How to blog effectively using keyword research

How keyword Research Can Help Your Blogging

Written content is one of the most important elements of any website, its used to describe your services and products and helps the search engines to understand what your company does and what your website is about. Writing website content is extremely difficult, especially if you aren’t very good at planning content or don’t know what to write about. I have another article which provides tips on writing content for SEO.

Most business owners have been told by their SEO consultant that continually adding fresh content to their website will help improve their keyword rankings. This is true in the most part, however if you are writing for writings sake you are missing the opportunity to really drive your site traffic up and generate more enquiries, leads and sales by performing keyword research before you start to write.

Why you should be blogging

Blogging is a great way to get your website content indexed by the search engines, especially if you are targeting specific keywords which are relevant to your services or products.
If you continue to add fresh content to your website the search engines will be more likely to keep visiting your site to index new pages and posts.
You could use your site blog to expand upon your key services, further explaining what you do as a business.
By continually adding new blog posts you may also appear to be a thought leader in your business sector, somebody who knows what they are talking about! It can be great for building the confidence of your prospective customers and clients.

The benefits of blogging

There are many benefits to blogging, not only will it help with SEO but you can also build authority in your business sector and attract more people to visit your website.
If you write a new blog post every week or two then this is likely to bring fresh visitors back to view the latest posts on your site, especially if these are relevant keywords which aren’t competitive within search engine rankings.
There are so many benefits of blogging, it helps with social media marketing too by promoting each post across multiple platforms such as Twitter, Facebook and LinkedIn. These platforms also help with SEO link building and if your content is particularly engaging can help build your brand by being re-shared by your readers.

How to blog effectively using keyword research

If you start writing without a clear goal in mind you may be missing huge opportunities. Blog articles should be written to target a specific keyword / keywords or to help support another piece of content which is already on your website. If you spend a little bit of time understanding what your prospective clients or new customers are searching for within Google you can tailor your content around those keywords.

There are various ways in which you can identify these search terms, the Google Keyword Planner tool has been around for years and is great. There are also other tools such as answerthepublic.com which can give you an idea of which related keywords are being used in the search engines.
The Google suggestions feature (when you being typing into the search box) is also a great source of information. Google also provides a list of related search phrases at the bottom of most search result pages.
The suggestions from Google can sometimes provide you with a list of terms which are all related, and is a great source of keywords which you should consider adding to your blog article.

Google Search Console

My favourite and something I use on a regular basis is Google Search Console (provided you have set it up for your website). Search Console is a great place to find keywords to blog about. Google provides you with a “Performance” report which includes “search queries” which somebody has already typed into Google and found your website for… But hang on… if the site is already being found for these keywords what’s the point? Quite often you will see that in the search queries report there are loads and loads of keywords being reported. Within this tool there is an “Avg Position” tick box, if you tick this and then focus your research around keywords which have a high number in this column (low down physical position in Googles results, where 1 is top of page 1, 10-12 is top of page 2 etc…).
By doing this you can identify keywords which Google is already associating your content and your website with, the idea here is to optimise your website content to focus more on these keywords and in theory your average position for these terms will increase.
Thank you for reading this super quick blog post about using keyword research to help improve your blogging. Keywords really should always be the main focus of your content whether that is a services page, product description or a blog article. By including new keyword targets within every piece of new content you produce you are building opportunities for driving traffic through the search engines to your website.

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