How Content Generation Impacts Keyword Rankings

You’ve written a great piece of content; it’s posted; you run it through a quick Google search, but it’s not anywhere on the SERP! If you’d had this issue or have seen your content fall behind other competitors, you might be using the wrong keyword research tactics.

Generating SEO content that ranks high on Google searches is essential to increase organic traffic and sales, and one sure-fire way to improve is making content with the right keywords.

Keyword research helps you find what words work and what words don’t for search engine algorithms. Here’s how and why you should be updating your keyword research tools.

What is SEO Keyword Ranking?

There are a ton of factors that digital marketers use to increase the SEO of their content—titles, links, readability. But keywords are an easy and effective way to increase SERP rank.

When Google’s algorithm crawls your page, it looks for key data to organize it on the SERPs, according to the relevancy of the keywords you choose. Depending on how complete and reliable your web page is, how users interact with your site, and how often you update your content, Google will rank your page’s quality for the keywords searched and present in your content.

Don’t Bog Down Your Content with Keywords

Though keywords are a helpful way to build your content, you should focus on making your content audience-centric rather than paragraphs of keywords to rank you higher on the SERPs. The last thing anyone wants to read is a page jammed full of the word “basketball” with only one paragraph on last night’s game.

Harsh Agrawal, SEO writer at ShoutMeLoud, says you should avoid what he calls “keyword stuffing.” Agrawal says your “main keyword should ideally not be more than 2% of the article. I try to keep it between 1-1.5%.”

Making content readable and non-repetitive and hitting that number 1 spot on Google is a difficult balance, but with the right keyword research, you can get there.

Keyword Research Tools for the SEO Pro

Don’t venture off into the wild world of content generation without knowledge of which keywords work and which ones don’t. Keyword research tools help you test words to optimize your rank and generate organic traffic for your webpage. Here are some of IMPACT’s favorite keyword research sources:

Keywords to Key Into

There are two kinds of keywords (and they aren’t created equally):

  • Short-tail (e.g., “basketball game”)
  • Long-tail – (e.g., “where to get cheap basketball game tickets”)

Agrawal believes that digital marketers and content creators should be featuring more long-tail keywords as “the competition for these keywords is far less than it is for the short-tail keyword. Also, long-tail keywords drive more targeted traffic than short-tail keywords do, so your conversion (sales, email sign-ups) improves a lot.”

Making content using long-tail keywords is a great way to generate more specific traffic and help your pieces rank higher on more specific SERPs.

Network Your Content

Use keywords that fit your content into a network of other similar topics so that your webpage has a higher chance of appearing on different searches. To do this, you should use keywords to create topic clusters around your pillar content. With many subjects and sub-topics, you can generate a greater volume of highly relevant and useful content. The more content you generate, the more opportunities you have to rank for keywords. Effective keyword research and implementation through consistent content generation allow you to spread your reach.

Stacy Willis, Principal Strategist at IMPACT, writes that topic clusters are a new and effective way of spreading the reach of your content. Willis states that “the ‘old way’ involved coming up with a long list of long tail keywords and creating individual blog posts targeted at those keywords. This resulted in a lot of content that lived in silos, never giving Google any indication that you showed significant thought leadership on an entire topic area, but only that you had a single website page focused on a very specific subject.”

You want to show your site visitors and potential clients that you’re original, innovative, and capable of handling their business. You do that through thoughtful and valuable pieces of content that relate to their questions and concerns. Break down what your clients really want to know and supply the answers to those questions, incorporating the key terms from recurring web searches and queries that you get asked.


Generating content that’s informed by proper keyword research is essential to your digital marketing strategy and your SERP rank. If you need help with content that generates traffic, reach out to us.

5 Reasons You Need a Constant Flow of Content

The content you post online tells a story about your brand. By leaving this digital footprint in the online marketplace, you build a web presence. Your company’s web presence is compiled of every piece of content related to it, including your blog, social media posts, videos, and even links or mentions by other websites.

All content improves your company’s visibility, but without consistency, it’s virtually ineffective. Much like a one-hit wonder, your website won’t make a lasting impression if you don’t continue to supply content to keep your audience interested. The age-old adage, “out of sight, out of mind,” has never been so true. If consumers don’t see you online, then you run the risk of falling behind the competition.

So why is consistency in digital marketing so important? Here are five reasons to keep your content flowing.

  1. Boosts SEO

Search engine optimization improves your result rank from Google and other engines. Although content isn’t the only indicator, it plays a big part. Consistent updates are important for SEO because it keeps content fresh and relevant, which Google has mentioned in its own blog. Nobody wants day-old bread, and nobody wants month-old news either.

Another reason up-to-date content benefits SEO is by ensuring Google knows your brand is still in business. Crawler bots investigating a site that hasn’t been updated in a while could report inactivity. If your site isn’t active, it loses out on a higher rank.

  1. Improves Brand Awareness

No matter which industry your company belongs to, it’s bound to have competition. To overcome competitors, you need consumers to recognize your brand. Brand awareness is built through a variety of methods, including content production.

Most of the information read about a product is written by the company that produced it, and 25% of internet users follow brands on social media when considering a purchase. That means your content could be the deciding factor in whether or not someone commits to a purchase. The more content available, the better consumers get to know and trust your company.

  1. Proves Your Brand is an Authority in the Industry

There’s a reason people say, “go to the source”; it’s because the source always knows the most on a subject. Therefore, if a competitor appears to know more about your industry, you risk losing the sale. For example, a law firm specializing in realty closing might not be trusted with an empty blog page. Instead, homeowners may seek the expertise of a firm whose blog is filled with helpful closing information.

Customers want to know they’re getting the best experience for their money. To be the best, you should show that you know the most. Your customers can’t tell what you know unless you share it with them.

  1. Builds Customer Trust and Brand Loyalty

Customer loyalty is what turns first-time buyers into return buyers. While much of this relates to the quality of service, it’s also defined by how much you share with your customers. Of site visitors, 82% report feeling happier about a brand after reading their custom content. Knowing your audience and posting information that they want or need makes them feel important.

Sharing information about promotions and upcoming news keeps a brand fresh in the minds of readers. The more people see your emails, social media updates, and blog posts, the quicker you become a regular part of their week. Regular posts make you appear reliable, which builds brand trust.

  1. Increases Chances for Customer Engagement

Finally, consistently posting information improves chances for customer interaction. According to recent research, 72% of advertisers rely on content for engagement. That is beneficial for all of the points mentioned above. For example, consumer comments do the following:

  • Boost SEO by increasing hits on your content
  • Promote brand awareness by bumping your posts in relevance on respective platforms
  • Offer plenty of opportunities to prove authority in your niche
  • Build customer trust by interacting with them one on one

The more content you publish, the more opportunity there is for readers to react, share, and comment. That provides an opening for you to respond in kind, which perpetuates further interaction.

Staying Consistent is Key

Ultimately, posting consistently improves SEO, visibility, authority, loyalty, and engagement, which in turn increases revenue. In fact, Forbes reports that brands that represent themselves equally and constantly across the internet increase revenue by 23%.

Contact W3 Affinity to learn more about the benefits of digital marketing. We’re happy to provide a free consultation to all new clients. So, start growing your brand’s web presence and watch it flourish online.