Keywords are the starting point of any successful content project. We begin with keywords to discover topics of interest to write about for your site. Once we locate these keywords, we use them sparingly within the titles and body of each article, post, product page, press release, or other form of content page we develop. This technique of keyword-inclusion is based on advice offered by Google, and is meant to ensure that the search engines understand what the page is about, without over-optimizing the page to the point that humans find it awkward to read. It is a delicate balance, but over time we have come to perfect it.
The Purpose of Keyword Research
The goal isn't just to target keywords that will rank in the search engines (remember that content is for humans, not search engines). The real goal is to discover how people are searching for your product or service, so that you can give them the information they seek!
Keywords – the Great "Interest Indicator"
What better way to discover what people care about then looking at what keywords they're searching for? Keywords are the best possible "interest indicator". If no one's searching for it, no one's interested in it... and when it comes to writing great content, why bother writing about it if no one's interested?
How Keywords Eventually Lead to More Search Engine Traffic
By regularly giving people the information they're searching for, over time, your site will gradually develop an audience that trusts you as an authority in your topic. This will lead to more sites linking to yours, which, in the end, will help your content rise to the top of the search engine ranks.
What Does Google Say?
Here's what Google has to say about researching keywords, and including them sparingly in your site:
"In creating a helpful, information-rich site, write pages that clearly and accurately describe your topic. Think about the words users would type to find your pages and include those words on your site."
Source: Google Guidelines
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