How to Marry Keywords & Compelling SEO Content

Written by: Jason Bayless | June 10, 2015

Lately there has been a significant number of discussions in which some SEO experts are suggesting that the demise of keyword use is imminent in the building of effective SEO strategies; however, the suggested death of keyword use has been somewhat overstated. It is true that Google has invested a significant amount of effort in the process of moving toward an entity search model; however, the truth is that understanding the words and phrases that people will use to search for specific information and sites will continue to be an integral part of SEO strategies.

It is important for site owners to understand the fact that some of the traditional ways in which keywords have been used for the purpose of SEO are no longer effective in developing effective search engine optimization strategies.

With all of the changes that are being made by Google and other major search engines, it is becoming increasing difficult for site owners to effectively marry keywords and relevant content in a manner that will provide effective search engine optimization.

It will take a more focused an organized approach than past efforts. The use of keywords, in and of themselves, will not produce the desired results. It will take developing the website as an authoritative source, while using the keywords as a supplemental lever.

Ensure that the Site is Highly Authoritative in its Specific Niche

The site’s authoritative impression will have an immense impact on the specific words, terms and phrases that will be effective in building highly relevant content. Where old SEO methods were heavily focused on the use of keywords, the shifts in Google’s algorithms has placed more focus on the relevance and quality of the content than the usage of keywords and keyword density. The ability to build a highly authoritative site will make it easier to rank for specific terms. For sites that are not as authoritative as other sites in the same niche, a higher level of quality and detailed content will be required.

Focusing on the Search Volume for Each Keywords

It has always been important to be aware of the competitive level of the keywords being used, meaning that highly competitive keywords would be harder to rank for due to the competition level. This is still an extremely important aspect of ranking with certain keywords. It is important to prioritize the use of keywords based on the innate value of the keyword, which based on the search volume for that specific keyword. Keywords that have great value can be effectively integrated into highly compelling SEO content. The difference in the contemporary use of keywords is that the roles have been reversed. Where the older methods placed greater gravity on the keywords being used, the new methods place the greater gravity on the relevance and quality of the content, and the keywords serve as supplemental reinforcements for the content.

User Intent is Immensely Vital to Success

The use of keywords alone does not suffice in creating the highest possible ranking for site pages and content. It is important to understand what users are actually searching for when they use a specific keyword. The site owner should ensure that they keywords that are being used are words and phrases that people are using to search for specific information, products and services that are relevant to their specific site. Although the keyword may be thematically associated with the site in question, if it is being used for search queries that have nothing to do with the site, the use of the keywords will not be efficacious in producing the desired SEO results.

Developing Highly Targeted and Quality Content is Essential

It is important for the site owner to understand the type of content that will attract the target audience. Not only does the content have to be relevant, but it also has to be engaging enough for it to be shared by those who read it. Getting “shares” and “Likes” is becoming increasingly more prevalent in developing effective SEO content.

It is also worth mentioning that longer content that provides more detailed information can prove to be an effective way to marry high volume keywords with SEO content. The length and detail of the content can literally set apart, giving it a high level traction. At the end of the day, merging keywords and SEO content requires creativity and a significant amount of customer intel and market research.