The following is an excerpt from IMPACT’s popular ebook, “How an Inbound Marketing Agency Does Blogging.” For more expert tips on generating more traffic and leads through optimized marketing content, be sure to check out the full ebook.
“Getting found in organic search is one of the most cost-effective means of lead generation.” – Corey Eridon, HubSpot
Although Google’s latest algorithm changes now value fresh, compelling content instead of over-optimized content, there’s still a happy medium where all of your blog posts need to be.
You have to get on the first or second page of search engine results. If you’re not, you may as well not even show up at all.
Every article should have one focus keyword that you’re trying to get that particular article ranked for. This gives the article direction while also effectively attracting more relevant visitors to your blog.
At IMPACT, we’re sure to include the focus keyword in the following:
- In the blog title
- In the first paragraph of the blog post
- Sprinkled throughout the body of the post 2-3 times
- In the page URL of the blog post
- In the ALT tags of all images
How Do I Identify a Focus Keyword?
What do you want your specific blog article to rank for?
Ask yourself what consumers in your industry are typing into the search engines in order to find solutions to their problems or questions. Also focus on finding “profitable keywords.”
At IMPACT, we use HubSpot’s Keyword tool for ourselves as well as all of our clients in order to identify the greatest keyword opportunities for every blog article.
What are “Profitable Keywords?”
Always select keywords with your company’s bottom line in mind. There’s no point in writing blogs or focusing keywords on topics that don’t actually yield you any leads or customers.
Use closed-loop analytics to identify which search terms generate relevant traffic that converts them into leads and customers so you can more effectively optimize your blog posts with the right keywords.
Where to Put Keywords?
Aside from the blog article focus keyword, you should also include two additional keywords you want your article to rank for. Unlike the focus keyword, these do not need to be included in the title.
What this does is allow your blog article to have a greater reach in the search engines.
To demonstrate, take one of IMPACT’s blog articles:
- Example: 10 Great Inbound Marketing Infographics
- Focus Keyword: Inbound Marketing Infographics
- Keywords: Inbound marketing, web design
How Are Your Keywords Performing?
One of the most helpful features about HubSpot’s Keyword tool is that you can track the specific keywords you’re using in order to see if your search engine ranking is improving or not.
Using keywords is not a “set it and forget it” type of system. In order
to get the most out of your blogs SEO, it’s important to track how the specific focus keywords you’re using are helping to improve (or not) your company’s SEO as a whole.
At IMPACT, we use HubSpot’s Keyword tool to effectively choose the keywords with the greatest opportunity for a high search engine ranking for both our clients and ourselves.
When choosing a keyword, IMPACT considers the following:
- Search volume – How many global searches has the keyword had in the past month?
- Search difficulty – How difficult will it be to rank high for a specific keyword?
- Current ranking – What is the company’s current search engine ranking for a specific keyword?
How to Get Your Blog Found
Publishing great content is only part of the equation. The next step is getting found in order to deliver the ROI and traffic and leads that your company needs.