Toolbox Series #5 - All Copy Needs Keywords
Toolbox Series #5 - All Copy Needs Keywords
There’s no getting around the fact that keywords are very important to the success of your copy. In fact, they seem to be getting more and more important as time goes by. This all comes down to the algorithms that run our favorite engines, but makes sense from a user perspective too. If my search query is focused on a keyword, the engines serve all of the results that feature that keyword. It’s as simple as that. So, including as many keywords specific to a topic as you can is the name of the game - at least those you can use properly. Oh, and never keyword-stuff content. It’s offensive to people who like to read and makes your message garbled and illegible.
Here are a few easy-to-use, keyword-centric tools you can use to beef up your copy. Some are free and others require a fee, but all are worthy of your time and attention. You can also find a good combination of these tools to use in concert that will produce some interesting results you may not have been aware of - like semantically-related search terms. Basically, these tools give insight into the terms people use to search for certain information and plenty of ideas to bolster your own keyword library.
It should come as no surprise that Google is one of the best resources available for keyword research. After all, they basically invented the system we use today. Google’s Keyword Planner, accessed in your AdWords account, can give you insight into keywords and offer some great ideas for Ad Groups. You can even granulate the data further to uncover related terms you can use to further beef up your content from a keyword perspective.
Most people would never think of Pinterest, a random social media site, as an excellent resource for keywords. Sadly, most people miss out on one of the best keyword tools you can find and it’s absolutely free to use as often as you’d like. Using the Search function in Pinterest allows you to select a topic, enter it in the search field, and before you know it you’ve been served all sorts of useful keyword ideas. It can also give you some great industry-specific keywords based on the other terms people use to categorize your keyword or topic. All it takes is a little time and you’ll have all the keywords and semantically-related search terms you could ever want related to that topic.
BrightEdge has an excellent tool for keywords known as the DataCube which is designed to help you identify related topics and terms. All you do is enter a keyword to see all of its related terms and once they’re displayed you can manipulate them in any number of ways. That’s the beauty of DataCube - you can find useful, actionable data covering any keyword or combination you can think of. Then view your results in a myriad of ways. This kind of “perspective viewing” of data can add real value.
When thinking of new topics to write about, and what keywords people are using to search for them, Conductor has an excellent tool available to assist you. Their Audience Intent Explorer provides instant topic suggestions you can use to repurpose your old content or compose something new based on one of their suggestions. This tool is incredibly valuable if you’re uncertain as to the themes associated with your keyword topic.
Google Correlate (Free)
Another excellent keyword research tool from Google, big surprise, Correlate does the heavy lifting when you need related keywords and phrases. One thing to keep in mind, Correlate will deliver a broad range of results when you search a specific term and, while all may be related, it’s never a good idea to try and force them into your copy. Use those that fit and leave the rest. This helps avoid keyword-stuffing and will result in a clearer, more easliy-readable finished product.
As strange as it may seem, Google’s own Search function is one of the best places to find semantically-related search terms for your specific keywords. All you have to do is type in your keyword and take a look at the autofill options Google presents you. Many times, these options will be excellent candidates for use in your copy and all it takes is punching in a few different keywords to snare a wide range of related terms. It costs nothing and takes only a moment, so you would be remiss if you didn’t at least give it a try.
Keywordtool.io (Free & Fee Options)
The last tool on the list is one of the tools my agency uses most frequently - Keyword Tool.io. This is a great tool for identifying long-tail keywords and semantically-related keywords. The helpful Questions Tab gives you a list of related question searches you can use to formulate new and exciting content and all of it is useable without paying-to-play. They do have a paid version that offers even more functionality, so try it out if you’re interested, and see what else they can do for your keyword research.
I'm Spencer Wade - strategist, designer, manager of people and ideas. Platinum Top Contributor for Google Search, G+ & AdWords - TC Mentor too. I’m the founder of Lift Conversions, a Google Partner agency, located in Chicago. I’ve completed Google’s tests - Search, Display, Video, Analytics, & Mobile, and enjoy being a part of the forums. My agency is also an Official City Partner in the Get Your Business Online effort with Instant Verifier access to help immediately verify business listings.
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