Both alike in dignity, in fair content marketing, where we lay our scene.
Dramatic Romeo and Juliet references aside, this is a scenario that will come up – if it already hasn’t – when you’re targeting keywords in your content.
The question is, what do you do with closely related keyword terms? Do you keep them together? Or do you split them apart?
These are common questions for the SEO content marketer, and rightly so.
When you have two keyword terms that look very similar – either regarding wording or their underlying ideas – it can be hard to know what to do with them.
Here are some of the specific details you may be wondering:
“Should I create content for both keywords?”
“Can I target both keywords in the same piece?”
“How much content should I create for each keyword?”
Before we jump into the answers to these questions, we need to decide if the keywords in question are about the same topic or two different topics.
In other words, are they both Montagues? Or is one a Montague and one a Capulet?
This has everything to do with whether you’ll target them both in one shot, or separate them with your targeting.
Will you break up your two star-crossed keywords, or keep them together forever?
For Closely Related Keyword Terms, Divide (or Add) by Topic
Look at your keywords closely.
You’re probably rolling your eyes, thinking “I’ve already done that – that’s the problem,” but bear with me.
You need to do some research to determine whether they fall under the same topic. You can’t know this offhand; you need to go to the source to figure it out.
Let us hence, as Shakespeare would say. Open up Google. We’re going to follow a great strategy from Orbit Media.
[clickToTweet tweet=”How much content should you create when you have closely related keyword terms? @ExpWriters breaks it down!” quote=”How much content should you create when you have closely related keyword terms? @ExpWriters breaks it down!”]
1. Search for Both Keywords in Google and Compare the Results
Since Google is the main search engine we’re writing for, we need to see what Google says about the keywords in question.
If the related keywords are about the same topic, they will show similar results in Google. If they’re different, there won’t be much overlap at all.
Orbit Media compares “deck addition value” with “how much value does a deck add.” For our purposes, we’ll look at the differences (or similarities) in Google for the terms “how to make spaghetti” and “spaghetti Bolognese recipe.”
2. Check for Similarities or Differences in Results and Key Terms
Here are the results for “spaghetti Bolognese recipe”:
And here are the results for “how to make spaghetti”:
As you can see, although both key phrases have the same word in each, “spaghetti,” they have zero overlap in Google search results. These are two different topics, and we can create different content that targets each.
Simple, right?
But, what if your key phrases have lots of overlap? Take a look at this tweaked example using “how to make spaghetti” and “cook spaghetti.”
The “how to make spaghetti” results don’t change. Here are the results from “cook spaghetti.” I’ve highlighted the overlap between each keyword’s results:
There’s enough overlap to determine that Google sees these two keywords/phrases as belonging to similar topics.
With this information, we can skip creating content for each phrase.
Instead, we can target both keywords in the same piece of content. Here’s how.
How to Target Two Different Keywords in the Same Content Piece
We can create a blog or article that’s optimized for both “cook spaghetti” and “how to make spaghetti.” It’s a good strategy for killing two birds with one stone when you have two very closely related overlapping phrases about the same topic.
If the keywords share some main words, they’re perfect to target in the same content piece.
In our example, “how to make spaghetti” and “cook spaghetti” share a word.
If we wanted to make it even better, we could tweak the second keyword. “Cook spaghetti” could become “make spaghetti.” This way, we have two similar phrases representing broad and narrow ends of a spectrum.
2. Target Topics, Not Keywords
You have your keywords, but you shouldn’t be worrying about keyword density.
Instead, you should be aiming for a good overview of your topic. The keywords should come naturally and fit effortlessly into the flow of the text.
If you’re doing it the other way around and counting keywords, you’re doing it wrong.
[clickToTweet tweet=”Wondering how to target two different keywords in the same content piece? @ExpWriters has some advice!” quote=”Wondering how to target two different keywords in the same content piece? @ExpWriters has some advice!”]
3. Write Up Your Post with Good SEO Practices
That’s not to say you shouldn’t use good SEO when you’re writing about your topic.
Absolutely go ahead and use the great tips and tricks you know for boosting your content with search engine optimization. This should include strategic keyword placement in headers, the meta description, title tags, and in the body of your copy.
Use a primary keyword in the main header, meta description, and H2s. Use your secondary keyword in H2s and H3s.
I repeat: This is not about counting keywords. This is about the future of SEO, which is the semantic web. It’s about meaning, not about exact keyword-matching.
How Much Content Should You Create for Related Keywords?
Another great question about closely related keywords has to do with how much content you should produce for each (or either).
