We arrive back at Square One in our discussion of all things SEO and copywriting: keywords. “Why are we having this discussion again?” you wonder. The answer is simple: It’s still a huge issue in the arena of content marketing and will be for the foreseeable future. Keywords are also the root cause of some of the biggest blunders people make when creating content.
I have to be honest here: There are times when I get back a brief and look over the keywords the client wants us to use and literally cringe. Of course, we accommodate every request. As a reputable copywriting company, our writers are often called upon to create the proverbial phoenix from the ashes, and that means making the best possible use of the keywords we’re dealt. On rare occasion, though, I see things that really need to be brought to the client’s attention. I am about to cover a good number of them here in one place.
If you haven’t read our blog before, I think this is actually a great place to start. What you are about to read can help you from making some very common mistakes and approach your next copywriting project with more confidence that your keyword game will keep you on top of the rankings (or get you there in the first place).
When Keywords Matter…
Obviously, there are a lot of places where the strategic insertion of powerful keywords can really boost a page’s ratings, but I don’t think that many of our clients realize that their function is twofold. When we think keywords, our minds gravitate immediately to SEO. We have to use these words and phrases because that’s what the search engines want.
Here’s the thing, though. The only reason the search engines “want” certain keywords is because of the driving force behind the demand: people. I think we tend to forget that we write for people, not search engines, and those keywords are popular because people use them in searches. If those words mean something to a large group of people, they need to mean something in your copy, too. Just including them for the sake of including them will get you nowhere.
With that in mind, here are several instances where keywords matter and several where they don’t. There is a lot to be learned from both categories, so don’t skip or skim.
Keywords matter when they give fluidity to your message.
Keywords have to add value to the copy, not just filler. If people are using those words when they search for products or services like yours, you can bet their eyes will gravitate to them in your copy. When that happens, what you have to say around them not only needs to make sense, but also has to be relevant and engaging. Why? Because the more pointed your message is, the more validated the reader feels about clicking the link to your page in the first place, and that can only work in your favor.
Keywords matter when they are used with authority.
You need to own the message in your keywords. If you just toss them in because they seem appropriate or because they ranked high in Google’s Keyword Planner, you are missing an opportunity to engage your audience on a deeper level. Be bold with your keywords and frame them in a way that leaves the reader confident in your authority within your niche.
Keywords matter when they are well-researched.
Never, ever go by what you would enter into a search for your product or brand. Always remember that the market is all that matters, so if you want to understand your audience better, you have to ask them how to frame your message. You do that by constantly researching trending keywords and incorporating them into fresh content on a consistent basis.
Keywords matter when used in a logical context.
When people navigate to one of your pages and read the words they searched to get there, you want them framed in the right context. Again, you cannot just include them in nonsense ways and expect people to trust you. This is how they found you. Rest assured they are looking for those words and making note of how responsibly you use them.
Keywords don’t matter if they are more than a month old.
This goes back to the idea of doing your research. I recommend re-assessing your keyword strategy and creating new content around a few new keywords at least once a month, but more often would be even better. Don’t be afraid to go with a couple lesser-performing ones since yours might be the niche that is searching those terms!
Keywords don’t matter if they reduce your copy to nonsense.
Would you ever use a phrase like, “When you need an affordable locksmith West Palm Beach in an emergency…” in conversation? Then why, please tell me, do so many marketers insist on putting lines like this in their copy? As soon as your reader sees the term they searched used this way, you lose a huge percentage of your credibility.
Please, stop doing this.
It is well-known that Google and the others are sophisticated enough to understand that “affordable locksmith in West Palm Beach” is what the searcher wants when she types “affordable locksmith West Palm Beach.” If you have any doubts, just try it out. Search for literally anything sans connecting words like “in” or “near” and see how quickly Google fetches you an affordable locksmith in West Palm Beach.
Keywords don’t matter as much as you think they do.
This is my final takeaway this time around: Keywords help with your rankings, but what helps more is delivering quality, well-presented content and doing so in perpetuity. Words that make readers glad they clicked the link to your page are far more important than those that have been obviously planted in the copy to lure them there. Be genuine in your message and use your keywords in a genuine way.