Byron Tip #8: How to Use Keywords to Optimize Content

Researching Keywords  

Learning how to use keywords and researching them is essential if you are to aim your content in the right direction so that it will appeal to both readers and search engines.  By discovering what readers are searching for and how you are performing on those searches, you can map out the topics and keywords to target that will improve your traffic, engagement and conversions.

Optimizing your content for search engines continues to be necessary for success.  After all, if you’re not using relevant keywords and phrases in your copy on the web, how can you make the case to search engines to get top listing for those keywords and phrases?  Your keyword research will direct you to topics that are good “investments” and will improve your listing positions in the search engines.

Here are some of the elements of a keyword map that will help you zero in on the most promising keywords and topics.

Keyword Universe

This is a comprehensive list of all the keywords that drive organic traffic from the search engines to you and your competitors.  And it’s not just the keywords you’re researching; it’s the data about the keywords, including the PPC Cost, Search Volume, Ranking Difficulty, and more.  Building out your Keyword Universe with all the data about each keyword is the starting point for building a Keyword Map that defines your SEO strategy.

Golden Keywords

From the keyword universe can be gleaned golden keywords that a select solar system of important keywords worthy of targeting for search engine optimization.  A typical content plan limits this list to 100 keywords.  The keywords may be very competitive, meaning many companies use them to drive traffic, but they may also be important for long-term SEO strategy.

Keyword Silos

A silo groups keywords worthy of SEO targeting by topic or some other criteria.  Topic groupings help guide writers to the best topics for SEO.  All your keywords work together to tell the full story of your company, brand, and website.  What is your brand all about?  How is it relevant?  How does it stand out?  Why should you get top listing for keywords that matter?

For a more in-depth look at keywords, click here to download a copy of my book: Content Strategy Game Plan.

Hope this helps.

Look for more tips and advice coming soon!


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