data for the primary keywords you want to be found for. In particular you want to focus on:

  • Title Tags 
  • Heading Tags 
  • Meta Descriptions 
  • CTAs (call to actions)
  • Image Alt Tags 
  • Schema markup (where applicable)

2. Keyword Research / Discovery Data

You can’t really have a conversation about content and organic visibility without talking about keywords. Content is, after all, based on keywords and they are still the primary way which search queries are performed; including voice search. Here at ABO we are constantly keeping an eye on our client's emerging keywords and new keyword opportunities through SEO.

This saves time and provides some direction by highlighting potential opportunities based on metrics like:

  • Search volume
  • Relevance
  • Organic traffic
  • Click-through rate
  • Competition

3. Website Analytics Data

Google Analytics is your best friend!

Analytics data (specifically organic data) will provide direction and validation on which content to create, distribute and promote. Here you can see how many views your blog posts got, how long your viewers are engaged and how many bounced off your page. Further refine this list of “priority” pages by identifying pages with higher engagement by looking at those with relatively low bounce rates, high average session durations and the pages per session.

4. Inbound Link Data

Another way to focus on content with potential authority is to identify the pages on your websites to which other relevant websites link. You’ll want to understand which links are follow versus no-follow and which domains have both relevance and authority. Remember - links are not people, not all are created equal!

If you’ve made it this far you either:

  1. Know what I’m talking about and should connect with me so we can chat about it and other digital marketing trends.
  2. Don’t know what I’m talking about but are trying to wrap your head around it, in which case you should connect with me to see how CBO can assist with your digital marketing concerns.

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