How to effectively use keywords in your blog – quality over quantity

May 07, 2015 at 2:48 PM

A key component of content marketing and search engine optimisation (SEO) is the use of keywords. Knowing how to use keywords effectively to drive your listing up the search engine results page is important - however there are a few more subtle aspects of keyword use to keep in mind. 

As search engine algorithms have become more sophisticated and the online marketplace more crowded, effective keyword usage has become more refined. Jamming your website or blog full of keywords at the expense of clear, quality reading material is going to backfire in more ways than one. 

Firstly, the search algorithms are smart enough to spot that old trick and it will have a negative impact on your ranking – Google is able to decipher, and reward, quality, engaging organic content. 

Secondly, the human visitors to your site will quickly be turned off and head elsewhere. 

It is not just about getting traffic to your site, it is about getting the right traffic to your site and helping the right customers find you. 

The quality of your keyword use, and the user experience, is far more important the quantity of keywords you can fit into any given blog or webpage. 

  • Once you have identified your core keywords aim to work them naturally into headings, sub-headings and paragraphs.
  • Use long tail keywords: this is a fancy way of saying use keyword phrases instead of just individual keywords. Think about your own search usage and how often you search with just one word. Someone who is ready to buy is more likely to search “Mother’s day flowers West Auckland open Sunday” than just “flowers”.
  • Don’t forget to add keywords to meta-data for the page, and include them in the blog URL wherever possible. Also try to include keywords in the captions and alt tags of your images.
  • Remember to use synonyms and words that may be out of your usual lexicon – just think of the different ways we use words between New Zealand English, American English and UK English, plus add in English as a second language and you’ll realise how important this is (try
  • For long tail keywords and synonyms you may not have thought of look at the ‘Searches related to…” list that appears at the bottom of your search results page

Remember that using keywords in your blog is just one way to increase your website traffic, you should also: 

  • Post your blogs to your social media sites.
  • Include your latest posts (and even historical but still relevant posts) in your email newsletter.
  • Post to third party sites (such as relevant industry blogs).
  • Contribute quality commentary on other relevant blogs.

Need some help with your blogs and incorporating keywords into your other online content? Call us!   

Tags: organic search seo online marketing writing tips digital content solutions blogs marketing plan planning sem LinkedIn keywords content marketing
Category: Content Marketing


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