Content or Keywords: Which Determines Which?

Keywords Vs. Content

You probably know by now that writing fresh and useful content is a huge part of search engine optimization.

But sometimes, maybe you’re sitting there in front of your computer. Your fingers are itching to start tapping the keys of your keyboard—but you have no clue about what to write…

…or where to begin, for that matter.

You’re sitting there and you might be wondering this:

Do keywords determine the content you write? Or does the content you write determine the keywords that you use?

Should you write some content before you get my hands on some keywords? Or should you wait to write until you get your hands on some keywords?

Here’s the answer:

Determine your keywords first—then, write your content based on said keywords.

This is much easier to do. Besides, it saves you some trouble.

Think about this:

Had you begun to write a content piece without keywords on which to base it, you may find that your piece of content is out of context or out of place after you try integrating those keywords into it.

For example, if I want to write an article about dogs and I don’t come up with some specific dog-related keywords beforehand, my piece of content might wind up being completely irrelevant to the keywords I may choose after I have written the article.

Maybe it turns out that I’m looking to include some keywords about organic dog treats into this article I’ve written—but since I haven’t predetermined keywords relating to organic dog food, the keyword I have chosen will not make sense within the context of my article—which could very well become something about dog grooming.

And putting keywords about organic dog treats into an article about dog grooming would be kind of weird, right?

Believe it or not, there’s an important step to take before you can determine the keywords you’d like to include in your content.

First and foremost:

You need to research your target audience.

See what they’re typing into Google. See what they’re interested in and what they have questions about.

Very importantly, take a good look at which words they are typing into Google in order to communicate their questions and concerns.

Once you’ve done this, it’s a lot easier to figure out which keywords you’d like to include in your article.

And now that you know what your target audience is concerned about and what they’re been searching for on Google, you can determine which keywords to use. Use key phrases and terms that your target audience has been using to discuss and describe their problems.

These key phrases and terms can wind up being your keywords for your piece of content…

…and you’ll probably want to rank for these keywords as well. This is another good reason why you’ll want to determine which keywords to use before you begin writing.

So then, once all of this is settled, it’s time to start writing your piece of content. You’ve got keywords, phrases, and terms to base your content on, so you’re ready to go.

Always remember to incorporate your keywords naturally into your content pieces—and this means no keyword stuffing.

And on that note, remember that you are writing your content for your website’s visitors. If you stuff your content with keywords, it will not read naturally and easily. Search engines will easily pick up on the fact that you are keyword stuffing, and they won’t like it either.

It doesn’t benefit you in the end.

With your website’s visitors still in mind, try to make your content visual. Nobody likes reading a big wall of text, right? So break up your paragraphs. Add a couple of images to complement your content, but don’t go overboard with them. Don’t make them too large and don’t add too many.

Proper spelling and grammar are also appealing to your users, so make sure you triple-check your articles before you hit that “publish” button.


The next time you ask yourself what steps to take when you’re getting ready to write a new piece of content, remember that it’s important to determine what to write about before you actually write about it.

That means determining which keywords to use beforehand.

Once you know which keywords to use, writing your content should be easy peasy. Always remember that you are writing content that is intended to be read by people—so make your content look visual, appealing, and engaging.


Still confused on where to begin? Having a hard time figuring out what keywords to use? Don’t hesitate to contact us. We’d be more than happy to help you out.


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