Content Marketing Strategies to Boost Your Search Engine Rankings
All About Keywords: How to Pick, Monitor and Boost Your Keyword Rankings
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Transcript of All About Keywords: How to Pick, Monitor and Boost Your Keyword Rankings
All About KeywordsHow to pick, monitor and boost your keyword rankings
What you will learn
Attending this webinar is your first step to mastering the art of keywords :)
• How to rank higher in the SERPs?• Which keywords should you target?• How to use keywords to make your content
SEO-friendly?• How should you look for keywords that will
work for you?• Why is monitoring important?
What is a SERP?(and how to interpret it?)
SERP is a Search Engine Results Page.
After typing a keyword in a search bar, you receive a list of results for that keyword. They appear on the SERPs.
It can look like this:
Types of organic results
Map results Video results
Image results
News box Knowledge graph
How to rank high for organic search results?
(and why should you bother?)
The higher you rank, the more people visit your site.
Positions:• 1-5 —> 67.60%• 6-10 —> 3.73%• The rest: 28.67%
• Other pages• Retyping a keyword• Instant answers• Paid ads
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#1 #2 #3 #4 #5
Google wants to give searchers the best results, so your content needs to meet their high standards.
• Pick the right keywords for your site • Become an authority/expert in your
niche • Provide high quality content to solve
people’s problems • Earn high quality backlinks• Follow Google’s rules
How to get to the top of Google?
Picking the right keywords for your site
Picking the right keywords is crucial for you to grow your business.
The right keywords Higher positions in SERPs Higher search
volume
Higher conversion rates and
sales
Greater brand awareness
Metrics to aim at:• Relevance to your business• Medium/Low competition• High search volume• Commercial customer intent• Medium/Low difficulty
(authority of the competition)
Branded keywords Non-branded keywords• Include the name of your brand• All variations and misspellings
Why?• To rank #1 for your brand name, especially if it’s not
uniqueWhy not?
• People already know your brand, so they’ll find you without your efforts to rank high
• Name of your business is not included
Why? • To gain visitors that do not know your brand• To measure the effectiveness of your SEO efforts
70% of all search traffic arrives through long-tail keywords.
Short-tail keywords Long-tail keywords• Short (1-2 words) and generic
Why?• Searched more often• High traffic
Why not? • Small conversion• High competition• Harder to rank for• Unknown intent of the user
• Longer (3 or more words)
Why? • Higher conversion• Low competition• Easier to rank for• Precise intent
Why not? • Searched less often• Bring a smaller amount of traffic
Navigation keywords Information keywords• Intent to go somewhere, to find the location of a known
place, e.g. “how to get to”
Why not? • Behave like branded keywords
• Intent to know something, e.g. “how to”, “I need to”
Why? • Users get educated on a specific topic, so they may
become buying users with time• High traffic
Why not?• Low conversion
Transactional keywords Commercial keywords• Intent to buy something, e.g. “where to buy”, “ship”
Why? • High macro conversion
• Intent to know more before buying something, e.g. “review”, “best”, “comparison”, “cheap”
Why? • High micro conversion
Why not?• Low macro conversion
Creating SEO-friendly content
Share interesting content to your audience they wouldn’t be able to find elsewhere.
• Written for both customers and search engines
• Rich in relevant keywords• Unique• Original• Easy to read• Easy to share• Updated regularly
Remember to not over optimize the site.
• Engaging• Images• Videos• Podcasts• Charts• Infographics• Games
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Title tag• 60 characters limit (including spaces)• Relevant• An answer to a question• Exact keyword at the beginning
Meta description• No more than 160 characters limit• Relevant• Tells a lot about the content• Contains keyword
Relevant and keyword-rich URL• use dashes instead of underscores
Use your keywords:
• Naturally• omit keyword stuffing!
• At the beginning of the article• first sentence• first paragraph
• In bolded text• In H1 tag (heading) and H2 tags
(subheadings)
• Optimize the pages for 1-2 keywords
• Use subheadings every 200 words
• Write articles with at least 600 characters
• Use short sentences• Use small blocks of text
Hint for e-commerce, when trying to target commercial intent keywords: • Optimize the title tag, meta descriptions and headings for the intent keywords• Provide the “BUY NOW” button with pricing - make it easy to find for the visitors• Enumerate the benefits of a product• Add customers’ reviews• Create an FAQ section, where your customers will be able to find more information on a
product• Make the content more engaging by adding videos, games, infographics etc.
Where to find the best keywords for your site?
• Google Suggestions
• Google Related Searches
Look for both plural and singular versions of one word. Search engines usually treat them differently.
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• Google Search Console (Webmaster Tools)Check which keywords you’re ranking for right now• Focus on those that are relevant • Focus on those that lead to conversions
• Keywords’ synonyms• Ideas gathered from your Sales Team and customers• Your comments section• Forums• Q&A websites
Do not limit yourself to only Google.
Soovle.com - suggestions from different browsers
Monitor the trends to know which keywords not to invest your time in.
• Focus on popular and trending topics
Competitors don’t have to be your enemies - learn from them and use the knowledge to your advantage. However do not mimic them, and come up with other ideas as well.
Look for the keywords they are ranking for• Crawl their site with Screaming Frog SEO Spider tool
• Metadata• Headings and subheadings• ALT attributes
• Read their articles• Set Google Alerts with their brand name
Google Keyword Planner is the best tool for keyword research, but do not stop there.
• Used by newbies and SEO professionals
• A mine of ideas• Most accurate data• For free (AdWords account)
The more information you provide, the more relevant the keyword ideas will be
• Words o r ph rases t ha t you associate with your business, or product
• Your domain• The category most relevant to your
business or product
Set targeting options• Language• Country• Search engine
GKP is the best tool for keyword research, but do not stop there.
• Go to Keyword Ideas• Sort by Average Monthly Searches
to see the keywords with high search volume
• Look at Competition and Suggested bid to see which keywords are popular and have commercial intent
• Use common sense and ask yourself which are relevant to your business
• Download the list
Most search engines look at the word order, so make sure you optimize your page for different variations of keywords.
How to monitor your selected keywords?
You can add keywords manually or using a CSV file. It’s faster that way!
Grouping keywords is super useful for monitoring purposes.
• Get organized
• Group keywords relevant to a certain campaign you’re running• Targeting specific groups of customers• Driving customers to specific product and pages
• Group similar keywords together
• Group same-type keywords together (branded/non-branded)
• Group keywords according to specific products, categories and product features
Grouping keywords is super useful for monitoring purposes.
How to measure the ROIfrom SEO campaigns?
Always juxtapose the rankings with your traffic data.
Is your strategy working?
• Check if the position of keywords correlates with volume traffic• Keywords ranking low and traffic is high? - you’re gaining traffic
elsewhere• Keywords ranking high and traffic is low? - wrong keywords
• Compare yourself to your competitors
Reevaluate the keywords every 3 months and expand the list.
Keywords’ rankings• Where are you located
• Close to no. 1• Close to top 3• Close to changing pages
Keywords’ performance• Keywords that bring you conversion
• Buy• Sign up for a newsletter
Keywords’ quality• User’s engagement
• Bounce rate• Amount of visited sub pages• Time spent on the page
Thanks for your [email protected]@wmwojciechowska
[email protected] US AT:
•http://positionly.com/blog/post/43648044386/begin-your-seo-journey-10-simple-tips-to-optimize •http://positionly.com/blog/seo/eight-ways-to-find-long-tail-keywords •http://positionly.com/blog/post/48800795697/how-to-combine-content-with-keywords-that-will-boost •http://positionly.com/blog/post/45831542164/keyword-research-how-to-select-top-keywords-for-seo •http://positionly.com/blog/post/45262619709/website-rank-for-keywords-6-reasons-why-higher •http://positionly.com/blog/seo/google-keyword-planner •http://positionly.com/blog/seo/google-ranking-factors •http://positionly.com/blog/seo/create-findable-content-without-keyword-stuffing •http://positionly.com/blog/post/44704300914/from-keyword-rankings-to-revenue-how-to-measure-seo •https://support.google.com/business/answer/7091?hl=en&vid=1-635759973915337864-2422905814 •http://backlinko.com/keyword-research •http://blog.hubspot.com/marketing/how-to-do-keyword-research-ht •http://www.mightybytes.com/blog/can-tell-keywords-competitors-rank •http://www.snapmunk.com/keys-to-the-seo-kingdom-keyword-research •http://www.quicksprout.com/university/how-to-find-long-tail-keyword-ideas •http://www.reddoor.biz/blog/2015/march/closing-the-gap-optimizing-your-content-with-search-intent •https://en.wikipedia.org/wiki/File:Google_Knowledge_Panel.png