30-Minute Website Marketing by Lee Wilson

Author:Lee Wilson
Language: eng
Format: epub
ISBN: 9781838670801
Publisher: Emerald Publishing Limited
Published: 2019-07-15T16:00:00+00:00

Completing keyword research. Tied in part to audience understanding, and content pitching (plus targeting), effective keyword research ensures that content created has the best chance of being discovered by the right people, as well as supporting SEO ranking gains. Keyword research needs to be factored into new content creation, before putting pen to paper, and it can be retrospectively applied to all existing content.Some of the useful stages to follow for a more thorough approach to getting the best keywords included in your content are detailed as follows: − review relevant GSC terms related to the topic;

− use basic search operators to discover what content coverage the top-performing competitors in the exact topic space are covering, and the associated keywords they are using in their title tags, URLs and content headings;

− type into the Google search bar the start of the top-level topic term(s). Google Suggest (or predicted search) will then supply the trends for the top-performing terms that it sees as highly relevant. Remember to capture this information before pressing enter and activating the search;

− consider the Google in-SERP features for ‘related reading’ and ‘people also search for’ – this will often expand the completeness of topical coverage you include in your keyword research;

− review the changing trends on the top-level keywords for refinements. Using Google Trends you can see emerging, changing and historical trends, as well as can compare keyword alternatives; and

− analyse the current keywords and groups of term volumes using Google Keyword Planner, as well as the respective levels of competition with related metrics. This helps with prioritising keywords. You can also use Google Keyword Planner to expand the term set with the keyword discovery feature.

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