Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
Accounting Consultation Real Estate Property Management Accounting
Reach (Monthly Inquiries) Reach (Monthly
Trend (Google Trends) Trends (Google Trends)
Competitive (Adwords) Competitive (Adwords)
TALKworthy Blog Titles
Operative Phrase
Target Relevance Target Relevance
Business Relevance Business Relevance
Top 10 Reasons why HOA Special Assessments favor HOA Due Increases
HOA Dues
Moderate (27K)
Rising
Low
High (Property Management Issue)
High (Accounting Expertise)
Property Manager Checklist: Accounting for Hurricane Preparation Expenditures 6 Reasons Why HOAs Lose Their Grip on How to Boost Residential Rental Property Referrals and Renewals 8 Tips for Generating Residential Rental Property Income Beyond Rents & Dues 5 Ways to Minimize Community Property How to Account for HOA Management Reserves 7 Residential Property Management Steps for Top 10 Reasons Why Property Managers Fail to Balance Annual Budgets
Residential Rental Property
High (550K)
Falling
High
High (Property Management Issue)
High (Accounting Expertise)
Property Security HOA Management Residential Property
Moderate (65K) Moderate (15K) Moderate (50K)
Steady to Falling
Medium Moderate (Property Management Issue) Medium Moderate (Property Management Issue) Medium Moderate (Property Management Issue)
Moderate (Accounting Expertise) High (Accounting Expertise) Moderate (Accounting Expertise)
Rising Falling
Low-Moderate (incl. Commercial Properties)
Property Manager
High (246K)
Steady
Medium
Moderate (Accounting Expertise)
HOAs
Moderate (50K)
Steady
Low
Moderate (Property Management Issue)
Moderate (Accounting Expertise)
Residential Rental Property
High (550K)
Falling
High
High (Property Management Issue)
High (Accounting Expertise)
Property Manager
High (246K)
Steady
Medium
Low-Moderate (incl. Disaster Prep)
Low-Moderate (Accounting Expertise)
In addition to trending, search performance considerations should also include (1) reach (monthly inquiries), (2) competitiveness, (3) target audience relevance, and (4) business relevance. Consider the case above for a property management accounting consultant. From nine blog titles, operative phrases were first identified as candidates for targeted search terms. Each of these phrases were then evaluated across the performance criteria as a baseline for final keyword selection. To remain competitive in today’s search term arena, marketers are increasingly pressured to select long-tailed terms often three to five words long.
Many free tools are available for the optimal selection of these keyword phrases including the following:
• Keyword Tool • SpyFu
• WordStream • Ubersuggest • Ahrefs • SEMRUSH Once these terms are selected, content marketers must decide where and how often (keyword density) these terms are spread throughout the text (e.g., blog content or video/podcast transcript). Generally, keyword density is normally set for 2 - 4%. Also called keyword frequency, keyword density refers to the percentage of times a particular keyword or phrase appears on your content in relation to the total word count. For example, a blog of 1,000 words should use the targeted keywords no more than twenty times. That said, the more pages reflecting these terms, the better. For example, every blog post (considered a page) that uses these terms helps boost search engine performance as the algorithms recognize fresh content updates as a signal of keyword authority. Keep in mind that a
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