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Keyword Strategy: A Stepping Stone to Boost your SEO Efforts

Knowing how to use keywords effectively is essential for successful website optimization. Developing a well-thought-out keyword strategy should be at the heart of any content you produce so that search engines don't overlook your business. Many business owners don't realize how influential their content can be in attracting the intended audience or deterring them from visiting the website.

This article will discuss the importance of keywords in content creation and provide advice on how to use them effectively and without risking any negative consequences. Different views on how to employ keyword phrases in SEO content are also discussed.

What are keywords and how do they work?

Search engine optimization (SEO) is the process of using words or phrases that accurately explain the central theme of a website. These words are called keywords. When someone enters a search query into a search engine such as Google, it uses a crawler to look at the page and decide how relevant it is to the query. This decides where the page is placed in the search rankings for the specific term.

Keywords are not something that will alone help your website to rank higher, they are used to create content and link to pages and create a whole website journey. It is not enough to just make a list of keywords that are not related to your webpages. To make the most of keywords for SEO, you should begin by researching them. This way, you can find the most relevant words and phrases to include in your content, and the process of creating content will be easier as you will be focusing on the search terms that your target audience is using.

Source: Pixabay


Creating content involves coming up with ideas, developing a plan, writing, and posting on specific topics to draw in potential customers. Content creators understand how to engage their intended viewers and bring them into their promotional cycle. Your website content plan should represent your brand to people so they get to know you. Depending on the kind of content, you can first arouse their curiosity and make a demand for your products or services. Ultimately, they will purchase and become paying customers. If your products or services make them happy, they can become faithful customers and spread the word about your brand, recommending it to their friends and family.

It is important to recognize that even if you have achieved your goal of reaching your target customers, not all of them will necessarily decide to purchase or recommend your product or service. Therefore, you must have a content strategy in place to guide them through the purchasing process at each step.

Why do we use keywords while writing content?

To get your website off the ground and attract people to it, your business must appear in organic search results. Utilizing SEO keywords correctly is essential for putting your business in front of customers.

Search engines employ crawlers to analyze your content and determine its relevancy by assessing the keywords used. The better the keywords and content, the higher your site will be placed in the organic ranking system. To maximize your rankings, you must strive to produce quality, pertinent, and sought-after material for your viewers. Ignoring keywords will cause your content to be overlooked by search engine crawlers and customers, leading to a decrease in engagement and missed revenue. To ensure success, you need to adhere to the E-A-T guidelines and maintain your website efficiently

Various types of keywords for content creation

Keyword Research
Source: Pixabay


Selecting the right keywords for your content can be a difficult task, but it is important for increasing your organic traffic. To improve your SEO, you must be aware of which key metrics and attributes will be most beneficial for your business.
Keywords based on Search Volume

When selecting keywords to focus on, it's important to consider how frequently they are searched. However, even if a keyword is highly sought after, it may not guarantee success for your business. To ensure that the chosen keyword is relevant and advantageous, research the keyword and its search volume using Ahref Keyword Explorer. This will provide valuable insight into the potential search traffic for a given keyword. Additionally, analyzing search trends can provide further clarity, even if the search volume suggests a keyword is popular.

Keywords based on Search Intent

Understanding the purpose or goal a user is looking to achieve when entering a query is key to achieving great results on your SEO efforts. Different intent types can be identified: informational intent when the user is researching, browsing intent when they are looking for a particular page, product or service, and business intent when they are ready to make a purchase. Creating content tailored to the user's needs is the best way to make the most out of SEO efforts. For example, optimizing the homepage for one keyword does not make sense when people are looking for a blog.
Keywords based on Value

When selecting keywords, many people simply look for those with high search traffic and relevance to the subject matter, without considering their value to the business. To better understand the value of a particular keyword, marketers should attempt to think like the user. We suggest using a tool such as Moz Keyword Explorer to evaluate a keyword's worth.

Keywords based on Difficulty

When deciding on keywords for your website, think about how challenging it will be to get them to rank. Even if the keyword you select has a large search volume and offers value to your business, that doesn't necessarily make it the best choice. Utilizing a keyword tool, like the Ahref Keyword Difficulty Checker, can help you determine how hard it will be to rank. Remember that having a competitive keyword is not enough, as websites with many backlinks are likely to be ranked better and are hard to beat.

To be a successful content writer, it is necessary to understand the fundamentals of selecting effective keywords. Qualities of a good keyword include but are not limited to, relevance to the subject matter, a combination of short and long-tail words, and an understanding of the target audience.

