{"id":2711,"date":"2015-09-14T13:34:52","date_gmt":"2015-09-14T08:04:52","guid":{"rendered":"http:\/\/rankwatch.com\/blog\/?p=2711"},"modified":"2023-05-18T15:41:46","modified_gmt":"2023-05-18T10:11:46","slug":"are-you-focussing-on-the-right-keywords","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/are-you-focussing-on-the-right-keywords\/","title":{"rendered":"Are you focussing on the right keywords?"},"content":{"rendered":"

It\u2019s known amongst all website owners that keywords are an integral part to ensuring you\u2019re targeting and reaching the right person. Keywords are used by search engines as an indication as to what a page is offering, helping your website to appear in the search results for certain queries.<\/p>\n

If you\u2019re not targeting keywords effectively, not only are you missing an opportunity to appeal to the relevant audience but it\u2019s likely you\u2019re also reaching the wrong people.<\/p>\n

This post will be looking into how you can ensure you\u2019re effectively targeting keywords across your website whilst highlighting a number of techniques you can use to improve upon your current keyword targeting.<\/p>\n

Keyword Issues Diagnosis<\/h4>\n

Firstly, we want to establish if there are any issues with your current keyword targeting and if there are other areas for improvements; this can be done through Google Analytics.<\/p>\n

Organic Landing Pages<\/h4>\n

Within the behaviour report in Google Analytics, landing page data can be found which highlights individual landing page performance. By applying an organic traffic segment to this data, we can begin to identify any potential keyword targeting issues.<\/p>\n

\"LP\"<\/a><\/p>\n

Bounce Rate<\/h4>\n

A first point of call when evaluating a page’s performance is bounce rate; this is often a good indication of an issue on a page. Bounce rate is a metric we can use to identify any potential targeting issues.<\/p>\n

If a high number of users are entering a page on your website, then leaving shortly afterwards, you want to ask yourself \u2018why?\u2019. Have the users not found what they\u2019re looking for? If so, are we correctly mapping a relevant keyword to the specific page? Is our keyword too broad?<\/p>\n

Avg. Session Duration<\/h4>\n

As with bounce rate, we can also use average session duration as a metric to identify potential keyword targeting issues.
\nThe average time a user spends on a page can vary from page to page, so it\u2019s important that we\u2019re aware of what can be considered \u2018normal\u2019 on a page-by-page basis. If there\u2019s a specific page on your website with an average session duration that you deem to be abnormally low, it\u2019s likely the user hasn\u2019t found what they\u2019re looking for.<\/p>\n

Again you want to ask yourself \u2018why?\u2019. Understand your user; once you do this you can effectively target them.<\/p>\n

Sessions<\/h4>\n

Using the \u2018sessions\u2019 column, you can identify any pages that are underperforming in comparison to other pages across your website. Identify any pages that receive abnormally low amounts of organic traffic and identify what may be the cause.<\/p>\n

Review the keyword you\u2019re currently mapping to this page. Are you targeting a keyword that\u2019s too competitive? Is there an opportunity to refine what you\u2019re targeting to allow you to appear in front of your user? High search volume keywords are not always best to target as they often come with high competition.<\/p>\n

Researching for keywords<\/h4>\n

Now we\u2019ve reviewed the current standing of keyword targeting across your website, we\u2019re in a good position to begin researching new keywords. We now want to identify those potential keyword gems, using other tools than what may have been used before (Keyword Planner\u2026).<\/p>\n

Research Your Audience<\/h4>\n

Although quite often not considered, understanding how your audience is searching and how they talk is very important if you want to effectively identify targeted keywords.<\/p>\n

Use the resources readily available to you across the internet and research your consumers\u2019 behaviour, understand the language they use. You want to understand how your consumer describes the products or services you provide, how they speak on a day-to-day basis and how they\u2019re searching.<\/p>\n

There are a number of \u2018go-to\u2019 places for this kind of information:<\/p>\n

Forums<\/h4>\n

There are tons of industry specific forums out there, varying from scaffolding to laser forums. It\u2019s very likely your audience are already discussing the very product or service you provide and you\u2019re not there listening to them. Look at the language they use, are there any common themes in how they are describing certain products or services?<\/p>\n

Subreddits<\/h4>\n

Similarly to forums, subreddits<\/a> are a great place to research into your audience. Again, it\u2019s very likely there\u2019s already a subreddit relating to your product or service out there, if not then why not create one?<\/p>\n

Google Suggest<\/h4>\n

Google\u2019s suggest feature is an often forgotten about but helpful tool for keyword research. By predicting what you may be searching based on how other users are searching this feature is a good indication of search behaviour.<\/p>\n

\"SERP\"<\/a><\/p>\n

It\u2019s important to be aware of, to avoid personalised suggestions you need to be logged out of any Google account and also delete your browser history.<\/p>\n

Google\u2019s searches related to\u2026<\/h4>\n

Similarly to Google\u2019s suggest feature, utilise their \u2018searches related to\u2019 section at the bottom of their search results pages as this too is based on other user search behaviour.<\/p>\n

\"Related<\/a><\/p>\n

Internal Search<\/h4>\n

Does your website feature its own internal site search function? Some may not be aware but this is a great place to understand how users are searching in a highly relevant environment, your website.<\/p>\n

In Google Analytics, look into the site search report to review highly searched terms by your users. You may find that most terms may be users searching for specific pages however you may come across a keyword gem.<\/p>\n

\"Behavior\"<\/a><\/p>\n

Hidden Opportunities<\/h4>\n

Finding hidden opportunities with keywords can sometimes be difficult, however there are a number of tools (both paid and free) that can be used to highlight any potential keyword wins:<\/p>\n

