How to Use Keywords in Your Content Marketing
Posted by Sally Ormond
Search engine optimisation copywriting isn’t just for websites.
If you want your content to be found, you have got to use keywords. However, over use of them is common, which is why you’ve probably come across numerous articles during your searches that are incomprehensible.
For many people, the strong desire to be found causes them to cram as many of their keywords into the articles and blog posts as possible. After all, surely the content is just there to build links – it’s not trying to sell like web copy, so it doesn’t matter – does it?
Of course it does.
Any content you put out on the web will reflect on you and your business.
The fact that you want to optimise your text is a given, so here’s how to do it.
The proper use of keywords in content marketing
Below are the 4 areas where you should concentrate your SEO efforts when producing content.
1. Title tags
Whatever phrase you want to rank for, make sure it’s here.
This is the tag that tells the search engines what your page is about, so make sure you tell them. If you‘re using a WordPress based website/blog, make sure you install the All in one SEO pack because it helps you automatically optimise your posts for the search engines.
In the search results, you will see the title tag (that’s the top part, which is underlined), the URL and then the META description.
You might think it unnecessary to optimise your URL, but because the search engines highlight the keywords that were searched for (in the example below I searched for ‘dog training courses UK’), it’s important your URL slug (that’s the part of the URL that identifies a page using human-readable keywords) contains your keywords.
3. META Descriptions
These have no value when it comes to SEO, but that doesn’t mean you should ignore them.
The META description is the 160 characters of text that appear below the name of the web page in the search results. This is the enticer that is used to attract the click from the user. Therefore, including your keywords within it will help draw them to your post and show its relevance.
Of course, you also need to optimise your content. But a word of warning, don’t start thinking keyword density. Because as soon as you do, you will start writing for the search engines and not the reader.
Just write naturally. You will find that because you page is about your keyword, it will naturally appear in your text.
Now, the keen-eyed amongst you have noticed that I haven’t mentioned META keyword tags – and that’s for a very good reason.
They have absolutely no impact on your rankings whatsoever. In fact, back in 2009, Google clearly stated this fact in its webmaster central blog.
So, when you are next creating content, make sure you:
- Write primarily for your reader
- Be natural with your keywords
- Pay close attention to your title tags and URL slugs
- Write eye-catching META descriptions
About the Author: Sally Ormond is a UK based freelance copywriter (and SEO Copywriting specialist) who works with businesses of all sizes and industries to create eye-catching, persuasive copy. But her writing doesn’t stop there - also a self-confessed Twitter addict (@sallyormond) and blogger, she offers a wide range of useful articles about copywriting, marketing and social media in business on her blog, Freelance Copywriter’s Blog.