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.
Create a List of Keywords from Scratch
You can manually create a list of target keywords, but 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 It might be outdated terminology or simply terminology that you prefer not to use.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.
At Acrolinx, we occasionally rename terminology for our own product. For example, 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" for a while when searching for help. That's why we still include this keyword in the content. 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.
- Google AdWords Keyword Planner: https://adwords.google.com/KeywordPlanner
- Moz Pro keyword Explorer: https://moz.com/products/pro/keyword-explorer
- WordStream Free Keyword Tool: http://www.wordstream.com/keywords
Discover Keywords in Existing Content
Another approach to identify your target keywords 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 article Check Content for Findability.