How to get featured in The New Yorker using your google keyword planner
Written by Angel Mora
Surely you have read countless times in posts, articles from sources like The New Yorker, and social media how using long-tail phrases and tools like the google keyword planner automatically guarantees that the algorithm will notice your website exists, you’ll obtain a good position in search engines and succeed commercially.
This take, however, gives rising entrepreneurs a distorted and dangerous notion of what marketing truly means as well as the role of brands within the digital ecosystem. This error has cost many brands that nowadays do not even exist.
But today I bring to the table not a practical guide to google keyword planner (since there are already many of those out here) but a thorough analysis of what it actually took for a brand like The New Yorker to earn the kind of exposure that gets reflected beyond plain statistics, encompassing reputation.
First, let’s break down the origin of online business failure.
Online market challenges
More than 500,000 companies go bankrupt annually and only a small percentage remain have managed to thrive amid the difficulties of our current economy – these being corporations with a long history of dominance. Within this compendium, sites like The New Yorker stands out, which is today one of the most acclaimed publications all over the world.
I bring up this topic because when reading the news this morning I noticed a particular pattern and without realizing it I found myself going through a rabbit hole towards what ends up being a great revelation.
But to put you in context, ask yourself:
How did a 1925 press edition with roughly 1,269,055 monthly subscribers, became a digital media outlet with more than 8 million visitors daily?
Let’s see why.
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The New Yorker’s prestige
The press has long since ceased to be traditional to become mainstream convergent platforms if possible much larger than 6 or 7 years ago. Users who continue to visit pages or click headlines of The New Yorker on social media do so because their prestige is very high.
Among those readers, frequent visitors or even leads is a good percentage of your potential customers.
Therefore, we can summarize the advantages of analyzing its procedure as an exchange information channel in 3 phases:
– Control: The New Yorker has a digital convening power based purely on reputation, credibility, and honesty. Precisely factors that any PR or marketing strategy needs and that is worth it.
– Amplification: One of the most outstanding characteristics of the media coverage of this site is that it gives prominence to the leaders of each sector. So dedicating time and effort to an SEO effort of the magnitude of The New Yorker will allow you to develop a solid online profile for consumers and Google.
Ergo, the reason for its success in all of these aspects can be found in master usage of the keyword planner and 18,577 external links that warn Google that this is a highly rated website. In fact, this is something that has been talked about on several occasions after its traffic spikes in 2013 and 2018, and that is more current than ever in the midst of an economic decline and the 2.0 boom of E-commerce.
Positioning in 2020
Up until 2017, when any project started, two unique priorities immediately came to light:
- Initiating a network attraction marketing strategy towards offline solutions, or –
- Obtaining a spot on third-party online stores.
The problem with the approach is that the SEO (Search Engine Optimization) at the time was given a purely complementary function for the “outside-world businesses”. Such a mindset was never modified but rather applied to new circumstances.
Now, due to the recent peaks of consumption and Internet use, many brand leaders wrongfully read the statistics and assume that the Google algorithm and the audience’s trust mean the same thing for them, and that is not the case.
However, there is indeed a bridge uniting them both, and that is content marketing.
As explained in the programmatic concept of keywords:
- A keyword is a term in charge of inciting the exchange of information between a domain and Internet users through search.
When taking a closer look at this definition, it can be extracted that keywords – as the main SEO tool – function only as a vehicle, and although they are very important, it doesn’t matter whether your website is built to please the Penguin evaluation system or not: if the end-user isn’t buying it, you will have failed in both aspects.
If we move this reality into the realm of the press and journalism (exactly what Pulitzer Prize winner David Remnick did when he became editor-in-chief of The New Yorker) we have that the priority #1 will always to be: the link to the readers and the trust they place in their information channels.
What media isn’t telling you
The real secret for content marketing media outlets like The New Yorker have been developing this whole time is creating a convergent strategy that involves:
- Positioning tasks.
- Searching for terms in the google keyword planner.
