How to find the right keywords for your content

building a keyword strategy

Before the summer of 2015, if you had entered the term “just do it” in a search engine, your results would most likely be related to Nike. However, that fateful summer, a young man named Shia LaBeouf was seen in a motivational video screaming “Just do it!” at viewers. To this day, if you search that term, the top results are related to Shia LaBeouf and the video. Nike-related results are pushed down to the bottom of the page, sometimes the second page… for Nike’s own trademarked phrase.

So, the stars aligned for the makers of this video, and the content of their video matched perfectly with a great keyword and now they’re sitting like kings on the top page of Google for the phrase “Just do it.” But not all of us are that lucky. The majority of us have to work hard to develop and implement an effective keyword strategy to attract visitors.

If you don’t know where to start, building your keyword strategy can seem daunting, especially if your business isn’t exciting like extreme ironing. Fret not: It’s possible to find and use great keywords, no matter what kind of business you run.

Use semantic terms for keywords

At AGENCY H, we manage an inbound strategy for a variety of clients. As far as keyword research goes, some clients are much more difficult than others. This can be because some businesses target more niche markets that don’t attract a lot of traffic, and others target over-saturated markets that attract practically anyone with access to internet.

One way you can reach an audience in either of these categories is to use semantic search terms. Thanks to Latent Semantic Indexing, search engine crawlers recognize organic connections between terms within industries. For example: An online book dealer will probably use a lot of terms containing the word “book,” but with semantic indexing, using terms related to “author” or “publisher” can spread the net to catch more visitors with specific searches in mind.

Use location-based keywords

Another factor to consider when developing a keyword strategy is location. This works in two different ways.

  1. Localized search results. Use some keywords with your location in them to alert search engines to the areas where you serve. If you serve in multiple locations, then you can leverage some keywords for each of those locations. This helps get your business on Google Maps, which greatly improves your likelihood of showing up for localized search results.
  2. Filtering. When performing keyword research, you can filter what cities, states, countries, etc. you want to to target. This helps show what terms people like to use in different areas. For example: People in one city might use the term “car mechanic” when they need help with their vehicle, whereas people in another city might use the term “auto mechanic” more frequently. Knowing the preferred terms of a specific area makes your keyword strategy stronger!

Your keyword strategy will pay off — just be patient

After you’ve created a list of useful keywords and used them in your content, you have to be patient to see the results pay off. Search engines take a little time to aggregate your new content, and then your audience awareness will slowly grow as you show up more frequently for relative search terms. Use Google Analytics to keep track of your traffic and get a look at what’s most successful at bringing organic traffic to your site, and let your strategy be flexible according to what’s working and what’s not.

While you wait for your organic traffic to grow, it’s good to be active by creating more content with a regular blog post, and connect with your audience through social media.

At AGENCY H, we love helping people develop excellent SEO strategies as part of inbound marketing! If you have questions about SEO or inbound marketing, contact us online or give us a call at 816-471-1877.

While you’re at it, download our free e-book, Ten Ways to Improve your SEO to learn more now!