Daily Archives: October 19, 2021

Keywords Everywhere: The Best Free Keyword Tool

By | October 19, 2021


Keywords Everywhere may just be the best free keyword tool available today.

It is a browser extension that shows you keyword information directly in the Google search results.

In addition, Keywords Everywhere is completely free. You simply install it, and it works.

If you didn’t know already, keywords are the words and phrases people type into a search engine when looking for something online.

You need to use keywords in your titles and content if you want to get traffic from search engines.

What is Keywords Everywhere?

Keywords Everywhere logo

Keywords everywhere is a free browser extension for Chrome and Firefox that enables you to see keyword data in Google search and on several other sites.

You can install it here:

Below is a screenshot that shows a Google search result for “keyword tool” with Keywords Everywhere active.

As you can see, this keyword has a monthly search volume of 110,000.

Keywords everywhere results screenshot

When you have Keywords Everywhere installed, searching for something on Google will show you a lot of information about what you searched for:

  • Search volume: The estimated monthly search volume for the keyword.
  • Cost per click (CPC): How much it costs per click to set up a paid ad for the keyword.
  • Competition: How competitive the keyword is for paid search ads.
  • Related keywords: A list of related keywords in the sidebar to the right.

The search volume and related keywords are very useful when doing keyword research for SEO.

However, CPC and competition are mostly useful for search engine marketers using paid Google ads to drive traffic.

The tool also shows keyword data on several other websites and tools:

  • Google Analytics
  • Google Search Console
  • YouTube
  • Google Trends
  • Amazon
  • Bing
  • Ebay
  • Etsy
  • Moz
  • Answer the public
  • Keyword sh**ter
  • Majestic
  • Soovle

The data shown by Keywords Everywhere comes from the Google Ads Keyword Planner. This is a free tool from Google that shows estimated search metrics for the Google search engine.

Even the keyword data shown on other sites like YouTube and Amazon is actually the same Google search data from Google Ads Keyword Planner.

For this reason, I don’t think the tool is particularly useful for keyword research on these other sites. It is mostly useful for Google SEO.

However, if something has a lot of search volume on Google, then chances are that it also has a lot of search volume on the other sites.

How to install Keywords Everywhere

Installing and activating Keywords Everywhere is very simple and takes about 2 minutes to complete.

The screenshots below use Chrome, but the process is nearly identical for Firefox.

Step 1: Add the browser extension

You start by installing the free browser extension in your Chrome or Firefox browser.

When you enter the extension screen, click the “Add to [Chrome/Firefox]” button.

Add extension to Chrome

Next, click the confirmation button to confirm that you want to add the extension.

Chrome confirm extension

Step 2: Get the API key via email

You should now get redirected to a page where you enter your email to get the free API key to activate Keywords Everywhere. If not, this is the page.

Simply enter your email and click the button.

Sign up for api key

Next, check your email inbox for a message that says, “Your Keywords Everywhere API Key.”

(If you don’t see the email soon, check your spam folder.)

Then, open the email and click the link inside:

API key email

After this, you copy the API key:

Copy api key

Step 3: Add the API key to the extension

Next, click on the Keywords Everywhere extension icon in your browser, then click “Settings.”

Open keywords everywhere settings

Paste the API key into the input box and click “Validate.”

Paste API key

That’s it! You have successfully installed and activated Keywords Everywhere.

How to use Keywords Everywhere

Keywords Everywhere is a very simple tool, but it does have several useful features.

Here are six ways to use it.

1. Google search

The most basic feature of Keywords Everywhere is showing you keyword data when you search on Google.

When you type something into Google, the tool shows you the search volume, CPC, and competition for the keyword you entered right below the search bar.

Keywords everywhere data under search bar

In addition, the tool shows you lots of related keywords in boxes on the right side under “Related Keywords” and “People Also Search For.”

Related keywords and people also search for

If you scroll down, you will also see keyword data for the “Related searches” part of the search engine results page (SERP).

Related searches

If you click one of the related keywords, then that will open a new Google search for the keyword you clicked on. Clicking around and looking at the related keywords is useful for keyword discovery.

2. Autocomplete

When you are searching on Google with Keywords Everywhere active, you will see keyword data directly in the autocomplete box.

Keywords everywhere autocomplete

One cool tip for finding related keywords with autocomplete is to add each letter of the alphabet after your main phrase.

For example, if your main phrase is “search” then you can try adding “a” to the end — “search a” — to find related keywords that have a word starting with “a.”

Autocomplete with the letter a

This is particularly useful to find long-tail keywords, which tend to be easier to rank for.

3. Save keywords for later

There is a star sign next to the keyword data, which you can use to save your favorite keywords for later.

Star keywords

At the bottom of the screen of a Google search, there is an “Add All Keywords” button. Clicking on it will save all the keywords on the screen for later use.

If you click on the browser extension icon and select “My Keywords” then you will see a screen that has all the keywords you have saved.

My keywords list

Here you can sort by any of the metrics (search volume, CPC, competition), as well as export the keywords.

4. Export keywords

From the “My Keywords” overview, you have several options to export the keywords from the tool:

  • Copy: Copy the keywords to your clipboard.
  • Excel: Export to an Excel file.
  • CSV: Export to a CSV file.
  • PDF: Create a PDF document with all the keywords.
  • Print: Use the print option to physically print the list of keywords.

You can use the export functions to move the keywords into a more advanced paid keyword tool like SEMRush for further analysis.

5. Google Search Console

Google Search Console is an important tool to monitor your site’s performance in Google search.

Here’s an article about adding your site to Google Search Console.

When you have Keywords Everywhere installed, a lot of useful data gets added to the “Performance” report in Google Search Console.

Google search console keyword details

This is useful to see the traffic data for the keywords you are already ranking for and can help you prioritize your optimization efforts.

For example, you may see that you are ranking on page 2 for a high-traffic keyword. Then you may be able to optimize the ranking page by adding some more information on this keyword, hopefully getting it to rank on page 1.

6. Analyze keyword density

The “Analyze page” feature measures keyword density for different words and phrases in an article.

It is useful to get an idea of the keywords someone is targeting on a page. One use case is seeing which keywords your competitors are going after.

You use the tool by going to a page you want to analyze, then click the Keywords Everywhere browser icon and then click “Analyze Page.”

Here’s the result for a recent article I wrote on removing URLs from Google:

Keyword density analysis

Keyword density is useful to see which words and phrases are used the most on a page. But you shouldn’t modify your pages to target a specific keyword density.

How to optimize the settings

You can change the settings in Keywords Everywhere by clicking the icon in your browser and selecting “Settings.”

This will bring up a screen where you can access all the settings in one place.

Keywords Everywhere settings

Here are explanations of the different settings and what they do:

  • Country: Choose which country to get keyword data from. I have chosen “Global.”
  • Currency: Select your preferred currency for the CPC data.
  • Data Source: Use only Google Keyword Planner data or supplement with Clickstream data. I did not see any difference when adding the Clickstream data.
  • Enable / Disable metrics: If you don’t care about CPC or competition, then you can remove them.
  • Highlight data: If you want to highlight keywords, for example if the search volume exceeds a certain amount.
  • Supported websites: Disable Keywords Everywhere on websites that you don’t want to use it on.
  • Miscellaneous: Here you can hide buttons if they get in your way, change where the search data shows, and more.