- Quality information.
This combination will allow you not only to appear on the SERP (search engine results page) but also to achieve your business goals.
How do we know this? By taking a look at the stats.
Is not promoting, it’s engaging
As I suggested earlier, unlike other branches of marketing that simply state how wonderful a certain product or service is regardless if it interrupts the routine of potential clients (advertising), content marketing is intended to turn a digital asset visible and necessary.
There is no use in creating content with lots of keywords with which you want to make your brand stand out if nobody is ever going to read it. And nobody is more interested in getting subscribers and clicks for their sponsors than an opinion portal like The New Yorker.
According to Statista, in more than 80% of global searches that are done daily, users pick only those results on the first page of search results.
Think about it. It’s similar to the dynamics of the dating life, your task as an entrepreneur or rising marketer is to do everything it takes for making your communication channels into an ecosystem providing quality user experiences; that alone demonstrates the value of the offer since you will be giving “something in return.”
On the other hand, the behavior of online media consumption (news readers in particular) can be divided into different stages.
- Necessity: When entering the Internet, users type into the search engine a phrase combining strategic words representing the question, doubt, or problem they are going through at the moment.
- Choice: Next, they pick results that are best positioned in the list and then perform a scan on the preview that is most related to the answer they’re expecting.
- Opinion: The user permanence on the page depends on its design, the nature and distribution of the content, as well as the additional value, displayed.
- Engagement: If the content presented holds a responsive layout, it will ignite in them the exploration of the page. In contrast, when it meets user expectations (appeals to their interests as a consumer), the chances of interaction with other sections and links increase exponentially.
This is supported by the fact that, non-coincidentally, the vast majority of users willing to make some kind of commitment (purchase, subscription, interaction) belong to the same target audience that engages with reputable media stories.
As it was stated by The New Yorker itself in an article back in 2017, it’s the people between 21 to 40 years (Millennials) that have greater access and ease of using digital channels. Likewise, this group has a specific behavior and doubts by the economic sector that later translates into Internet searches that need to be canalized.
It is at this point that the need for proper usage of the google keyword planner arises.
An approach that best suits your business
The previous 4-step formula applies in case the user directly connects with the page. However, your content strategy must be so well designed that it becomes a reference for other portals, maximizing its exposure.
Let me explain: The browsing behavior is usually not limited to one page, but several pages simultaneously thanks to the multitasking features of the modern user.
Consequently, the moment an individual is browsing on the Web, they should be able to reach yours not only through search but through external links to press or opinion articles, social networks, images, and other outsourced content.
55% of marketers claim that adding external links on authoritative sites to their SEO strategy has a positive impact on their ROI, Weidert says.
Of course, it should be clarified that both the content and terms should meet specific potential customer profiles (the one that organically opts for the solutions or themes that your brand manages); and you will identify them based on the keywords they use.
That is the reason why companies today target influential content in digital spaces like The New Yorker. In short, if you want your domain to have authority, then you must extract the most popular keywords within your niche (especially that one found on influential platforms) and generate quality material around them.
In case you are still not clear about what your target audience is and what topics interest them, you can use the google keyword planner to find out. Also, If you have only used the tool for AdWords campaigns in the terms Google guide states, don’t worry; I will explain shortly how to boost your communication plan without spending a penny on the resource.
What are your buyer persona’s favorite keywords?
When using the search engine, a potential customer looks for original, entertaining, and innovative content that presents solutions and a new take on their specific problem (this is where the popularity of DIY tutorials and articles comes from.)
That being the case, your content marketing should include data and keywords capable of retaining attention, ensuring readability, possible subscription, and future purchase – just like journalists do.
For example, when we take a look at The New Yorker’s recent posts, we can tell there’s an editorial rule where every content creator makes sure their article complies with 3 essential aspects:
- Brand identity:
We have touched on this point on other occasions, but when it comes to keywords within this subject, I mean appreciating the company’s profile accurately – identifying its benefits compared to its competition and differential characteristics.