The content creation question has been much-discussed in the industry, in general. A couple of basic rules to follow have emerged from the conversation. These definitely apply to your related keywords.
1. Quality Trumps Quantity Every. Single. Time.
It’s better to have one exceptional piece of content for a keyword rather than dozens of sub par to downright-bad pieces.
In fact, Content Marketing Institute says your content should be “epic.” If you’re putting that much effort into each piece, your production volume will naturally go down.
Guess what? That’s fine. (Breathe a sigh of relief.)
Always focus on quality over quantity when you’re deciding how much content to create. In fact…
2. Don’t Focus on an Amount to Hit at All
Getting as many pieces of content targeting a keyword out there as possible is not the way to rank. The amount doesn’t matter as much as consistency.
As long as you’re continually updating your site with fresh content that’s high quality, you’re fine. The total amount you put out – whether it’s twice a week, once a week, or once every few weeks – won’t make a difference.
Steadily build your content volume – don’t flood the internet and people’s feeds in a short amount of time. Lots of content will help you, but only if each piece has great value.
Rome wasn’t built in a day. You can’t do that with your clout, either.
The Key for Similar Keywords? Common Sense Combined with Strategy
Now that you understand how to approach similar keywords, you can take that knowledge and run with it.
A couple of basic principles apply in every scenario. First, do your research – rely on Google to tell you what’s what. You can target keywords that fall under the same topic can in one piece. Keywords that end up being about two different topics can each get their own limelight.
Second, remember, for your content creation to go anywhere, you have to set up a balance of quality and quantity.
The amount of content you produce for closely related keywords doesn’t matter as much as what you produce. You need strong, epic posts that strive to be the best on the internet for that topic.
A few epic posts are worth more than tens of lazy, filler posts that have little or no value for the user. Epic posts additionally don’t lean on keyword density. Instead, they use keywords naturally and smoothly with some strategic placement as the cherry on top.
Finally, don’t expect magic overnight. Building your presence and rankings takes time, effort, patience, and determination.
It can be hard to create epic content that uses keywords the right way. That’s what Express Writers is here for. We take care of the work so you can soar.
Ongoing, consistent keyword research is critical to a strong online presence.
While keyword research has seen its share of changes over the years, it remains a useful part of content creation.
Why?
Keyword research is online ROI.
Real, true, return-on-investment: find the right keywords, and you can create content with the potential for high Google rankings inside the next year (remember, content is a long-term investment). Using the right keywords allows you to use the direct terms of your customers and target audience.
Keyword research is the tool you use to spread your message and stand out in your field. Every content developer worth his or her words knows it is a piece of the bigger picture when it comes to ranking and reaching.
Understanding why, and how, will add vitality to your brand’s presence. Skimp here, and you’ll find yourself stuck in the same place with the same results. But there is a way to dive in, find the right keywords, and strengthen your online presence. Let’s discuss!
Why Consistent Keyword Research Is Fundamental to a Strong Online Presence
Let’s dive in with three big reasons why keyword research is vital to a strong presence.
1. Consistent keyword research helps you get to know and understand your ideal target persona.
Focusing too much on specific keywords without a focus on the user behind the screen is a big mistake.
Keywords are the words we are trying to rank for, but your buyer persona doesn’t really care about the “keyword” itself. What they care about is finding the best results for their search term.
When you type something into a Google search, you have a purpose. Your goal is to find out more information about a new restaurant, read a news story, or look for a local service.
This means that one simple change in a word can produce far different results.
It’s all about intent. Example: When someone searches for “hire a gardener” on Google, the first results are fairly generic and include results from sites like Home Advisor, WikiHow, and Gardens Illustrated. These are general how-to guides aimed at anyone who wants to know how to plant a flower, when to weed, and what type of fertilizer works best. The results are not specific to location or service type.
But change that search to “hire a gardener in Austin,” and the results are much different.
With the addition of just a few more words, we see the best gardeners in the Austin area based on reviews from other customers. These are meant for those searchers who are far into the process and want real answers.
There is intent behind this specific search.
By understanding how a user will search, you can narrow your focus and dive deeper into keyword research, rather than just stringing words together. This will allow you to craft focused content, target your persona, and see results.
Content creators often make the mistake of spending too much time on specific phrases and terms while neglecting to understand the user intent behind the words. Rather than try to guess what your audience means by a search query, keyword research helps you understand the intent behind the language.