Video tutorial

The video below is a quick demo of Keywords Everywhere made by the team that created it. It walks you through how to install and use the tool step-by-step.

Takeaway

Keywords Everywhere is a highly useful tool that can save you a lot of time doing keyword research.

It is a browser extension that mostly works on autopilot, so it can integrate into your workflow very easily.

Despite being completely free, Keywords Everywhere is even more useful than some of the paid keyword tools out there.



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The June 22/23, 2020 Google update gave a big boost to many government websites – Marie Haynes

By | October 19, 2021


On June 22, 2020 it appears that Google made some significant changes to their algorithms. While Google runs several updates in any given day, the June 22/23 update does appear to be one of significance. 

What we know so far

  • This was not a core update. Neither was it announced or acknowledged so far by Google.
  • The update appears to have benefited many official .gov and .org websites, but there is probably more to the story.
  • As Google has described in their document on how they fight disinformation, they describe that their systems are designed to prefer authority over other factors “in times of crisis”. If this truly is related to what we saw happen in June, these changes could possibly be reversed once the worldwide pandemic situation improves. 

SEO weather tools

These tools can often give us hints as to whether or not something significant happened in Google’s algorithms on a given day. The vast majority of these tools reported widespread turbulence in the SERPs at this time.

Mozcast

SEMrush Sensor

(Note: Semrush Sensor is reporting June 22 as a possible rollback of the May core update. At MHC, we are not convinced that this was a rollback.)

 

semrush sensor june

Algoroo

algoroo june

What types of sites were affected?

Lily Ray noted that a large number of government sites and official health organizations saw big boosts with this update.

 

Here are Ahrefs.com estimates of organic traffic for some of these highly authoritative sites. Each of these increases seen on the right hand side of the image start on June 22, 2020.

fda.gov

fda.gov

health.gov

health.gov

healthaffairs.org

healthaffairs.org

Examples of affected keywords and sites

In many cases, but not all, the keywords for which government sites received a ranking boost were connected to COVID-19.

Keyword: Surgical Mask

Prior to the June update, the top sites ranking for this term were Medical News Today, Walgreens and WebMD.com. (Screenshot from SEMrush’s historical SERP analysis)

However, after the update, we can see that the top site is now an infographic from cdc.gov.

surgical mask results post update

 

Keyword: antibacterial soap

Before this update, the winners for this keyword were Wikipedia, Amazon, and then FDA.gov.

antibacterial soap results

After the update, the fda.gov post jumped to the #1 organic spot:

antibacterial soap post update

Not all affected keywords were directly related to the virus, however. A search for “Obama” in May, would have returned to you, barackobama.com, Wikipedia, Obama’s Twitter page and then Facebook. The Whitehouse.gov page on the former US president used to rank in eighth position and now it ranks at #4. The page on the Whitehouse.gov website is quite short, and we do not feel it is anywhere close to the best answer for a searcher typing this query. We believe it saw improvements in rankings because it is a government website.

There are many other examples of sites whose declines in Google traffic can be explained by the fact that they are now being outranked by .gov, .org, or other highly authoritative websites.

MHC’s thoughts on what happened with this update

In our own client base which consists of a few hundred websites, we had several clients seeing a slight downturn that starts on June 22/23, 2020. Here is one example:

june 22 algos

We reviewed drops in keyword rankings for this site and found that in most cases, they had only dropped one position for keywords that they had previously ranked well for. For quite a few of their keywords, with the June 22/23 update, they were newly outranked by ic.gc.ca, the official site for the Government of Canada. Most likely, our client’s articles are still considered to be good, high quality pages by Google. But, the shift in their algorithms that seems to greatly prefer official organizations and government sites likely has promoted ic.gc.ca above many of their pages.

This is the case for other clients of ours as well. One of our clients is a well respected company that lost top rankings for several queries related to addiction and **** abuse. Many of their keywords dropped 2-3 places in rankings. After June 22, the sites winning those rankings are now drugabuse.gov and medlineplus.gov, obviously both authoritative governmental sites.

However, we have several other sites in our profile that saw increases or decreases at this time where we could not connect those changes with Google giving more prominence to official organizations or government websites. This client of ours saw a 10-15% gain in Google organic traffic to the majority of their pages, but they are not a well recognized brand, an official organization or a government agency.

10-15% increase

While we do not feel that June 22/23, 2020 should be considered a significant core update, we do think it is worth noting, and have done so in our list of known and suspected Google updates.

The following sums up our current thoughts on the June 2020 “government” update:

  • For many YMYL queries, Google may have given more preference to sites with very strong authority signals. 
  • In many cases, sites that declined with this update only lost 1-2 positions in keyword rankings. This leads us to believe that in most cases, sites that declined were not demoted, but rather, they lost a position or two in rankings because a .gov, .org or other largely authoritative website was promoted.
  • Google likely made other changes at this time as some sites affected either positively or negatively do not compete with government or official org websites.

What to do if you were affected by the June 22/23, 2020 update

If you have noticed a decline in your Google organic traffic at this time, we would recommend that you spend time looking at which keywords, and which pages were affected. Focus on determining which of your competitors saw increases in rankings at this time. 

If it is mostly government websites, or very largely authoritative websites that have taken your rankings, there may not be much you can do. If Google’s algorithms have determined that the safest place to send someone who searches for a YMYL query is an official/government site, it may not be possible to outrank them.

For example, let’s say you have a page on your website that explains in great detail every step you need to take to apply for a boat license in your city. Even if that article is significantly more thorough than helpful than what is on the official website for that city, most likely the majority of people who are searching for “how to get a boat license in [your city]” are looking for the page on the city’s website where they can actually apply for a boat license. Your content might be better…but Google’s algorithms that try to determine relevancy will likely prefer to rank the more official city site above yours because that’s what more people truly want to land upon.

In some cases though, if the government page that is ranking well is not thorough, we do believe it is possible that Google could choose to rank an extremely helpful article on your website provided that your website demonstrates very good E-A-T. It depends on the nature of the queries typed to get to your page.

It is possible that this change that Google has made will revert once the worldwide pandemic situation is better. In Google’s document on how they fight disinformation, they tell us that their systems are designed to “prefer authority over factors like recency or exact word matches while a crisis is developing.”

how google fights disinformation

fighting disinformation

If you are seeing less traffic from Google after this update, we would recommend the following:

  • Thoroughly read Google’s Quality Raters’ Guidelines. Pay close attention to any examples given that are in similar verticals as you. If you are interested, you can go here to purchase our 2020 version of our summary and checklist you can use to assess your own site in the eyes of the QRG.
  • Pore over the questions that Google recommends you ask about your website in their blog post on what you should know about core updates.
  • Do all you can to keep your site technically sound. 
  • If you have had a history of building links that you are worried about the webspam team seeing, seriously consider a link audit and disavow, or at minimum, ceasing in building links just for SEO. We do not feel that this update was connected to link quality, but this is worth mentioning as so many SEO’s spend huge amounts of time building links that likely are not helping the site’s ability to rank well.
  • Have an outside person review some of your pages as compared to competitors. You may think that your pages are the best of their kind, but if most people would prefer to see your competitor’s pages, this is a problem. Google wants to rank the pages that best answer the user’s query and, if YMYL, have excellent elements of E-A-T.

If you are looking for someone to review your site with the above bullet points in mind, you may be interested in a site quality review from MHC. Our site auditors have been reviewing websites in the eyes of Google’s Quality Raters’ Guidelines for several years now. We have had great success in helping many websites see improvements!