It is very common these days to see two brands sharing key terms and even hashtags, so their efforts are diminished. In this way, if yours is a goods and services startup, do a basic terminology brainstorming comparing the results with the most used phrases and frequent on rival pages of as follows:
- Access the login screen of the google keyword planner.
- Select “Create an account without campaign”.
- Enter the requested data.
- Click on the “tools” section and look for the planner.
And that’s it, a keyword idea generator at your complete disposal. You can also save yourself this process and use our Keyword Suggestion Tool instead.
- Know your market
As you know by now, it’s extremely vital to distinguish which audience you are trying to target, and that goes beyond generalities such as “people who are interested in delivery apps”. Your task is to investigate the psyche of the sector of the population statistically most likely to accept your offer.
How are you going to do that? Easy: By looking at the volume of commonly asked questions and projections within the same section of the google keyword planner.
You should pay attention to data such as a monthly search average by word, where they also give you info on the characteristics of the people who search for it. Hence, make a spreadsheet with the most common doubts dividing them by categories; those will be your main topics for each article. I also recommend including at least 15 key terms per category.
Top 4 rules from The New Yorker’s SEO strategy for choosing keywords
- Market segment:
Of course, you should stand out from the competition and use the most suitable market language for your brand, but another SEO trick that you will take advantage of is paying attention to the neglected niches and unexplored themes.
No matter how ubiquitous a rival may seem, there are always unsatisfied demands you can assume to better identify yourself during the search.
- Logical thinking:
Yes, having a commercial approach is crucial when it comes to keywords. However, during the brainstorming stage, intuition is also valid as long as it is outlined.
That is, in addition to the information that appears in the planner, put yourself in the role of consumer and think about what other things you would like to know about the offer. This can be translated into special sections or content dedicated exclusively to social media in short formats.
- Open call:
At this point, you have already sharpened your approach to the most predisposed division of the audience. Now is also the time to extend an invitation to users who don’t know they may need your content.
As it happens with YouTube suggestions, dedicate yourself to reserving a portion of your content efforts to include keywords that target derived markets. For example: if you have a private security company, you may be interested in appealing to corporate audiences through their terms and consumer behaviors.
But if you follow the principle of journalism storytelling, you can relate it to a topic of national and even global interest via strategic terms. For example, the New Yorker does this:
I would like to emphasize that within this scheme, you must try to provide content not only of quality but in a conversational tone because otherwise your website could be credited with an algorithmic devaluation or a penalty by Google’s staff.
Accordingly, limit the number of keywords per article and create a publication calendar to set a precedent in the records and establish an evident routine for Penguin.
You already know a little more about how keywords work in positioning techniques in 2020.
That said, the tips I just gave are not a strict manual, nor is the google keyword planner the only requirement to popularize your products and services. In fact, by using it deliberately you run the risk of triggering the alarms of the evaluation algorithms or complicating the user experience.
So if you want to start your route of success with as many guarantees as you can – and even obtain a feature on The New Yorker-, take the time to adapt those rules to your specific reality. To be more specific, when building a marketing plan I want you to adopt the following mindset:
- The keywords you choose are the ones that will ultimately identify your brand, so they cannot be chosen at random even if they have a good search engine performance.
- Over time, the website will spontaneously relate to combinations of phrases or additional channels outside the established guidelines, so it is convenient to follow the progression of the visits and the rate of engagement achieved.
In summon, the level of effectiveness for both the content and the google keyword planner will always depend on the approach with which they are taken, so delegating functions to a professional team is always a solution worth considering.
At Media Coverage we take care of designing a content plan that specifically aligns with your business goals, getting the keywords and also putting your business on the map of influence portals to boost its online visibility and sales.
Do you want to know more about this? Then take a look at our Pricing section where we detail the base plans for startups and small companies. We also want to encourage you to share your thoughts on today’s article as well as your progress so far in the comments section.