This is the fifth episode in our series on creating a great blog. Today we are going to look at choosing keywords for your blog posts. In the last episode, I talked about the importance of understanding your buyer's pain points. If you are keeping up with the articles, you will now have a list of blog posts with dates to be working on. If not, then why not go back and complete the long term planning first.
Here's a quick recap of the 7 points that will be addressed in this series.
- Get to know your customers
- Understand your buyer problems
- Create a long term strategy to target your ideal customer
- Know your buyer's pain points
- Choose your keywords carefully
- Write great content
- Publicise well
Choose Your Keywords Carefully
In this article we will take your existing list of blog posts and decide which keywords are going to be targeted in the content. You are going to need your list of post ideas.
Why are keywords important?
Keywords are how your customers are going to find your content. Remember, if the buyer is in the awareness stage of the buyer journey, they won't know your brand and therefore won't think to come and find your website. Instead, we need to make sure that your content is found in Google when a buyer types in a search phrase to describe the problem they are facing. We need to make sure that we understand the language that your buyers are using and match our content to their words.
There are a number of tools that you can use to find keywords for your articles but I am not going to give an in depth review of them. Here is a link to a comparison of keyword tools from SEO experts SEMrush.
Long Tail Keywords
Single word keywords are extremely competitive and hard to rank highly for. They are also not specific so you may get a lot of traffic volume, but not necessarily good traffic.
Imagine that you sell shoes. Ranking highly for the word shoes is great, but it is also vague. More targeted phrases such as 'Women's Shoes' are better and will drive a lot of traffic but may they may not be your ideal customers. Long tail keywords are three or four keyword phrases which are very specific to your product or service.
For example 'Women's Black Stiletto Shoes' is a much more specific keyword phrase, which means less traffic, but those that do search for this phrase will know what they are looking for!
Go through your blog article idea and perform keywords research for each post. Try to find long tail keywords with a high opportunity and low difficulty. Write these down next to each blog idea.
Okay, so planning is over. In the next article I am going to talk about actually creating your articles.