How to do keyword research for content and news releases
What’s the point of a news release or blog post if it can’t be found?
Don’t let all your PR work go to waste.
Use the five steps below to enhance your content’s searchability.
1. Narrow your focus. What’s the focus of your news release? Is it announcing a new product line or collaboration? How about an event relating to a specific topic – cars from the 50’s, for example? While your release may feature various pieces of information relating to your company, proper research starts with a narrow focus.
In the aforementioned subject, cars from the 50’s, keywords to consider during the research phase might include:
- Cars from the 1950’s
- Car expo
- 1950’s car expo
- 1950’s car events
- 50’s car events
- Antique car expo
- Antique car exhibition
The possibilities are endless. Create a list of approximately 10-15 combinations of keywords that directly relate to your release to get started. Think about your ideal reader and what you think they would search to find your post or news release. I like to use SEMrush to determine what my competitors are using for their highest ranking posts on the same topic.
2. Consider your target location. If you’re hosting an event or special promotion for a brick and mortar store, targeting a wide audience from across the country might not be beneficial. Instead, it’s best to consider what your target audience range might be. This becomes more important in step 3.
3. Look at search volume. Once you’ve compiled a keyword list, determining search volume becomes critical. Even the most relevant keyword will not help if no one is searching for it.
If you’ve narrowed down your target area demographic, use the Google Keyword Planner to run a search that is limited to a specific location. If you are trying to drive traffic without a specific location in mind – for an online promotion or for sharing more general content – do not use the location when determining search volume. Check out each of the keywords on your original list to determine which have the highest search volumes. A high volume means more individuals are searching for that keyword, meaning these should be included in your release. Try to narrow down your list to 10 potential keywords.
4. Scope out the competition. With your new keyword list in hand, run through each option again. This time, check out competition. The goal here is to find a keyword with a high search volume and low competition level. Lower levels of competition mean that your content is more likely to be displayed on the first page (even better the first spot).
Narrow your list to 3-5 keywords, focusing on high search volumes and low levels of competition.
5. Use your keywords. Once you’ve determined which keywords will be most effective in making your next press release, start to use them. Keywords should be:
- Used naturally – search engine crawlers are more adept at identifying unnatural language patterns.
- Used in the title and subtitles.
- Used in alt tags.
The more relevant a site or page appears, due to keywords, the greater your chances of increasing search rankings. You don’t want to stuff your news release with keywords, instead your keywords should guide the direction and word choice of your content.
Using keywords in news releases doesn’t have to be a complicated or confusing process. Instead, learning more about the process and making small changes to your existing strategy is best. Start with the 5 steps above to increase the success of your next news release or post.