Without keywords, there’s no content, except for websites made entirely of images and videos, which isn’t advisable. So, understanding keywords is crucial for content marketing. This article addresses the top 10 frequently asked questions about using keywords in marketing content.

Table of Contents

1. What’s the best keyword tool to use for content marketing?
2. Should I target head terms or long-tail keywords in my content?
3. How many times should we use the keyword on the page?
4. Where on the page should the keyword appear?
5. Is it OK to target multiple keywords on the same page?
6. I published this great content last week. Why am I not ranking for my targeted keyword yet?
7. How can I rank for a really competitive keyword?
8. Should I target different kinds of keywords on my blog and my main website?
9. Should I target timely, trending keywords or evergreen keywords?
10. Do B2B keywords differ from B2C keywords?

What’s the best keyword tool for content marketing?

The most effective keyword tool is the one you utilize consistently. Ideally, you should have several tools for different purposes, including:

• General keyword tools: Like Google Keyword Tool or our Free Keyword Tool. These are great for daily use, finding relevant keywords with good search volume but low competition.

• Grouping & Niches: While not tools themselves, our free resources on keyword grouping and niches help maximize your keyword research.

• Trend-based tools: Tools like Google Insights for Search and Google Trends (now merged into one tool) are useful for finding trending topics with high search volume or researching keyword volume changes over time.

• Competitive keyword research tools: Compete, Alexa, and SpyFu reveal competitors’ targeted keywords (but their strategies might not be right for you).

  

• Social media tools: YouTube’s Keyword Tool or Twitter Search are helpful for researching keywords specifically for social media.

Beyond keyword tools, explore these sources for SEO keywords:

• Website analytics: Keyword referrals from Google Analytics or similar tools provide personalized and private data. However, many keywords are hidden, and this data is limited to terms already on your site.
• PPC account: Leverage paid search data for content strategy. Analyze search query reports from platforms like Google Ads for keyword ideas. Successful PPC keywords can also be effective for SEO.
• Your surroundings: Keywords are everywhere! Observe Google Suggest, competitor terminology, and customer language for inspiration.

Should I target head terms or long-tail keywords?

Target both! A comprehensive website incorporates various keyword types and lengths. Think of your content strategy in terms of a keyword taxonomy—a hierarchical structure with increasing specificity. For an e-commerce shoe site, it could look like this:

Shoes > Women’s Shoes > High Heels > Open-Toe High Heels > Open-Toe High-Heel Slingbacks

Create content targeting all levels of this taxonomy.

Content strategy depends on your goals and website type. For instance, a catering business with a food blog might use a taxonomy like:

Baking > Cakes > Cupcakes > Chocolate Cupcakes > Cream-Filled Chocolate Cupcakes

Instead of product pages, focus on recipes, tutorials, and showcasing expertise to build brand authority.

Taxonomies facilitate logical content planning. Identify gaps in your taxonomy for new content ideas.

What’s the ideal keyword frequency on a page?

There’s no magic number. Keyword frequency depends on content length, type, and other factors. Instead of keyword density, prioritize relevance, uniqueness, and value. Ask yourself:

1. Is my content relevant to this keyword search?
2. Is my content unique or available elsewhere?
3. Does my content satisfy the user’s search intent?

Relevant content naturally incorporates keywords, making it clear to readers and search engines.

Where should keywords appear on the page?

Include your main keyword or variations in these key locations:

• URL
• Title and H1 tags
• First sentence/paragraph
• Subheads (consider a table of contents with jump links)
• Image file names and alt text
• Meta description
• Links to related content

Maintain a natural flow and avoid keyword stuffing. Read your content aloud to ensure it sounds human.

Can I target multiple keywords on one page?

Yes! Every piece of content naturally includes multiple keywords. Let’s say your primary keyword is “PPC bid management.” Your content will likely include related terms like “bid management process” or “PPC bid management software,” attracting traffic from those searches as well.

While you should choose a primary keyword for each content piece, incorporate variations naturally. Identify potential sub-target keywords and optimize for them within the content. If you notice traffic from an unoptimized related keyword, add it in.

Why isn’t my content ranking for my target keyword yet?

New content takes time to rank, often several months. If you’re still not ranking, it could be due to:

• Insufficient page optimization
• Lack of link juice and authority
• Low domain authority
• Inadequate content promotion
• Lack of value or uniqueness

Be patient, target less competitive keywords initially, and keep refining your content.

How can I rank for a highly competitive keyword?

Ranking for competitive keywords with a new or low-authority website is challenging. Try these strategies:

• Create exceptional, authoritative content surpassing competitors.
• Invest in linkbait for a concentrated link-building effort.
• Leverage video content to stand out.
• Target long-tail variations and create an index page optimized for the main keyword.

Consider an exact-match domain name, but ensure your website’s quality justifies the cost.

Should my blog and website target different keywords?

It depends on your business model and website type. One approach is aligning keywords with your marketing funnel:

• Blog: Target top-of-funnel, informational keywords with how-to guides, lists, and videos. Focus on expertise and a soft-sell approach.
• Website: Target bottom-of-funnel, transactional keywords with product-focused content and clear purchase intent.

This approach isn’t universal. Experiment and adapt based on your specific needs.

Should I target trending or evergreen keywords?

Most websites benefit from targeting both:

• Evergreen keywords provide consistent, long-term traffic.
• Trending keywords offer short-term traffic spikes but can be valuable for ad revenue-based websites.

Prioritize evergreen keywords for targeted, qualified traffic that converts into leads or sales.

Do B2B and B2C keywords differ?

Yes, slightly. B2B audiences respond well to:

• Reviews, comparisons, and testimonials: Emphasize customer feedback and use keywords like “reviews,” “testimonials,” and “X vs. Y” comparisons.
• Industry jargon: Use relevant industry terms sparingly.
• Service-specific keywords: Target specific business services with appropriate keywords.
• Career development terms: Attract professionals with keywords related to learning and growth opportunities.

Have More Questions?

Share your questions about using keywords in your marketing content in the comments!