Keywords Aren't Dead, Really!
What I’m about to say may come as a shock to you. Keywords aren’t dead. In fact, they’re an important part of any content marketing strategy. They’re also not the be-all end-all of marketing. A lot of people get caught up in the detail of keyword creation when what’s really important is making sure that you’re delivering great content to the people who need it. Keywords can help guide you along the way to accomplishing this goal.
We’re here with some tools to help you out with everything from keyword ideation to finding industry content that’s performing well on certain topics.
Find What’s Trending
Don’t worry, we’re not talking about hashtags on Twitter or Facebook. We’re talking about Buzzsumo: When it comes to keywords Buzzsumo is a great place to begin because it shows you an overview of that content that is performing well in your industry. The site allows you to search by topic or competitor URL and populates a list of pages with the most social social media shares.
If you have a general idea of the topics you’d like to start writing about but want to make sure you’re using they industry’s prefered keywords for that topic, find more keywords to associate with that topic, or find new ways to address similar topics, a Buzzsumo topic search is for you.
A URL search is great if you have competitors in your industry who are already generating content. Buzzsumo will search their site and bring you a list of their best performing content. This can be a great way to find examples of blogs that work well, and it can also give you some general ideas of what you might want to write about in your own content. Don’t plagiarize your competitors of course. Just find out what’s working for them and make it work for you too!
Another added bonus of Buzzsumo is its powerful API, which can be integrated with your website. With this tool you’ll be able to building internal reporting tools and track performance of content on your domain, allowing you to stay up to date with how your own content is performing especially in relation to your competitors.
Getting Those Long-Tail Keywords
Ubersuggest: The next tool on the list is Ubersuggest. Ubersuggest is great for finding long-tail keywords that will bring you better qualified visitors. Think about all the traffic a term like “mouse” might get. Now consider the qualified visitors searching for a term like “ergonomic computer mouse.” This is a much more specific keyword that will be easier to rank for and will bring you more qualified traffic. This tool is best for expanding or improving on terms if you have an outdated list or a general idea of what you want to start writing about.
To use Ubersuggest all you have to do is type a keyword into the search bar at the top of the screen and let the software do its job. If there are any related terms, the site will return them organized in an alphabetical list with approximately ten results per letter of the alphabet. You can click on a suggested keyword to get a drop down of even more related long-tail keywords.
You can then sort through these results, adding keywords you find relevant into a running list on the right hand bar by clicking on the addition button next to the term. Once you’ve mined the keywords you want you can get a list of all the terms you’ve selected to copy and paste into your growing list of terms.
This is a great tool if you’re looking to expand on your list of terms or looking to find new ways to address your visitors’ concerns.
Are You Guilty of Keyword Stuffing?
SEO Book’s Keyword Density Analyzer: Last but not least we have SEO Book’s free keyword density analyzer. This is the tool to use after you’ve built a list of keywords, decided what words to focus on, and written some content.
The keyword density analyzer shows you the percentage of the total blog that each short or long-tail keyword takes up. This allows you to make sure that you are using all appropriate keywords for you blog, and it also prevents you from including too many or “stuffing” your post with a specific keyword.
As a content marketer you already know to create useful, meaningful content, but sometimes a few too many keywords slip into a post, and you can end up being penalized for it. However, instead of giving you some arbitrary exact density to strive for, we suggest you use the tool in a few other ways:
Consider testing a few posts by different authors to see if any writers are using keywords excessively or if they’re writing naturally.
Use it similar to the way we talked about using Buzzsumo to look at competitors’ sites and see if there are any keyword phrases you overlooked.
Use these keywords to really dig into your buyer personas and to investigate their questions and problems to which they are searching for answers.
So Keywords Really Aren’t Dead?
Nope, they’re really not. We’ve just realized that there is a whole lot of other context surrounding searches including things like device type, social network information, search history and more. It’s no longer about just ranking well for a specific search term but rather about satisfying the searcher’s larger intent. Keywords should come together in a common theme which you can use to inspire great, human-friendly content on topics your target audience will relate to. Simple as that!