Why do content marketers use keyword tools?

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We’ve heard Chris talk about how to do keyword research without using paid keyword tools, but why do content marketers use enterprise keyword tools and what are the major benefits?

In this episode, Chris discusses how you will benefit from using a keyword tool, and when it’s perhaps the right time to make the investment.

Chris uses KWFinder: kwfinder.com#a59f30201285f73595dddc67c (Affiliate Link)

Full Transcription:

Hey, welcome to the Content Marketing Academy podcast. Really great to be back today. Hope you’re having an amazing week, an amazing day.

In this episode, I want to talk to you about keyword tools.

In the past, I’ve talked about how to do keyword research and find information online to help you improve your content, so your content is found better in search without using keyword tools, right? But also talked about how to improve your content, so that it can be seen in search better by improving certain aspects of your content as well. But, in this episode, I really want to talk about the benefits of using a paid keyword tool, and when you might want to start investing in a keyword tool as well.

In the main, I think, the key thing here is starting with what questions you might be asking yourself. You might be asking yourself, “Well, what content is really working for us just now? How we can find out more about our great content so that we can do more of that content?”

So, this is really about you using a keyword tool to dig down. So you can get more data, basically, to support your content. So you can find out what’s working, what’s not, and how to improve it. You may, also, be in a position where you’ve created a lot of content, right and you’ve done a lot of manual keyword research. Maybe you’ve  used a lot of the free resources out there, and you’ve created a lot of content over the last couple of years or so, and you really want to take that a little bit further and look and see what other opportunities there are for you to take advantage of.  You want to be found and searched more often and in better positions, and have a look at what those gaps are for you and how you can improve them.

Also, you might be thinking to yourself that you’re a couple of years down the line, or you’re right at the start of your content journey and you really want to nail it. You may want to see what your competitors are up to online. You want to keep an eye on, not only what they’re doing, but what you can do to get ahead of your competition as well, and see what opportunities there are. So, in general, this is about using information, data, metrics, numbers to help you to improve, to get better, to be smarter, to give your content a better chance of success out there, and really just to use that data and that information to really just be the best, right? That’s really what it’s all about, isn’t it, at the end of the day? I mean, if you’re going to put all that time and effort into creating that content, you want to give it the best chance it can of being successful out there.

So, let’s talk about this.

How could you benefit from using a keyword tool and what those benefits look like?

I use Keyword Finder, but there are also applications like SEMrush, Long Tail Pro, Keyword Tool.io. There’s a whole bunch of them. You can check them all out, look at all the prices and things like that to decide on which one’s best for you, but I’ve popped an affiliate link here for Keyword Finder, and that’s what I use. I just want to give a little hat tip to Ahmed Kalifa, Ignite Rock, for the recommendation for that as well.

I’ve really enjoyed using this tool for the last few months. I’ve used tools over the last couple of years, and I dropped out of using a tool for, probably, about a year when we’d made the transition between doing client work and going into our membership. But I’ve started to really dig back into using a tool properly again as well, and I’m really, really enjoying it, and I think that you will too, especially if you’re in a similar position to me.

I mean, our website for Content Marketing Academy has been out there for about three years now, and we’ve created a whole bunch of content out there. Some good, some not so good, but, when you start to use the tools, you start to really give any content that you create a really solid chance of being successful. But, not only that, you’ve actually got a really good idea of what it’s going to take for your content to be a success and for you to get that return on investment on the content too. So having a keyword tool, like Keyword Finder, really should be a priority. Especially for those that are serious about content marketing and using content marketing to grow their business and get more customers. A keyword tool can really help you to put the right things in the right place to make sure that your content will be seen.

So, let’s look at some of these benefits of using a keyword tool:

The number one benefit, really, of using a keyword tool, versus not using a keyword tool is time, right, you save a whole bunch of time. Mainly because, well there’s a few reasons, but mainly because you are better informed, right, so you’re not shooting in the dark.

You can use that information to be better informed, and, really, all that time and effort that you’re putting into that content is really going to get the best return on investment possible.

Also, you have one single dashboard, so, instead of using four or five different resources and manually trying to figure out what you want to do with your content, and where it’s ranking, and what keywords to use, you doing all that research manually, you’re going to get this all on a single dashboard. You’ll be able to see suggested keywords. You’ll be able to see how difficult it’s going to rank for that keyword. You’re going to be able to see average search traffic. You’re going to see current search engine results pages for any specific keywords as well. And, also, the competition.

And you’re going to get to see all of that in one single dashboard, so you’ll be able to use all that information, which saves you time, but then it gives your content the best chance of success while it’s out there as well, so you’re going to get better results for time that you’re putting in too. And then you can, obviously, use that time that you’re saving to create better content as well.

So, there’s a whole bunch of benefits around time there. I think that the key thing with a keyword research tool is that, as soon as you plug in the keyword, you get all this information in front of you in seconds.

The other factor as well is you can use something called a SERP tracker or a SERP checker, like a SERP tool search engine results pages, and what that really allows you to do is, instead of manually checking your position in Google using an incognito window or a private window, and manually checking it and putting that information into a spreadsheet, you can put all of your keywords that you want to be ranking for in search into one big database, and it’ll track your position and your ranking for those keyword phrases forever, until you take them back out again.

So you’ll be able to see all the history. You’ll be able to see if you’re moving up and down, and you’ll be able to look at specific keywords and keyword phrases and the position that you’re in at any time. So that just tracks the information, for example, it’s tracking it now, it was tracking it yesterday, it’ll track it tomorrow, and, that way, I can go in anytime and just see exactly where we are position wise in search for certain search terms.

Now, this is brilliant, because it’s another place that saves a lot of time but also gives you much more knowledge and information to understand what’s actually happening with your content. For example, this is a perfect example, actually, from the other day. I saw that content marketing coaching was position 10 in Google, but, not only that, it was the homepage on our website that was ranking for content marketing coaching, and that’s not really what I want. What I want to rank for content marketing coaching is the content marketing coaching services page on our website instead. So, I looked at the website, I looked at the homepage, I looked at the services page, changed a few things, including titles, some of the content on the page, and then, a day or two later, that page was now ranking at position three for that search term. That’s a massive improvement for us, which will result in more traffic to our website as well.

So, that’s key. We wouldn’t have really known that if we hadn’t dug into those keywords, and actually saw that it was the homepage that was ranking for that, instead of the services page. That’s information that can be used to make sure that our content is being ranked in the right place, and I think that’s really an important thing.

It’s not strictly related to the benefit of time, but if we’re putting all that time and effort into creating that content, then really want to give it the best chance it has of being seen, so I think that’s huge benefits of using a keyword tool. The opportunities are endless.

So, I guess that’s the second biggest benefit, really, is that you can spot gaps, you can spot opportunities. You can see what your competitors are up to as well. Where they’re ranking in search, but, not only that, have a look at their content and see how good it is. There are probably areas that you can improve on and create a better piece of content and outrank your competition.

You can also see, and I’ve noticed this as well a lot as I’ve been doing more and more research on this, is a lot of the keyword phrases that I want to rank for are actually relatively easy to rank for. They’re not difficult at all. There’s a lot of unexplored areas in terms of keyword phrases and content that we can be creating for. So, you can spot those opportunities, but it also does tell you what is particularly difficult to rank for as well, and you can make that call whether you want to go into that space or not.

So, you can play around with different keywords, you can measure the search traffic and difficulty for that keyword, and determine if it’s going be worth your time creating content around that keyword phrase or that topic. And it’s really good, like I said, to look around and see who else is ranking for the content, see what the quality of that content is, and, in most cases, I think you’ll find that there is a lot of opportunity there for you to find ways to outrank your competition and push them down.

One of the other big benefits as well, so the third big benefit, is the ability to track.

