August 10 2017
Using SEO when you are at the end of your project is ineffective and outdated. SEO research can identify your audience, what they are looking for, where they are in the buying process, and their preferred content. This greatly improves your strategy but when you begin your SEO too late you can no longer use these insights. You must use SEO at the start of your project.
Keywords are meant to determine your content not add unnecessary words. Your keywords must correlate with the questions online users are asking. The best way to make this determination is by using Google. They will provide the insight you need as to what you audience is looking for, help you find the right ideas, and make sure you have the correct content the first time.
Researching Your Keywords
Once you understand what information you require, who is looking for this information, and what part of the buying journey they are on you can use marketers to find the perfect keywords. When your users are looking for information you require keywords regarding general knowledge, definitions, learning, and informative guides. When your users have reached the stage where they require price comparisons your keywords need to focus on purchasing intent and decisions. Your content can be personalized for the type of individuals showing the most interest. Keywords are used when an individual is looking at the content on an introductory level, when they are learning about a product or service, and when they are making comparisons. Users often use keywords as a way to solve a problem and intend to make a purchase. Your keywords must address the right audience.
A SERP analysis allows marketers to interpret the algorithmic preferences of Google so they can reveal their preferences for marketing. High rankings can only be earned when certain information is known such as content, industry, and niche. A list of ranking factors can be compiled with essential points including visual media, page loading speeds, and publication dates. This is critical because if these points show your audience is partial to video content your site must comply. When marketers identify the top ranking factors it gives you the ability to have the right content in the correct format.
Even if your content has already been published you can still benefit from SEO. By making changes to your content you can boost your rankings. Begin by locating any content that is underperforming, conduct research into the intent of your users, and target your keywords. If your content is not satisfying your users it must be changed and your keywords must target exactly what your users are searching to find. You have to compare your content against where your users are on their buying journey and adjust accordingly. The best way to do this is to have content applicable to every step of the buying journey so you can take your users from the beginning to completion. Make certain your content is the best format for your user's needs and decide if your page requires a call to action. Any element that is not insightful needs to be revised. This will give your users more value and find any gaps that need to be addressed so both you and your users will be receiving the best possible results.