Want to stay up to **** on the latest changes with Google’s algorithms?

In our weekly newsletter we share the latest Google news. Our premium subscribers also get our findings, theories on what Google has changed, and more!

Were you affected by this update?

We would **** to hear your thoughts below. 

Google update newsletter

Want an update when Google makes a big algorithm change or other announcement? Sign up here!





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How a Digital Marketer Ranked in Google Featured Snippet in Less Than 48 Hours

By | October 19, 2021


This is a TRUE SUCCESS story from Rafael Alencar, a Brazilian digital marketer and founder of Imigrar, written and documented by himself, at his initiative. 


 

After using the Content Assistant Tool, in less than 48 hours my post went from 14-16 place in search results straight within the featured snippet. 

 

case study cognitiveSEO

 

Background

I have good quality content on my site – Imigração para o Canadá e Quebec. For instance, my bounce rate so far this year is 3.30%. All 2019 my bounce rate was 14%, but there’s was still room for improvement. Below you can see a print screen from my Google Analytics account with the results for my website performance.

 

Bounce rate of 3.30

 

It doesn’t matter if the content is good, if the targeted audience doesn’t come to my website.

If they don’t know about the existence of my amazing website and its content… what’s the point?

After reading some of my main competitors’ content I was asking myself: how the hell Google ranks this above my piece? Seriously! And then I realized it must have something else I was missing. And we are of course talking about SEO.

 

I know that SEO is very important and can help any website grow if the principles are correct. The sad part of the story is that I never paid too much attention. So knowing I was behind my foes, I started to sign up for a lot of famous SEO’s websites. (Neil Patel, SemRush, Moz, etc). 

 

They were helpful to give me some advice but to be honest it was too general and vague. I wanted help to move my awesome content to the very top! I have no idea how I came across cognitiveSEO. With all due respect, I’ve never heard about them.

I’ve had tested so many tools that I decided to try this one too. You know what they say, you have to kiss a lot of frogs before finding your prince.

 

The Content Optimization Process

 

When I found cognitiveSEO and looked on the website, I saw a bunch of useful tools, but not what I was looking for, at my first sight (real help to move my content higher in Google). But, that was a mistake which I found out afterward. 

 

I closed the cognitiveSEO’s website and went to look for more options. Then I got an email from the team and I saw a mention about the Keyword Tool & Content Assistant. And that’s how I started using the tool.

 

I already had in mind the keyword I want to rank for (Nova Scotia immigration – the Portuguese version ) and I already had some content, so my main purpose was to improve that content. And it was way easier than expected.

 

Firstly, I imported the URL of my existing content. A few seconds later I got a lot of recommendations and MOST IMPORTANT for me, keywords suggestions.

This was the tool that I was looking for to bring my content higher on the Google search results page.

content optimization tool

 

The Content Optimizer Tool told me which keywords I have to use more, those I must include, topics suggestions and more.

 

I will be 100% honest: At first, I was completely skeptical. Some keywords although had some connection to the content it was very weird to use it.

 

But I decided to go ahead. So, I used almost all the keywords recommended by cognitiveSEO. Even some that I would never think about it. I managed to bring the Content Performance score to 97. 

 

imigrar content tool

 

Right after I finished all the changes, the tool showed me on a yellow box: “This content can rank in the top 10 Google results“. I literally said to myself: “Oh yeah! Really?”. Come on! This tool knows nothing about Brazil, immigration to Halifax, Nova Scotia in Canada (trending right now among Brazilians). And it’s in English! I’m writing in Portuguese.

I knew it would help me in some way. But rank in top 10? No way… I was not prepared for what was coming …

 

The Results After Using cognitiveSEO’s Content Assistant

Before using the cognitiveSEO tool, my content was ranking in position 14-16 on the search engines for my targeted keyword – imigração nova scotia.

After all the changes using the Optimize Content Tool in less than 48 hours my post went from 14-16 place in search results for that keyword to the VERY FIRST ONE!

 

Not only that but now my website ranks in Google Answer Box, on position zero in search results. We all know how hard is to win the Answer box. Google is literally telling people: Don’t look any further, it’s here you are going to find all your answers.

 

You can see that I’m ranking higher than the official website of the Nova Scotia Government. You can take a look at the screenshot below with the featured snippet and find my website in Google Featured Snippet. Their Domain authority rate is 60% higher than mine. But the Content Optimizer Tool just made sure that Google knows my content is better.

 

Portuguese website Ranks in Google Answer Box after using cognitiveSEO tool

 

I was so amazed that I did two things:

 

  • First, I searched for that keyword in three different computers making sure to use different networks! I couldn’t believe my eyes.
  • And second, I took the initiative to contact cognitiveSEO and tell them about my results!

 

I will never publish another post before getting the Optimize Content Tool’s help!

 

Thanks, cognitiveSEO team. You really provided what I was looking for in my content strategy!

 

I hope these kinds of examples can help you understand how to use cognitiveSEO Content Optimizer Tool, how it can help you and see third-party, no-strings-attached results. 

 

Disclosure

This is not a paid post and cognitiveSEO didn’t make any kind of agreement with the author. This is Rafael Alencar’s success story, written and documented by himself. Please feel free to share your thoughts on this story with us.

 

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Free Meta Tags Preview Tool! – The SERPulator

By | October 19, 2021


Having the perfect meta title and description, like a great book cover, are essential in getting users to continue to your website. They’re also a part of having a well-optimized page for Google to drool over. However, all too often the content that makes up a meta tag is truncated when it appears on the SERP. How can users be hooked by your clever copy when it’s cut off before it even gets going? To keep your meta tag content crispy we’re happy to offer a free SEO tool, the SERPulator.

Here’s a quick look at what this SERP preview tool can do for your meta tags!





Simulate New Titles/Descriptions on the Fly

Test your new titles and descriptions to get the perfect fit with our character and pixel counter. All you have to do is add in your title and/or description into the provided fields and we’ll not only tell you how many characters/pixels will be displayed/truncated on the SERP but show you how it would look on the SERP. That is, you can see exactly where the truncation is likely to take place and how devastating it might be to your copy.

To this, as you adjust and refine your title and description the live preview will automatically reflect any change you make!

Testing metadata with the SERPulator

Fetch & Preview Meta Tags For Any Page

Before you decide to change your meta tags, wouldn’t you want to see what your title and description lengths currently look like? Maybe you’d like to see what other pages are doing with their meta tags (you know, some good ol’ competition analysis). Well, you can with the SERPulators’ Fetch Tool.

It’s pretty straightforward…. Plug in the URL… click fetch… and let SERPulator do its magic. Just like when you create your title and description copy with the SERPulator, fetching the meta tags from a URL allows you to see how the copy actually appears on the SERP.



Research the search term

Looking for ideas of what keywords to add to your metadata? Our Search Term feature allows you to search for the most closely related keywords to give you that added innovation in creating the perfect title! Our AI system finds the words that are most conceptually/topically related to your search in order to help you know what to include in your title or description.

Finding topically related keywords with the SERPulator




Let’s Get Meta!

We designed the SERPulator with SEOs in mind. It was created to have everything you need for meta tag research on one page. Whether it’s analyzing the competition, researching search terms, or simply avoiding truncation, the SERPulator helps you get your meta tags done quickly and done correctly!

Not bad for a free SEO tool!

