Four ways to use keyword research in content production

If you don't yet know what keyword research is, you can find out here. What keyword research is and what it is used for.

Objectives of content production

For content production has several purposes. Its purpose is to influence the reader in some way. Businesses may aim to provide information about products or services in order to influence potential customers and promote sales.

It can be used to create a certain image of the company, to generate interest, to create a buzz, etc.

In addition to other objectives, content production can also be used to. search engine optimisation, which aims to improve the search accessibility of the site for specific search terms. This is an attempt to attract potential customers to the site and thereby boost sales.

How keyword research can help you achieve your content production goals

1. Find topics of interest to your target groups

A well-done keyword search will look at the searches made on a particular topic. This may reveal issues, problems or interests related to the topic that are reflected in people's search behaviour. 

When such terms are found, the content can directly meet the information needs of your target audience and is perceived as interesting. For example, an exterminator might think that all the work they do is pest control, but for one customer it might be mouse control, ant extermination or squirrel removal from roof structures.

2. Create understandable text for your target audience

The old content production doctrine says that you have to speak to your target audiences in the language they use. In practice, this means talking about things in the terms used by the target group. No one understands what "metal rainwater control components" means, but everyone knows what a gutter or downspout is.

Keyword research can be used to find out what terminology is used by the general public and what they call the topic covered in the content. When the term is familiar, the content is understandable and easier for the reader to assimilate. A potential customer may not understand the official industry terminology.

3. Most interesting developments in search findability

Once the most interesting and important keywords have been selected from the keyword research, the current findability of the site can be determined. In this way, quick results can be found. For example, keywords that already rank fairly well, but not quite well enough, may with a little "nudging" rise to the top of the list of terms that bring visitors.

However, precise, multi-word search phrases can be such that they can hit high quality candidates. Search volumes can be low, but on the other hand, competition can be very moderate or almost non-existent, so new content can achieve good results.

In addition, potential customers are more likely to trust companies that are ranked higher in search engines. Good searchability also has a positive impact on a company's brand.

4. Create content that drives traffic

The terms used in the content still have a very strong influence on searchability. If a home appliance company's product is named "tank freezer", it is likely to be found in search results with the term "chest freezer", but less likely than those whose products are named as chest freezers. Search engines are becoming more aware of synonyms, but even so, the site is likely to be better found with the term used in the content.

If you were selling coffin bakers, what term would you want to be found under? (Source: Google Ads Keyword Planner 5.9.2024)

A few comments on search engine optimisation content

Content is the basis of search engine discoverability. However, it is worth remembering that hundreds of other factors influence the results of search engine optimisation and can improve or degrade a particular type of search engine discoverability. By publishing an article or two, you can, with good luck, achieve visible results quickly.

However, it is more realistic to talk about long-term impact and influence. Find out the overall state of search engine discoverability to get the project off on the right foot and to ensure that content production and keyword research are not wasted.

Write to a human, not a search engine. Spamming terminology makes the text unpleasant to read and does not improve findability. Remember, text must be meaningful to its reader. Avoid bringing your important target audience to poorly produced content.

Need help?

Digiteam can help you manage and implement your digital marketing. Our iron-clad professionals are ready to help with keyword research, content production or search engine optimisation. Please feel free to contact us.