According to studies, content-driven marketing provides three times the value per dollar invested than a paid search marketing strategy. The research shows how content marketing provides not only a lower upfront cost but also holds a long-term value and the prospect of evergreen content that will drive traffic to your Startup’s website long after your campaign ends.
However, to bring your content closer to the readers that matter for the growth of your business it’s important to develop a smart keyword strategy that will allow the audience to reach your posts. Since startups usually don’t have the budget or authority needed to grab the attention of a larger portion of the market, here are some ways in which you can develop keyword-driven content that ranks up your startup.
Use Keywords That Matter
Looking for keywords that are on top of the trending charts and using them to promote your business is a lottery you don’t want to use as your keyword strategy. You need to look for keywords that are most relevant to your target audience, which is an easy fix with Google AdWords Keyword Planner. Moreover, think beyond keywords, and dig into the reasons why people conduct a search in the first place. This will allow you to formulate long-tail keywords which will get you visitors that matter to you.
Google already offers too much of the same content, the value of search results is lesser with generic search terms. Per example think about a person looking for a writing service to develop a speech for a wedding. If that person would enter “agency to write my speech” there would be tons of useless content. On the other side, if the person would try “wedding speech writing service” the results would show more valuable content.
Google’s AI Considers The Human Element
Hummingbird is the name of Google’s algorithm, however, there are subcomponents of this AI that perform specific tasks. These subcomponents, like RankBrain, run on AI technology as well and their job is to look through your content and compare it to the online behavior of the person that conducts a search. Sounds complicated? Let’s put things into perspective through an example.
Let’s say a person is a common user of essay writing services, which Google knows by keeping track of all browsing activities, online payments, search history, etc. Now let’s consider the person is once again searching for essay writing service. If RankBrain would come to a blog post that holds a phrase “I asked Edubirdie to write my essay and they were amazingly helpful” that post would not be in the top results because RankBrain knows that the person is looking for essay writing services, not blogs that speak about other people’s experiences with writing services.
It is of vital importance to understand the intention behind searches, which can only be achieved through constant learning and improvement. The success of your business relies on your will and ability to learn and obtain new knowledge about your industry.
Latent Semantic Indexing
Do you know how sometimes you start typing a certain keyword and Google offers some phrases that begin with the keywords you already entered? This is what Latent semantic indexing (LSI) does for you, it considers your keywords and offers related search options. We can use this feature to create long-tail keywords based on what people type in, which gives us a notable advantage when it comes to search results.
There are also LSI keyword generators that you can use to develop the optimal keyword strategy. All you have to do is just type in a keyword that’s best suited for your business and let the keyword generator offer related terms that you can incorporate into your content to build up your chances of ranking higher in Google search results.
Startups are facing the challenge of outranking large corporate brands all the time. Luckily, low-budget companies now don’t have to pay for expensive advertisements to reach the audience. All that is required to reach the consumers and build a reputation for your brand is to be creative and produce valuable content that offers more than a simple sales pitch. Create user-oriented content, that aims to help your readers in their everyday lives. If you play your keywords game smart, the chances to rank up grow even higher.