How do you like the tool? Is there a feature you will like us to add? Let us know by email at [email protected]

About The Author

Rank Ranger

Rank Ranger is an SEO Platform designed to standardize management and reporting for the digital marketing world by filling the need for a comprehensive online marketing platform capable of tracking & monitoring campaign data, integrated with 3rd party software and services, providing fully personalized and customized reporting, 100% white label automated reports and a branded web interface.



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How To Uncover Hidden Gem Keywords

By | October 19, 2021


If you want to receive tons of organic traffic, you’ll need to invest time and energy into your keyword research. Discovering keywords to target is a crucial step for any business that wants to grow online and essential to any search engine optimization strategy. Your ability to make the most out of your existing content, find new topic areas as well as keep up with new keyword opportunities are heavily reliant on which keywords you use.

However, you can’t just plonk keywords here and there all over your website and expect to rank for them. You have to have high-quality content that is arranged in content clusters to enhance your user experience while outranking your competitors and using long-tail keywords to increase your conversions. There’s more involved than you might have thought. Luckily, this article will help you break down what you need to do in order to find keywords to target, then rank for them to start achieving greater visibility, credibility for your site, and most importantly – conversions.

Figure Out Your Content Clusters

Source: https://blog.hubspot.com/marketing/topic-clusters-seo

Topic clusters are several content pieces groped under a certain topic. By using these topic categories to operate your blog, works to organize your content, and help visitors find what they are looking for. You will probably be able to identify a handful of themes from your postings, which form your content clusters. For example, if you have several content pieces on how to create more efficiency in the office, you could place them under a ‘Workplace Productivity’ topic cluster.

Your strategy should then be to develop content under each topic which gives your blog the structure it needs in order to be user friendly and to be indexed better by search engines for greater visibility.

Google and other search giants are forever adjusting their algorithms, meaning content clusters have become more important than ever to increase your ranking in the search engine results pages (SERPs). Under this method, you will create a ‘pillar page’ around a particular topic. This acts as a hub for all of your content and resources on this topic, linking out to more specific pages that also link back to the pillar page. This sends a signal to SERPs that your pillar page is an authority on the topic.

As they grow in data, search engines are now able to understand the context surrounding a query far better than previously. As a result, there has been a subtle but definite shift away from keywords and onto phrases.

The ranking is now based on a model sometimes referred to as EAT – expertise, authority, and trust. Your site will need all three factors in order to really be using search engine marketing to its full potential.

Start by carefully considering your target audience, their motivations and challenges, and the wider context when constructing your pieces. Think about the main theme and also the subtopics that come under it, and you’ll begin to best understand how to structure your site for maximum results.

Reverse Engineer Competitors

No matter what sector your business operates in, there’s no doubt that it’s a competitive, global market place out there. You will be up against a landscape of multiple other businesses, all competing for the same set of customers. Search algorithms are showing us that focusing on our competitors is an essential part of the strategy for our own sites and marketing plans. It’s not enough to focus on your own plans – you also need to be fully aware of how to outrank your competitors on search engine results for relevant phrases.

The first step is to develop a clear understanding of exactly what phrases you need to be ranking for. This starts with identifying marketing personas, and considering what challenges they face that your product or service is designed to help them overcome. You should also think about keywords that indicate the purchasing intent of the prospective customer. Using a keyword research tool like Ahrefs or SEM Rush, or simply looking at the alternative searches at the bottom of the Google results page, can give you a much clearer idea of what this should be.

Then, you need to put in the work to fully identify who your competitors are – they may not always be who you think! It’s worth considering sites that you may not have thought of as direct competitors, such as review sites or voucher code sites, who are eating your traffic with well-composed pages.

Then, take a closer look at your on page SEO. Namely, investigate some of the key elements of the page: the title tag, meta description, and URL. Checking elements on a competitor’s website such as TLD extensions, the structure of the website, and domain authority can also help you to gain a greater understanding of whether you need to be making similar changes in order to improve your page rankings.

Source: https://ahrefs.com/site-explorer/overview/v2/subdomains/live?target=rankpay.com

The final step is to look into what is sometimes called the ‘off-page’ strategy of your competitors – what their best performing content is on social media, and where they go to build backlinks. This activity can ensure that you build up a very comprehensive picture of the marketplace, your competitors, and what actions you can take to boost the visibility of your own pages.

When using a tool like Ahrefs to check the backlink profile of your competitors, pay attention to the metrics like domain rating (the relative metric of the domain strength; 40+ is considered strong), number of unique referring domains, and estimated organic traffic. You can also go deeper and export all the backlinks in the. CSV format to check the average strength of the individual backlinks.

In order to rank higher and bring organic traffic to your funnel, make sure your landing pages and forms are optimized with your keywords and that they are strategically placed. Google Forms, or its more powerful alternative, is a great way to create beautiful interactive forms that are customizable to represent your brand and ensure your directed traffic turns into conversions.

Dig Deeper

Another trick you might well have been missing is the power of long-tail keywords to develop your website. This knowledge may go slightly against what you are used to thinking about when it comes to search engine optimization. Instead of bidding on keywords with a high volume of traffic, you need to alter your strategy to take account of search trends and purchasing intent. This way, your business may well be better off positioning itself to rank for ten keywords with a search volume of 100 each, than one keyword with a 1000 search volume.

These three and four keyword phrases are highly specific, and that signals that a customer is much further along in their purchasing journey. In general terms, the more specific the search phrase, the more likely it is to be highly converting and result in a sale, while more generic keywords have a greater likelihood that the customer is merely researching.

The good news is that it’s also much easier to achieve a highly ranked page for a long-tail keyword, as there is less competition. The key is to aim to create a page for each long-tail combination. This results in a much more content-dense site while helping to improve your site’s search ranking.

A unique page contains its own title, meta description, H1, and H2 header tags, and body content to support your offer and help to convert the prospects that land on your page. This strategy works, but it can run the risk of reduced traffic levels. However, you can combat this by setting up a few pages to focus on less targeted traffic and lots of lower-level ones to focus on the more highly-targeted longtail phrases. This ensures a good balance and should score you more conversions whilst also helping your site rank more for exactly the phrases it needs to be known for.

Conclusion

Nowadays, everyone is chasing the same keywords. It’s up to you to find and target hidden gem keywords that will enable you to compete and rank for traffic that your competitors aren’t.

These few tricks will help you to understand and target keywords to make you more competitive, help you to produce relevant content to your audience, rank higher in search results, and increase your conversions.

Guest Author Bio:

Tegan Tedd is a content marketer at Paperform. She loves writing about marketing, technology, and workplace productivity.



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What is E-A-T Score? How Can You Improve it?

By | October 19, 2021


As an expert in science and technological development who writes a blog on technological development around the world, Google uses E-A-T formulas on my website to find out how knowledgeable, authoritative, and trustworthy my contents are in relation to this field.

So as to deliver the best customer experience, Google only promotes brands and websites that it can fully trust. If it finds my website contents trustworthy, Google promotes and projects it to its users, thereby gaining more ranking, traffic, and revenue.

What is E-A-T?

E-A-T is a Google algorithm that measures how knowledgeable, authoritative, and trustworthy your website contents are, including images, videos, and many more things that are available on your website.

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. These are essential factors that Google utilizes in knowing the quality of a brand or website, and measuring their trustworthiness. 

E-A-T is an important factor in page quality rating.

