Get ready to rank

Keywords and Content: How (and Why) to Marry the Two

How to get your website to rank higher on Google with keyword-rich content

Content and SEO aren’t novel topics. We’ve talked about both on the Top Fox blog, and we’ve even discussed how content marketing can boost your SEO

But in truth, we’ve only peeled back the outer skin of the jumbo onion that is SEO. Today, we’re slicin’ that onion up and diggin’ into its inner layers. Let’s talk keywords!

The key to keywords on your website

In our ongoing education as a Google Partner, we’ve nailed down the formula for using keyphrases in content to result in higher ranking. And we’re sharing that secret sauce with you—shh, don’t tell! 

The key is to use one focus keyword per website page or post. Keep in mind that this doesn’t mean to only use one keyword on the page. Rather, you should pick the highest-searched and most-relevant word or phrase for the content of the page or post and use it throughout. This formula does, however, come with an important caveat: no keyword stuffing! The most important element in any online content is that it’s primarily written for humans. Google is very savvy and detects stuffing very easily these days.

Google itself says, “Google’s automated ranking systems are designed to present helpful, reliable information that’s primarily created to benefit people, not to gain search engine rankings.”

Instead, do your best to convey interesting, engaging, verified, complete information in the same tone and voice of your company.

Nerding out about Google

It’s no secret that we’re total Google nerds, but in case you’d like to join us in our quest to become official SEO scientists, we’ll dive a little deeper.

Our (secret!) keyword formula comes from Google’s keyword-density propensity when learning about a webpage. Google’s only job in Search is serving the best-fitting site for a user’s query.

So, to show Google you ARE that site, you should match our keyword density to the length of the text, keeping in mind the flow and meaning of the copy. 

For example: If your text is 100 words and 5 of those are your focus keyphrase, then your keyphrase density is 5% — yowzas! The goal is to keep your keyword density between 0.5 and 3%.

“That’s all fine and good, but where should I put my keywords?”

Your curiosity ends here! These are the best places to use the focus keyphrase for maximum impact:

  • Blog title
  • SEO page title
  • Meta description
  • URL
  • Introductory paragraph (the first sentence is best)
  • Subheadings (ie. H2 tags)
  • Image Alt Tags
  • In the copy (this is where your keyword density comes into play)
  • The final paragraph (closest to the final sentence is best)

Your starting point

If you’re brand-spankin’ new to content marketing and SEO, start with a keyword strategy. At Top Fox Marketing, we begin this process in our messaging and strategy sessions with new clients. This enables us to learn about who you are, what you do, and who needs what you do. Then, we take that juicy information and begin our keyword research. And after that, we implement.

For blog posts, that looks a little something like this:

  1. Find the core message of the post.
    1. Is the post intending to inform, sell, create awareness for the brand, etc.?
  2. Figure out the search intent of the reader.
    1. Is the reader doing product research, finding the answer to a question, making a purchase, etc.?
  3. Find your words.
    1. Part of keyword research is figuring out the words and phrases people use to find what you’re posting about.
  4. Check the competition.
    1. Research the words your competitors are using (and ranking for) and see if any are viable (then start stealing rank).
  5. Test on Google.
    1. Once you think you have your focus keyphrase, type it into a search engine and see what happens. Are the results what you expected? Are there featured snippets you can aim for?
  6. Pull the data
    1. Utilize tools like Google Keyword Planner, Moz, SemRush, WordStream to make sure the term is highly searched. Often, low-value words rank up when used, so don’t be afraid to ignore the difficulty if the word is highly-searched. 
  7. Search hashtags and social media
    1. Keyword gold is often contained here.

Taking a step back

If all of this sounds like a lot of work—it is. Well, we’ve got some good news—your resident Google nerds are here to help.
Top Fox Marketing is a full-service creative digital agency in Boulder, CO. The best part about working with us (and there are a lot of good parts) is that we’re experts at blending content and SEO on a budget. For a cohesive approach that will boost your biz without busting your budget, check out Marketing Maximizer. This cost-effective monthly package includes preliminary keyword research and foundational SEO, organic social media and creative assets, paid Google advertising, and more—all for half of an in-house marketing equivalent.

Go on, there’s no harm in browsing! Check us out.

Click to access the login or register cheese