Keywords in Your Blog

Transeo - Keywords in Your BlogAn effective method for attracting your target audience and positioning yourself as an expert in your particular industry or field is a blog. Whether you're a Fortune 500 company or small business, a blog offers your company a voice. In a crowded market place telling stories and sharing insights can help your customers better understand your business and its value propositions.

According to a recent study conducted by NM Incite, a Nielsen/Mckinsey company, blogs rose 36 million over the 5 year period from 2006 to 2011 up from 156 million blogs. A more recent study now shows that as of February 2014 there were 172 million tumblr and 75.8 million word press blogs, with other micro blogs and systems outside of these findings its safe to say there are more than 250 million blogs in the world.  

Every second, two new blogs are launched. The competition is stiff if you want to start a blog. Learning the basics of blogging will improve your chance for success; likely the most important of these basics is the use of keywords in your blog posts.

A study conducted by Wolfgang Jaegel, a renowned digital marketer with more than 20 years experience in the space found that the average blog reader will read up to 5-6 blogs a day. Trusted bloggers hold so much influence that consumers are more likely to buy a product endorsed by an elite blogger than they are from an infomercial.

What Are Keywords?

Keywords are described as a key to cipher a code. In the online world when using a search engine
keywords are phrases, or strings of words, describing what a person, or user, wants to find information on. A search for "keywords in blogs", brings up 17,900 results, the same search, keywords in blogs, brings up 74,200,000 results. Depending on how you use search will generate a very wide range of responses.

The related searches which are listed below the main search results is another indicator of a place to look for search results that might be closer aligned to the actual search phrase the user is looking for.

There are two kinds of keywords. They are referred to as short-tail keywords and long-tail keywords. Short-tail keywords are broad in scope. They target large groups and non-specific search engine searches. Long-tail keywords are narrow in scope. They target niche markets, products or services, aliments or recipes. 

Here's another way of looking at short-tail and long-tail keywords:

Short - Baseball
Medium - Baseball Teams
Long - Boston Redsox Baseball

What Are the Benefits of Using Keywords in Your Blog Posts?

There are many benefits of using keywords in your blog posts. The benefits you’ll reap right off the bat is the search engine optimisation (SEO) for your blog, improved search engine results pages (SERP’s) ranking for it, and a good (or improved) chance for experiencing increased page views, click-throughs, or better still sales for your business.

Understanding SEO which refers to the process of affecting positively the visibility of a website will definitely improve your chances of getting found. In other words when you consider how your keywords are ranking in search results, creating content for the your blog that is appealing to search engines so that your content has a chance (note we said has a chance - no one knows the all powerful process behind googles algorithms) to rank higher in the web pages generated after a user types in the keywords and clicks the search button (i.e., SERP’s). 

There are other factors involved in ranking your blog higher, we'll have a look at some of those shortly, however keywords is of course the best place to start. The best chance you have for appearing on the first few SERP’s is your keyword structure through the blog. When your blog does appear on the first few SERP’s, the easier it will be for your target audience to find and read your blog posts. 

How to Use Keywords in Your Blog Posts

Using keywords is relatively easy, though you'll have to start building a keyword process to design your next blog post around a set of keywords. Generally you will be looking at developing 8-10 strong keywords that fit within the contexts of the blog you're writing.

There are automated programs, called web crawlers (or web spiders, web scutters, web bots, or Internet bots), that browse the web to index all the public data. Fresh content on websites (e.g., blog posts on blogs) that include keywords are good for web crawlers to find and index. The easier it is for web crawlers to index your blog posts, the better your blog’s chance for ranking higher is.

Make a list of the keywords and key phrases that are relevant to your blog. Use these initial keywords for search using the major search engines, either google or bing though here's a list of the Top 15 search engines. These results will let you know which websites have already ranked for those keywords giving you an understanding of the competition. Having a list of your preferred key words and seeing how they are being used online will give you an idea on how many conversations a keyword has generated.

Using relevant keywords in your blog posts’ titles, subheadings, first paragraphs, and bodies also makes it easy for web crawlers to find and index your blog posts. But don’t overdo it. Follow the one to two percent rule. For instance: if your blog post is 500 words in length, use the relevant keywords in it five to ten times.

Otherwise, search engines might accuse you of ‘keyword stuffing’ and lower your blog’s ranking. Keyword stuffing is the term for including in the content on a website the relevant keywords as many times as possible, or worse more. Doing so is an old and deceitful way of obtaining a high ranking for a website that doesn’t work anymore. It’s now a surefire way of lowering a website’s ranking. 

It won’t always be easy to use keywords in your blog posts. For instance: you might have difficulty using long-tail keywords. When you experience difficulty in using keywords, you should modify them. For instance: you might modify ‘Boston Red Sox Baseball’ to World Series winning baseball team the Boston Redsox . 

If you’d like to improve your blog’s chance for ranking even higher, use synonyms of the keywords. For instance: if the keywords are smartphone, then you may also use cellphone and mobile device. Since smartphone, cellphone, and mobile device basically mean the same thing, your target audience is likely to use all these terms as keywords. The more relevant keywords there are in your blog posts, the better SEO your blog will have. The better SEO your blog has, the better its chance for ranking high. The higher your blog’s ranking, the easier it will be for your target audience to find it. The easier it will be for your target audience to visit your blog, this ideally will lead to more page views, click-throughs, enquiries and if you're selling, sales.

Keywords help you build success

There is much to gain from blogging, even in a crowded space, you can literarily show up over night on the first page of google for your keywords. That's pretty powerful really when you stop and think about it.

Don't expect that every blog will rank well, it's not that simple. Try thinking outside the box, have a look at what's ranking on bing, as google has removed the free keyword generator tool and made it a paid tool for adwords users, you can use Bings Keyword Tool for free, you just have to create a microsoft account like a hotmail email.

Creating a keyword subject line is very important, how many views your blog receives adds more relevance and how your blog is actually shared adds more credit to your overall rankings. Its a keyword and content recipe that you'll have to keep working on if you're going to make a success of it. Mastering the long tail keyword structuring is really where you will find most success over the long haul. We hope you found this blog helpful and can structure your keywords for your next blog post, that will send you to the top!

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About the Author



About Adam Mole

Adam is the proprietor of start up BPO company Transeo and has been working with offshore and outsourcing services for more than 20 years. Adam is passionate about small business. He likes to write about his experiences in sales and startup business ventures. In his spare time you'll find him on one of Sydney's south coast beaches surfing and smiling. Email Adam at and follow Adam on Twitter @adam_transeo.


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