Even with a basic understanding of inbound marketing and SEO fundamentals, it’s clear to see that keywords are the most important element in your strategy. Your whole content marketing campaign relies on you targeting the correct keywords for your brand. You should choose keywords that aren’t too difficult to rank for, yet are frequently searched enough to be profitable. Your small business won’t rank well for short-tail keyword phrases like “shoes” or “cookies”, those spots will go to the big guys, and the effort will be wasted. Instead, you probably want to choose less competitive keywords, more specifically related to your business, also known as long-tail keywords. The greater the volume of searches on a keyword, the more competitive it is, so you’ll need to find a nice gray area. Let’s look at an example:
