Finding the Right Keywords and Creating Content For Your Website

I am sure you are here because you want your website to rank high on Google. You want more people to visit your website or buy from you. To do this you need to understand how SEO works? Search Engine Optimization is simply using the basic SEO techniques to make your website super visible to Google and other search engines.

But let’s be real. Nobody wants to read boring, robotic content that’s stuffed with keywords. We’re aiming for high-quality stuff that people actually want to read, content that feels natural and helpful. This guide will walk you through creating just that, focusing on smart marketing strategies that boost your website’s performance without making you sound like a robot.

Step 1: Nail Your Target Keyword

Think of a keyword as the main phrase people type into Google when they’re looking for something you offer. But here’s a secret: not all keywords are created equal. You need to make sure you’re aiming for the right one.

Imagine you sell handmade soaps in Jamshedpur. You could target the keyword “soap.” But that’s super broad! People searching for “soap” might be looking for anything from dish soap to car wash soap. You want to be more specific.

How to find the right keyword:

• Think like your customer: What exactly would someone type into Google if they were looking for your handmade soaps? Maybe “handmade soaps Jamshedpur” or “natural skin care products India.”
• Check the numbers: Just because you think a keyword is popular doesn’t mean it actually is. Use SEO tools (many have free versions!) to see how many people are actually searching for your potential keywords each month. Look for keywords with decent search volume – enough people are searching for them to make it worth your effort.
• Avoid subtopics: Don’t target a tiny, super-specific phrase that barely anyone searches for. Aim for a main keyword that has enough traffic potential.

Pro Tip: Tools like Google Keyword Planner, Ahrefs Keyword Explorer, and SEMrush can help you research keyword volume and traffic potential.

Step 2: Does Your Keyword Have Business Potential?

Getting traffic to your website is great, but does that traffic actually turn into customers? This is where “Business Potential” comes in. You need to prioritize keywords that will bring in people who are likely to buy what you’re selling or engage with your services.

Let’s go back to our handmade soap example. Someone searching for “DIY soap recipes” might be interested in making their own soap, not buying yours. That keyword has lower business potential for you. However, someone searching for “buy natural soap online India” is much more likely to be a potential customer.

How to assess business potential:

• Think about the searcher’s intent: What are they trying to do when they type in that keyword? Are they looking to buy, learn, find a service, or just browse?
• Consider the competition: Are the websites ranking for your target keyword mostly businesses selling similar products or services? That’s a good sign of business potential.
• Assign a score: You can create a simple scoring system (e.g., Low, Medium, High) to rate the business potential of your target keywords. This helps you focus on the ones that matter most.

Step 3: Understand Search Intent

Google is smart. It doesn’t just look at the words people type; it tries to understand why they’re typing them. This is called “search intent.” To rank well, your content needs to align with what Google thinks people are looking for when they use your target keyword.

How to figure out search intent:

• Analyze the SERPs (Search Engine Results Pages): Type your target keyword into Google and see what kind of results come up. Are they mostly blog posts, product pages, videos, or something else? This tells you what format Google prefers for that keyword.
• Look at the types of content: Are the top-ranking pages providing informational guides, product reviews, comparisons, or something else? This gives you clues about the type of content you should create.
• Pay attention to the angle: What kind of information are these top pages emphasizing? Are they focusing on “best,” “cheapest,” “how-to,” or something else?

For example, if you search for “best running shoes,” you’ll likely see lists and reviews of different running shoes. Google understands that people searching for this keyword are probably looking to buy. So, a blog post comparing the top running shoes would be a good fit.

Step 4: Identify Important Subtopics

To create truly comprehensive and helpful content, you need to go beyond just your main keyword. Think about all the related questions and information someone might be interested in when searching for that keyword. These are your subtopics.

Including relevant subtopics makes your content more valuable to readers and also helps Google understand that you’re a true authority on the subject.

How to find important subtopics:

• Brainstorm: What are all the related questions and aspects of your main keyword?
• Use “People Also Ask” (PAA): When you search for something on Google, you’ll often see a “People Also Ask” box with related questions. These are goldmines for subtopic ideas!
• Explore related searches: At the bottom of Google’s search results, you’ll often find a section with “Searches related to…” These can also spark subtopic ideas.
• Use SEO tools: Some tools can help you identify related keywords and questions that people are searching for.

