By Diana Huff
Keywords are the most important aspect of search engine optimization (SEO), which is the art and science of designing and writing a website so that it ranks well in the search engines.
Why are keywords so important? Think about how you use a search engine: You probably use two to five words (or more!) to find whatever it is you’re looking for.
The mistake many marketers make, however, is assuming the keywords they use to describe their products and services are the same keywords prospects are using in their searches, when in actuality, they may be using different keywords altogether.
Which means, if you want prospects to find your white paper when conducting online research, it’s essential that you develop a list of the “right” keywords—that is, the words prospects use in their searches—and then incorporate these keywords into your white paper headlines, abstracts, and landing pages.
How to find the right keywords
Developing a keyword list begins with scouring various sources for potential keywords. Look for product names, industry jargon, and other possible words/phrases in marketing collateral, your company’s or client’s website, competitors’ websites, and trade publications.
Once you have a list of a dozen or so keywords, run each one through a keyword suggestion tool. Keyword tools are great because they show you the search phrases people actually use in their searches, plus lots of other relevant keywords as well.
Most SEO practitioners use subscription-based keyword tools such Wordtracker or Trellian’s Keyword Discovery (KD) Tool. Both offer trial versions. You can also use a no cost tool, such as Google’s Keyword Tool.
Unlike Wordtracker and KD, Google doesn’t tell you the number of actual searchers per keyword; however, it does give you a good indication of search activity. I like comparing Google’s results with one of the paid search tools, especially since I sometimes find relevant keywords not noted in the paid tools.
Example: Keyword list for RFID white papers
Which keywords would you use to find information about RFID (radio frequency identification) technology? Using one of the white paper syndication sites, I pulled keywords from RFID white paper headlines and abstracts and ran them through KD. The surprising results are below:
Keyword, (Searches)
supply chain management (5,902)
asset tracking (3,329)
rfid technology (227)
product distribution (104)
bar coding (87)
integrated logistics (28)
rfid tracking (18)
what is rfid technology (17)
rf bar coding system (16)
rfid asset tracking (15)
how rfid works (14)
vendors that provide rfid technology (13)
rfid technology vs. bar codes (10)
bar coding + rfid (0)
supply chain utilization (0)
gen 2 rfid standard (0)
rfid enabled labels (0)
rfid labeling standards (0)
rfid white papers (0)
Although thousands of people used “supply chain management” and “asset tracking,” these keywords aren’t good candidates for white papers because they’re too competitive, meaning it would take some real work to break through to the top rankings in Google or Yahoo!. They’re also generic and give you no idea if searchers are looking specifically for information regarding RFID technology.
Depending on the white paper and its topic, the best keywords fall between “product distribution” and “how RFID works.” (A white paper describing RFID technology would make a great paper.) Although these keywords deliver less traffic, the traffic they do deliver is targeted traffic that easily converts. Think about it—would you rather have 28 clicks that become qualified leads or 1000 website visitors who do nothing?
When writing your white paper’s headline, abstract and landing page copy, conduct a keyword search first and then incorporate these keywords into your copy. Doing so will help ensure prospects find your white paper when conducting online research.
EDITOR’S NOTE: Dianna Huff will be a special guest in next week’s WhitePaperSource teleclass, and will discuss these topics in detail. Click here for more information.
About the Author: Dianna Huff specializes in B2B marketing communications consulting and search engine optimization (SEO) copywriting services. To learn how to develop a site that gets found in Google, purchase her ebook, Turning Clicks Into Leads Through SEO at http://www.dhcommunications.com/seobook.htm.
