Content Marketing

Great Blog Content Requires Careful Keyword Integration

“Caddis is Nashville’s best full service web design agency if you are looking for a Nashville web design company to help you with your web design needs…” Have you hit the back button on your browser yet…No? Then you have more patience than I do.

Let’s make one thing clear: A blog is not a direct marketing tool that you stuff keywords into and hope it makes for compelling content. Does a blog add SEO value to your website? Yes. Does a blog generate leads by ending the post with a strong call to action? Maybe. Are visitors coming to a blog because they need your service or product immediately? Probably not.

Start Conversations Instead Of Spamming Keywords

Figuring out the primary purpose of a blog is the first step to writing great blog posts. More than a platform for throwing up keywords, blogs are primarily a conversational tool. You’re not writing for search engines, you are writing for people that consider you an authority on a topic. A thought leader.

Once you have a reputation for being an industry leader, people will refer business to you. This is the way humans interact. It’s not some marketing ploy. It's human nature. It’s how referrals have always worked. It’s how we found and hired mechanics and plumbers long before the internet existed. Today, a blog allows you to reach a much larger audience of potential referrers. You can read a company’s blog, never do a bit of business with them and still find yourself referring your friends, who may need their services, to them. Through their blog, you got to know them.

In order to get referrals or followers, you need to be real. Your blog content has to give value to the consumer and not just offer a string of keywords. Of course you want to use keywords, and you will naturally use them as you write about relevant topics. Just don’t, as some SEO consultants suggest, write keyword fluff SEO bait and then smile as the traffic analytics spike. An SEO company can use every trick in the book to get you better rankings, but over the long term they will lose, because Google is constantly changing how it ranks websites in an effort to provide more accurate results.

Here is how Caddis optimizes content for users on our own blog and our clients' websites:

  1. “Will this topic deliver valuable information or entertainment to your readers?” If yes, proceed to step 2.
  2. Select keywords and phrases for a topic before the content is written (see Use Social Media for Keyword and Topic Discovery).
  3. Keep keywords in mind when writing the blog or article, but don’t force their integration.
  4. Have the rest of the content creation/editing team look for other keyword opportunities on the page, but don’t concede quality content for the addition of one or two keywords.

Writing great blog posts with keyword integrations is a balancing act, and you may find it hard to put your readers before search engines. Especially when competitors are focusing too strongly on keywords, filling the page with fluff and ranking higher than you on Google. But remember, search engines are always looking for ways to put the most useful information on top. Keep publishing readable and useful content. If Google doesn’t yet recognize the difference, readers and clients do and the search engines will eventually recognize that.