Attributes that make a good keyword:
Specificity - For better search engine ranking, it is advised to use more specific words rather than general terms. For example, if you are selling makeup, you could include additional details such as the product's attributes, your location, the services you offer, or the brand of the product. These types of phrases are preferred, as they increase the likelihood of higher ranking due to the lower competition.

Region- Using certain words and phrases in your online content can be a powerful tool for making sure that your local business is visible in local search results. These keywords not only inform search engines of your location but also direct local customers to your shop or store.

Creating content for people to use, not bots, is important when optimizing for search. Think of how a customer would search for something online and craft your content to match. Making buyer personas and learning about customer behaviors is helpful for understanding what your audience wants. The field of semantic search is growing, so content creators and marketers should pay attention to search intent and how their chosen keywords impact their audiences.

Search engines strive to give precise and fitting answers to queries. This calls for the content's creator to have a clear understanding of it too. Rather than using single words or phrases, users are now asking real questions in everyday language to find what they're looking for.

When and how do you use keywords in your content for SEO? 

While it may seem simple to generate a list of keywords, it is more complex to put them into practice. It is essential to adhere to regulations and guidelines when incorporating keywords into your website. How can one identify the most suitable keywords to use in content writing?

Search Engine Optimization
Source: Pixabay


 First, it's always a good idea to begin your research with comprehensive keyword research. Start by making a list of topics related to your business, then narrow down the list to specific keywords that your audience might be searching for. Use Google, Google Trends and Answerthepublic to get more ideas for search terms that are related to your already narrowed-down list.

We suggest honing the list of keywords you are using by strategizing and testing them. Utilizing tools like Word tracker and Google Keyword Planner can help you decide which ones are the most effective based on metrics such as search volume, competition, clicks and cost if you are running Google Ads campaigns.

It's time to use your chosen keywords in visible locations. Coast can be used to measure the SEO score and how the keywords are used in the content. The keywords should be related to the rest of the text to avoid any penalties from Google for keyword stuffing. The best way to avoid this is to write the content in a natural way and not overuse the keywords. Another option is to revise and replace the existing content with new key phrases.

When and where to use the keywords?

Meta Description - Using your primary keyword in your meta description is a great way to optimize SEO. This summary gives an overview of the content, so adding keywords to it will help Google figure out what the page is about and make it easier for users to find. We suggest including one or two of your seed keywords in the meta description.

Title tags - The search engine optimization title is a clickable element in the search engine results page that will take a user to your website. It is suggested to include the primary keyword in the title and business name for maximum visibility.

Titles – It is essential to use keywords in your post titles to ensure that Google can accurately recognize and match the meta description and meta title. To make them captivating, it is advisable to research headline writing and experiment with different styles, such as catchy or viral headlines, although it is essential to avoid clickbait. Moreover, when the content is informative or educational, questions-based titles are ideal.

First paragraph – It is suggested to include relevant keywords within the first two hundred words of the introduction of a topic, as this can draw readers in. Adding a secondary keyword in the first paragraph, not just the first sentence can also be beneficial. Furthermore, additional keywords can be incorporated into the initial sections.

Body of Content – Even though this is an SEO-centric digital environment, your readers are still a priority. We recommend that you don't trade off readability, user engagement, and conversion rates for keyword placement.

Final paragraph – Same as the intro. We recommend using your main keyword in the last paragraph, and you can also include secondary keywords. Bloggers often add a call to action (CTA) at the end to give the readers an actionable next step.

Heading – You can use multiple headings in your article. They help you break up your text, which is a must from a visual and readability perspective. From an SEO point of view, titles are important because HTML tags define the type of heading used (H1, H2, H3, H4, etc.) and they are positioning signals. Putting keywords in the title can be the best way to rank for many keywords.

Anchor Text Links – These are essential in your content because they attract attention and imply that there is another site where users can find more information about the word. Placing strategic keywords in anchor text links will help other pages on your site. This will help your entire site as you are building an internal linking structure to tell Google which blog posts or web pages are most important for a particular keyword phrase. Don't use your original keywords for anchor text links.

Image alt tags – Including relevant terms in the alternative text of your photos will boost their visibility when searched in images. 

URLs - We strongly recommend putting your main keyword in the URL of your page as they aid search engines in understanding the page’s content.


I highly recommend focusing on SEO and keyword distribution during content creation as it has significant long-term benefits. Many online businesses don't understand the importance of optimizing content and maintaining ongoing SEO. You should also use Google Analytics to track your results. Think of your target audience. What do they need, what are they looking for, what questions can you answer, etc. Finally, use the correct grammar and do not overstuff your keywords.