Let’s get one thing straight: Keywords–and keyword optimization–are not about adding content to your site. The most important purpose of a keyword is adding value.
Is there value in using keywords to create” new content? Sure. But there is often more value in finding ways to use keywords to make your existing content even more robust.
Every page of your site has content of some kind. Images, video, and text. But mostly text, am I write? (See what I did there?)
Typical keyword optimization consists of finding ways to integrate “valuable” words into your existing content.
But maybe we need to be looking at it differently. Maybe it’s not the keywords themselves that are valuable, but that they provide an indicator of how you can add more value to your existing content.
How to Use Keyword Research to Expand the Depth and Breadth of Your Content
- Don’t focus on the keywords. It’s not about them.
- Use keywords to add information searchers want to know about.
- Fill in missing pieces of information you haven’t covered.
- Eliminate content that searchers are not interested in (i.e. no keywords to support it.)
- Expand light content to make it more robust.