How does content marketing help for keyword ranking?

Quora (a fantastic source of blog topics) asked: How does content marketing help for keyword ranking? Here's my answer.

Content marketing and SEO really go hand in hand. You can “do” SEO for your website, but if your content isn’t engaging or useful, then no one will stick around, which search engines don’t like.

On the flipside, if your content isn’t optimized for keywords, search engines will never see it…and neither will anyone else.

Here’s a quickie on how content helps keyword - or, perhaps more accurately - search term ranking.

If you’ve been around the online space for awhile, then you’ve probably heard that you should use your keywords in your content’s title, meta data, H2 subheadings and body copy (if not, then now you know;)

The beauty part of content though, especially long-form of 1,500 words or more, is that you can use several variations of your keyword throughout the copy so that you may actually start ranking for another term than what you originally intended.

For example, you may write an epic blog post about how to start the paleo diet. And let’s say based on your research, you decide your keyword is “how to start the paleo diet”.

You may find other related terms like these:
  • paleo diet 101
  • what can I eat on the paleo diet?
  • what’s the difference between paleo and keto?
  • paleo foods list
  • paleo grocery list
Since you’re writing an epic blog post anyway about starting the paleo diet, each of these related keywords could easily be included in your post as sub-topics (and therefore, subheadings), rounding out the piece nicely.

Then, after awhile, you may notice that your original term, “how to start the paleo diet” is way too competitive…but you’re now ranking for “paleo foods list”.

The thing to keep in mind with keywords and content is how people actually search for what you’re educating them on, not what you *think* they’re searching for.

Often we follow a gut feeling and try to pull keywords out of thin air, when Google search serves the info up on a silver platter.

Usually the most obvious keyword is also one that’s got stiff competition, and you may never rank for it simply because of that (or no one’s actually searching for it after all).

So, going back to the paleo diet example, the related terms I listed are actually how someone will search, which you can easily find yourself just by typing it into Google.

Here’s what I found for “how to start the paleo diet”:

Google search reveals these search terms…

How does content marketing help keyword ranking | Google Search | Lisa-May Huby

..and the SERP’s serve up these goodies as well…

How does content marketing help keyword ranking | SERP | Lisa-May Huby

How does content marketing help keyword ranking | LSI | Lisa-May Huby

Now, when you create your content, you can still use “how to start the paleo diet”, but you’ll also want to include a few related terms in your body copy and/or subheadings as well since it’s clear they’re popular searches and probably easier to rank for.

Over to you...

I just showed you 3 sources of keywords to quickly uncover what people are searching for online just by using Google search.

How has what I’ve shown you here changed how you’re going to create content and do keyword research moving forward?

Let me know by leaving a comment below right now!


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