The keywords visitors type into search engines are often available to webmasters, and keyword research tools allow us to find this information. Using a legal office example, you might notice that you are ranking well in your area for the keyword “gulf coast estate planning”. You could also be ranking decent for services like “Gulf Coast drafting a will” or “Florida panhandle estate trusts”. You can then take these keywords, along with your keyword research, to identify even more related long tail keywords to go after.
Of course, all these keywords and the subsequent content need to be organized correctly to really maximize results. Ranking for the right keywords can make or break your website. By researching your market’s keyword demand, you can not only learn which terms and phrases potential visitors are searching for but also which terms you should be targeting with SEO. One side benefit is you will also learn a lot about what your visitors are actually searching for and maybe it will inspire you to launch some additional services or products alongside all that new content.
Steps to complete this task
Make a list of important, relevant topics based on what you know about your business. For example, if you’re a boutique your relevant topics can be “dresses, purse, shirts, and shoes.” Once you have a list of topics, think of keywords for each of those topics. For example, keywords might be “shift line dresses, crossbody purse, graphic T-shirts, and knee high shoes.” In step four we further refine these keywords.
Search for keyword and phrases in the major search engines. Understanding which websites already rank for your keyword gives you valuable insight into the competition, and also how hard it will be to rank for the given term.
Identify head terms and long tails. Head terms are keywords phrases that are generally shorter and more generic. Long Tails are longer keyword phrases usually containing three or more words. For example, instead of just searching “shoes” someone with the intent to actually purchase a specific shoe will search “best price on Nike running shoes.” It’s important to check that you have a mix of head terms and long-tail terms because it’ll give you a keyword strategy that’s well balanced with long-term goals and short-term wins. That’s because head terms are generally searched more frequently, making them more competitive and harder to rank for than long-tail terms. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world’s search volume. Also, if you are a local business make sure you localize all your keywords! It is much easier to rank for “Miami cheap Nike shoes” than “cheap Nike shoes.”
Utilize Keyword Research Tools such as – https://moz.com/explorer or https://semrush.com – to determine new keywords to try and rank for. Sites like these provide accurate monthly search volume data, an idea of how difficult it will be to rank for your keyword, estimated click-through rate, and how much people spend to advertise for these keywords (the higher the cost the more competitive – watch out!).
Develop a content silo hierarchy around the keywords you want to rank better for. Siloing a website means grouping related pages together, either structurally or through linking, to establish the site’s keyword-based themes. Your next task is dedicated to siloing so we’ll go into it more there!
- Perform keyword research to develop a sound SEO strategy.
- Create web pages around your keywords to build content silos.
- Correctly link your silo pages together.
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