Keyword analysis: SEO as the starting point, not the finishing touch

SEO and content marketing are now inextricably linked. Yet in practice we see many brands still approaching them separately. Content creation often starts without first looking at search behaviour or data-driven insights. Only afterwards is it 'quickly' optimised for Google. 

Sound familiar? Then you're probably missing out on opportunities. 

In this blog, you'll read why it's smart to start with SEO, and how that leads to content that ranks better, delivers more and is genuinely relevant to your audience. 

1. SEO gives you inspiration for content creation

There are countless ways to find inspiration for content. Creative brainstorms, sparring sessions with colleagues — they often produce surprising ideas. But beware: the danger of brand thinking is never far away. What you as a brand find interesting to share doesn't always match what your audience actually wants to know or is searching for. 

Want to make an impact with your content? Then make sure your ideas are not only creative, but also based on the questions, needs and search intent of your audience. 

Content creation is meant to answer the questions your audience asks online as well as possible. The best source for these insights is Google. That's why an effective content strategy starts with a thorough keyword analysis. That way you create relevant content that helps and inspires your audience. 

By carrying out a keyword analysis before you start writing content, you get the following benefits: 

• You map out your audience's online questions and needs. 
• You can brainstorm content ideas in a targeted way. 
• You write the right content straight away and need fewer corrections, which saves valuable time. 
• You can fill your content calendar with relevant topics, for strong content all year round. 

2. Keyword analyses show you how to write the content

With a good keyword analysis, you find out which search terms and specific questions your audience types into Google, and also what intent lies behind those searches. Don't just look at the keywords and volumes, but try to deepen your analysis by answering the following questions:

• What type of content needs to be developed? 
• Who are you writing the content for? 
• Which stage of the customer journey are visitors in? 

What type of content needs to be developed?

The keywords from the analysis give you insight into the different search intents within a theme. Exploratory questions beginning with 'What is…?', 'Why…?', 'How…?' point to a need for information. The intent behind these searches is to gain knowledge. This gives you the opportunity to show your expertise by answering these questions with content such as blog posts, how-to videos or beginner-level white papers. 

Do you see many comparative search terms in the analysis, such as 'Cost of product X', 'Benefits of product X', 'Product X vs product Y', etc.? Then this points to purchase intent. When you write content for these landing pages, make sure you offer a simple product comparison, show reviews and guarantees, and remove any other uncertainties ahead of the purchase decision. 

Who are you writing the content for?

SEO insights tell you not only what people are searching for, but also who is searching.  Make sure the tone of voice and the level of knowledge in your content match your audience. 

Example: if the keyword analysis contains many specific, technical keywords, the content is often aimed at specialists in hands-on roles. These are usually long-tail searches (made up of combinations of keywords rather than a single term). If the analysis mainly contains generic and short-tail searches (made up of one word), this points to a broader audience, such as decision-makers or managers. 

Which stage of the customer journey are visitors in?

Keywords that point to informational content are used by visitors who are still in the awareness or exploration stage of the customer journey. They are not yet aware of a problem or need for which your brand offers a suitable solution. In this case, writing content focuses on informing, with calls to action for small conversions such as newsletter sign-ups or downloading information brochures.

Content written for product comparison is shown when visitors are closer to the purchase stage. This can include a call to action for, say, making an appointment or ordering a product.

3. Search results reveal Google's ranking priorities

Don't limit your keyword analysis to your audience's search behaviour alone; analyse the corresponding search results in Google too.

First of all, this lets you estimate the competition for each search term. Which organisations hold the top positions, and what is the page and domain authority of those websites? Then determine the focus keywords for your content creation by striking the right balance between relevance, search volume and competition.

Even more interesting: Google's search results page for specific keywords gives you insight into the most important content ranking factors within the theme. Which content gives you the best chance of ranking high? By comparing the consistency across the top results, you can gain insights such as:

• How important is loading speed? If the page speed of the top results is very high, you'll need to take this into account when creating content 
• Does topicality play a big role within the theme? If the top results are all recent news or blog posts, it pays to update your content regularly and respond quickly to new developments 
• When the top search results are mainly videos, it may be better to opt for video content rather than written content 
• Do the top pages contain short content such as FAQs or tips, or mainly long-form articles? Tailor your content to match 

Writing SEO content (or having it written)

By using SEO insights as a guide when developing content, you create content that attracts visitors all year round and drives more interaction on your website. If you still have questions after reading this blog, we're happy to help.

Would you rather have your SEO content written for you? Our specialists are ready to help! We can take the entire SEO copywriting process off your hands, from keyword analysis to content creation and publication. You can also get in touch for an SEO copywriting workshop, fully tailored to your organisation.