2. Consistent keyword research keeps it natural.
How we search on the web has changed significantly over the past few decades. The rise of voice search and advanced technology has contributed to the way we look for everything from pizza delivery to books on Amazon.
Today, users are more likely to phrase a search as a question, as if they are talking to a friend, rather than searching with just two or three words.
Or in some cases, they search online the same way they ask Alexa or Siri a question. It’s natural and less stuffy.
A2: Always write with your audience in mind and use keywords in a way that’s natural, not forced. Keyword stuffing isn’t cool. #semrushchat
This trend toward more natural language is due to a few factors, including: Search engine capabilities: No one wants to sit and string together a bunch of keyword combinations, especially as they search through a mobile device. We are searching quickly, and we don’t have time to wait around for an answer. Search technology: Google welcomes complex questions, as explained in this blog post, and the search engine understands more specific queries. Technology is keeping pace, and the faster it answers, the faster the user expects it to be. Search through digital assistants: Ask Alex, Cortana, or your smartphone, and you’ll get an answer. Here is what Will Oremus from Slate had to say about the future of search in the wake of these popular devices:
In the beginning, computers spoke only computer language, and a human seeking to interact with one was compelled to do the same. First came punch cards, then typed commands…the 1980s brought the mouse click and the graphical user interface to the masses; the 2000s, touch screens; the 2010s, gesture control and voice. It has all been leading, gradually and imperceptibly, to a world in which we no longer have to speak computer language, because computers will speak human language—not perfectly, but well enough to get by. And the implications…will be tremendous. (Slate)
Using long-tail keywords in a natural way will reach your audience quicker as they search, which will make your communication more effective and specific.
3. Consistent keyword research brings relevancy and leaves an impression.
When content creators take the time to find the most relevant and meaningful keywords for their target group – which happens when we understand our audience – it changes everything. Relevant, long-tail keywords contribute to successful SEO and more qualified traffic.
Here is the truth: if someone is searching with a long-tail keyword in the form of a question, and you have optimized for shorter keywords that don’t hold meaning, your results will not be as relevant.
We can challenge ourselves here to go even beyond just relevant content and strive to produce amazing content. Relevance combined with amazing equals results that will go beyond our expectations.
How do we find relevant terms, those that our target audience is searching for? With consistent keyword research.
3 of Our Favorite SEO Search Tools
When you’re ready to dive into keyword research, here are some of our favorite tools you can use right now. Check ‘em out!
1. SEMrush
This killer SEO tool performs keyword research, tracks keyword strategy used by your competition, runs an SEO audit of your blog, and looks for backlink opportunities, just to name a few of the features. SEMrush houses a database of over 46 million domains and 120 million keywords while tracking the organic position of a domain and competitor analysis.
2. KWFinder
This keyword research and analysis tool offers real-time keyword SEO difficulty and generates long-tail keywords related to your niche that your competitors may be missing. Perform a search on a keyword and the site will analyze, providing you with an SEO competition score out of 100, giving you the keyword difficulty based on comparison across the market.
Also, one reason I love this tool is the absolutely gorgeous UX. I mean, what other tool is this pretty?
3. AnswerThePublic
This cool search tool grabs and maps keyword suggestions and predictions with a free visual report. The common Google and Bing autosuggest reports show you what is actually being searched for based on the keyword you enter.
A recent AnswerThePublic search for “online content writing” resulted in this visual and alphabetical list.
The site works to automate the gathering of questions related to your keyword, creating a visualization of the data so you can answer more effectively. The insight you can gain is invaluable and may serve as a jumpstart to relevant long-tail keyword creation for content writers.
Of course, you can only use this tool if you’re comfortable doing so while having a stranger stare at you and, at times, pick his teeth. 😉
Are Keywords Still Relevant? The Big Ticket Question Discussed
When it comes to keyword research and its effectiveness for online content, the opinions are as varied as a can of fruit cocktail.
I talk about this question more in-depth in my recent post, Is Keyword Density Dead?
TL;DR: keyword density is certainly dead. But keywords themselves are certainly not.
While keywords may not be the only factor we now consider, they remain an important part of content development in a world of ever-changing SEO and technology.
In fact, long-tail keywords (those with more than four words) still account for 50% of search queries, which reminds us that it’s important to use them in page titles and content, in internal links, and in user-generated reviews.
Conclusion
Keyword research has changed, but the goal of creating quality content remains the same.
When brands and website owners commit to understanding their audience, keeping the word flow as natural as possible, and staying relevant, the results will be a solid offering that meets the reader right where they are.
