Keyword Research & Copywriting Work Better Together

Keyword Research & Copywriting Work Better Together

I was wondering how many blog posts get written without any consideration for which keyword may drive traffic via natural search. My guess is close to 100%, amazing as it sounds.

For those who are well versed in search marketing, you’ll know that if you want to generate high levels of traffic via Google and other search engines, keyword research via Google’s keyword generator or specialist tools like Wordtracker is the basis for deciding on your sites content strategy and link building strategy.

Copywriting

On this blog post I want to focus on keyword-based post writing. To illustrate what I mean I am going to take a look at one of the most viewed Seeds that has been submitted – How to make her Valentines unforgettable. What I like about this title is that is shouts ‘click me’, if you’re a man anyway. However, the chances of more than a few people looking for that keyword combination is slim. The copywriting challenge is to combine a little commercialism with creativity.

So, using the Google keyword tool I searched for ‘valentines her’ to get suggestions and this is what I got. One thing you should note is this data is for last month so the volumes are going to go crazy soon. Take a look at this Google Trends data on this search. So as for our rather good Valentines Seed, what about something like:

“Buy a Valentines gift for her that’ll make her day unforgettable”

keywords research

What does this do for us?

  • The heading on your page will contain the keyword phrase “valentines gift for her” as well as the additional frequently used combination word “buy”. Other good combination keywords when you’re looking to be found for ecommerce terms, for which ‘gifts is one, are “best”, “online”, “cheap”, and “cheapest”.
  • The meta page title will also contain the keyword phrase, and this is the highest rated page ranking factor.

What other changes could you make?

  • The body content, you could also mention the phrase ‘valentines gifts for her’ in the opening paragraph.
  • The phrase could be in bold to emphasize it.
  • Any images inserted could also have the alt tag as the same keyword phrase.

This is not keyword stuffing or jeopardizing your journalistic integrity. This exercise is about working with the search engines to help them determine what your post was about, which in this case is a term that’s just about to receive millions of searches.

Managing expectations

What I am NOT saying is that if you made those changes on this, you’ll suddenly rank #1 on Google for this term. As you’ll know, there are many more ranking factors to take into account. However, it’s a great start.

When combined with some other SEO tips we’ll be covering in later posts and links from Buzz posts that are hopefully contextual, which in this case would mean that the link anchor from your site contains reference to ‘valentines’ and ‘her’ in some combination, you’d have a potent cocktail that could drive some great search terms to the top.

The action plans

  • Plan to write great content on topics that other bloggers and readers can have an opinion on and develop.
  • When you decide to write on a topic, spend just a few minutes doing keyword research to understand what people search for when looking for the kind of information contained in your proposed post.
  • Write your post using these keywords in the places that Google looks in assessing what your post is about.
  • Use any other post promotion tools at your disposal as well (we’ll be sharing some of these in future posts).
  • Start tracking your rankings on the keywords either manually or via tools
  • Let us know how you got on. We love success stories.

3Leaps Agency

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