Now that you have identified your “why” and your audience’s emotions, it’s time to combine the two with search terms. The first thing you must realize is that search engine optimization is a constantly moving target. You might ask, “So why do I even bother?” Well, ultimately you have to know how your potential customers are searching for the products and/or services that you offer. You can’t just list a specific model number or abbreviation that’s known by the distributors in your industry–is a potential customer searching for that abbreviation? Most likely not. Essentially, you need to tap into the SEO mindset. So let’s start by learning how your potential customers are searching for what you offer.
Let’s look at A Cup of Content. I know that my target audience wants to learn how to do their own content marketing on their own without spending all their time on it. While some people might search for “content marketing education”, they definitely won’t be searching for “online membership website that teaches how to write better blogs, do social media better, create quality videos with less money, has mentoring and coaching, and etc. etc. etc.”
So I realized they most likely will be searching “simple ways to do social media” or “how to be a better blogger”. As I build A Cup of Content, I’m using these types of keyword phrases to capture that audience that will join.
Let’s get to it: how do you find the right keyword phrases?
You’ve probably noticed that we’re always referring to them as “keyword phrases”. If you want to order a pizza, are you pulling up Google on your iPhone and typing in the keyword “pizza”? Probably not. You might be searching “gluten-free pizza Omaha” or “pizza delivery Papillion”. You are specifically looking for a certain type of pizza, method of delivery, or a location. Therefore, it benefits you more to search for keyword phrases instead of keywords. Stop and consider how many people in the US might be trying to rank for “pizza”. So it’s in your best interest to try and rank for keyword phrases than individual keywords. Furthermore, 50% of search queries are 4 words or more.*
*”The Ultimate List of Marketing Statistics.” Hubspot, 2016.