3 Keyword Strategies to Drive Traffic & Engagement
Content marketers know that before you can start driving organic traffic for targeted keywords, you have to first identify them. So after you’ve gone through the keyword research process and have prioritized your target keywords, it’s important to have a keyword strategy to support your efforts.
The most obvious option is to write a blog post, but blogging isn’t the only way to gain organic traffic for keywords. This post is going to talk about 3 other types of content hacks that can be used as part of your keyword strategy.
This post isn’t going to show you how to implement these strategies, but it will provide you with some real life examples of how other businesses have managed to make these particular strategies work for them.
1. Create a Content Series
A content series is an efficient way to build reader interest while targeting specific keywords over a shorter period of time. If you’ve got a tutorial or an idea for a blog post that may end up being exceptionally long, a content series allows you to break that up into easily digestible chunks.
Allow my to use my own site as an example, with my 8 Week SEO Challenge.
I started this challenge primarily for my own benefit because I wanted to increase my website’s visibility in SERPs. But I also realized that a challenge was an opportunity to share my experiences and findings with others who might also benefit from it.
Within less than a month of the initial launch and push, I have managed to rank on the first page for ‘8 Week SEO Challenge’:
Obviously, the goal would be to rank at the top, and hopefully the ongoing challenge will help me get there. One thing to consider is that I haven’t even posted any of my SEO Challenge related posts to my site yet, as it’s currently only available to people participating in the challenge.
However, after the challenge is over I will turn some of that content into blog posts, which will hopefully help me improve my rankings. It’s also worth noting that 28% of my email subscribers came directly as a result of this challenge. Win-win!
2. Create a Product
Another keyword strategy that seems counterintuitive – and I’m not suggesting this is an easy task – but, you can create a product as a means to rank for your targeted keywords.
Think about the efforts you put into building content and backlinks… a bunch of content creation and promotion and crossing your fingers that people will find your stuff and link back to you. When instead you could take a different approach and put in the work upfront by creating evergreen content that allows for continuous promotion.
Chimp Essentials from Paul Jarvis is a course that teaches users how to use MailChimp through a series of video tutorials. His course ranks highly for several MailChimp related keywords.
Pinterest Power from Lady Boss League is another example of leveraging a product (in this case, a free course) to drive targeted traffic to the site. If I had to guess, I’d assume Pinterest Power is an introductory course at the top of the funnel, as the site also has an extensive, in-depth paid Pinterest course as well.
3. Create an Event
DTLA Rendezvous piggybacks off of meetup.com via Parasite SEO. Despite its ugly sounding name, it’s a very effective way of leveraging your ability to rank for harder keywords in a shorter amount of time.
Parasite SEO is where you use someone else’s site that has a large domain authority to build pages on, and then rank using links you normally wouldn't be able to use on your own domain (i.e. ‘downtown events’ or ‘la events’).
You can find their events through meetup, and their meetup page directs you to their actual site, where you can find information on how to join their paid membership.
Heck, meetup even outlines their SEO tips for you:
Dominating SERPs with a current event
This last example is somewhat of an outlier case, but I can’t think of a more relevant example of an effective event right now than the Women's March, which was an event that spanned across the globe.
This movement had momentum. Millions of people were sharing their thoughts (both good & bad) across every social media channel. And the fact that this was a current event and a very hot topic helped as well.
In fact, if you search 'women', the march is the top three results. From an SEO perspective, that's pretty incredible.
Over to you
I hope this gave you a few ideas on different ways to implement keyword strategy.
Have you found success ranking for keywords using any of the 3 keyword strategies shown above?
I'd love to see some examples if so!
This post is part of my 8 Week SEO Challenge