For our handmade soap business, if our main keyword is “natural soap benefits,” some subtopics could be:

• What are the benefits of using natural soap on sensitive skin?
• Natural soap vs. synthetic soap: what’s the difference?
• How to choose the right natural soap for your skin type.
• Are there any side effects of using natural soap?

Step 5: Develop a Unique Angle

With so much content online, it’s crucial to make yours stand out. Don’t just rehash what everyone else is saying. Find a unique angle or perspective that will grab attention and make people want to read your content.

How to develop a unique angle:

• Experiment: Try a different format (like a video or infographic instead of just text).
• Share personal experiences: If relevant, share your own stories or insights related to the topic. This can make your content more relatable and engaging.
• Add unique data or insights: If you have access to original data or can conduct your own research, that can make your content highly valuable and linkable.
• Offer a fresh perspective: Challenge common assumptions or offer a new way of looking at the topic.
• Make it super practical and actionable: Provide step-by-step guides and clear takeaways that people can immediately use.

Imagine everyone writing about “how to start a blog.” You could make your content unique by focusing on “how to start a blog as a busy parent with limited time” and share specific time-management tips and strategies.

Step 6: Create the Actual Content

This is where the magic happens! You’ve done your research, now it’s time to write engaging and helpful content. Remember, we’re aiming for “high quality” that isn’t “cringe and robotic” and avoids “complex sentences.”

Tips for writing great content:

• Craft a compelling introduction: Your introduction needs to grab the reader’s attention immediately and clearly tell them what your content is about and why they should keep reading.
• Write conversationally: Imagine you’re talking to a friend. Use a natural and friendly tone. Avoid jargon and overly formal language.
• Break up text for readability: Use headings, subheadings, bullet points, and short paragraphs to make your content easy to scan and digest.¹ Nobody wants to face a wall of text!
• Provide actionable advice: Don’t just talk about problems; offer solutions and practical steps that readers can take.
• Use visuals: Images, videos, and infographics can break up text, make your content more engaging, and help illustrate your points.
• Focus on clarity: Get straight to the point. Avoid rambling or unnecessary fluff.
• Answer questions thoroughly: Address the search intent and any related subtopics in a comprehensive way.

Step 7: Sprinkle the On-Page SEO Magic

Now, let’s talk about how to optimize your content for Google. This is called “on-page SEO.” It’s about making sure Google can easily understand what your content is about and that it’s relevant to the target keyword.

Key on-page SEO elements:

• Include your target keyword in the title tag: This is the main title that appears in search results. Make it clear, compelling, and include your primary keyword.
• Use your target keyword in headings and subheadings: Naturally incorporate your keyword and related terms in your H1, H2, and H3 tags. This helps Google understand the structure and topics of your content.
• Mention your target keyword in the first paragraph: Try to include your main keyword early on in your content to signal its relevance.
• Use your target keyword naturally throughout the body: Don’t stuff your content with keywords! Write naturally and incorporate the keyword where it makes sense.
• Optimize your images: Use descriptive file names and alt text for your images, including relevant keywords where appropriate.
• Write an engaging meta description: This is the short snippet of text that appears below your title tag in search results. It should entice people to click on your link. Include your target keyword if it fits naturally.
• Ensure your content is mobile-friendly: Most people use their phones to browse the internet, so your website needs to look and function well on mobile devices. This is a crucial performance factor for SEO.
• Improve page speed: A fast-loading website provides a better user experience and is favored by Google. Optimize your images and website code to improve loading times. This also contributes to better performance.

Step 8: Build Links to Your Content

Finally, to really boost your website’s authority and performance in search results, you need backlinks. These are links from other websites to your content. Think of them as votes of confidence – they tell Google that your content is valuable and trustworthy.

How to acquire backlinks:

• Create truly valuable content: The best way to get backlinks is to create amazing content that other websites will naturally want to link to. This could be unique data, insightful analysis, or highly practical guides.
• Reach out to other websites: If you’ve created a piece of content that you think would be valuable to their audience, reach out to relevant websites and let them know about it.
• Offer to be a guest blogger: Write high-quality articles for other websites in your niche and include a link back to your own website in your author bio or within the content (if allowed).
• Promote your content on social media: While social media links don’t directly impact SEO in the same way as backlinks, they can help get your content in front of more people and increase the chances of earning links.

By following these steps, you can create SEO-friendly content that not only ranks well on Google but also engages your audience and drives meaningful results for your website and your overall marketing efforts. Remember, it’s about creating valuable content that people love, and that Google can easily understand and appreciate. Good luck!