Whatever you want to achieve with your B2B business blog, there’s no better place to start than with some healthy keyword research.
Keywords - when used correctly - are an integral ingredient to the overall success of any blog.
After all, blogging is all about the reader. It’s about giving your audience what they want, and answering their biggest needs and challenges. This way, you become a hub of relevant and helpful content that readers crave.
But how can you guarantee that your content is meaningful? How can you be sure your ideal customers are going to revel in your words… or even find them?!
The answer? Kick off your content crusade with killer keywords...
The be-all and end-all, or not?
Let’s be real - if you approach keywords as the be-all and end-all of content marketing, you won’t stand a chance.
First and foremost, you have to write for your audience - your buyer personas. You know who you want to attract. You know their goals. You know their pain-points. Draw conclusions from this, and use them to guide your blogging strategy.
But - and this is a big ol’ BUT - they are a pretty darn important first step to blogging success.
Because, once you’ve determined who you are targeting and the content they want, keywords make sure they find it!
70-80% of users ignore paid ads and only focus on organic results - Search Engine Journal
Keywords improve rankings by unlocking your site’s search potential and increase blog traffic. But the right kind of traffic… those buyer personas of yours.
But that doesn’t mean you should go ahead and start stuffing your content with every keyword or phrase you find. Google is smarter than you think and it will find you out (as will your audience).
"Long gone are the days where spamming random and irrelevant blog posts with keywords paid dividends. Google has grown up. And it crawls and ranks content in a very sophisticated fashion, darling." - Blog, Sweat and Tears
Instead, choose a couple of worthwhile long-tail keywords to target per blog post. And be clever about it - use them intelligently, keep them relevant, and vary their composition.
“Ignore the long-tail at your peril - search marketing and website content strategies must allow for this “impossible to predict” form of visits to risk losing out to a more expository and prolific competitor.” - Moz
Remember, just because you’re using long-tail keywords doesn’t mean you’re going to shoot up to first spot on all search engines. There might be a lot of competition out there trying to keep you off the first page. But there’s an easy way to go about sussing all this out…
Using some tools, like HubSpot’s Keyword tool or Moz’s Keyword Explorer, work out the potential of each keyword or phrase. Based on search frequency and competition, they provide you with a potential / opportunity score which implies how hard - or easy - it going to be to target customers searching for that long-tail keyword...
This will allow you to filter which keywords are going to be worthwhile adding to your content, and which aren’t! I've written more on keyword research here.
Know what you want
So, as you set out on your quest your quest to incredible business blogging, be sure you start with keyword research. And continue it throughout your journey - you never know when a new key search term will emerge.
Even if it’s just to stroke your ego because you’re giving your audience what they want, you need to be doing it on a regular basis if you want to go anywhere worthwhile with your blog!
First, outline your key objectives. This will help you pick out the keywords that are going to be best to use for each blog.
For example, you might be selling a service. That’s your ultimate goal - to sell that particular service. Or, you might want to capture more leads in your database by getting readers to sign up to your newsletter.
You want to build your brand and position your business as an authority in your industry.
If content is the bricks, keywords are the foundations.
Whatever your objective is, know it and keep it at the forefront of your blogging efforts.
Enough is enough
I won’t lie, using keywords can be a pretty daunting task to begin with.
Especially if this is your first time doing it.
But enough is enough - let’s put an end to your keywordphobia! Hopefully you’ve got the jist - keywords are fundamental! Just remember...
- Research relevant long-tail keywords and focus on those with a low difficulty rating
- Use a keyword variation in your blog post title
- Use the same and similar phrases throughout the post - avoid overkill!
- Include the keyword in your meta-description
- Include the keyword or keyword variation in your URL
Go forth and smash your blogging objectives with the help of our 43-page guide to B2B business blogging...