Keywords are among the most important elements of SEO campaigns and content marketing. They are the terms businesses build their content around to improve their standing in search engines and increase visibility among online audiences.

Content keywords and SEO

Throughout a website, these terms should be worked into articles organically as part of content marketing. However, it’s important that these words be understood by site visitors to keep them engaged. Using internal linking to direct readers to landing pages with definitions of industry terms can reduce bounce rates while simultaneously guiding visitors along conversion funnels.

Keywords have become an especially sensitive topic in SEO due to some sites’ excessive or irrelevant use of them to drive businesses up in SERPs. As such, keyword density is a major issue in content marketing and search engine quality algorithms, such as Google Panda, aim to detect sites using excessive keywords in shallow content.

Keyword strategy adjustments

Like any other element of marketing campaigns, a keyword strategy must evolve as industries change, and new terms become frequently searched on search engines.

Google AdWords keyword tool allows businesses to monitor activity around search phrases and update plans based on which terms generate substantial search traffic. Those with more monthly queries are more popular. Additionally, the “competition” rating in AdWords gives businesses a sense of how difficult it will be to gain visibility for a phrase.

Regularly checking keyword terms to ensure that traffic has remained sustainable will help businesses use language that remains relevant to their search audiences.

With most forms of new media marketing, the organizations that recognize trends and address them quickly are those most likely to succeed.