Keyword Research Strategies: Essential for Content and SEO

A strong game plan for keyword research is essential to any SEO campaign. But what digital marketing pros might overlook is that the research done for SEO campaigns is also key to the success of content marketing and social media campaigns. Keyword research helps develop a true understanding of what it is that your target audience is searching for – it gives you invaluable insight. This insight can and should be used to inform the content you write and the audiences you target on social media.

Here’s how to implement a powerful keyword research strategy. The examples below are for a presentation that Julien Brandt and I will be giving for SEM San Diego tonight.

Step 1: Consider Your Target Audience

The first step of any digital marketing campaign is preparation. While it may be tempting–for you and your clients–to dive right in, all successful campaigns begin with a game plan. Start by creating clear goals for each campaign. Use a client persona to identify your target audience, their interests (hobbies, habits, style, jobs) and more. This gives valuable insight into the kind of content that should be created as well as the keywords to employ to target that specific audience in when blogging, implementing paid advertising campaigns and optimizing your content.

Here’s a snapshot of some elements of the persona document we use. It typically contains two sample avatars, competitor insight, desired income bracket, resources (websites and blogs) and more. The more detailed the persona is, the better.

 

Client Persona Document

 

Step 2: Start Researching Those Keywords

There are a numerous tools that can assist with keyword research efforts. So without further ado, here are some of our favorites:

Keyword Research Tools

Step 3: Use Keywords to Build Your Blogging Calendar

Now that you’ve determined which keywords are beneficial for your campaign, it’s time to build a blogging calendar that reflects those keywords and the research you’ve completed. In the example below, a sample from Organik SEO’s content calendar, you’ll see that the blog content is separated by pillars. These pillars–and that’s a whole other blog post–are created to ensure that no one theme is overpowering your blogging calendar. For example, the first post is a recap of #SearchLove, a conference Julien attended that was put on by Distilled. This shows our involvement in industry happenings and helps us further our agency partnerships (as we’re showcasing Distilled). I highly suggest creating three or four key pillars that your business should focus on when creating blogs and posting to social. Make sure those pillars reflect your business goals. Lastly, put thought into your content calendar. Use keywords in your titles and consider whether the title is a phrase someone would actually search for in Google.

Blogging calendar example

If you found this information helpful, be sure to check out our post “5 Tips for Creating Great Blog Content.“ Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!