Expertise: It is really important for you to be an expert in your chosen field. Expertise means you have to show proliferated knowledge of the contents you are putting out.

The issue of being an expert in a field is less essential for websites whose contents are gossip and fun related. In contrast, expertise is very important for engineering, medical, agricultural, and financial websites.

Your style of writing and the manner in which your contents are presented affects your ranking position in Search Engine Results Pages (SERP). It is necessary to write content that is informative, relevant, and of good quality for your users.

Any website can show considerable expertise in an area if the contents are truthful and useful to users. Quality rater guideline tells us that if a content creator has a considerable amount of life experience to make him/her an expert on a topic, it is highly valued and such individuals won’t be penalized for not having formal education or training in the field.

Authoritativeness: according to Merriam-Webster dictionary, authoritativeness is defined as possessing recognized authority, clearly accurate or knowledgeable. You can only be an authority if you are well versed in your niche, which also aligns with having expertise.

Being authoritative also refers to the accuracy and reliability of your sources. There are numerous ways by which one can obtain authority. It can be obtained by building your link profile and getting backlinks from high-quality websites, positive reviews, and consistency in writing fresh and high-quality content.

Google uses different tools to measure the authoritativeness of a brand or website, including backlinks, content quality, internal linking, social shares, brand signals, click-through rate, etc.

Trustworthiness: Trustworthiness simply means the ability to be depended on as honest and truthful. Imagine trying to get clothing from a store, and the store only possesses two brands of clothing, which are Polo and Skink. I bet 90% would go for Polo because of its reliability, thereby making it trustworthy.

Trustworthiness is very essential for eCommerce websites that ask users for credit card details. Your website should provide a feeling of safety to users when they visit.

Google evaluates the trustworthiness of a brand or website based on the number of quality backlinks it gets from other domains, content quality, website security, etc.

How does Google treat E-A-T?

Google contracts with many search quality raters worldwide to check the quality of the search results. Google gives raters real searches to execute that are generated from actual searches on Google. You can find their guidelines here.

Following this, they conduct their rating based upon the quality of pages that shows in the top results, thereby getting the name “quality rater”.

It has been stated that quality raters have no relevance to the rankings of the websites rated by them. A quality rater ranked website score would not reflect in the real live Google search results.

The data gotten by quality raters is utilized in developing and making Google’s search algorithm better. They are in place to ensure that code changes made by engineers in the search engine and algorithm engineering team works as intended.

Search quality raters make use of a set of guidelines called the “quality rater guidelines”, which guides them on how to assess website quality and explains the full requirements and tasks of a quality rater.

Google quality rater guidelines consist of discussions that have to do with Expertise, Authoritativeness, and trustworthiness (E-A-T). Quality rater guidelines help content creators to get a picture of what Google wants to see on a website in terms of quality.

Quality rater guidelines outline the level of expertise required on different E-A-T topics. While most require formal expertise, some topics such as gossip, humor, etc. require less formal expertise. E-A-T is critically essential for Your Money or Your Life (YMYL) websites.  

It is very important to have a high E-A-T if your website is a financial, legal, news, medical or scientific related website. It is stated in the quality rater guidelines that your site may be categorized as a YMYL if it offers advice to users that aids them in making important decisions such as tax advice, home remodeling, parenting issues, hobbies, etc.

For websites that sell products, they can also be categorized as YMYL due to the level of trust required for credit card transactions to be carried out by users.

It is highlighted in quality rater guidelines that any YMYL website that lacks E-A-T should be treated as a low-quality website. It also indicates that if a content creator lacks expertise on the topic put out, the page should be rated as low quality.

If you are looking for medical advice related content, would you rather prefer to read a content put out by an engineer or n experienced medical practitioner?

Of course, you want to read content that is put out by someone with expertise, authority, and trustworthiness in that field.

Characteristics of high low-quality pages

  • A satisfying amount of high-quality Main Content (MC)

For the main content to be rated as high quality, it has to be uniquely written with a proper description of the page as well as a good title, and a proper display of expertise on the topic.

Proper implementation of important keywords would also help the page’s ranking and garner a higher Google E-A-T score.

  • Positive website reputation

A highly positive reputation can be gotten by positive reviews from users. For a website to have the highest quality of reputation, it is suggested by Google that it must have won awards or received a recommendation from experts in the field or professional societies.

A website’s reputation is considered when quality raters are vacillating on rating a page highly or giving it a low E-A-T score. A page with a negative reputation can’t possibly get a high rating.

  • A high level of Expertise, Authoritativeness, and Trustworthiness (E-A-T)

This is necessary for getting a page to be rated high. For example, an ‘about us’ page on a lounge website is rated highly if it provides necessary information about it, including the **** it opened, what potential customers can expect from it, address, events, reservations, other contact details, etc. The lounge’s website is considered highly authoritative because it is about itself.

  • Satisfying website information

The website information should not leave the smallest of detail out about the motive and functioning of a particular website. For an eCommerce site, it is important that proper customer service information is implemented within.

Characteristics of low-quality pages

If a content creator doesn’t show adequate expertise in the topic of the main content, the page would be rated poorly and eventually get a bad Google E-A-T score.

For example, legal advice given by someone who has never handled a legal related issue would be rated low.

A content that has very little or no connection to the title of the main content would be considered irrelevant and misleading, thereby giving it a low E-A-T score. Your main content must align with the title.

  • Low-quality Main Content (MC)

Content is referred to as low quality if it is developed with a deficiency of time, effort, expertise, or skill. Content is also considered low quality if it is unprofessional, including many grammar and punctuation errors.

It is important to note that for YMYL sites, having a mixed reputation is likely to give you a low Google E-A-T score. A negative reputation should be avoided at all costs.

For reputation management tips, check out this blog post: Online Reputation Management Guide.

The content of ads that pops out on a page may be considered distracting by users such as **** ads, sexually manipulative images, ******** ads, etc. This can eventually give a page a low rating.

How to improve E-A-T score

Improving your Google E-A-T score will no doubt increase your chances of getting a better ranking in the search results. Below are some of the ways in which you can improve your Google E-A-T score.

example pizza google
Make sure you use the same NAP for your business on your Facebook page and everywhere else.

NAP is an acronym for Name, Address, and Phone number. Consistent NAP citations both online and offline can help improve the Google E-A-T score. A brand’s name and contact information are important for quality rating.

YMYL contents must be created by people who possess expertise and authority in that field. For a product page or eCommerce page, customer support and contact information should be included and made easy to find for the user.

For articles and blog posts, information containing the background and necessary experience of the author should be included at the bottom of each post, so as to access if he/she is an expert in that field.

Don’t stop trying to improve the quality of your content. Quality content in terms of expertise, authoritativeness, and trustworthiness are necessary in getting a good Google E-A-T score.

If you don’t have enough time to research and write for yourself, you can hire expert researchers, writers, and editors in particular fields to provide you with high-quality content.

All you have to do is validate and sign off on the contents.

It is important to know what people think and says about your brand or website both online and offline. This can be carried out by compelling your customers to take a short survey or giving them a call for feedback on their experience on your site.

It is important to ask yourself and answer these questions regarding your brand or website. Does it highlight professionalism? Does it exert authority and expertise on the contents it puts out? Is it trustworthy? Answering this question will aid you in proper branding.

Social media can be an essential tool in branding. You should create a great picture of your brand on social media, and engage your followers with events and activities they can participate in. For example, organizations organize competitions, which in turn attracts customers.