Are you ready to build the cornerstone of great content? Our Content Strategists are trained to do just that in our Keyword Strategy service! Connect with us today and let’s get to work.
According to Moz, Google algorithm changes happen about 500-600 times yearly. That’s quite a bit of change in the way Google SERPs analyze and rank your content. The good news? There’s a distinguishable trend towards favoring a quality flow across all content pages published over the web.
Yes, one of the online content trends for 2014 is quality. And we’re not just talking about the quality products or service your brand or business is offering. We’re taking quality content, which boils down to good old-fashioned quality writing. True quality is going to be integral and depend on:
Proper planning
Keeping it interesting
Keeping it relevant and fresh
Seasoning with search engine optimization techniques
Creating backlinks
Once Upon A Time, Keywords Ruled
When SEO was young, it was a kingdom ruled by keywords. If you wanted to be the king on any search engine results page, you had to research and insert specific keywords and phrases into your web pages and online content. It didn’t matter if the keywords read perfectly in the sentence or not. They had to be exact – otherwise rankings fell.
Google Panda was the game changing algorithm update here. In late 2011, a big change was made from ranking keyword-focused content to higher quality, more reader-friendly content. What exactly was the big change?
According to HeBS Digital, Google said goodbye to keyword-centric SEO and changed the very direction of search engine queries in relation to websites. The change directly affected marketing strategies. Instead of providing searched for keywords to website analytics tools, Google moved to a nondisclosure policy. Says HeBS Digital , “Google is not disclosing to website owners the keyword terms visitors use to find the site, e.g. ‘downtown Houston hotels’ or ‘Hotel near Times Square’.”
At first, this change felt like doom rolling into the SEO kingdom. Businesses gasped in horror because a strong percentage of their sales came from website revenue, revenue that was directly related to the influx of traffic via keyword placement!
“The major shift on behalf of Google marks the end of the keyword-centric era and ushers in the page-centric era,” wrote HeBS Digital. “This new initiative is in tune with [the] Google Panda Update, which punishes low-quality content that provides poor user experience and engagement.”
The New Hero, Quality Content
As the Keyword King was dethroned, the new fearless hero made an entrance. However, this hero wasn’t really a new face. According to HeBS Digital, “Without keyword-specific data, SEO marketers must focus on what [we have] been supporting all along: relevant, editorial-quality website content.” Instead of depending solely on keywords to drive and corral the audience, it was time to use the more precise tools of the newly, officially crowned hero:
Create engaging content
Use professional copywriting
Develop a content creation plan
Use SEO monitoring technology
Matt Cutts, Google’s head of web spam, expanded on the new way of doing things. Cutts said, “A lot of people [think] there’s some one recipe, and you can just follow like baking cookies, and if you follow it to the letter, you’ll rank number one.” However, this way of thinking was shockingly incorrect. No single, perfect recipe for quick bake SERPs exists—not then and not now.
How does the Google expert say to use keywords? Instead of haphazardly stuffing content, Cutts says, “Think about the keywords that you’d like to have in your copy. Make sure your copy is long enough that you can work those keywords into your copy in a natural way and not an artificial way. And my recommendation is to either read it aloud or read it to someone else or have someone else read it, and sort of say, ‘Do you spot anything that’s artificial or stilted or that doesn’t quite read right?’ And if you can read through the copy, and have it read naturally where a person isn’t going to be annoyed by it, then you’re doing relatively well.”
Why the change? Wouldn’t stuffing keywords be easier than actually writing editorial-quality copy? The biggest reason for this change was to cut down on the spam in keyword-focused pages. Keyword-focused pages might well have increased website traffic and led to a statistical increase in several key areas, but they also accomplished on major thing that even Cutts said to avoid: they annoyed readers.
The old keyword techniques just don’t work as well as they used to. “When was the last time that anyone wanted to read copy that included many repetitions of a word that didn’t provide any additional context or information which helped the reader? Not very many,” says Search News Central.
Google’s Panda upgrade permanently dethroned keywords. And it all happened for one simple reason, which Search News Central sums up by saying, “The biggest reason [for this change] is that documents that lace themselves with hundreds of keyword repetitions looks like spam. So much so that it becomes unreadable for the normal human being.”
Plot Twist: Your New Focus
Since keyword research is clearly no longer a driver in SEO, what should you focus on? Well-researched content that delivers stellar readability is HUGE. This will do so much more for you than content that solely focuses on keyword optimization.
