Keyword targeting is dead.
Ever since Google RankBrain update, targeting a single keyword with a piece of content has become irrelevant.
Nowadays, it is much more important to target search intent, as opposed to a specific keyword.
Although targeting a single keyword might be easier from the logistics’ point of view, targeting search intent has a much higher traffic potential.
Why? Because targeting search intent makes it easy to integrate and rank for multiple keywords with just one piece of content.
In this post, you will learn how to find and integrate multiple keywords into a piece of content in order to increase its ranking potential.
Create an outline for your blog post.
Outline is the conceptual framework of any high-performing, SEO-driven, and information-packed blog post. It is basically a synopsis of all the titles or headings (H2, H3, H4, etc) that will go into that post.
The purpose of the outline is twofold. First of all, the outline keeps you focused on making your points/arguments, preventing you from dwindling away into tangential issues.
Secondly, outline helps you integrate several keywords into your post in an organic and unobtrusive way.
For example, let’s say you want to write a blog post about vitamin B and rank it on Google. Here is how you can map out an SEO-friendly blog post outline that targets search intent as opposed to a single keyword.
Power up any keyword research tool and type in your seed keyword into the search bar. For demonstration purposes, I will use Ahrefs Keyword Explorer tool and the keyword ‘Vitamin B’. Go to the ‘Questions’ report and you will see a list of questions people type into Google when they search with that keyword. You can use these questions to map out your post outline to optimize it for higher search visibility through integration of multiple keywords:
Determine the informational needs behind each keyword.
Once you have fleshed out your outline, the next step is to understand the informational needs behind each search query you are going to target. Depending on your keywords, those needs may or not be obvious.
In the case of ‘VitaminB’, it is pretty self-explanatory what kind of information the searcher is looking for when using search queries such as ‘vitamin B dosage’ or ‘vitamin B best brand’.
But this is not always the case. Sometimes, you would need to analyze the content that already ranks in SERPs for the keyword in question in order to determine the informational needs behind it. Oftentimes, people search in mysterious ways.
Work your keywords around your content.
When integrating keywords into your posts, there is only one rule to keep in mind: work your keywords around your content, not your content around keywords.
This is where many people go wrong: they incorporate keywords into the content in places where they don’t belong either grammar- or logic-wise. This can make the sentence sound awkward and slightly off. Sometimes, it can even throw off its entire meaning. Not the best impression to make on your audience.
If you focus on writing informative content addressing the searcher’s informational needs, the keywords should take care of themselves naturally.
Also, you don’t need to stick to the keyword’s literal ordering. For example, if the keyword is “beach holiday Spain,” writing something along the lines sof “thinking about a beach holiday in Spain?” will still work from the SEO perspective