5.3 How We Use Keywords to Ignite Our Content

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In this video I discuss:

  • How many keywords to use per article/blog post on your website
  • An overview of how we use keywords to grow our internet business
  • The exact criteria we’re looking for in every keyword we write content for

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5.3 Transcript Below

Okay. So now that we know what keywords are and we know kind of what our overall keyword strategy is going to be, we need to talk about exactly how we use keywords to ignite our content.

And for those of you that this is kind of a recap, I hope you’ll hang in there with me. It’s distinctly possible that you’ll learn a couple of new things just watching this lesson if you are more familiar with some of these ideas, but I want to make sure that I’m not leaving anyone behind. So I want to say very explicitly how we are going to use keywords in our business to kind of ignite our content and get a lot of traction in the coming months.

So keywords – as I’ve mentioned several times by this point – are the fuel for successful content. So first, what we want to do before we write anything is when we’re preparing for an article, we want to find one or two keywords that we want to target in that article. Some people say, you know, target three keywords, optimize an article for five keywords; I find when you do that, you’re almost spreading yourself so thin that it’s really hard to pay attention and do the work at high enough quality that it actually means anything. Sure, you can go out there and try to optimize every article you write for five different keywords; but you’re going to be spreading yourself so thin that you might as well have not tried to optimize for any keywords.

So personally, I only focus on one keyword for every single article I write and I train my writers to do the exact same thing: pick one keyword and write for that one keyword, optimize for that one keyword. Because at the end of the day, if you do that and you write really high-quality content, you’re going to accidentally rank for a lot of other keywords in time around that topic – just based on the context of your article, and what people are saying when they link to you, what other kind of articles and websites are linking to you because you have such high-quality content.

So I only focus on one keyword because (again) for me, it’s quality over quantity. I want to really make sure we knock that one keyword out of the park. We want to pick one really good keyword, we want to optimize for one really good keyword; and then from there, we’re just not going to worry about it too much. We’re just going to focus on that one, we’re going to publish, and we’re going to move on to the next piece of content, alright? And of course, we’ll talk about all of that in great detail in the coming lessons and sections.

So after we find that one keyword, we write a really, really high-quality post about that keyword – ideally, better than anything else on the internet. That should be your goal when you’re writing content is if you know the topic so well because you’ve had a job or you have some sort of certification; or if you don’t know it well enough and you have to go out there and research your butt off so that you come up with a piece of content that is more helpful for that keyword than what anybody else has written about or at least holds a candle to the top competitors. That’s what we’re aiming to do with our content. As far as you’re concerned, you should set a standard for yourself that aiming for anything shy of that is not acceptable because it’s going to hurt your business in the long run.

Does every piece of content you put out need to be 5,000 words? Absolutely not. You can have really high-quality content that’s 1,200 to 1,500 words. And we’re going to talk very explicitly about how to write high-quality content. But just know, you’re not going to be able to pump out 300- and 500-word articles and they’re going to be the best on the web. You really need to kind of get down into the details to truly help people; and the better you do that, the higher quality content you have; and the more you do that, the more you aim for that, the closer you’re going to align with the goal of having the best piece of content on the internet for that particular keyword.

And then there are other things we can do like we can make sure that we optimize that piece of content for that keyword better than anyone else has and we’ll start talking about that as we get into actual keyword tools and we start trying to find high-quality keywords that we want to target with our content.

So I’ll just mention this briefly: that after we write the really high-quality content (hopefully the best piece of content on the internet for that particular keyword and topic), we optimize our post for those keywords. And that is what we’ve referred to many times throughout the training up to this point as SEO (search engine optimization). And there’s on-page SEO; there’s off-page SEO. We’re going to talk about both in different sections as we work on the upcoming lessons.

So just know… we’re in Section 5 now… in Section 6 we’ll talk about really high-quality content and we’ll talk about on-page SEO very, very explicitly there. And then I believe it’s Section 7 when we start talking about how to get traffic to your site. I’ll do a very thorough training on off-page SEO as well. So anyways, just know that’s coming. That’s what we talk about when we talk about optimizing our posts for the keywords we’re targeting. We’ll get there. But just know that’s what it means for now.

And in time, as time goes on, our website begins to build authority and starts ranking for the terms we’re targeting. And I mentioned this is the last lesson, it’s often retroactive. So just because you spend eight months writing content without seeing any real results; you’re just writing really, really high-quality content; sometimes you’re wondering if you’re doing everything correctly… I talked in Section 2 about mindset… that’s normal. You’re going to encounter those phases when you’re trying to build an internet marketing business with little to no investment capital. So you’re going to in those eight months wonder, “Am I doing this right? Why am I not seeing any results? And is this whole industry a scam?” et cetera.

