Content Marketing and Keywords

August 9th 2012       Sally Ormond       content and keywords, content marketing, seo

Everyone knows you use keywords in your web copy (and website structure) as part of your search engine optimisation strategy. But they are not just purely for your website. If you also blog and dabble in article marketing, you also need to use your keywords if you want your content to be found.

The problem with that is, because many people are desperate for their content to come up in the search results, they end up cramming their keywords into their writing. In fact, sometimes it gets so bad it renders the writing completely unreadable and it certainly doesn’t give value to the reader. But does that really matter? After all, the content is just there to build links, right?


Yes, it is there to build links, but it is also representing you and your company. Can you imagine the damage that could be done to your reputation if a load of dreadful articles were floating around on the internet  written under your name and promoting your business? First impressions count and if the impression you give is of a company that generates rubbish, people are unlikely to want to do business with you.

So, how can you maximise your content without falling into the keywords stuffing trap? Just follow these simple steps:

1. Title tags

These are oh so important – whatever phrase you want to rank for has to be in here.

It’s the tag that tells the search engines what your web page is all about. If you use WordPress as your blogging platform make sure you use the All in one SEO pack to make sure all your tags are optimised.

2. URL


The URL appears in the search results under the title tag (as shown above). The reason for optimising the URL is that Google highlights the keywords that were searched for, so it’s vital your URL also contains your keywords to show its relevance to the search term used. In the example above, I used the search term ‘dog training courses UK’.

3. META Descriptions

Although these don’t have any SEO value, they are still vital – again, for similar reasons as for the URL.

It is 160 characters long and appears below the URL in the search results. It’s purpose is to entice the reader to click on the link so, once again, including your keywords will draw their attention to your listing and encourage them to click through to your website.

4. Content

It goes without saying that your content also has to be optimised, but make sure you focus on writing naturally and for your reader – not the search engines. Natural writing will automatically include your keywords so don’t be tempted to try and stuff in as many as possible as that will just lead to incomprehensible drivel that no one will want to read.

So, when you are next creating content, make sure you:

  • Write primarily for your reader
  • Be natural with your keywords
  • Pay close attention to your title tags and URL slugs
  • Write eye-catching META descriptions



Tags: content and keywords, content marketing, seo
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