The internet is a giant swirling vortex of blog posts, featured articles, and videos. Social media feeds are packed with all kinds of content on every topic imaginable. We know that when you write for your library website, blog, or other content site, you should always be focused on the needs of your cardholders and potential library customers. But how do you make sure your words reach the people who need it most? How does your library cut through the noise and get noticed?
Keywords are the key.
Libraries have a tendency to release content that is not keyword friendly. Libraries are institutions of precision. Library staff believes in using the correct words in the correct context, even if it’s clunky or uncommon. Library staff creates lots of terms and phrases to help us to track down information for our customers. But we don’t spend a lot of time thinking about how those terms and phrases might be confusing to cardholders who are not standing with a library staff member. When a cardholder is online, trying to find the source that will help them to write a research paper, add branches to their family tree, or make a decision about whether to purchase a car, they need us to speak their language.
That’s where keywords come into play. Using the right keywords makes it more likely that the content you write, in whatever format it is in, will end up on the computer screen in front of the person who needs it most.
There are three tools library marketing experts can use to help find keywords to weave into your content. I use the three sites when I write for this blog and they’re reliable and efficient. And all the search engines in this post are free!
I first learned about this keyword search tool about a year ago at a conference. It’s my favorite. Type your subject or starting phrase into the box and it will tell you what terms people are using to search in Google, YouTube, Bing, Amazon, eBay, and the App Store. This tool is the reason I write about the subjects I do. For instance, I have learned that people who type library marketing into the search bar are looking for conferences, plans, and ideas. So, if you are wondering, that’s why most of my posts focus on those three subjects. It works! My conference based stories are among the most popular of the blog and anytime I write about marketing plans or strategies, I get a huge response.
There is a fee-based option that allows you to look up search volume, cost per conversion, and AdWords competition but frankly, I don’t think you need them unless you are creating marketing for a huge and very expensive library campaign.
Using the plain old Google search bar allows you to see what content is rising to the top of Google’s algorithm and what keywords or phrases those top-performing content pieces are using to catch the attention of readers. Imitation is the sincerest form of flattery–whatever those articles are using should be what you use too! Don’t forget to scroll to the bottom to see “related searches,” which I find to be extremely valuable as a source of more keywords.
My guess is that you hadn’t thought of using Pinterest as a keyword tool. But I typed “buy a new car” into the Pinterest box and got all kinds of articles and graphics with tips and tricks for buying a new car. I could use this information to create content around how to use our free Consumer Reports Database or our Chilton Auto Repair database, but with words that I know people are using and language they’ll understand. It also helps me to decide what parts of the car-buying or car repair process my cardholders might be most concerned about.
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