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John Bonini

By: John Bonini

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December 11th, 2012

Keyword-Rich Blogging: Increase your Search Engine Visibility


bloggingThe following is an excerpt from IMPACT’s popular Ebook, “How an Inbound Marketing Agency Does Blogging.” For more expert tips on optimizing blog posts with keywords, be sure to check out the full Ebook. 

Here's the harsh reality; you could be writing the best, most resourceful blog posts in your industry. However, if they're not fully optimized with keywords, nobody will be finding them.

Google has essentially become the new Yellow Pages, and the bottom line is if your content isn't getting found in the search engines, there's a great chance your target audience and ideal prospects won't be finding you.

The solution? Keyword research and implementation. By harnessing the power of keywords, you can increase your search engine visibility as well as level the playing field with some of your larger competitors.

Keywords are only one small part of ensuring your blog post if fully optimized and ready to drive traffic. We've put together this helpful ebook to detail everything you need to feature more SEO optimized content and generate the volume of traffic you need.

If you're interested in learning more about turning these tips into actual results, be sure to check out the full ebook. 

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?

The Marketers Buyer Persona Kit

About John Bonini

As the Marketing Director of IMPACT from 2013-May 2015, John lead the IMPACT marketing team. He also wrote for the HubSpot Blog, Social Media Examiner, and Convince & Convert among others. In his free time, John enjoys playing guitar, high-fives, and anything with marinara sauce.

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