Quality raters rate contents based on the reputation information supplied by third parties rather than focusing on the content created by the brand or author. This concludes that a positive personal brand can considerably increase the Google E-A-T score of your page.

Do your current and existing content reflect your current level of expertise and authority? There is some existing content that won’t reflect your current level of expertise. You have to check your site for these contents.

Revise and take out some of these contents. Having a low E-A-T content on one page of a website can affect the overall reputation of the website negatively. In E-A-T, quality is better than quantity. Therefore, pages with low E-A-T content should be revised and taken out if need be.

Consider using tools like SEOPressor and Grammarly to ensure your content is perfect. 

SEOpressor suggestions
While using the SEOPressor plugin, keep an eye on the suggested optimization for tips on improving your SEO attributes, including SEO title, URL, canonical link and more.

This has to do with the trustworthiness part of E-A-T. This is essential for most websites, especially for eCommerce sites that accept credit card information for payment.

Privacy policy helps users to know what the data supplied would be used for. It aids in developing trust. The privacy policy must be included at the bottom of every page on your site.

Conclusion

The latest updates made to Google quality rater guidelines tell us the essential roles played by expertise, authoritativeness, and trustworthiness (E-A-T) in Google rankings.

Apart from increasing your rankings, E-A-T can help increase traffic and generate more revenue. The importance of E-A-T cannot be overemphasized in our present world.

Updated: 19 October 2021

Winnie

Winnie is an aspiring copywriter & internet marketer in the vast world of digital marketing. She’s as curious as she can be; constantly hunting for answers to her questions, never saying no to new experiences. When she’s not spending her time typing up a storm, she is at home keeping up with her never-ending movie marathon & books.







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What Are The Most Important Things For Local SEO? – Brand North

By | October 19, 2021


Did you just Google what are the most important things to improve your local SEO? Why is it so important to improve your search engine optimization efforts for your small business whether you are in Boca Raton, Miami or somewhere else? Could it be that you are tired of paying tens of dollars for a single click, only to then lose the user to another competitor who offers the same services at a lower price? Could it be that you are trying to run paid campaigns through other channels but you know that the moment you turn it off you will not see any traffic to your site because you do not have rankings? 

The fact is that SEO is about more than just being ranked on page one of search engines like Google. A strong search engine optimization campaign offers several additional benefits including protecting your online reputation, being found among top competitors in your field, expanding your territory without expanding your budget and also finding cost-effective ways to drive in traffic that converts higher than paid campaigns usually do. 

So, if this service is so wonderful then why do so many small businesses ignore local SEO and go for other marketing services? For starters, the real search engine optimization takes time to generate results. It cannot be done overnight, and you have to follow very simple but important rules. 

Keyword Selection 

This is where people generally miss the boat in terms of search marketing. The obvious keywords like “plumber” or “dentist” will typically be very difficult to get to page one on. Also, keywords like “affordable plumbing specialist” or “dentists who specialize in cleanings” may be easy to get ranked on quickly, but they do not have search volume. You need to find that happy medium of strong keywords with good traffic. 

Content 

If you are not prepared to write, then you are not prepared to see results. Local SEO requires real content and if you do not have a good copywriter you are going to struggle to see those results. You need on-page content, articles, blogs, press releases and more. 

Link Building 

Press releases are a great example of link building, an effort that shows Google that other sites are talking about your business and are using keywords that you are trying to get ranked on. The better the quality of the site, the higher you will get ranked. 

Sticking With It 

Again, this is not a short-term game and if you want to see results you need to stick with it. Think of this like investing in stocks. Some people want the quick return while others understand that the longer, they wait, the more their investment will pay off for them. 

Whenever you want to know what are some of the most important things to improve your local SEO efforts, just take a look at what you are doing on your site and ask yourself if there is a way to add more content and get your site out there on the web a bit more. This is what you need to not only get ranked in Boca Raton, but any city around the country. 





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Why You Should Allocate Media Spend to Social Media Boosting

By | October 19, 2021


social boosting

Author - Volume Nine

Marketers get this question a lot from clients: Is it worth spending money boosting social media posts? And the quick answer is yes, it is.

Boosting provides opportunities to increase engagement, expand audience reach, and most importantly, it works. Organic reach is on the decline, and with algorithms constantly changing, it becomes more challenging to get organic content in front of all the users you want to reach. Every post on your social media channels should contain high-quality and engaging content making it worth at least a few dollars to boost. Need more reasons why you should be boosting?

#1 It’s Affordable

You may think you need a large advertising budget to begin boosting, but a few dollars can go a long way. Compared to other traditional advertising like tv, radio, and print, social media boosting is very cost-effective. You can expect to pay around $6 per 1000 views for boosted posts on average. The cost will ultimately depend on your target audience, as well as the number of people you’re trying to reach.

#2 Define Your Target Audience

When you boost, you have control in determining who will see your posts and define what groups are your target audiences. Choose a location, age, gender, education, interests, relationship status, and more to determine the specific groups of consumers most likely to want your product or service. You can create multiple audiences depending on the content and even select behavior traits associated with similar brands or products. You also have the option to choose people who currently like your page or your followers plus their friends.

#3 Capitalize on Popular Posts

If one of your posts performs well organically, it makes sense to boost or promote it, knowing that the content will most likely do well with a larger audience. Or, if you see good results from a current boosted post, you can extend the duration and budget to increase its visibility. By quickly seeing how users respond and engage with the post, you can create future posts using the same content strategy.

#4 Quickly See What’s Working and What’s Not

By boosting a post, you get access to various analytics that show how well the post is performing. If you see a boosted post performing well on one platform, it can be a strong signal to promote the same content on another social media channel. Since boosting is affordable, implement A/B testing with two posts and boost them together to see how different audiences respond. With this data, you can learn what content works best and refine your strategy.

#5 Build Impressions and Engagement Faster

Both impressions and engagement are critical to increasing brand awareness. The more impressions, the more people are viewing your content. The next step is having your audience engage with your content through interactions such as likes, comments, shares, retweets, etc. Boosting provides both at a faster rate. By boosting just some of your posts, you increase the likelihood your impressions and engagement will grow. If you are working on a limited budget, save your boosted posts for important announcements, events, limited deals, and sales to maximize exposure.

#6 Build New Followers

Gaining new followers takes time, especially when you are trying to build your audience on several platforms. Boosting is an efficient way to grow your audience and get new users to see your content repeatedly. This is a crucial step to building rapport and gaining trust with new followers. Also, since Facebook’s organic reach is less than 5%, boosting ensures that your current followers continue to see and engage with your content to stay connected.



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Why Comprehensive Answers to User Questions Are Important – Here’s Why #268

By | October 19, 2021


The world of search is massively complex, making it tempting to create content for your website that addresses high-volume topics only. But, that won’t help your users or your ranking.

Duane Forrester, VP of Industry Insights at Yext, joins Eric Enge to discuss why you need to provide comprehensive answers to your users’ specific, detailed, and nuanced questions to rank well.

This video is the third in a four-part series on the impact of user intent on search. If you missed the previous videos, watch them here: Part 1, Part 2.



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Transcript

Eric: Hey, everybody, Eric Enge here. I am the Principal for the Digital Marketing Solutions business unit here at Perficient. And Duane Forrester and I have been doing a four-part video series on the importance of user intent and its impact on search. In the first part, we talked about Google’s broad core algorithm updates that began in March of 2018 and what we learned from those.