RankWatch<\/h4>\n

The \u2018Low Hanging Fruits\u2019 feature in Rank Watch\u2019s online marketing tool is an effective way of identifying keywords your website is already ranking well for but may not be intentionally targeting.<\/p>\n

\"LHF\"<\/a><\/p>\n

 <\/p>\n

From these keywords you may find that they are actually more targeted and have greater search volume than your current mapped keywords. As you\u2019re already ranking well for these keywords, with a little effort there\u2019s a good chance you could climb to the top search results with them.<\/p>\n

Google Search Console<\/h4>\n

Although a lot more limited in the data being offered compared to Rank Watch\u2019s Low Hanging Fruit feature, Google Search Console also provides information that can be used to highlight potential keyword opportunities.<\/p>\n

By using the search analytics report in Google\u2019s Search Console, you\u2019re able to identify specific queries used. Similarly to Rank Watch\u2019s tool, this can help highlight potential keywords your website is currently ranking well for that could be more valuable as a mapped keyword.<\/p>\n

\"Search\"<\/a><\/p>\n

It\u2019s important to filter by devices in this report as has been done in both screen grabs. As mobile users\u2019 search behaviour differs to desktop users, it\u2019s important to identify any differing search queries. Understanding the full picture of your audience will result in effective targeting.<\/p>\n

\"Search<\/a><\/p>\n

<\/h4>\n

Research competition<\/h4>\n

It\u2019s quite often assumed that any keyword a competitor is targeting is a keyword you should be targeting, but this is not the case.<\/p>\n

Although you may not want to target the same keyword, it\u2019s still a good idea to know what exactly your competitor is targeting. Not only is this helpful in building up your own list of potential keywords but it also helps to identify holes in your competitors keyword targeting and gains in your own.<\/p>\n

There are a number of tools you can use to conduct research into your competitors keyword targeting:<\/p>\n

SEMrush<\/h4>\n

This is a tool regularly used during my keyword research phase as it can provide comprehensive data regarding a specific webpage, such as a competitor.<\/p>\n

\"SEMrush\"<\/a><\/p>\n

 <\/p>\n

As can be seen in the above screen grab, it does a large part of the keyword research for you. This tool pulls through decision making metrics such as search volume and competition, along with a useful trend feature that draws out the growing or falling of certain search queries use over the last 12 months.<\/p>\n

From a competitor research stance, you\u2019re provided with rankings for specific keywords and an estimate for the percentage of traffic each keyword accounts for.<\/p>\n

SpyFu<\/h4>\n

SpyFu is another useful search market research tool. Similarly to SEMrush, this tool provides you with comprehensive data of a competitor\u2019s keyword performance with data on important metrics.<\/p>\n

\"Most<\/a><\/p>\n

A very useful tool with SpyFu is its \u2018Kombat\u2019 feature. In this part of the tool, you\u2019re able to specify a number of competitors and see any keywords used across all websites.<\/p>\n

\"Keyword<\/a><\/p>\n

 <\/p>\n

If from the analysis of competitor keyword research you\u2019ve identified common keywords you\u2019re not targeting, it\u2019s worth reviewing why you\u2019re not. If a number of your competitors are targeting the same keyword that you\u2019re not, you may be missing an opportunity to effectively reach your audience.<\/p>\n

Long Tail vs. Exact Match<\/h4>\n

When choosing your keyword targeting, consider your SEO goals, both long-term and short-term.<\/p>\n

As much as it would be great to be ranking #1 for all of your vanity exact match keywords like \u2018pizza\u2019, is it realistically attainable? As highlighted earlier, high search volume often brings high competition. Are you in a position to compete with the big brands? If not, competing for those vanity keywords may take years.<\/p>\n

Long tail keywords are effective in targeting relevant users but on a much less competitive scale. By targeting long tail keywords on your website, you\u2019re becoming a lot more targeted with your keywords; this will ultimately result in much better leads visiting your pages. For example; someone searching for \u2018best price on pizza delivered in London\u2019 is a lot more likely to convert than someone who\u2019s searching \u2018pizza\u2019.<\/p>\n

Location-Based Keywords<\/h4>\n

This is another case where SEO goals will affect your keyword targeting and so it\u2019s important these goals are considered.<\/p>\n

Does your business operate on a regional level? Do you wish to rank well for location-based services? If so, you want to ensure you include the specific area of operation in your keyword targeting to build local relevancy.<\/p>\n

If you\u2019re a plumber operating in London and you\u2019re receiving calls from customers in Birmingham, you\u2019re reaching the wrong audience. You want to be targeting keywords like \u2018Plumber in Birmingham\u2019 to build up that local relevancy.<\/p>\n

Conclusion<\/h4>\n

Although it can be tempting to target those big vanity keywords, you may be missing an opportunity to target more refined and relevant keywords. Don\u2019t just go after keywords you think your audience are searching; truly understand what your consumer is searching for, how they\u2019re searching and how they behave online. Once you understand your user, you can effectively target them.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s known amongst all website owners that keywords are an integral part to ensuring you\u2019re targeting and reaching the right person. Keywords are used by search engines as an indication as to what a page is offering, helping your website to appear in the search results for certain queries. If you\u2019re not targeting keywords effectively, […]<\/p>\n","protected":false},"author":36,"featured_media":2728,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[28],"tags":[],"class_list":["post-2711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-keyword-research","entry"],"acf":[],"yoast_head":"\nTargeting the Right Keywords: A Key SEO Strategy<\/title>\n<meta name=\"description\" content=\"Keywords are integral for ensuring you are targeting and reaching the right person. 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