Writing powerful articles using keywords sounds as if it should be very simple. In my experience that’s not really the case. Mainly because it’s counter-intuitive.
A writer is usually inspired to write an article by a desire to express an opinion, share information or otherwise vent about a particular subject. In other words, the subject is more emotionally driven than analytical. Even when the subject is decided by a client. Being a ‘creative’ person, a writer tends to evolve a train of thought during the research process and then, when writing, allow that train to carry them from the introduction through to the conclusion.
Of course, editing once the article is written helps to clarify the direction and move the reader through the thought process in a logical fashion, but it won’t necessarily help them find your article in the first place.
In order for them to find your article, and drive traffic to your website and your business, we have to have a slight shift of mindset from being purely creative to being a little more methodical and analytical.
To help your readers find your article it need to incorporate specific keywords that will allow their readers to find their articles. These keywords are words that are specific to the information they are looking for. They are entered into the search engine ‘search’ box. Keywords can be a single word or a group of words known as keyword phrases e.g. ‘flower’ and ‘flowers that grow in full sun’.
To incorporate keywords in my articles, the steps I’ve found to be the most practical are:
- decide on the subject
- research the most popular keywords for this subject (in my next post I will give you a list of tools you can use to do this) Do this BEFORE you begin writing. Don’t try and fit the keywords in afterwards.
- choose the top keywords (maximum 8, but usually between 3 and 5)
- then, plan your article outline while keeping those keywords in mind. It helps if you can use those keywords (or keyword phrases) in your titles, headings and sub headings.
- then begin writing the article ensuring that you use the keywords judiciously. In other words, they must be used naturally and add to the meaning of the article and should not be overused. For instance, you wouldn’t want to use the same keyword more than once or twice in a paragraph and not more than 8 times in the entire article.
As I said before, this does require a shift in perspective when writing if you’ve been accustomed to writing as your inspiration directs. It slows the process a bit and can be fairly challenging until you’ve acquired the habit of following this procedure.
The payoff is that your article will be more easily found and gain higher search engine rankings. Whether you’re writing for business or your own edification, this is important. If you’ve gone to the trouble of writing an article and doing the necessary research, doing a little more work to ensure that you’re using the correct keyword ‘triggers’ makes sense.
After all, it’s pretty pointless to research and write an article that will be difficult for your target audience to find.