If you’re going to write a piece of copy and you know that you want to optimize it with relevant keywords, what comes first? Should you, for example, devise a keyword focus and then choose a topic and article structure that facilitates the use of those keywords? Or should you consider your audience, write a piece of copy, and then add the keywords in strategic places?
Which comes first? What makes your copy read more naturally? Well, before we answer that question, we suggest you start at an even earlier point in the process. Read on!
Be Honest About Your Marketing Strategy
When it comes to writing online copy, it’s easy to spout off this line: “Write for people first and for search engines second.” And, while we aren’t suggesting that is an incorrect statement (although to toss another factor into the mix, Google is becoming increasingly “more human”), we are saying you should take a more in-depth look at where a particular piece of copy falls into your keyword strategy: does it focus on core keywords or something intended for a more niche audience?
As an example, let’s say that you want to write a blog post that falls outside of your site’s core keyword strategy. If you have a strong social media audience on multiple platforms and/or a solid email marketing program, then you have the luxury of focusing less on optimizing that piece of copy and/or optimizing it more lightly. That’s because, if that piece of content is important to share, you’ve already got other promotional avenues at your disposal.
If you’re still building your social media audiences and/or email marketing lists, though, then you will likely need to focus more significantly on keyword use as you create an audience for this more niche type of content. And, you’ll need to make sure that these decisions fit logically within your optimization strategy for your overall site. You can find more specific optimization tips here as well as a digital marketing blueprint that shares the key place that SEO holds in online marketing strategies.
Caution: Keyword Use for Search Engines and Readers
Overusing keywords is bad practice, both when considering the end user who will get annoyed by spammy stuffing and for optimization purposes. To quote Google, “Filling pages with keywords or numbers results in a negative user experience and can harm your site’s ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context.”
Here is their example of keyword stuffing (and we’d like to add that even more subtle usages can still be too spammy): “We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at custom.cigar.humidors@example.com.”
NOW Decide the Chicken and Egg Question
Once you’re clear about your marketing strategy for a piece of content, it’s time to create your content optimization process. Do you write an article and then optimize it afterward or do you optimize as you write? Here is one procedure that often works well. Conduct preliminary keyword research and/or choose certain keywords that you know you’d like to use from already-conducted research. Here are tips for finding uncontested longtail keywords that will prevent you from the onerous process of fighting for highly competitive keywords.
If a keyword you select is more or less a question, such as “how to choose a doctor” with 480 monthly searches in the United States, or “can you take too much Vitamin D” with 2,900 monthly searches, then it can make sense to structure an entire article to answer that question if that’s what is relevant to your business.
Or, let’s say you’re writing for a moving company, one that is positioning itself as more than just a traditional mover; instead, the company transports your belongings but also provides services to transition you into your new community.
You could use “how to choose a doctor” as one section of an article that’s intended to help your customers settle into a new city. Other sections can be “how to choose a dentist” (260 monthly searches), “how to find a church” (320 monthly searches), “how to find a preschool” (50 monthly searches with “find a preschool” having 170 monthly searches) and so forth.
If your keywords aren’t really in question form, then you’ve got more freedom in brainstorming topics and article structures that can use those keywords. Then, the process is more a matter of personal writing style. For example, let’s say that you’re writing blog posts for a company that offers health advice for older adults who want to maintain their cognitive abilities. Some of your keywords might include:
- exercise and brain health: 170 monthly searches
- nutrition for brain health: 110 monthly searches
- complete guide for brain health: 90 monthly searches
If it helps you to create an outline before you write, it makes good sense to include keywords in strategic places in the outline. If you don’t outline, then you could write the article and then insert the keywords logically after you have a draft completed.
If you aren’t sure which method will work best for you—writing the content first and then adding keywords or using keywords as you write—try both methods. You may discover, for example, that if you write with keywords in your first draft, you’ll find yourself inserting them too often so you don’t forget. Conversely, you may discover that, if you add them afterward, you’re too overzealous. So, experiment! Measure your results and tweak your process as necessary. Here are tips for connecting SEO outcomes to business objectives.
About the Author
Chris Gregory is the founder and a managing partner of DAGMAR Marketing, a local SEO company based in Jacksonville, Florida. The agency’s work was recently recognized in Search Engine Land’s international search marketing competition, garnering the Best Local SEO Initiative award.
Source: SEO For Growth