If you’re producing important anti diet content you want it to reach your intended target audience (aka your future ideal client).
But to do that, you need to have a clear picture of who your target audience is!
If you’re not quite sure who that might be, there are four important questions to go through to define your target audience. Feel free to skip if you’ve already got this sorted.
Figuring out your target audience
- Who are they? Describe your target audience in as much detail as possible. Perhaps their age? How do they identify? Their socioeconomic status? Their location? Their stage of change?
- What are their concerns? What are the issues they’re experiencing and the support they require?
- Where do they go for information? Are they on social media? If so, which channels? Or are they offline? If so, where do they obtain information? Whatever the answer, that’s where you need to be promoting your helpful and meaningful content.
- How are you going to help them? What is your service that you can offer to support and help your target audience? What language are you going to use?
Once you’ve got answers to these questions, you’ll have a much better chance at reaching your target audience with your content. You will know exactly who your content needs to speak to and what content would be most helpful for them. Quite often you’ll find the content just writes itself!
Now that you know who you are talking to, you can start the next important step in content marketing planning … identifying the keywords you want to rank on search engines as part of enhancing your Search Engine Optimisation (SEO).
What are keywords for SEO?
Incorporating keywords into your website content is part of on-page SEO and should be part of your overall SEO strategy.
But one of our core SEO challenges (as I see it) as anti diet professionals is that anti diet keywords aren’t highly searched terms (not to mention that some have also been coopted by diet culture!).
In a perfect world, the Google bots would understand our anti diet mission and simply make pro recovery content appear over diet culture c**p when folks are searching for support.
Unfortunately that doesn’t happen.
One tip is to get strategic with keywords that you want to rank for. Think about your key message? How can you help folks? What keywords reflect your offering?
While anti diet keywords are unlikely to be searched as much as diet culture terms, don’t let that dishearten you.
Chances are that more specific and relevant anti diet terms that resonate with your target audience might actually bring you more qualified leads.
Anti diet messaging helps attract clients with a much greater level of readiness to change.
So how do you know which choose which keywords to use?
With keyword research. This should be a key activity you undertake to make sure you know the search terms your target audience / ideal client is using to incorporate in your content.
Let’s go through a simple process for doing keyword research.
A step by step guide to keyword research
The keyword research you use can be as simple or detailed as you like.
The thing is keyword research should be done frequently to make sure your content reaches your ideal client.
I follow a fairly straightforward process which I thought would be helpful to share. However, if you’re looking for something more in depth, I invite you to read this from SEO guru Neil Patel.
My simple keyword research process is as follows:
- Uncover all possible keywords
- Create a spreadsheet to brain dump every possible keyword you want to rank for.
- Determine some overarching topics/themes and under each one, flesh out specific keywords. A simple example below.
- Next, type into Google your main topics (listed in spreadsheet). Look at the “searches related to” terms at the bottom of the page and add those suggestions into your spreadsheet also.
- Next, go to your Google Search Console (GSC) account (screenshot below) to view keywords you already rank for. Go to Google Search Console > Performance tab > Queries. Add those to the spreadsheet. If you do not have GSC set up, I would recommend setting one up.
2. Develop a keyword strategy.
Now that you have a big list of keywords, narrow them down to the short and longer phrases you would like to focus on (hint: consider your ideal client’s needs and your brand mission statement/philosophy).
- With the refined list of keywords, use a keyword search tool to identify the search volume and competitiveness. You want to find the sweet spot between high search volume and low competition.
- There are paid keyword tools out there, but I use the free Ubersuggest Chrome extension. See a screenshot below of Ubersuggest Chrome extension in action after I searched for “maxi dress”
- If too many of your focus keywords have high competition, consider focussing on the longer phrases (called a “long tail keyword”) that are more specific.
- A long tail keyword example might be “white linen maxi dress”. A longer phrase like this may have a lower search volume compared to a general keyword like “dress”, but it means that if people are searching for that exact phrase, you’re going to convert because you’re matching the searcher’s query exactly.
3. Come up with some content ideas to start incorporating keywords
- Start creating content! Consider: your ideal client’s needs – what information is helpful and beneficial for them? What are the topical, trending topics at the moment that your ideal client would find it valuable to learn about it?
- Look at the content being produced by those who rank highly with your focus keywords and plan how you can produce similar content and with your own unique spin! Never copy the work of colleagues, but you can certainly draw inspiration and find ways of putting your own unique twist on it.
- When creating copy, incorporate keywords naturally. Don’t “stuff” keywords into your content, otherwise you run the risk of being penalised by Google.
4. Monitor how your keywords are performing
- Once you start producing content using your keywords, use Google Search Console to monitor how well you rank for them. Go to Google Search Console > Performance tab > Queries.
- You may need to tweak your keyword strategy periodically.
Keyword research is important to identify the right search terms in your website content.
This process can be as simple or in depth as you like. You will find a process that works for you once you start doing it.
The ultimate goal is to find keywords that are highly searched, but with low competition.
However, don’t rule out using keywords with low search volumes and low competition – chances are that these more specific terms will bring your more qualified traffic to your website.
Once you know the keywords and phrases you’re going to focus on, start creating your content and incorporate keywords in a natural way through your copy!
Keyword research is something you’ll need to do again to make sure that you’re using the most relevant search terms and phrases used by your customers.
The process we shared in this post is fairly straightforward and something that you can easily repeat.
However feel free to tweak it to see what works for you!
What extra tips can you add when it comes to keyword research? Leave a comment below!
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