Who’d want bad results after spending a day or two(sometimes a month or so) in researching for a post? A top ranking post in SERPs owes big thanks to factor in SEO campaign that we will be discussing in a while. An SEO campaign is nothing less than nurturing a sapling which will turn into a fruitful tree in years to come. It takes time, care and most importantly right resources to do so.
Google changed SEO practices forever with Google Panda update of its algorithm since March 2011. What Google Panda did was a simple thing, it focused on user experience more than anything. A lot of sites were badly abused by Google Panda.
- Bounce Rate: Bounce rate is the number of times the user bounces back either by seeing just one page or right after coming in. If a site has high bounce rate, it would be significantly losing the traffic after this update. Reason being the fact that if users are leaving your site right after they jump in, it means they are not having an enjoyable experience on that site – hence Panda punishes.
- Browse Rate: Browse rate is the number of times a user browses through the other posts on a website. If the user is browsing through more of the articles posted on the website then it’s a good signal for the website and would eventually rank higher on SERPs.
- Click-through Rate: Click-through Rate is the ratio of the users who click on a link in SERPs to the number of people who saw it in SERPs and did not click. This was the most important metric of all. Even if a website ranked well on SERPs the CTR would take the baton ahead. If a user is not clicking on a particular search result often, or if a website has a poor click-through rate then it would drop in ranking drastically.
- Time on site: Time on site is the average time of all session on the website. More time the users spends, higher will be the rank of the website and higher will be goal completion percentage.
What is SEO Ranking?
SEO ranking is the position of your individual pages on SERPs for the searched keyword. Say you are a travel blogger and you recently wrote a post on your enchanting trip to Corsica, and you ended up using the term “Points of interest in Corsica” a couple of times.
So your post on Corsica ranks for the keyword “Points of interest in Corsica” and the position of your content in SERPs is your SEO Rank for that keyword. That’s how SEO works and this is why keywords are important for SEO campaign.
So instead of spending time on “What makes a website search engine friendly?” Spend time on what users are looking for, rest the search engine will take care.
Which is the important factor in SEO Campaign?
Since Panda update, the SEOs are on edge of their seats. Focusing only on user experience first and then on SEO standards. How do you use SEO to tame search engine to bring huge traffic to your website or generate leads makes all the difference.
Search engine algorithms are constantly updated to keep the users better informed. Better informed about anything and everything they search about. As I mentioned earlier, Panda update was rolled out to show only the best results to the end users. To rank for this top position for multiple keywords, it is really important to stick to fundamentals of SEO.
SEO rankings depend on how well you implement the key metrics that Panda focused on. Most of the website starts with focusing on search engine friendly content and not user-friendly content. It is no more possible now to create content only for search engines and rank well – not a bit.
The most important factor in SEO campaign is The Content. If your content provides value to the user then it will unstoppably rank high in SERPs.
You’d ask me – How can I do SEO?
I’d say, Don’t do SEO, just build content for users and not for search engines – They don’t need it.
So how do you create awesome content for users? By Keyword Research.
What is keyword research? How do I find the best keyword for SEO campaign?
It is sort of obvious that the more research you do the more targeted content you produce. Keyword research is directly proportional to the success of SEO campaign.
So without taking further more time, let us dive into steps of targeted keyword research for successful SEO campaign.
Step 1: Know more about your potential customer
In this step, you need to place yourself in the shoes of your customer and think what could be the possible searches that they would make. If this doesn’t get you much-needed help, head over to the popular forums in your niche and pull keywords from there.
By using only the targeted keyword in the post will be like leaving hell lot money on the table. Also, this will give you a very narrow traffic set to the post and you will miss out a huge chunk of traffic.
How to do this?
Let’s take an example, say you are a health blogger and you are planning a post on workout tips for getting rid of belly fat you’d head over to forums like, and observing the activities there. The reason behind doing this is that this is a very broad view of your niche and you will find keywords around your target keyword and sprinkle it in your body of the article.
Learn to answer “My customer is X but Y”
If you know your customer well, you’d probably know what exactly they are looking for. But many a times customer’s need and your serving are in contrast and that’s where this step comes handy. In this equation, X is the character of your customer and Y being the contrast element between you and your customer.
Taking the above-mentioned example, your customer is a Gym enthusiast and must be planning to get into Gym soon and will be looking for supplements/workout tips too, which you are already planning upfront.