Instead of zeroing in on a keyword, make it the last thought as you write your content. You might say it’s time to start thinking of keywords and phrases as takeaway points. They are that tidbit of information you want the audience to remember. It’s likely your keywords are all related to your niche. By infusing the takeaway moment with your keyword or phrase, you’ll silently train your audience to come back to and look for your content in regards to that topic or key point.
Write to educate, inform, and share knowledge. What lasts longer than the latest and greatest product or service? A way of thinking. Your goal should be to generate the kind of well-researched and well-written content that educates, informs, and shares knowledge with everyone who reads it. Share facts that are backed up by research. Incorporate precise numbers such as exact statistics or results from a case study. Above all, reference and link your research. As a result, you’ll promote your way of thinking. Arming the audience with fact will only benefit your credibility, authority, and sales.
Keep your angle fresh. This can be easier said than done, especially when you simply cannot find a fresh angle to approach your content from. In an article about content for search engine rankings, SearchEngineLand.com says, “Sites can take advantage of [a] freshness boost by producing relevant content that matches the real-time pulse of their industry.” In other words, trend with your industry and present the latest and greatest relevant information with your own spin. No one has a voice exactly like yours, which is why your spin will help preserve freshness and uniqueness.
Write to engage. According to SearchEngineLand.com, “Quality content should produce meaningful interactions with users.” You can consider your content successful when it generates chatter. You want to see comments from your readers. You want to see them sharing your content via their social networking channels. You want to create a reaction. Write to engage by harboring a conversational style, incorporating real-world experiences, and telling a story.
Market your content. You can accomplish this in a number of ways. Moz offers two excellent suggestions in a piece on how to write great content: 1) “Post your post on a popular blog,” and 2) “[Use] your own social media [channels].”
A Final Word Regarding Keyword Research
Obviously, keywords are not dead. Instead of being a focal point, they are now that coveted secret ingredient to your favorite recipe (but remember that there’s no one recipe for rankings!). Keyword research is still a part of SEO. So, how should you perform such research for web content? Here are some ideas straight from an expert, Copyblogger:
Choose possible keywords to kick-start your research.
Determine the popularity and competition score of each of your keywords.
Discover (and research) other related keywords.
Check the trending data on your keywords. You can do this by using Google Trends.
Do some research on how your keyword(s) is/are being used in trending social network conversations.
Examine your research results, and ultimately choose the keyword(s) you want to target for your site.
Don’t be afraid of hiring help. If keyword research boggles your brain and leaves you short of breathe, don’t be afraid to enlist the help of a trained professional. Most copywriting agencies are equipped to lend a hand or point you toward a seasoned pro.
In summary, keywords have now become that little something extra that we add for emphasis and throw in for good measure. They are no longer the focal point of search engine optimization. Moving forward, it’s important that you use them wisely (and sparingly!) while focusing on the new SEO trend of editorial-quality copy. Do this and you will be well on your way to learning and applying the moral of The Tale of Too Many Keywords.
Today, I’d like to talk about writing website content and keywords in a post Penguin 2.0 web world.
This new algorithm update cracks down on content that is spammy.
Spammy content is copy that overuses keywords, is not informative, and is just generally not written well.
Since Penguin 2.0 came out, there’s a big focus on writing excellent website content.
The Keyword Pyramid: How to Use Keywords In Your Content
I’ve developed something called the keyword pyramid to help with writing content around your keywords. The keyword pyramid I’ve developed basically represents the amount of keywords you want in your content. Check it out:
It’s an inverted pyramid, and it’s divided up into three sections.
Since it’s inverted, the bottom area are the keywords you’re going to use the most. These are your primary keywords. Secondary, are your derivatives. And tertiary are your synonymous keywords.
As an inverted pyramid, this represents the amount of times you want to use your keywords. So your primary keywords are going to be used the most in your content.
Let’s say for example your product was a sleeping bag. This should be your primary keyword. You want to reach the targeted customers that would be searching for your product. So if you’re selling a sleeping bag, that would be your primary keyword.
Next come the derivatives of this keyword, a variant that you would also offer. Example: British sleeping bag.
Lastly, you have your synonymous keywords. These are anything that is a synonym of your primary keyword. So if we have sleeping bag, a synonym would be slumber bag.
The amount of times you use the keyword in your content should vary. It should not be forced. You shouldn’t count every instance and try to come up with a certain number.
It should just flow through your content naturally. Focus on being informative.
There’s a rule I always say about website content, and it’s been said before:
If you wouldn’t share your own content, you shouldn’t be publishing it.
Your content should be informative; it should be well-written; and it should not over-utilize your keywords.
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