Keyword Selection for Websites and Blogs

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Keyword Selection for Website and Blog

Executive Summary

Based on my experience with customer content, keyword selection for your website and blog is different. And in some organizations, blog SEO is left to the content department, whereas the website SEO is considered part of the marketing department’s (or digital marketing agency’s) portfolio. I sincerely believe that the selection of keywords for both the website and the blog should be made by both your marketing and content departments. This blog outlines some reasons.

What is SEO

If you are reading this blog, you already understand what it means. However, it’s nice to recap: SEO is the act of helping search engines understand what your business is all about.  And we achieve this through an SEO strategy. And, as you know, the selection of appropriate keywords is the most important step in your SEO strategy.

What’s the Difference Between Website and Blog Content

Website content talks about your products and services. They will evolve slowly, perhaps over a few months, or sometimes, a few years. However, blogs are executed for a different purpose altogether. They showcase your firm’s experience, vision, knowledge, processes, successes, thought process, perspective on important challenges, and so on. In other words, at a high level, your business’ blog is more like the Speakers’ Corner at a park. You talk when you know, experience, and care deeply about something. Period. For this very reason, your blog content is far more dynamic than your website content (and probably more interesting).

Therefore, choosing keywords for your blogs takes you on a trip to broad base your website. When you blog about the trends in your industry, you can choose those keywords that otherwise don’t fit into the content about your products and services. Also, blogs indicate that your business is alive and is actually in business. (Don’t you search for signs of life on a website before contacting the business?). The conclusion: your blog SEO is as important as website SEO, if not more.

Who Chooses Your Keywords

Choosing keywords is an ultra-important task. Ideally, it should be your marketing and content departments working together. Reason: the marketing department or the business owner (you) know how to position your business and how to describe it so that visitors to the website and search engines understand your products and services. And the content department can execute the vision.

However, the real world is far from ideal. So, for some businesses, the web design and development agency recommends and implements the SEO strategy. For others, the digital marketing agency does the job. However, at some places the content teams are in-charge. Honestly, I know of none. Now, the question comes up: why should a content department help choose the keywords for the blogs, if not the entire site. There are many reasons.

  1. When made responsible for keyword selection along with his marketing counterparts, your content head can combine the ideation and execution parts of SEO. This will drive the depth and breadth of SEO for a growing organization.
  2. Active participation in keyword selection will improve SEO through content.
  3. Choosing keywords is not rocket science. When involved over a long time, the content department will acquire enough expertise so as to meet the demand for quickly selecting the keywords. (If you want to shorten the learning time, online training via MOOCs is an option.)
  4. By virtue of his exposure to content from many sources, your content head often lives in various strata of technology and business worlds simultaneously. Therefore, he probably can bring a rich worldview that can positively influence keyword selection at your organization.


Co-opt your content department in choosing your keywords, if you are not doing so already. This act will pay rich dividends for your business in due course.

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