Creating content for your website takes time and effort. So you need to do it right especially if like to do keyword research. Here are some forever tips on choosing the right keywords to future proof your website.
1 – The intent of the keyword search is everything
When doing keyword research for a website page, think about what the user is searching for.
- Do they want information?
- Do they want a price?
- Do they want to buy?
- Do they want a list?
In this way, you can create the content to answer that specific search query.
Just creating content for content sake will give you less traffic though.
So don’t write 1000 words on why you like cake. No-one cares!
Use your time wisely.
2 – Be specific with your keyword research
For example, searching ’pizza’ will bring up too many generic search options.
So be MORE specific and clear eg.
- What is pizza?
- Pizza places near me
- Best pizza oven to buy
The more specific you can be, the better chance you have of your page displaying on a search by a user.
For your keyword research methodology, add relevant, searchable phrases to your content.
3 – Keyword search relevance matters more than volume
Stats never represent the total keyword volume as they don’t combine all related keyword possibilities.
And they are often a 1-3 keyword phrase. Nor do they account for SERP share (Search Engine Results Pages).
So in basic terms, Volume does not = Value
The highest volume keywords are often the lowest value because they are just part of a longer keyword phrase. Always grade keywords on RELEVANCE not volume.
So instead of just using the word ‘pizza’ include the actual search term e.g. What is the best pizza flavour?
4 – Add ‘hard to rank for’ keywords
If it’s hard to rank for, BUT relevant – you should still add that keyword.
Visitors can arrive from elsewhere and they can arrive at your content if it’s still relevant.
As long as it ON TOPIC then Google expects you to add it. And you may be able to rank for it later.
BUT If your research throws up options that are easy to rank for AND they have less competition AND are relevant – Then ADD THOSE FIRST to gain search traction.
Basic rules to follow:
- is it relevant?
- does it have good volume?
- what is its difficulty to rank?
5 – Brand power is a big SEO signal
If your brand is powerful OFFLINE Google will prioritise you online.
So if you can invest in social media, Google reviews, ads (TV, Radio), press, direct mail then this all adds to the algorithm.
If people are talking about you offline and online then this will help your Google rankings.
6 – Make your page and offer amazing
The page you take users to should be awesome.
It needs to include:
- Pro UX, UI
- Great copy
- Craft a great offer
- Add captivating videos
- Offer a guarantee
- Create a reason to buy to convert
The longer you can keep visitors on your page and website the better. Create engaging content that provides a bucket load of value.
7 – Create GOOD site architecture
It is important to plan the structure of your website correctly.
This means keep the site plan and navigation as simple and as obvious as possible.
This helps the search engine ‘bots’ crawl your site. Otherwise, they will get stuck and your site loses authority.
Try and keep it to a maximum of 2 clicks to take the user to the destination.
Keep related pages obvious and make sure page titles, URLs are relevant to page content.
8 – Don’t strive for rankings. Strive for Deep Topical Authority
Go deep, then go wide.
The urge is usually to write lots of articles covering lots of subjects.
So consider writing fewer articles but add more detail and go deep within these subjects so you add lots of value.
You should plan to include:
- All relevant page sections
- Cover all subtopics
- Use more media, links (internal/external)
- Add external links as these are an important ranking factor
So in general go beyond surface-level requirements if you can.
9 – Core principles stay the same regardless of Google Updates
Google will always tweak their search algorithm.
So start with a solid keyword foundation and forget any fancy tricks.
Using the above keyword factors will ensure you always stay current regardless of what changes take place.
10 – Traffic, backlinks & top rankings don’t mean you are winning
Most metrics are just vanity. Lots of visits, lots of likes mean nothing.
Focus on increasing engagement, offering value and offering a deal your visitors cannot refuse.
Increasing leads and revenue is key.
At the end of the day money talks, bullshit walks.
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