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Keyword Selection

Every blog article needs to be single- topic focused, but there is no reason why that single topic isn’t based on VERY popular search phrases.

My favorite tool is Google’s Keyword Tool. Not only does Google give you the number of searches for the previous month, but they also give you an annual monthly average. The general rule is, the bigger the number the more popular the topic. Take a look at the search on “baby sitting” that I did in July.

Let’s assume you were wanting to promote your baby sitting service and you felt it would be good to share some stories about some of your past experiences. Which version of “baby sitter” would you use: “baby sitter” or “babysitter”? Does it matter? Should you use both? Are there other keyword options you should consider?

Answers: Yes, Maybe and You bet!

You see that “babysitting” as a single word was searched for almost five times as much as “baby sitting”. To gain maximum traffic, you would want to write your article with babysitting as one word.

Why not use both and get ALL the traffic?

While this approach would be a natural conclusion, the search volume for the words together out-weigh the two word version by so much that Google is likely to distinguish the two as separate search topics. Using one consistent version will give you maximum keyword density for the main topic of the article.

Why should I consider other keyword options if I’m worried about keyword density?

You see that Google sub categorizes articles based on additional search phrasing. Generally speaking, the more focused you are on a specific topic, the higher relevancy score Google is likely to give your content. Going back to our babysitting example, if the focus of our article is on our specific service, then we see that there are 6,600 searches on average per month. In this case we will gain a high relevancy value on “babysitting” and an even higher relevancy on “babysitting service”. Had you selected “baby sitting” as two words, you would have had far fewer sub-categorization opportunities.

Competition

You’ll notice that Google also highlights the amount of competition for the various search phrases. While the graphic bar doesn’t give us specifics, we need only perform the search to find out the true numbers:

Knowing who has the number-one position and how many other sites on the net is important information. You see in our example that there are over 900 thousand search results. You also see that the top result is an advertisement for a babysitting business. Here is where the creative writing process takes root.

Look deep into your own searches and ask yourself this very important question:

Am I more likely to click on a link that promotes a business or discusses a topic of interest?

There is NO wrong answer here. You can answer it either way, but when you write your article, you need to take an informative approach to answering your question for the desired search phrase.

For example:  If you prefer to land on a promotion-based site, then your writing should reflect a specific element of your service that differentiates you over your competition. Maybe you are CPR certified; maybe you have a degree in child psychology; or maybe you are very inexpensive. Using a “features & benefits” based approach allows you to stand out from the crowd.

Or, if you prefer the discussion-based search result, then your article should reflect your personal views and beliefs about babysitting (per our example).

No matter which direction you choose, your article must be singularly topic focused and interesting for the reader. DO NOT start with a price based sales pitch: “Professional baby sitting service for only $8 an hour.” Bad start and NOBODY will read your article!

The Google Keyword Tool interface is VERY easy to use and is almost self explanatory. But just in case, here is a link to Google’s help center for AdWords.

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A business blog allows you to create search engine rich content you can share on social media sites and bring new traffic to your company website.

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