Online Marketing Success – Step Seven: Create Keyword-Rich Content

Our 10-part Online Marketing Success series continues this week with keyword-rich content.  Consider your online marketing as a pyramid of blocks; each block supporting those above it.  Keyword-rich content is the seventh layer that supports all of the work you’ve done so far if you’ve followed our series these last few weeks.   Your content helps drive your organic search results and keeps you at the top of the page.  Let’s take an in depth look at why it matters…

Why is Keyword Content Important?
Our clients often ask us why keyword specific content is necessary to obtain SEO results and good rankings on the search engines.  The easy answer is that keywords are how Google, Bing, Yahoo, and other search engines know what your website and business is about.  Yet, that’s just the beginning.

Search engines used to only look at keywords.  In the early days of the World Wide Web it was common to see pages and pages of random words, simply because a company wanted to include keywords on their site.  Now, however, those search engines have a more sophisticated approach.  Today, complex algorithms that go beyond keywords determine your ranking.

That’s not to say that keywords have taken a back seat.  It just means the keywords within the content need to be of high quality, engaging and informative.  What boosts your ranking today is likable content that users read and share.

The content you provide on your website is the determining factor for all of these points.  People read, share, and link interesting articles and products via social media, blogs, and other websites.  If your content is poorly written, or not engaging, then you need to improve the quality you provide.

So, what is keyword specific content, and how do you write quality content?  Your first step might be to rewrite your website.  Answer the questions potential customers are asking online using the Keyword Planner we discussed previously.  The next step is to keep the content fresh.  Blogs, social media, and articles about industry trends, new products, and local events help draw visitors to your site as well as the Search Engines’ web crawlers.

Typically, content is about 450-500 words or longer for each article or page.  The keyword should be found 2 to 3 times throughout the page and sound natural rather than misplaced.  Keyword-stuffing practices are a thing of the past.

Content should include keywords like brand names, cities, adjectives and more in order to narrow down online search results.  A search for ‘plumber’ yields over 200 million results.  Narrow that down by adding ‘shower installation’ and you still have 30 million results.  However, if you add a city name to that search, the results drastically drop to less than 45,000 hits. What this means is that a business owner who builds keyword specific content will have less competition online because they are more likely to appear in the search results.

Internet marketing is an ever-evolving experience that requires you to flow with the changes in order to stand apart from your competition.  In order to succeed, you need to understand what quality content is best for your business and website, as well as what drives the most visitors there.  It takes time to navigate the rules of keywords and content, but the payoff is more sales and more customers.

If you need help writing keyword specific content, give John Potter Media a call.  If you’ve read this far, it means our Content Manager has done her job well and kept you interested and engaged.  An effective online marketing plan needs a constant stream of valuable content.

Call John Potter Media today at 978-808-3428 to discuss how we can help you or visit our Facebook page at   Come back next week when we talk about Social Media and how it can help drive your business.