Words and phrases that are conceptually related to the main keyword. For example, if the main keyword is Masters’ in Business Communication, semantically related keywords could include students, classrooms, university, degree, curricula, syllabus, etc.
Published in Chapter:
Benefit-Driven Approach to Writing for the Internet: The Valuable and Optimized Content Framework
Copyright: © 2021
|Pages: 24
DOI: 10.4018/978-1-7998-4477-8.ch010
Abstract
There is a dual challenge for writing content for the internet: conquering search engines and attracting the attention of target audiences. This chapter proposes a content planning and development approach with a triple focus: main keyword power, target audience, and benefit provided. It argues that keyword power, given by its search volume and effective competition level, provides only an incomplete starting point for creating valuable content, as content effectiveness will ultimately depend on the benefit provided for the target audience. A benefit-driven approach to writing valuable and optimized content is particularly interesting for increasing reach, interaction, and involvement, thus being recommended for inbound and content marketing strategies. The phases of benefit-driven content writing are described, from keyword choice to the main optimization procedures.