- Columnist Derek Edmond reminds us that sometimes we get so busy with the execution of ongoing SEO tactics that we forget to step back and review the actual content experience competitors have to offer.
- How often do you go back to determine the type of content that appears in search engine results for your priority keywords and phrases?
- A few months ago, one of our clients posed an interesting challenge: they wanted to expand their online product offerings but were concerned with the level of viability those offerings would have for organic search performance. They wanted to better understand how the search engine result landscape could impact marketing strategy and tactics.
- Some of the search-specific concerns expressed:
- Type of content assets that appeared to perform best in organic results for a strategic set of keyword targets.
- Type of user experience prevalent for content assets uncovered.
- Type of competitors or distributors already present in these organic results.
- This initiative provided the opportunity for us to thoroughly re-examine keyword strategy as it pertained to the direction of content marketing initiatives. And while this was one instance where we really were able to invest considerable time and energy in specific results, its a practice that can be applied to ongoing SEO programs as well.
- Here are the steps we took in development of our program and examples of results and actions realized.
- Identify A Priority Keyword List
- The first step is almost always the identification of a specific set of keyword targets. In this case, we wanted to identify a priority set of themes and phrases associated with a core set of product lines and business needs.
- If we were to tackle this initiative as a component of an ongoing program, we would focus on a particular theme, like a solution offering or concept popular in the target market.
- The key is to create a manageable list based on resources. Usually, we will highlight 20 – 30 related opportunities for review.
- How do you go about prioritizing your list? Here are metrics to consider:
- Monthly search estimates, estimated CPC, and competitiveness from Google Keyword Planner.
- Impressions, clicks, click-through rate, and conversion-specific metrics from Google AdWords.
- Social popularity metrics such as hashtag usage, conversations, etc., using tools like BuzzSumo.
- Keyword targets identified in existing, priority content marketing assets.
- Tools of the Trade: Here are some technology resources to consider when building out a priority keyword list:
- Google Keyword Planner and Google AdWords
- Ubersuggest
- SEMRush
- BuzzSumo
- Once you have an agreed upon list, it’s time to dig into actual search engine results themselves.
For More Details On : http://searchengineland.com/
How Search Result Analysis Leads To A Better SEO Program
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