And then in the second part, we really started to talk about the implications of those broad core algorithm updates and this focus on user intent on really the rest of us, those of us publishing websites and trying to promote our businesses and the like.

And this is the third of our four-part series. I’m so thrilled to welcome back for part three, Mr. Duane Forrester, literally an industry legend. He keynotes conferences all over the world. Duane, thanks so much for coming back.

Duane: Eric, always, always. Out of everyone I’ve known in the industry, you’re one of those people. So always happy to be here, always happy to hang out with you. Usually, you and I have really good and deep conversations. And it’s fascinating because we’ve been doing this for years, these kind of behind-the-scenes, little back and forth moments, and it’s always awesome to be able to share some of this with people in real time. So I’m excited. I can’t wait to get into this stuff with you today.

Eric: Absolutely. And, you know, how I want to try to tee this up is really, if you think about how important user intent is, as we tried to establish in the first two videos, you have to start beginning to think about what it is that users really want and what their needs are. And Duane, you and I have talked about this a lot. They’re really complex. It’s tempting, right, if you’re trying to create content for a website, to think about just addressing the really straightforward topics with all the high search volume and things like that. But the reality is the majority and maybe even the great majority of users, in addition to having the big questions, have many little questions. And it’s really important to do the mapping to learn how to understand all those needs in a great deal of detail, don’t you think?

Duane: Listen, I am 100% with you, right? When it comes to the world of search today, it is massively complex. Not just trying to find information, understand if it’s accurate, if it’s trustworthy, but from the search engine side, trying to solve for all of these things, not knowing what the intent is. So uncovering that intent is massive for the search world. And then when they do have an answer for you, of course, Google wants it to be the best experience on their pages, on the results that they send a searcher to. And look, this is why Google’s moving toward the implementation of passages and subtopics, and they’re really looking into this stuff because it’s all about helping the user find the detail and the answer they want. I don’t know if you guys have seen this, I know you’ve seen it, Eric, but if you’re watching YouTube videos on “how to” things. More and more, I’m doing this search, not on YouTube, but on Google because Google will then automatically put me at the moment of “how to” in the video.

So I don’t need to watch a 20-minute video to get a 3-minute overview on how to tie a tie. Google will take me to that spot and put me right where I need to be. And that’s a really, really clever development. From a searcher’s perspective, we **** it.

But think about it from your business. Think about that and then if we use that example. If people’s attention spans are short and you’ve got, depending on the reports you’re reading, 5 seconds, 11 seconds to actually get their attention, do you really want to have a 20-minute video where you bury the how to tie a tie at minute 18? Like it just doesn’t work. No one will wait around for it. So it really does help inform how you produce content, what content you produce, what good content looks like, and sometimes that’ll break down norms. There’s just so many things with this, it’s just incredible.

Eric: Yes. And another area that I think is really important to think about here is what does this mean for the depth and breadth of your content, right? So like with the passages update, being able to pull a nugget out of a longer-form article, as you just alluded to, and surface that as an answer for someone, is Google weighing in on what they think.

But from our perspective as publishers of websites, where we’re trying to get organic search traffic, we really need to take this idea that they talked about of mapping those user needs in detail and roll that out into what your content plan looks like. And previously you might’ve thought of producing 10 articles on something, or 10 pages I should say, to cover all the highest volume search terms. And you might have succeeded in covering those highest volume search terms, and you may or may not rank, and have done a really poor job of helping users.

So really now you’ve got to take that same concept, maybe that 10 articles or 10 pages just became 50. And that might not even be enough when you really think about how layered and nuanced people’s needs get.

So this is just an incredibly important shift that started all the way back to March of 2018. We see Google reinforcing it, the passages, the subtopics, as you talked about, and it’s here to stay. This idea of doing a better job of satisfying user intent than anyone else, means having the answers regardless of how specific or very detailed they might be. Think about that and what it means for your overall organic search strategy.

Duane: Absolutely agree, Eric.

Eric: So thank you all for watching this episode of “Here’s Why.” Duane and I have one more to do, and this one we’re going to talk about where you need to focus your time and efforts. So watch for that episode. And if you enjoyed this, please click on the link to subscribe below so you won’t miss any future episodes.

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About the Author

Eric Enge leads the Digital Marketing practice for Perficient. He designs studies and produces industry-related research to help prove, debunk, or evolve assumptions about digital marketing practices and their value. Eric is a writer, blogger, researcher, teacher, and keynote speaker and panelist at major industry conferences. Partnering with several other experts, Eric served as the lead author of The Art of SEO.

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How to Create a Winning Blog Content Strategy in 7 Steps

By | October 19, 2021


Among other things, a good blog can:

  • Drive traffic to your business.
  • Increase awareness of your brand and products.
  • Bring new customers your way.
  • Educate and nurture your customers and prospects.
  • Help you become a thought leader in your niche.

We say “can” because you first need a bulletproof blog content strategy for your blog to tick all of these boxes.

And that’s what we’re going to talk about today.

Here’s what we’ll cover:

What is a blog content strategy?

A blog content strategy is a vision and a plan that you have for your blog. Much like a business strategy, a blog strategy will point your blog in the right direction and guide you towards what you want to achieve with your blog content.

Your blog content strategy should be aligned with your business goals and your overall content strategy. Your business goals should be the main driver of your content.

For a better idea of where your blog strategy sits in the big picture, here’s a simple diagram:

Why do you need a blog content strategy?

There are more than seven million blog posts published every single day. In our study, we found that the majority (90.63%) of all web pages get no monthly organic traffic. At all.

Without a clear strategy, you might end up creating blog content for the sake of creating it—without it getting any traffic and doing any good for the growth of your business.

A solid blog strategy will help you be in the 9.37%.

Now, let’s get to creating one.

How to create a blog content strategy

Here’s a step-by-step guide for building a blog strategy that will help you get more traffic to your business and bring new customers your way.

  1. Define your “why”
  2. Research your competitors
  3. Do thorough keyword research
  4. Build a content plan
  5. Create your blog’s identity
  6. Track your success

1. Define your “why”

Forget the metrics for a moment and think of the big picture. What is the purpose of your blog? Why should your blog exist? Your answers to these questions form the essence of your blog content strategy, so try to put it into one sentence and let it guide all your blog efforts.

At Slido, for instance, our overarching goal is to become the #1 resource for those who want to run better meetings.

If you’re struggling to find your blog’s purpose, this simple “help-to-by” framework (inspired by the “get-to-by” model from advertising) may help you. Just fill in the gaps.

The purpose of my blog is to help [audience with a specific problem or JTBD] to [the desired outcome] by [the means].

At Ahrefs, our help-to-by strategy could be as follows:

Help marketers and website owners to get better at SEO and drive more traffic to their websites by publishing in-depth tutorials and how-to guides.

If you’re building a blog for your online yoga accessory store, your blog’s purpose may be to:

Help people starting with yoga to reach success by providing them with the best practices and the best tips for equipment.

It’s crucial to set your “why” right off the bat as it helps keep every other aspect of your blog content strategy on track.

2. Research your competitors

Competitive research is an invaluable source of inspiration for your blog content. It uncovers which keywords bring them traffic, what type of content works for them, what they’re doing well, and where they fall short.

