TABLE OF CONTENTS
Creating Findable Content | The Importance of Keywords | Knowing Which Keywords to Use |
How to Use Keywords in Content
We’re big fans of inbound marketing here at LAIRE. This methodology is all about creating content — blogs, eBooks, white papers, videos, free downloads — everything that lives on your website and draws people in.
But here’s the thing: Creating content without a strategy won’t get you very far. If you want your hard work to pay off — bringing traffic to your site, generating leads, and ultimately driving sales — you need a plan in place.
That plan starts with keywords. Your content strategy should be built around the words and phrases your ideal clients are searching for. When you focus on the right keywords, your content will show up in search results, making it easier for the right people to find you.
We’ve all heard the phrase “content is king.” Marketers have known it since Bill Gates wrote about it back in 1996. Today, around 69% of successful B2B marketers have a documented content strategy. So, how do you make your content stand out? It all comes down to using the right keywords.
Keywords in Content Marketing = Findable Content
Companies invest in content marketing for many reasons, but one of the biggest is that it helps attract customers into the sales funnel, allowing you to nurture prospects all the way to the bottom.
For this to happen, it’s crucial that people can actually find your content, and keywords play a vital role in this. High-volume keywords do two important things:
- They optimize your content around topics that users are actively searching for.
- They increase your content's exposure as you start ranking for those keywords.
Using the right keywords is a solid long-term strategy for making your content more discoverable. Think of content marketing like adding more doors to your website. The more articles you have optimized for search, the more opportunities you create for turning visitors into customers.
Why Are Keywords Important?
Search engines have evolved to understand keywords and their synonyms, leading to the rise of semantic search. This advancement improves search accuracy by interpreting user intent and the contextual meaning of terms within searchable data.
As a result, keywords are more important than ever — but it’s no longer just about individual words or short phrases. It’s about understanding the intent behind the search. Why is someone looking for X, Y, or Z? What problem are they trying to solve?
Optimizing for intent, not just keywords, is the key to creating content that truly resonates with your audience.
How Do You Know Which Keywords to Use?
Your top priority should be creating valuable content that addresses your audience’s needs.
Start by identifying the key questions or pain points your customers have within your industry. How does your company solve these challenges? For example, if you run a digital marketing consulting firm, your content should focus on topics that help digital marketers succeed.
To ensure your content is relevant, you need to understand what people are actively searching for. Here’s how to discover the questions your audience is asking.
Answer Core Questions About Your Business
Leverage the research you’ve already done. If you offer search engine optimization (SEO) services, what keywords are relevant to that category? Incorporate those keywords naturally into your content when addressing common industry questions.
Analyze the Keywords Driving Traffic to Your Website
Regardless of your website platform, you should have access to keyword data. Check Google Analytics to see how visitors are finding your site and which search terms they’re using.
For example, if someone is looking for digital marketing expertise, do they search for “best SEO agency” or “SEO advice”? Use these insights to guide your content strategy.
Use a Keyword Planner Tool
Tools like Ahrefs’ Free Keyword Generator can help you identify relevant keywords based on your website’s domain, showing search volume and competition levels. No matter which tool you choose, keyword planners are excellent for sparking content ideas and optimizing your strategy.
What Should Keywords in My Content Look Like?
While keywords are essential, avoid overusing them — that’s called keyword stuffing, and it’s a big no-no.
Instead, focus on one or two primary keywords and aim to include them naturally every 100 words or so. If a 300-word article only includes a keyword twice, that’s perfectly fine. Prioritize quality content over forced keyword placement.
Your title is another key spot for keywords. Since search engines prioritize titles, often marked by an H1 tag, incorporating relevant keywords here can improve your rankings.
Don’t forget about your meta description. This short snippet helps both search engines and users understand your content. Including a keyword in your meta description increases the chances of your content appearing in front of the right audience.
The Value of Keyword Research
Keyword research takes time and effort, but it’s essential for a successful content strategy. Some companies have mastered this by answering common questions, strategically integrating keywords, and promoting their content through social media and email.
If you want to learn more about content marketing and how it can elevate your B2B strategy, check out our free workbook. It’s packed with insights to help you make the most of your content efforts.
