Finding the right keyword strategy is one of the trickiest things about content marketing. Oftentimes, it seems as though the keywords you want to rank for just aren’t on Google’s radar in relation to your type of business.
A better way to approach keywords is to figure out the search terms and phrases you know will rank, rather than spinning your wheels on keywords you want to use in your content marketing.
The most important thing to understand about keyword strategy is that simply creating a website isn’t enough. Google uses a number of factors to determine keyword relevance, and those factors may not always mesh with your current strategy.
You want to find out what your webpage is ranking for right now, but you have to go deeper than just looking at your site’s top keywords.
First, pull up the search terms and phrases you’re currently ranking for. Once you have that list, you can use it to find additional keywords related to your top terms.
Next, count all the individual words in those top-ranking keyword phrases and repeat the process for your competitors.
This should show you whether or not Google is ranking your site consistently for your target keywords.
If your target keywords aren’t showing up in this data, it means Google isn’t making a connection between your site and the target phrase. This generally indicates a problem with your content, either that it’s lacking strategic keyword integration or fails to set you apart as an authority in your field.
If your keyword ranking data is more promising, meaning you see a number of related terms on your search list, you can pretty easily improve your rankings by improving your content. Use those terms and related keywords to enhance content on deeper site pages.
Keywords can be tricky but getting the data you need to improve this strategy isn’t that difficult. Knowing where you stand in Google’s keyword rankings for your targets is an essential step in strengthening your overall digital marketing campaign.