I’ve mentioned this already, I think. To be able to track your keywords and your ranking over time and it collects the data for you. Gives you lots of average positions and charts and things like that, where you can see how you’re performing, you can track your keyword phrases, and see if they’re slipping over time, like going down in search or going up in search, and you can see, obviously, opportunities where you’re ranking in position 11 and 12 and 13, top of page two in Google, and you could possibly do something about that, if you know, you can go to the content and start making improvements and changing, and track those changes, which is awesome, right? So you’ll be able to make a change, then track the positioning over time, and see if it changes or not. And you can also, obviously, have a look and track who is ranking in the same proximity as you, which is really cool.

So you’re going to get a really good understanding of your content, generally, and how your website is performing in terms of traffic, and keywords, and positioning and ranking, and things like that, so that’s awesome. I think the ability to be able to just open up the application, see where you are today, and maybe pick out a few opportunities and where you can improve. And there’s always, always areas for improvements.

I love the other big benefit of this as well, which I’ve kind of mentioned already, really, is being able to see what your competition are up to. It’s pretty cool to keep an eye on what they’re doing. It’s a lot of fun to see who else is ranking within the same proximity, for the same keywords as you, and then look at their content, and see what the quality of that content is, and you can do a lot of work, I think, to create a better piece of content that will rank higher, and thus push your competition down.
I’m not hugely competitive, but I quite like looking at and saying, “Actually, you know what? I could actually do a better job of that piece of content than them, and, hopefully, rank higher than them as well.” And I think you start to look at how you can really be seen on page one on Google in a big way. Multiple places, multiple positions on page one, perhaps, as well, in some cases.

I think those are the big parts, the benefits:

  • Save time, or use your time in a better way.
  • You can spot opportunities.
  • You’re able to track and measure your content, and your position, and your ranking, and your keywords.
  • You can look at your competition.

And I think, really, at the end of the day, just to wrap this conversation up, this is about creating the best possible version of the content that you can, right? So being able to answer the question in the best way. Better than anybody else. Or being able to help someone with a problem through your content better than anybody else. And we should be all striving to create the best possible content in our space, in our industry.

So the single best answer to a problem, or a question, or whatever that might be, and I think, in most cases, there’s an opportunity to create a better piece of content than what’s out there already, or a more helpful piece of content that what’s out there already. Something that really helps your reader to solve that problem or answer that question. And I think that that’s what it’s all about, really, at the end of the day, is about being the best, and you can use keyword tools, and I’ve talked about this on the show before, you can use keyword tools to even go back to the content that you’ve already created and make improvements on that. Using all the information that you get access to through your keyword tool, you can go back to the content you’ve already created, figure out why it’s not performing the way it should be, tweak it, change it, track it, see how it improves, and then I think that, without a keyword tool, it’s very difficult to determine where all these opportunities are.

I think a keyword tool really spies into the cracks of that. It’s fine using the free tools and the free versions of everything, and using Google, and all the free ways to do some keyword research, but a keyword tool can really, really take a deeper dive into it. Basically improve the performance of your content.

So, very quickly, I think, as you start to create content, especially like we’re working with quite a few people just now that are really just … They’ve just dived straight into content marketing. They’re all in. They’re ready to go. And whether you’re just starting on your journey, or you’re a couple of years down the road and you’ve been creating a bunch of content for a while, you want to do more with it, you want to improve, you want to get better and you can see how content marketing can be a massive business growth tool for your business, you want to have more data at your fingertips, you want to give yourself a better chance of success, and a keyword tool makes that happen for you. It gives you all that data that you need, and it’s a really great tool to have in your toolbox.

So, like I said, I use Keyword Finder. It’s an amazing tool. I’ve popped a link here so you can go along and have a look at that tool, and see what you think. But, like I said, there’s other tools out there as well.

I’d love to hear your take on keyword tools, what your experience has been with keyword tools, and, if you’ve got anything else that you would add to this episode today, any benefits that you’ve felt that you’ve received from having keyword tools in your toolbox as well.

Hope you have an amazing day and don’t forget to be awesome.