When creative writing and effective SEO keywords align, it’s a magical thing: website traffic increases, visitors return—and stick around—and bounce rates reduce.
Achieving this magic requires you to incorporate keyword SEO as part of your communications strategy. This means thinking about keywords when you:
Define your goals – Ask yourself what a successful website visit means to you? What should it yield: a phone call; a purchase; a subscription or a return visit?
If you’re using your website to drive sales, your focus should be on creating compelling and informative product pages—keyword optimized for search engines—and complementary blogs with assigned SEO keywords.
Target your audience – Think about who would make the decision to hire you, buy your product or require your service. Then, create their profile—a persona that includes their demographics. I like to create a mental picture of this person and think about them when I’m developing the copy and my list of SEO keywords.
Create a blog calendar – Develop relevant themes and topics for your blogs and place them in a calendar. Then, stick to your plan. I recommend building out a three-month blog calendar based on a distribution schedule you can realistically manage (weekly, bi-weekly or monthly). Remember, your blogs should complement your objectives and include SEO keywords.
Stay in touch – Your Web presence is about communicating with your audience. Pull them in; learn from them; help them find what they are looking for; and use strategic keywords to help search engines keep you connected.
With an effective content strategy in place, you can marry the right SEO keywords with rich, creative writing that intrigues both search engines and human interests.