Step 2: Find topics that your customers search for
Now that you know what your customer is like it’s time to run in parallel with their searches and replicate it in your content.
How do you find those topics?
Reopen the forum tab, in case you’ve closed it. You should now look out for the discussion that is going on there. The difference between the observation in the previous step and this is that in this step you are noting the discussion as a whole (for long-tail-keywords and sub-topics) and in the previous step you are catching the keywords (short tail keywords)
It’s that simple.
Look for the most discussed topics on such forums and other social networking sites too. There will be definitely something repetitive and something that you already know. Note it and dig further until you find more variations on that topic to create more content in the form of different articles.
Step 3: Keyword Idea Generation
So you have done a rigorous research for keyword topics based on the persona of your customer and now it is the time to build content. To build content you need keywords, keywords to pull the attention of search engine towards your piece of content.
How to find keywords for your content?
Severn ways you can drill down the keywords for your content, it works every single time. Check out,
- Google Suggestions: Head over to google search, type in your target keyword and DO NOT hit enter. In the suggestions section, you’d find a very powerful long tail keyword that is from the search engine you want to rank high on. Note it and switch to next.
- Quora: This place is heaven for content/internet marketers. Without moving an inch you get to see so many queries that can become or at least contribute to keyword research. Questions asked here are so helpful to cover your target audience’s need. Just type in your keyword and ta-da!! You have a huge list of questions that can contribute to your keyword research.
- Reddit: Reddit is the elder brother to Quora, in terms of birth date. Reddit also has a huge user base who constantly post content/queries on the platform. All you have to do is, open it and type in your topic and come back with a handful of top ranking keywords. Let me remind you, both Quora and Reddit rank really well in search result pages. So using keywords picked from here would do a great job in your content.
- Wikipedia: Our childhood savior is still helpful. Wikipedia has tons of topics and detailed content written by experts from across the globe. The Table of content has links to closely related topics which can contribute to your keyword research campaign. The TOC section of the page can help you build the sub-sections of your content.
- LSI Graph: This tool is for those who are used to writing longer content. This tool results in a huge list of long tail keywords in return to the single keyword you input. LSI stands for Latent Semantic Indexing and using keywords from this tool helps you cover a larger ground in terms of keywords. These are the synonym of your target keyword.
- Internal Search Engine: You must be having a search bar on your blog/website. You can use that as a source of research too. Navigate to Behaviour > Site Search > Search Terms in Google Analytics and you will find what you need. This is my favorite as it is the closed research source between you and your customer’s need.
- Google Related search feature: When you google search, a list of related terms appears at the bottom of the page or in the center. That is also a great source to find long tail keywords for your content. Use that for keywords that go in the sub-headings of your post.
Step 4: Finalize the keywords for your content
You have a bunch of keywords but not all go through right? Filter number two comes into play. You have to finalize the keywords with respect to its commercial intent. Not all customer that search online is a potential buyer. Some do window shopping, so if you let keywords with less commercial intent consume space on your content then you are going to miss out an entire chunk of potential buyers.
Here’s how to do that
Head over to keyword planner and enter your target keyword. You will be provided with some stats that will bring you the information to build content with commercial intent in focus.
In the table, you will find bids and search volume. Higher the search volume, costlier is a single click for that keyword. Costlier is a single click, more valuable it is for you.
A typical user who’s a potential buyer would search something like this
Got it? The potential buyer specifies as much of details as possible. You’re smart enough to know what to do for this.
Yes, Include as much of detail as possible in your content, alt text, and keywords.
But what if you have two keywords of same intent and intense? How do you finalize one out of the two?
Step 5: Consider the trends of the keywords
When you are stuck in such situation, you’ll need a punching bag very badly. Don’t worry, this is taken care by
- Google Trends: You can check the trend of the keywords in the specific city for a specific time. You can even compare the two or more keywords and finalize one out of the lot. Whichever is skyrocketing in the trend graph, round off that keyword.
- : This keyword research tool helps you understand deeper insights of a keyword. This tool shares some complex metrics like which keyword brings the most traffic for specific domains. So doing this you can finalize which keyword to use right? Yes it does
The above-mentioned steps have proven a great help to me so it definitely will be helpful to you too. Once you do it you should have a bunch of pure, trending and fresh keywords to rank for.
What was the best thing you liked about this approach? Did you ever try it? What were your results? Let me know in the comment section below.
Do you know who’ll be benefitted by this piece of information? Share this with them, also in your network. You never know who gets benefitted by this information.