But the good news is once you start to see that tipping point I’ve talked about say at Month 9 or Month 10… Month 10 or Month 11, for example… you’ll start to see that content from those first eight months will start to rank as well. So it kind of ranks retroactively a lot of the time. And as your entire site’s authority builds, a lot of the content that did not previously have enough authority to rank will start to get that authority and start to rank; and you’ll start seeing traffic come in for keywords that you didn’t even optimize for. It just happens when you put out really high-quality content and you focus on your on-page SEO.

So all of this adds up to: we find a really good keyword; we write a really high-quality piece of content; we optimize that piece of content for rankings; and then over time, we start to get traffic to our website – because we do this over and over and over again, people start talking about us, people start finding the site, people start engaging with our site in a way that indicates to Google, “Hey, there’s some really high-quality stuff here!” And all of those things begin to stack on top of each other (again, it’s cumulative) and then we start to see results, we start to get traffic and more traffic and more traffic. And if we’re doing the right things with that traffic, we’ll start making more money and more money and more money. And again, we’ll talk about that later in the training in a different section; but just to give you kind of a big-picture view.

So what specifically should you be looking for in a keyword?

Ideally, a keyword will have at least 30 to 100 searches a month. Sometimes, you can build a business on writing for a bunch of keywords that have 10 searches a month. You’re just going to have to write for more keywords and rank for more keywords. But that’s okay sometimes. But ideally, we’d like to find keywords that we can realistically rank for – that have at least 30 to 100 searches per month.

The lower the competition, the better. I forgot my close parenthesis over there at the end of ‘tools’. We’re going to talk more about that when we begin looking at keyword tools. Exactly how to determine what your competition is for that keyword, how to find low competition keywords, what indicates that something’s a low competition keyword – it’s a combination of many different things. But we’ll take a look at those when we begin looking at keyword tools in Lesson 5.5 and Lesson 5.6.

I typically do keyword research in chunks so I’m not going to sit down and do keyword research for every single article. I may carve out half a day or a day, do a lot of keyword research, take note of all of it, and then use it to fuel my content for the next six to ten articles – if not more. And then when I run out of keywords that I wanted to write content for, I go back and I do another chunk of keyword research.

So just know that it comes down to efficiency. If every single article you write, you have to come back; and you spend several hours focusing on keyword research; then you go and you write the article; and then you come back – it’s just going to interrupt your flow. It’s better to do it all or a big chunk of it and then focus on writing for the next several articles (next several posts) on your website, and then come back to keyword research. And also, it’s nice. It gives you a little bit more variety without sacrificing efficiency.

So before we do all of this (again, we’re getting really close to digging into keyword research tools), we need to talk about why some keywords in your niche are valuable and some are totally worthless. And if you don’t (at least) vaguely know about this going in, it can really bite you in the butt and you could end up with a website that has a thousand visitors a day and you can’t… no matter how much you optimize for conversions, no matter what offers you promote… you can’t get more than $500 a month out of that website even though you’re getting 30,000 visitors a month. That just doesn’t make sense. That happens to a lot of people because they don’t know to look for qualified traffic versus unqualified traffic when they’re doing keyword research. So I want to make one very specific stop there and talk about that and then we will go on and start looking at keywords in keyword research tools.

So as always, if you have any questions, feel free to post them to the Facebook group – it’s free for registered members. And I will see you there and I’ll see you in the next video.


7 thoughts on “5.3 How We Use Keywords to Ignite Our Content

  1. Hi Ian ,

    I’m confused by the “Ideally, a keyword will have at least 30 to 100 searches a month”, what do you mean ? Why did you not say “at least 30 searches a month” instead.

    Thank you

    • Because I just chose different phrasing. Your way of expressing it is more holistic, as long as the competition data is within the ranges discussed, but you’ll very rarely find low competition terms that also meet all other criteria taught here.

      In other words, the way I said it tied directly to what you’re most often going to see, based on years of experience.

      But by no means should you NOT target a word just because it has over 100 monthly searches. If it meets all other criteria, go for it.

  2. I agree. Build a blog, website, upon a certain keyword. I have for my You Tube videos and my business. Where I use a certain keyword for the title of the video and use that keyword and other Long Tailed Keywords in the description, and the tags of my video, and in time I have got some of my You Tube video ranking on YT and Google in the 1 number spot and they remain there. I guess the same will be for blogs, webpages, articles too.

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