Identify Target Keywords

Identifying Your Target Keywords

Before you check your content for findability you need to identify your target keywords. There are different ways you can identify target keywords for your content.

Using an Enterprise SEO Solution

If you work for a company with an enterprise SEO solution, you might already have a keyword information system and database of target keywords that you're supposed to use for certain projects. Acrolinx can integrate with your keyword information system to get the target keywords for your project. In this case, your Acrolinx administrator configures Acrolinx to prompt each writer for a project key. When you run a check, you select the project that you're working on, and Acrolinx shows you the proposed target keywords for your project.

If you use Acrolinx with a keyword information system, you'll see a few extra elements in the sidebar.

  1. The Keyword Information System tab.

    This tab shows the keyword information that is available for your project. This is usually a full list of project keywords but the information can vary depending on the SEO solution that you use.

  2. The Proposed Keywords section.

    This section shows you the keywords that your keyword information system has proposed for your project.

  3. The Additional Information buttons.

    You can use these buttons get additional information about individual keywords from your keyword information system.

    • Click  additional information to open additional information from an external keyword information system in a new window.
    • Click  additional information summary to display a short summary of additional information from an external keyword information system.

Discovering Keywords in Existing Content

Another approach is to see what keywords are already used frequently in your content or in similar content that's already ranking highly. You can check that content to see what keywords Acrolinx discovers and pick out any keywords that you might have missed from your list of target keywords. We go more into discovered keywords in the section "Checking Your Content for Findability" below.

Starting a List of Keywords from Scratch

If you don't have any enterprise SEO solution, you'll need to do a bit of research. To build a good list of targeted keywords, you need to anticipate how people are going to search for content like yours. For example, if you're writing a thought leadership article about SEO practices, you want to think about how people are going to find that content. What are your potential readers trying to find out? You've probably identified a target audience before you created your article, so you can use your target audience to get your target keywords.

For example, if your target audience is marketing managers, they might be researching ways to increase traffic and conversions without spending too much budget. You could target related keywords such as "increase", "conversions" and "organic traffic" and obviously "SEO". You could also include words that describe a similar goal to "increase", such as "grow" and "optimize".

Including Synonyms in Your Target Keywords

When aiming for findability, try to get a good range of keywords. Sometimes people use terminology that you don’t necessarily want to use heavily in your article. It might be dated terminology or simply terminology that you prefer not to use. But that doesn’t mean people who search for these keywords won’t find your article useful. You still want your article to show up for these searches.

For example, we recently renamed some terminology on our own product. What we used to call  linguistic resources  , we now call a guidance package.  However, we know that people need a while to catch up on the new terminology. We still anticipate that people will use the keyword  linguistic resources  when searching for help. That's why we still include this keyword in the content. Make no mistake, we don't want to use obsolete terminology, but it's helpful to mention that "product X" used to be called "product Y" or is also known as "product Z." This is a useful way to include a target keyword without detracting from the consistency in your terminology.

Keyword Research Tools

There are many tools help you figure out how people are searching for the type of content that you’re offering — and what keywords to build into your content. Here are a few examples.