I came across a new article on the Content Marketing Institute’s website today about free keyword research tools for content marketers. It lists the Keyword Surfer chrome extension, Google Keyword Planner, QuestionDB, Answer the Public, Rank Tracker, Google Trends and Google Console as solutions.
Do these have value?
Companies are spending 3002% more per month on content creation than SEO, yet both focus on content… Why is this happening, and how can SEO agencies close the massive gap?
I have a theory.
There are three basic types of search engine optimization services, and anyone spending money on SEO should be familiar with these differences.
Understanding them helps you know how to hire the right kind of SEO talent, be it agency, freelance or employee. It also helps you more accurately define their true level of experience, and identify what kind of conversion and ROI to expect from the dollars you spend.
It also might help you avoid joining the discouragingly high percent of companies dissatisfied with their SEO, bouncing from one provider to another.
Wondering why keywords are often overlooked in website development? Even if the on-page SEO is a fairly reasonable slice of the budget, keyword research gets a microscopic slice of that pie. It’s lucky to be one or two percent… yet it determines who comes to that very expensive new website, and at what point in their online search behavior cycle.
Carrie tackles the question, “Just how much do keywords matter?” Well, only if you want to bring in leads that are pre-qualified before they ever hit the website by virtue of the search query they were using. Just think what that does to conversion!
So many are struggling to get results from their content… and a big part of that issue is knowing what to write. We’re guessing and brainstorming topics and working from assumptions, instead of data.
I found some interesting stats today from a study of 100,000 people done by Content Science. According to their results, content must be relevant and useful to be successful. It’s not enough to create one or the other; it must be both.
The survey also points out that broad articles or thought leadership content just doesn’t cut it.
It makes sense, doesn’t it? If content doesn’t help them accomplish their goal, why would it accomplish ours? It won’t convert.