Yes, search engines go by lots of other things to rank your content, but when it comes to searchers, they use keywords. I know I use them personally and for my writing research all the time.
But, how do you come up with words or phrases that are what people are using to find a particular product or service? Or, more importantly, how do you find keywords for topics that possibly motivated your reader to get involved in sports, health, fitness, exploring, gold mining, history, you get the idea.
What does this do?
It broadens your reach. It catches those potential customers before they know they want or need your product.
Using fitness as an example, Moz, in a Whiteboard Friday clip, says:
You're trying to gather that information, those subjects of interest. Not just fitness, but other things that they touch on. Content that they may have found or liked before learning that they wanted to track their fitness progress. Websites that they frequently visit. People and brands or accounts that they follow on social media. Who are their influencers?
This is super-useful information.
It not only broadens your reach, but it gives you additional keywords to use to reach those people. And, it leads them to what you’re offering, slowly, but surely.
Now, you’ve got those people before a competitor gets them.
As an example of this, suppose I’m offering inbound marketing classes to home businesses. This is a very broad topic, because there are home businesses in just about every industry and niche nowadays.
But, if I target what they need to know to get started in a small or home business, I’ve got a conversation starter that can eventually lead to how will they market their new business.
I might offer information on using small business loans, or creating a corporation, or being self-employed. I could offer home business tax information or how to go about finding small business grants or creating a business plan.
This strategy opens up a whole new well of topics to write about to get those thinking of starting a home business or those already knee-deep in one to perceive me as an authority and valuable.
It’s about building a relationship that’s perceived as ‘common interests’ or helpful, rather than writing to promote what you’re offering.
It may take longer to bear fruit, but it’s worth the time and effort.
To read the transcript or watch the short video over at Moz, go to:
Hacking Keyword Targeting by Serving Interest-Based Searches
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