The Battle Of Keywords And Subjects In Content Strategy


Understanding the interplay between keywords and subjects is crucial for effective content strategy. Let’s delve into how these two elements work together to enhance SEO and engage audiences. Keywords are the specific terms and phrases that capture search engine attention, driving traffic to your site. Subjects, on the other hand, provide a broader context and deeper value, ensuring that the content is relevant, informative, and engaging for readers.

Together, we can explore why both keywords and subjects are essential in creating content that not only ranks well in search engine results but also resonates with your audience. By balancing targeted keywords with comprehensive and meaningful subjects, marketers can achieve optimal visibility and user engagement. Join us as we uncover strategies to harmonise keywords and subjects, ensuring your content meets both SEO requirements and audience needs.

Which Comes First? Subjects Or Keywords?

When developing a robust content strategy, the debate over whether to start with subjects or keywords often arises. Strategically, beginning with a subject can provide a broad framework that guides the content’s direction and purpose. Identifying subjects involves understanding your audience’s interests, pain points, and needs, which ensures that your content will be relevant and valuable. Once a subject is established, keyword research can be conducted to pinpoint specific terms and phrases that people are using in search engines. This approach ensures that the content not only addresses significant topics but also aligns with what users are actively searching for, boosting the chances of higher search engine rankings and greater visibility.

On the other hand, starting with keyword research can reveal the most searched-for terms related to your industry, offering insights into what potential readers are interested in. By identifying high-volume, low-competition keywords, you can tailor your subjects to meet these specific demands. This keyword-centric approach can lead to the creation of highly targeted content that directly answers users’ queries, driving traffic and engagement. Ultimately, the integration of subjects and keywords is essential; subjects provide depth and context, while keywords ensure discoverability. Balancing these elements leads to a content strategy that not only attracts search engines but also delivers meaningful and engaging information to your audience.

Researching Subject Matters Relevant to Your Business

For business owners, researching subject matters that are relevant to their services and products is a crucial step in creating effective content that resonates with their target audience. This process begins with a deep understanding of the business’s core offerings and the problems they solve for customers. Conducting customer surveys, engaging in social media conversations, and analysing customer feedback can provide valuable insights into the topics that matter most to your audience. Additionally, exploring industry forums, attending webinars, and keeping an eye on competitors’ content can help identify trending subjects and common pain points within your industry.

Once relevant subjects are identified, various tools can assist in refining these topics and aligning them with customer interests and search behaviours. Tools like Google Trends and AnswerThePublic can reveal popular search queries and emerging trends, helping to identify which subjects are gaining traction. Keyword research tools such as Ahrefs, SEMrush, and Moz can then be used to find specific keywords related to these subjects, providing data on search volume and competition. Combining these insights with your business’s unique value propositions ensures that the content you create is both relevant and optimised for search engines, ultimately driving more traffic and engagement to your site.


Targeting Keywords to Grow Your Online Business

Targeting keywords is a fundamental strategy for growing an online business, as it directly influences your website’s visibility on search engines. When potential customers search for products or services related to your business, having content optimised with the right keywords increases the chances of appearing at the top of search results. This improved visibility drives more organic traffic to your site, which can lead to higher conversion rates and ultimately, increased sales. Effective keyword targeting allows you to connect with your audience at different stages of their buyer journey, from initial research to the decision-making phase.

To start your keyword research, utilise tools like Google Keyword Planner, Ahrefs, SEMrush, and Moz to identify relevant keywords with a good balance of search volume and competition. Begin by brainstorming a list of terms and phrases related to your business, then use these tools to expand your list and gather data on each keyword’s popularity and difficulty. Long-tail keywords, which are more specific and often less competitive, can be particularly effective for attracting targeted traffic. Understanding the intent behind the keywords is also crucial; whether users are looking for information, ready to make a purchase, or seeking solutions to a problem will inform how you use these keywords in your content.

Once you have a list of targeted keywords, incorporate them naturally into your content. This includes placing them in key areas such as the title, headings, meta descriptions, and throughout the body of the text. However, avoid keyword stuffing—overloading your content with keywords can lead to a poor reading experience and may result in penalties from search engines. Instead, focus on creating high-quality, valuable content that answers your audience’s questions and meets their needs. Use keywords in a way that flows naturally and enhances the overall user experience. Regularly updating and reviewing your keyword strategy based on performance metrics will help ensure your content continues to drive traffic and support your business growth.

Bringing Keywords & Subjects Together

Imagine you own an online store that sells eco-friendly home products. To grow your business, you decide to develop a content strategy that leverages both targeted keywords and relevant subjects.

Step 1: Identify Relevant Subjects

First, you brainstorm subjects that align with your products and the interests of your target audience. You realise that your customers are passionate about sustainability, reducing waste, and creating a healthy home environment. Based on customer feedback and industry trends, you identify several potential subjects:

  • “How to Create a Zero-Waste Kitchen”
  • “Benefits of Using Eco-Friendly Cleaning Products”
  • “Sustainable Living Tips for Families”

Step 2: Conduct Keyword Research

Next, you use tools as discussed before such as: Google Keyword Planner, Ahrefs, and SEMrush to conduct keyword research around these subjects. For “How to Create a Zero-Waste Kitchen,” you find relevant keywords such as:

  • Zero waste kitchen tips (1,500 searches/month)
  • Eco-friendly kitchen products (1,200 searches/month)
  • Sustainable kitchen practices (900 searches/month)

You also discover long-tail keywords like “best zero-waste kitchen swaps” and “how to reduce plastic use in the kitchen,” which, while having lower search volumes, are highly specific and less competitive.

Step 3: Integrate Keywords into Your Content

With your keywords in hand, you start creating a blog post titled “How to Create a Zero-Waste Kitchen.” You integrate the primary and long-tail keywords naturally throughout the article:

  • In the title: “How to Create a Zero-Waste Kitchen: Tips and Eco-Friendly Products”
  • In the introduction: “If you’re looking to reduce waste and adopt sustainable kitchen practices, this guide will provide you with zero-waste kitchen tips and the best eco-friendly kitchen products.”
  • In subheadings: “Top Zero-Waste Kitchen Tips” and “Eco-Friendly Kitchen Products to Try”
  • In the body: Discuss specific tips, such as using reusable containers and cloth towels, and mentioning eco-friendly products you sell in your store.

Step 4: Monitor and Adjust Your Strategy

After publishing the blog post, you monitor its performance using Google Analytics and search engine ranking tools. You notice an increase in organic traffic to your site and higher engagement on the blog post. Over time, you continue to refine your keyword strategy based on what works best, adjusting your content to stay relevant to your audience’s interests and search behaviours.

Final Thoughts

By effectively combining relevant subjects with targeted keywords, you enhance your online visibility and attract more engaged visitors to your site. This strategic approach not only improves your search engine rankings but also establishes your brand as an authority in eco-friendly living, ultimately driving business growth.

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