Wondering how to make your content stand out from the 27 million pieces shared in the U.S. each day?

When I first started working with bloggers and writing online copy, I never paid much attention to the topic of SEO using keywords and trending topics, but once I began to understand it, I realized how critical it was. Social platforms as well as press releases use keywords to optimize and get you more power to be seen. Also, trending topics that are most talked about are key to know. Choosing the right ones can result in increased traffic to your hardworking content assets, online sites and releases.

One example of the power of using popular keywords and topics I found is on YouTube, which not only allows you to put keywords into the video description area, but also includes a tool which gives you suggestions. When folks search on them, if you have the proper keyword placement, your chances of being seen are multiplied many times over.

What are keywords, anyway? How do you determine what are the best keywords for you to use?

Keywords are the words used when someone searches for information on the web and types the word or phrase into the search engine. A single word will return a broad sweep of information and websites that may mostly be irrelevant to your needs. A phrase will help you focus what exactly you need. This is why it is key to know the most common keywords and phrases used in your industry.

How do you find keywords?

Online keyword tools are invaluable. One of my favorite is Google AdWords, a free online tool by Google that helps you to pinpoint the most optimal terms to use. Sometimes it’s as easy as changing a phrase in your copy from “Virtualization Solutions” to “IT Virtualization” that can make the difference from popping up in hundreds of prospects’ searches to thousands.

A tool I use to discover trending topics is Google Trends. You can simply type in your word or a comparison of your word and a different word, for example; virtualization versus desktop virtualization. This tool will show you the search rank for these terms by comparison and also geographic regions from which the searches take place. It’s cool, try it!

One more, the twendz Twitter-mining tool uses the power of Twitter Search, highlighting conversation themes and sentiment of the tweets that talk about topics you are interested in. It helps you to check your relevancy.

I found my keywords, now what?

After you locate your keyword treasure trove, you may want to store them for fast reference. One idea I picked up from Online Marketing Blog is to create a Keyword Glossary, which organizes the keywords and topics that can be used by your company copywriters and content generators as well socially engaged staff that creates online content.

Last but not least, don’t forget your target customer

Remember the traditional marketing best practice of addressing your customer’s needs and the language they speak through the following points made by blog author, Lee Odden, for TopRank Online Marketing Blog:

• Identify customer segments – What do they care about? What is their context?
• Document pain points & information needs during buying cycle.
• Build a path of content including triggers that inspire purchase and social sharing.

Add keyword optimization (SEO) to that mix and voila! you’ll find yourself caring about this very powerful combination.