You should research two types of competitors:

  • Business competitors
  • Content competitors

Business competitors

Business competitors are the companies/brands that offer similar (or the same) products or services as you do. They’re relatively easy to identify, as you’ve probably been aware of them from the very beginning of your business.

For example, if you’re selling yoga mats, then liforme.com is your business competitor.

You can check your competitor’s best-performing content in organic search using Ahrefs’ Site Explorer:

  1. Enter their domain or blog
  2. Go to the Top Pages report

Liforme.com’s top blog posts by estimated monthly search traffic

Here, you can see that liforme.com gets a lot of organic traffic to their posts about seated yoga poses and yoga poses for flexibility. They also rank #1 for both of these keywords in Google, as you can see from the “Top Keyword” and “Position” columns.

This report is great for quickly finding some initial topics and keywords that might be worth writing about. If you need more, just repeat the process for more business competitors.

Content competitors

Content competitors are websites you’re competing against in organic search but that don’t necessarily compete with you in a business sense.

For example, one of our content competitors is backlinko.com because it competes for many of the same keywords. But it’s not our business competitor because we both sell different things.

You can find content competitors easily with Keywords Explorer:

  1. Enter the keywords you found when analyzing business competitors
  2. Go to the Traffic Share by Domains report

This report shows the websites with the most estimated organic traffic from the keywords you entered:

Run these sites through Site Explorer as you did with your business competitors to find even more topic ideas.

3. Do thorough keyword research

Now that you know what your competitors write about and where their traffic comes from, it’s time for keyword research to explore what people are searching for in your niche.

First, identify your seed keywords. Seed keywords are basically the key topics that you’ll be writing about on your blog. The easiest way to do this is to write down the main words that define what your business is about or what you sell.

For example, if you’re starting a blog for your coffee shop, they might look something like this:

  • Coffee
  • Espresso
  • Cappuccino
  • Latte
  • Aeropress
  • Coffee beans

If you plug these into Keywords Explorer, go to the Matching terms report, and switch the match type to “Questions,” you’ll see hundreds or thousands of question-focused keyword ideas:

Most of these will be suitable candidates for blog posts because they’re questions.

If you need more keyword ideas, read our full guide to keyword research.

4. Build a content plan

Now that you have tons of ideas for your blog, it’s time to prioritize and build your content plan. To do this, you should consider these three metrics:

  • Traffic potential – How many times a month is that keyword searched for in Google?
  • Ranking difficulty – How hard is it to rank in organic search results for that keyword?
  • Business value – How relevant is your product in connection to the topic?

The best topics are those with high traffic potential and business value and low competition:

How do you judge these things?

In Keywords Explorer, you can get a rough sense of traffic potential by looking at the keyword’s monthly search volume. However, we recommend paying more attention to the estimated traffic of the top-ranking page—as most pages get traffic from multiple keywords.

For example, the search volume for “how to make french press coffee” is 20K/month, but the top-ranking page gets around 60% more traffic:

As for estimating ranking difficulty, our Keyword Difficulty (KD) metric is a good first port of call. It rates the relative ranking difficulty of keywords on a 0–100 scale (higher = harder):

That said, as it’s impossible to distill ranking difficulty to a single number, we recommend you check a few other things before targeting a keyword. You can learn more about those in our guide to finding low-competition keywords.

Finally, when it comes to business value/potential, we recommend assigning each topic a value between zero and three depending on how important your product/service is for solving the problem at hand.

Bringing this all together, it’s clear that if you sell high-quality coffee beans online, then a keyword like “how to make iced coffee” should be on your radar because it:

  • Has high traffic potential – the top-ranking pages gets ~46K monthly search visits.
  • Is low competition – its KD score is relatively low (28), and some of the top-ranking pages are from relatively small sites.
  • Has high business value – your coffee beans can help searchers make a better cup of iced coffee.

Once you’ve found a bunch of relevant topics to cover, the next step is to group your topics and tackle them in batches, otherwise known as “clustering.”

For example, when doing keyword research, you might notice that many people are searching for ways to make different types of coffee, like:

  • how to make iced coffee
  • how to make cold brew coffee
  • how to make french press coffee
  • how to make whipped coffee
  • how to make matcha latte

So it might make sense to group these into a “cluster” and tackle them simultaneously. You may even be able to use the same template/outline for all topics in a group, which will significantly improve the efficiency of your content creation efforts.

You can also interlink these posts to create what’s known as a content hub, which some people believe helps each post to rank higher in Google:

5. Create your blog’s identity

Think of your blog in the same manner as you think of your brand. What differentiates it from other similar blogs? What will be your blog’s distinctive voice, tone, and style?

Put together a set of editorial guidelines that will define your blog’s style.

The most important aspects of your blog’s guidelines are:

  • Visual guidelines
  • Voice & tone
  • Writing rules

Visual guidelines

Visual guidelines are there to create consistency in the quality and style of blog post imagery. It’s important because your blog is an extension of your brand, so you shouldn’t underestimate the visual side.

There’s often a lot to consider here, so a good starting point is to find a way to make your header illustrations distinctive and recognizable.

For example, on the Ahrefs blog, each post features a custom illustration with a unique visual style:

Voice & Tone

Voice and tone guidelines define your blog’s personality and values. For example, if you had to describe your blog with adjectives that you would typically use when describing a person, what would they be? Simple and smart? Friendly and bubbly? Humble and helpful?

Your blog’s voice and tone will likely derive from it if you already have a strong brand identity.

However, keep in mind that your blog is a separate entity. Define how it will sound, what it will stand for, and what emotions you want the articles to evoke. Be specific about jargon, formality/informality of the writing, the level of quirkiness, the use of humor, etc.

Writing rules

While voice and tone guidelines are more about the “soul” of your blog, writing rules define the “body” of your blog content. These include spelling (e.g., British vs. American), formatting, the length of paragraphs, capitalization, headline formats, etc.

Having these kinds of guidelines will help you maintain the same level of quality across all your blog posts and onboard new writers more easily.

pro tip

Write down all your blog rules and guidelines into a coherent document. It will act as an instruction manual for your blog that you can share with your contributing writers and come back to whenever you need to develop your blog strategy (I wish someone had told me this earlier).

6. Track your success

Having a blog content strategy is all well and good, but you also need a Key Performance Indicator (KPI) to track how well your strategy is working across time. You can also show this to your boss if they’re curious about your blog’s performance.

If you’re starting out with your blog, traffic is probably the most feasible KPI to track—which you can do with Google Analytics. It may sound basic, but you simply need to write content, spread it, and gain traction in the early stages.

Once you get to that stage, it’s wise to switch to measuring a more robust KPI like your organic share of voice. This tells you how visible your brand is in organic search relative to the competition.

You can get a sense of your organic share of voice using Rank Tracker:

  1. Add the keywords you want to rank for
  2. Add your competitors
  3. Go to the Competitors Overview report
  4. Check your Visibility

You want this to be increasing relative to your competitors over time.

Final thoughts

Building a winning blog content strategy takes time and effort, but it’s worth it. If you’re getting into blogging, you should be in it for the long haul. You won’t see results straight away, but with the help of Ahrefs and this tutorial, you’ll build a quality blog that will bear fruit in the form of more eyeballs and customers your way.

PS: If you hear people say: “Do people still read? …Isn’t the blog dead?” Don’t listen. As long as people are still searching for information on search engines, blogging isn’t dead.



Source link : Ahrefs.com