The Value of the Keyword: Why It Matters In Content Marketing / Marketing Strategy / Last Modified: February 22, 2017

Do you know the value of a keyword? Companies are seeing 400% increase in traffic by optimizing their content.

Content is king! Digital marketers have been hearing this phrase since the dawn of the Internet—or at least since 1996 when Bill Gates wrote a paper on the subject.

Eighty-three percent of B2B marketers have a content strategy. So, how can you give your content the impact and visibility it deserves?


Related Article: How To Make Content Marketing Work in a Boring Industry

Keywords in Content Marketing = Findable Content

Many reasons companies invest in content marketing is because it draws customers into the sales funnel and allows them to market and nurture prospects to the bottom of the funnel. This makes it extremely important for people to find your content.

Keywords are an integral part of this. High volume keywords in your content does two things:

  1. Optimizes your content around topics users are actively searching for
  2. Gives more exposure to your content when you start ranking for those keywords

Having the right keywords is a great long-term strategy for making your content findable. Think of content marketing as adding as many doors to your website as possible. The more exposure you have in the search engines from these articles, the more potential you have for converting someone to buy.

Why are Keywords Important?

Search engines are now able to understand keywords and their synonyms. Leading to the introduction of semantic search, which has improved “search accuracy by understanding searcher intent and the contextual meaning of terms as they appear in the searchable dataspace…to generate more relevant results.”

This means keywords are more important than ever. It’s not just thinking about a word or short phrase anymore — it’s the intent of the searcher behind the keywords. Why are they searching for X, Y or Z?

Related Article: A One-Minute Video Is Worth 1.8M Words: Content Marketing's Newest Weapon

How Do You Know What Keywords to Use?

Creating valuable content for your readers is priority number one. Think of questions or pain points your customer base has for your industry. What does your company do to solve these problems?

For example, if you own a company that provides digital marketing consulting you may want to write content for digital marketers. Here’s how you can discover the questions people are searching for:

  • Answer core questions about your business: Use information you have already researched. If you provide SEO services, what keywords are you using in that category? Incorporate those keywords into your content when answering questions about SEO.
  • Look at keywords people use to get to your website: Search Console (AKA Webmaster Tools) provides a good amount of keyword information. Learn how people find your site and create content around those keywords. For example, if someone is looking for a consultant for digital marketing, do they search for “best SEO agency” or “SEO advice”? Search Console can help you figure this out.
  • Use Keyword Planner: I’m a big fan of Google’s Keyword Planner. It’s easy to use and free! You insert your company’s domain and it will provide a list of keywords related to your site and their search volume. It’s a great way to get inspired and help spark ideas for content.

What Should Keywords in My Content Look Like?

While keywords are integral, don’t go overboard with them (this is called keyword stuffing and it’s a huge no-no). Pick one or two keywords to focus on and try to work it in every 100 words or so. If you only get two keywords in a 300 word article, that’s ok. Don’t force it — quality content comes first!

Your title is another place to put your keyword(s). It is one of the first things a search crawls through and mostly likely your H1 tag will be around it. Having keywords in this area will help you rank for the keyword.

So What’s the Value of All This Work?

Keyword research is hard work and can be quite time-consuming. However, there are a few companies that have done an excellent job figuring out how to take their content marketing to the next level by applying keywords into their strategy.


According to Marketing Sherpa, Cartelligent increased:

  • Organic search traffic by 400 percent
  • Web search leads grew by 80 percent 
  • Deliveries from Web search lead went up 50 percent, compared to the first five months of last year

They did this by answering common questions, integrating keywords and promoting on social media and email.


According to Moz, SuperOffice created a beginner’s guide to CRM and saw:

  • A record organic traffic month with more than 10,000 visits
  • A record conversion rate month with 10 percent conversion rate across all websites
  • More than 1,500 people have downloaded the guide
  • A record leads month with more than 3,600 leads

SuperOffice did this with hard work and research. “By performing keyword research, we found that there was nothing else on the market that packaged all this type of content into one guide.”


Content marketing is a great way to bring more traffic to your site and ultimately increase leads. It takes a lot of hard work, but using the right keywords in your copy makes your content findable.

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