Mar

9

Content ins't king, targeted keyword rich content is kingContent is king, so says Joel Cheesman from the Cheezhead: Never Bleu blog. We disagree just a bit. It isn’t just content that is king, it is great content that is targeted to your audience. But that great content has to contain valuable and searched for key words. You have to be smart about how you write, what you write, and the keywords for which you are trying to compete.

Putting yourself on a program that has you creating 4 to 5 pages of great content per week as Joel suggests, is a really good idea. But you need to do your homework to some degree before you just start writing freestyle. See if you were a civil engineering recruiter who was working with a large number of clients who need structural engineers, then you need to do some research into the keywords that are likely to get your site indexed highly in that general subject matter. You also need to do some research into keywords that are no so heavily competitive that you can’t compete and dominate in the major search engines for them. At the same time, you need to do the research as to how often the keywords that you have chosen are actually searched for, because domination of a keyword isn’t by itself a harbinger of more business and increased candidate flow.

Here is a recent real-life example that might help illustrate our point. The Chief Executive Restaurant Recruiter, on his blog, wrote an article about getting first place search engine listings for keywords not long ago. To prove a point, he wrote about "concrete scuba tanks" and speculated that he could achieve #1 status in a very short time. Well, he did just that. His site is listed #1 on Google and got there in under 7 days. However, be assured that being #1 for that particular phrase isn’t bringing in truckloads of cash. There are two reasons for that; first the term isn’t related to restaurant recruiting in anyway at all, so it is not targeted for his audience, and second there are almost zero searches for the term "concrete scuba tanks" on the Internet so even being #1 won’t bring an traffic flow to his site.

What all smart site owners should be doing is using keyword research tools (like Wordtracker and Overture) to do the research on the keywords that are related to the areas where they want to increase traffic flow. There are tons of great articles and eBooks out there that discuss how to utilize these tools. but know going in that there is more to creating increased targeted traffic flow than just writing an article. If you are using an SEO firm (like us) they will probably give you lists of target keywords that you can use to help move your site up in the SERPs. If they don’t, then ask them why not.

So remember to rank highly in search engines and receive traffic flow from them that is relevant to your business you must create content that is targeted to your audience that uses keywords:

  1. being searched for fairly regularly
  2. not so highly competitive that you have a chance to outrank your competitors.

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