You probably already know that the amount of traffic that your company website gets from search engines is based on how well it ranks for various keywords. But if you’re new to online marketing and SEO, then you likely still have some questions about what keywords are and how to target your content around these keywords to drive high levels of traffic to your blog. Below is a quick overview of how blog content and keywords work together to generate website traffic.


What Are Keywords?

Keywords are the words and phrases that people type into Google, and other search engines, to search for various types of content on the internet. To drive traffic to your company blog, fuel conversions, and increase sales you want to do some keyword research to see what phrases are popular among your customer base and that relate to your products and services.


Keywords are important, because if you are using keywords and blogging about topics that nobody is searching for, then you are not likely to get a lot of traffic. Use the right keywords, and you’ll attract more traffic to your blog. There is a little more to it than that, but that is the basic concept. This can be as simple as changing the phrase “wheel” to being “tire”.


How Do You Research Keywords?

Keyword research can get a little bit complicated, so it’s often best left up to experts in SEO and digital marketing like MarkeTop. There are software tools designed to analyze search results, compare traffic levels, examine advertiser competition and overall value of the keywords based on advertising fees. You can also use the free keyword planner provided by Google for its AdWords program participants.


You start with a specific topic or product that you think your target customers would be interested in. So you plug the keyword into your keyword tool. It will then generate hundreds or thousands of keyword variations based on your “seed” keyword along with various stats to help you analyze the keyword. You would then choose a number of these keywords and begin creating content around them, such as blog posts, videos, and social media posts.


Then you would use another tool to analyze the pages that already rank in the top positions for those keywords to determine if you can outrank them. You would look at several factors such as the keyword density, the number, and authority of backlinks pointing to those pages, the page authority and domain authority.


Targeting Keywords with Your Blog Content

When you create a blog post, you’ll have a primary keyword in mind, and you’ll use it in the title of the post. You’ll also use it one or two more times in the post along with some variations of that keyword. Then you can also sprinkle in some closely-related keywords to add context for search engines to pick up and help them understand what your content is about.


Keyword research, then, is crucial to your online marketing strategy. When you target content to keywords with commercial intent that relates to your products and services, you attract people to your site who are intensely interested in your content and are much more likely to convert to leads and make purchases. Keep in mind the length of your posts is important so you should not just focus on keywords. Remember, content is king.


Keyword-driven content marketing can rapidly grow your traffic levels and save you years of frustration and low traffic levels. It will still take some time to gain traffic and rankings for those keywords, but once you build some momentum and site authority in search rankings, it will become easier over time for your site to rank your content and increase traffic more quickly.