This post is part of series of blog posts about keyword research to celebrate the release of our latest whitepaper titled “Mastering Keyword Research”
Onsite SEO has come evolved significantly over the years. Of course, it’s no longer the case that we can simply stuff a page full of content that makes little sense to a user but does to a search engine. Here at SiteVisibility, we take the approach that first and foremost, content has to provide value to the user, regardless of whether it’s onsite or offsite.
That said, content marketing clearly has value and can deliver excellent results, provided it is planned and executed well. The first step is arguably the most important; you need to work out what you’re going to target and this is what this blog post is about.
Note: this post is written primarily with onsite content in mind, but these principles and tools can be applied to both.
Keyword Research & Competitor Analysis
You can’t decide what areas you want to target without doing some research beforehand. If you don’t, you’re throwing *stuff* at the wall and seeing what sticks. Sure, you’ll probably have some success but you’re almost guaranteed to waste a lot of time and money too.
Even some basic keyword research will be able to show you the most searched for terms. The ones with most search volume are often the most competitive and may not always be worth going for. Conducting a manual search with these should give you an idea of who performs well in that market and you can make a judgement call about whether or not you will be able to compete with them on your budget. It will also give you an idea of what types of results are being displayed. Are they informational? Transactional? A rookie mistake is often just to blindly target the most searched for terms without giving thought to the user intent behind that search and how likely you are to perform.
We’ll assume you need to find opportunities elsewhere. It’s worth pointing out here that you shouldn’t be focussing on specific terms but rather groups of terms around a common theme. Grouping Keywords is the best way to gain the best understanding of where the search volume is and also the intent behind those terms.
White Paper: Mastering Keyword Research
Here at SiteVisibility we’ve created a white paper about mastering the art (or should that be science?) of keyword research. If you’re new to keyword research and keyword opportunity finding, this should give you a good starting point. Even if you’ve been doing this for several years, the digital landscape is always changing and it never hurts to revisit what you know.