The definitive guide to creating keyword-rich content for your business

Do you match the search intent behind your chosen keywords? Here’s why it’s important and how you can create keyword-rich content for your small business.

What is keyword research, and what can it do for your small business?

Keyword research, although the phrase itself sounds technical, you can do it yourself for your small business. But it’s important to note that it is a process that is time-consuming but rewarding for your business,

“Keyword research is a core SEO task that involves identifying popular words and phrases people enter into search engines -make in an attempt to figure out what to rank for. Researching keywords gives marketers a better understanding of how high the demand is for certain keywords and how hard it would be to compete for those terms in the organic search results, offering some direction to optimisation efforts.”

Why you should keyword optimise your site NOW

I have attended many networking events, and the running theme with small businesses is they’re receiving many word-of-mouth referrals and aren’t struggling for business leads right now.

How to find out what your audience is searching for

If you don’t have any SEO tools, it might be worth investing in a tool that can help you keep track of your website progress. A tool that can monitor rankings and help you identify new possibilities when it comes to creating content your audience will enjoy and will help you rank.

Screenshot from Ahrefs.com tool
Screenshot from Ahrefs.com tool

Why you shouldn’t focus on generic keywords

Let’s say you’re a new business consultancy. Ranking for the keywords ‘business consultants’ is the dream. With 9,300 searches per month in the United States alone, that’s a pretty hot keyword. Now, let’s back up a minute — what are your chances of actually ranking on the first page of Google for this page? Pretty slim.

Screenshot from Ahrefs.com tool
Screenshot from Ahrefs.com tool

First, focus on one primary target keyword

To find this, you’ll need a keyword research tool. There are many free ones out there, including Google Keyword Planner for Google Ads, Keywordtool.io and Keywords Everywhere, but I use a mixture of Ahrefs and Google Search Console.

What’s the search intent behind your chosen keyword?

After you’ve searched for your keyword, you need to understand what the user’s intent is behind the search query. This way, you can match their search intent in your blog post or page content. Making it relevant for your user and giving your site the best possible chances of worming its way into the search results pages for the keyword. Just like our example before, you might realise at this stage that the user’s search intent doesn’t align with buying your products, and you’ll need to research alternative keyword phrases.

Screenshot of Google search engine results page (SERPs)

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