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While reading SEO Theory, I came across this startling paragraph:

As the provider of content you create the keywords people search for. I have said this in oh-so-many ways over the years. This is a particularly important lesson in search marketing for journalists who fear the keyword-laden spreadsheet. No self-respecting SEO should be demanding that journalists write about keywords. Journalists should be taught to understand what the difference is between a keyword and everything else, but the journalists make the keywords — not the readers.

This is in stark contrast to how many SEOs think of keywords and keyword-based content.

That first sentence is a humdinger.

As the provider of content you create the keywords people search for.

You create the keywords? You mean, the keywords aren’t already there? It’s not the SEO who is just tapping into them?

Many SEOs approach content marketing that way, but it’s not necessarily the right way. If you let your readers dictate what your keywords are, then you’ll always be pandering to your readers. If you create your own keywords based on your business philosophy and what’s important to your business, then you can teach searchers to look for your content by teaching them which keywords are important.

This is how leaders in search marketing are made. Think more deeply about what a keyword is and how you employ them. SEO is broader than you think.

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