Content marketing is an important way of getting the word out about your business. As the whole point of the exercise is to get positive attention that might lead to new clients, you must pay close attention to the quality of your content. The phrase 'content is king' gets tossed around a lot; I've thrown it about a few times myself. And it is true. Content is indeed king, but only if hoisted on the right throne and if paraded before the right public.
Most people are familiar with short tail keywords, the darlings of the SEO industry that always get mentioned in relation to anything to do with search engine optimization. In the scramble for ranking higher for these core SEO keywords, the importance of the less glamorous long tail keywords can sometimes be overlooked. Which, of course, is a mistake. Long tail keywords are as essential for search engine optimization, and long tail keyword marketing is perhaps more useful for bringing about conversions; users searching for specific information probably have more intention to buy/subscribe than users just keying in generic terms.
Keyword research and search engine optimization go hand in hand. Keyword research involves finding the specific words and phrases in your particular field that people are most likely to type in or voice in when they are using a search engine to look for information related to that field. If your website content includes the appropriate keywords, there is a good chance that your site's visibility will increase in the search engine rankings, and there may be a corresponding spike in the traffic to your site.
Search engine optimization is concerned with making your website content more readily findable for users and search engines. For this purpose, relevant keywords and phrases that a user is likely to type into a search box must be considered and included in the article. To come up with the right keywords and phrases, you have to have a clear idea about the audience for whom the content is intended. For instance, if the content is directed towards a professional audience, you might use terms that a professional in that particular industry is familiar with and is likely to use. On the other hand, you might use less industry-specific jargon if you are writing for a more general audience. Or you can use a mix of both to give your site a wide reach. There are different ways of researching keywords. You can use free and paid keyword research tools – do a quick search and you will find the most-frequently used ones. You can also input a word or a phrase into a search engine and study the sites that are ranked on the first ten pages. What are these sites doing right? What kinds of words and phrases are they using? What are people looking for or talking about? Following social media conversations can also give you some good keyword tips. Bolster your primary keywords with related secondary and tertiary keywords and phrases, and you will have your bases covered.