I was planning to publish this, How to write a blog post with the Keyword Strategy tool, a little bit later in this series, but as Lynn from College Athletic Scholarship asked a related question on my previous blog post ‘Keyword Strategy Tips 1 – How To Clean Up a Messed Up, sorry, an Established Site’ I decided to publish it earlier. The good thing is also that this blog post is even useful when you are not using Keyword Strategy, but it gets easier if you do ;-). Here a link to my ‘Keyword Strategy Review’, in case you haven’t an idea what I am speaking about. Now to Lynn’s question and my usual long-winded answer to it:
“Thanks for a helpful article. I am not clear on a point. If you have several keywords going to the same url. Is this ok?”
I actually posted a short answer already here (second comment) now the long-winded article about:
- How I choose keyword(s) to write about.
- How I structure the whole process. (Hey, I am German, what do you expect? ;-))
First step is that I have a look at my keyword list and see what tickles my fancy today. Yes, seriously, I actually go first by what I would love to write about and not what I think I need to write about. My keyword list is the dashboard of the Keyword Strategy Tool, yours might be an Excel sheet, a Market Samurai project, whatever. I really noticed that, provided I have enough keywords to choose from, I write better if it is a topic I am interested in and feel inspired to write about. The next steps are all based on how I do it in Keyword Strategy, but you can ‘translate’ the process for whatever application you choose, it ain’t no difficult 😉
Above the screenshot of the project dashboard in Keyword Strategy for this blog, sorry for blurring out the yummy keywords 😉 Here a quick explanation of the columns (there are more which can be turned on and off as you need them btw, but for selecting keywords for a new article / blog post, this is what I use typically).
Keywords: Pretty self-explanatory 😉
Monthly Searches: Exact searches for this keyword / month.
Competition: Total of websites that contain exactly the same keyword.
CPC: Not really important for this blog (forgot to blend it out) as it doesn’t run Adsense anymore. This an indication how valuable a keyword might be, you, the publisher gets roughly 40% of what the advertiser pays for a click.
KEI: Quotient between monthly searches / competition, high is good.
Tags: These help you to keep things organized and yes, you can assign more than one tag to each keyword.
You see I have some nice, yummy keywords in my list with good search volume and very low competition!
And no, I do not share them 😉
After I found my ‘topic for today’, I have a look through my keyword list and tag all keywords that might be related to this topic with the same tag. This helps me to find a) my main keyword for that article and b) makes sure that I include all related keywords that can be answered in the same article.
The one question I always ask myself when doing this is ‘Which of these keywords = searches can be answered with exactly the same article / blog post?’ Or ‘Would I write exactly the same article for a reader that looks for ‘Keyword A’ like I would for one that looks for ‘Keyword B’?’ Remember you only want to have one blog post / article on your site per keyword that ‘shines like a beacon’, not two or more posts / articles that target essentially the same keyword and are ‘dimming’ each other.
Here an example, so that you see what I mean:
‘How to bath a dog’ and ‘How to give a dog a bath’ are essentially the same keyword / search query.
‘Best dog shampoo for Yorkshire terriers’ is a completely different topic, albeit somehow related.
After a lot of tagging and sorting (I hope you have your basic tagging already done when you imported your keywords! It makes all the difference later on!) I have things typically narrowed down to 3-5 search queries (keywords) that can be answered all by the same article. Now off to determine the best one to use as a main keyword. Keyword Strategy gives you some neat tools to do that, called ‘Keyword Monthly Searches’, ‘Competition’ and ‘KEI’. Monthly searches is the number of search queries that look exactly for these keywords per month, competition is the amount of web pages that contain exactly these keywords and KEI is a the abbreviation for Keyword Effectiveness Index, i.e. high search volume / low competition quotient. That are the three parameters that I use to choose my main keyword, high search volume, lowest competition and high KEI.
After that, I spend a few minutes to brainstorm some LSI keywords, i.e. keywords that are pretty much obligatory to appear in the context of an article. These are pretty much the keywords that everybody would use to speak about a specific topic. Some examples:
- SEO: search engine, rankings, Google
- Blog: post, writing, content
- Prague: Czech Republic, capital, Europe
I guess you get the idea, just try to see it from a human reader’s and writer’s perspective and you’ll find the LSI keywords naturally, provided you know your topic obviously. Using LSI keywords makes a text not only more interesting to read, but is also helpful when it comes to rankings as it ‘shows’ the search engines that you are not just keyword stuffing (that would be if you use the same keyword phrase over and over again) but that you actually know what you are talking about, at least to a certain extend.
And last, but not least, I brainstorm some ‘internal linking keywords’. That are basically keywords I have already written about and that are somehow related to the topic at hand. This helps with internal linking, either via the Keyword Strategy plugin or with whatever method you choose. I mention them in my blog post / article where they make sense, this way the plugin can pick them up and link them to the relevant article on the same site.
So, now that I have all keywords I need, I copy and paste them in a word document and then I start writing 😉 When I have finished the article and am ready to publish it, I use my main keyword as the url and make sure it is also in the post title (plus some additional words to make it look less spammy) and add also the other keywords as tags. All done, back to my keyword list and to assign the just published blog post to the respective keywords in my Keyword Strategy dashboard to automate internal linking. Rinse and repeat until your fingers drop from typing 😉 Here a quick checklist for you and happy typing!
Step by Step Checklist
- Identify topic you want to write about from your keyword list.
- Find keyword that require the same article.
- Select the 3-5 most promising ones.
- Brainstorm additional LSI keywords.
- Brainstorm additional internal linking keywords.
- Write the best article you can.
- Hit publish and pat yourself on the shoulder.
- Assign new url in Keyword Strategy to the respective keywords.
- Start again at 1.
Anything forgotten, anything you like to add or ask? Just say it in a comment!
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