Keyword Research
  • 23
  • Nov

Search Keywords: What you need to know

Keyword research has been a vital part of the Search Engine Optimisation (SEO) process since the fundamentals of digital marketing were first defined more than 10 years ago.

Understanding what your customers are searching for online and then creating content that is relevant to those searches remains a core component of any SEO/Inbound Marketing strategy, but the keywords themselves are beginning to take a back seat to user intent

Do keywords still matter?

Yes, but their impact is not what it once was.

Google is constantly refining the way it determines the relevance/ranking of content in relation to user searches and user intent is becoming a more important search factor than keywords alone.

Keywords still have an obvious role to play in helping Google understand page content, but defining the user’s intent behind the use of keywords (what did the searcher intend finding when they typed in the keywords?) will ensure your content strategy delivers relevance and gets shared.

Google Search

How to use keywords going forward

Don’t overdo it ! – The modern day Google doesn’t need you to use the keyword 20 or 30 times on a page. Keyword density used to be an important metric (with a little sacrifice to readability and UX), but no longerBest practice – use your keyword/s in:

  • your URL
  • your page Title
  • your meta description
  • a few image alt tags
  • the first paragraph of your content
  • the body of page content (a few times IF it works naturally in the page content).

Avoid keyword stuffing

“Keyword stuffing” refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results.”

– Google

Google Keyword Stuffing Example

Keep in mind

Google strives to deliver an incredible user experience and search results that are as relevant as possible. Google doesn’t care whether you rank or not. Google cares about great content that their users will find relevant and helpful. A searcher is a Google customer first – your potential customer, second.

  • Focus on creating remarkable content that will meet the needs of searchers, giving them what they expect.
  • Customer firsts, rankings second – if you adopt this approach to your SEO content, you’ll climb the rankings.
  • Be patient though, it won’t happen overnight.
Next Level Marketing Consultants
  • 23
  • Nov

How long does it take to rank on Google?

How long does it take to rank on Google?

According to Forbes, 80-90% of consumers research their purchases online before making a purchase. Developing a strong online presence should form a crucial part of your Inbound Marketing strategy, but how long does it take to rank on the first page of Google?

The obvious answer

It depends. Not a great answer, but a fair one and one used by every SEO practitioner you’re likely to meet.

In truth, there are a few variables that have a massive impact on your quest for first page ranking: competition, budget, search volumes, keyword relevance, content quality, backlinks, page speed and of course your skills in developing and managing all of these elements.

Google Search

Google wants the most relevant, highest-quality content to rise to the top

Google tries to match the best piece of content to the user’s search. Making sure that Google understands your content and the searches you want to rank for is a product of great SEO.

What is SEO? According to HubSpot: “techniques that help your website rank higher in organic search results, making your website more visible to people who are looking for your brand, product, or service via search engines.”

In simpler terms, SEO is the optimal structuring of your website and blog posts in order for them to appear on the first page of search engines.

I’m not going to go into detail on SEO best practices in this post (that will be the topic of a future article) but some pointers on creating online relevance are available here: Kick-start your Inbound Marketing.

How old are the top ranking pages?

If there are so many variables involved in climbing the search results ladder, is there anything to be learnt from those that have already made the journey?

A recent study by Ahrefs determined that:

only 22% of pages that currently rank in the Top10 Google search results were created within 1 year of them ranking.

(average for 2 million random keywords).

Google Search Rankings

How long did it take the top Google ranked pages?

The average age of the page in first position = almost 3 years.

Only 0.3% of pages ranked on the first page of Google for a high-volume keyword within the first year.

Read the full Ahrefs report here.

Not the most encouraging data for those looking to make an early impact online.

Speed up your page ranking on Google

While ranking for high-volume keywords may be outside of your short-term grasp, a long-tail keyword strategy can propel your online efforts forward at great speed.

Yoast describes long-tail keywords as: “keywords or key phrases that are more specific – and usually longer – than more commonly searched for keywords.”

I tend to think of long-tail keywords as any search phrase that contains 3 or more words.

Longtail Keywords Google Search

Long-tail keywords generate less search traffic individually but as a collective represent about 70% of all search traffic.

It’s also important to note that consumers searching long-tail keywords are generally further along in the purchase process and more likely to convert.

Another benefit of pursuing a long-tail keyword strategy is that there is usually a lot less competition for search engine rankings and your chances of ranking on the first page of Google are significantly more.

That said, it probably still won’t happen overnight and you should aim at anything between 2 – 6 months depending on the variables mentioned right at the start of this post.

Next Level Marketing Consultants
  • 23
  • Nov

Kick-start your Inbound Marketing

Kick-start your Inbound Marketing

Great Inbound Marketing requires a serious commitment to understanding your ideal customers and creating incredible content for them. While you don’t need to throw money at earning your customers attention – you do need to put your head and heart into it.

It starts with them

Get to know your ideal customers. Spend some time exploring who your customers are and what matters to them.

Go into detail and then go further – the more customer characteristics you define, the greater the chances of you striking a relevant chord with your audience.

Go beyond simple demographics and try to create actual personas complete with there ambitions, concerns, etc.

Who are you and why do you matter?

Why should potential customers listen to you?

You need to determine what makes you unique and compelling before starting to tell your story.

Once you’ve defined who your customers are, you need to figure out the difference you can make in their lives and craft your content in a meaningful, relevant and helpful way.

Your Recipe for Success

Create a list of content topics that match what your customers are looking for.

Keyword research will provide you with the specific search phrases your existing and potential customers are using and is a great starting point for mapping out a content plan.

Some primary research with existing customers can also give you great insight into the purchase process of potential customers, including their: research process; considerations; concerns; questions; decision making factors; etc. – all of which are great topics to build your content around.

Inbound Marketing Mindmap

After creating a “core” list of topics, I like to use a mind map to expand these individual topics into a range of article/resource headings I can use as a basis for content creation. These article headings often get worked and reworked multiple times to incorporate great long-tail keywords and entice reader engagement.

Your article headings should also determine the format of the offers you include in your content, e.g. Webinars, eBooks, Whitepapers, etc.

It’s all in the delivery

You have to share your content far and wide but more importantly you need to distribute great content via the delivery platforms your audience is using.

Over 3 billion Google searches happen every day so it goes without saying that you need to have some great fundamentals in place. Building a great website, incorporating a blog and integrating with the social channels your audience love should get your content moving in the right direction.

Create a Calendar

Create and execute an amazing content calendar.

Content creation requires planning and dedication.

A schedule for the creation and distribution of your content is critical to ensure you continue to Attract, Convert, Close and Delight your audience with remarkable content.

Marketing Calendar