As with everything Internet, SEO is in a constant state of evolution. Does that mean that keywords are less relevant to your SEO strategy than they were 5 or 10 years ago? Not at all. Keywords are just as important as ever. Prior to 2011 when Google’s Panda update changed the face of SEO as we know it, keyword density was the manna of life. Identifying and repeating your keywords ad nauseam throughout your website content was ultimately what increased your rankings and drove traffic to your product. Since Panda however, keyword placement trumps keyword density. Today, overutilizing keywords can devalue your content and make it look spammy. In extreme cases, your content will be picked up by spam filters – working in direct opposition to your goal. When crafting your SEO strategy, it’s imperative to prioritize keyword placement and understand how to identify and leverage these words to maximize your searchability.


When setting out to create your SEO strategy and subsequent content, it’s important to understand how we search for information. Although we speak in full sentences, we’ve been Internet-trained to search in keywords and phrases. If for example, you’re interested in finding a business in Minneapolis where you can buy paleo baked goods, you’re not likely to type “I’m looking for a bakery in Minneapolis where I can buy paleo baked goods.”

Instead, your search might look like…


Paleo baked goods Minneapolis


Paleo bakery Minneapolis


grain-free bakery Minneapolis

The way we search is one big reason keywords are still an important component of the SEO game.


Short-tail keywords consist of less than three words while long-tail keywords consist of more than three words. It’s widely recognized that long-tail keywords target a more specific search query which helps you hone in more accurately on your target market.

Google is getting smarter, however, and is now able to search the semantics behind your words. Say you search changing oil on a RAV4. While previously Google would simply return search results that contained keywords from your search, after the Hummingbird algorithm overhaul in 2013, Google infers some other information about you from your search criteria. In this case, Google may assume that you’re a new, inexperienced driver or that you’re a young professional that doesn’t typically change your own oil – hence the need for a tutorial. As search engines become more intelligent, they are returning more accurate results and driving more on-point traffic.


Sticking with our earlier theme, let’s say you host a website where you share paleo recipes and market your new paleo cookbook. As part of your website, you have a blog. In your next post you want to discuss grain-free flour substitutes for people with nut allergies. How do you determine which keywords to incorporate into your post to fetch the best SEO and drive traffic back to your page (where prospects will ultimately see you as an industry expert and purchase your new cookbook)? Maybe you’re trying to figure out which is a better keyword choice: nut-free grain-free flour or allergen-free paleo flour or if perhaps there’s a keyword that would be more relevant. There are a few different avenues you can explore to help make that determination.

Google Keyword Planner – This will help you see what the average usage is of a given keyword and help you determine which ones are most relevant for your business.

Google Webmasters – This tool will give you insight into which search queries people are currently using to get to your website

Your competitors’ webpages – Identify competitors who generate substantial web traffic and do some recon work on their websites. Pouring through their content may help you will find one or two keywords that resonate with yours.

Indeed, because we still search keywords to find content and search engines are learning how to return more relevant search results from our keyword choices, keywords are still an integral part of an effective SEO strategy. If you are interested in learning more about creating an effective SEO strategy for your business, we would love to help!

Be sure to stay tuned for our next blog on tying your keywords to your content marketing strategy which is equally important! Don’t have a strategy? Fortunately, we sell that here ? If you could use some help with your keyword strategy, click here to schedule your keyword research marketing strategy session with one of our experts today!

How Can Targeted Marketing Positively Affect Your Business?

Every piece of content you put out there is an opportunity to create a positive impression in the minds of your readers. Content that is thoughtful and informative makes readers want to engage with you and know more about what your brand offers. It turns prospects into customers, and one-time customers into long-term clients. Which is exactly what we’re all looking for, right?

You may be thinking, “Sure, that sounds great, but does it really work?” Let’s take a look at some numbers.

  • More than 80% of consumers have purchased a product or service as a result of interacting with a company’s online content marketing, according to a 2018 Clutch survey.
  • The same survey noted that 53% of consumers are more likely to become repeat visitors to a company’s website after engaging with their online content. In other words, targeted marketing can significantly increase repeat traffic to your website (and boost your SEO ratings as well).
  • A ContentWriters study in 2019 showed that 61% of business marketers surveyed were publishing content several times per week, and 89% of those marketers reported getting higher quality leads from that content marketing vs other types of marketing.
  • 71% of consumers are willing to spend more to support companies they trust, and 82% say trust is the tiebreaker when deciding between similar products or services. (Reader’s Digest Most Trusted Brand Survey 2018). Targeted marketing is an opportunity to give consumers quality, relevant content every time they interact with you. This consistency builds trust, and establishing trust is a crucial first step to gaining repeat customers.
  • In fact, 96% of the most successful business-to-business content marketers say their targeted audience views them as a trusted and reliable source of information (B2B Content Marketing 2019 by Content Marketing Institute).

Targeted Marketing Is The Key To Your Success

You can see why in 2019, 82% of CMOs were planning to increase their digital content budgets by 50% (Nielsen 2018 CMO Report)! Companies are finding that targeted content marketing, including blogs, social media, video, and SEO, are indispensable to the success of their business.

If you’ve been on the fence about adding targeted content to your marketing strategy, now is the time to take the leap. Contact us to get started with targeted marketing today. Your business will reap the benefits of personalized content for years to come.