Finding the perfect keywords is like finding the hidden treasure of SEO success. Dive deep into your audience's searches to unlock the key to ranking higher in search engine results pages.
The mysteries of keyword research: Why it's a game-changer.
Keyword research acts as the compass for your SEO strategies, offering valuable insights into your audience's search habits. Without understanding what your target audience is searching for, your website may struggle to attract traffic from Google. This is where the power of keyword research truly shines.
So, what exactly are keywords?
The terms and phrases that users input into search engines.
What exactly is keyword research?
Keyword research is like diving into a treasure trove of search terms that people use on search engines, all with the goal of unlocking valuable insights for your SEO strategies.
Keyword research helps you answer questions like:
- What are people searching for?
- How many people are searching for it?
- What format do they want to receive information in?
- How difficult will it be to rank for that search query?
In the exciting world of keyword research, there are various types of search terms that go by different names. Let's playfully refer to them as head terms, body keywords, and long tail keywords.
What are head terms?
Head terms, also known as the "fat head," are the single-word superheroes of keyword research. These keywords pack a punch with high search volume and fierce competition, like "marketing" and "insurance". Search volume measures how often these keywords are searched on engines each month, a crucial factor in the wild world of SEO. This term pops up frequently in SEO discussions, especially when diving into keyword research.
What are body keywords?
Body keywords (or chunky middle) are 2-3 word phrases with decent search volume, but slightly more specific
than head terms and with slightly less competition (e.g. marketing automation, car insurance).
What are long tail keywords?
Long tail keywords may not have the same search volume as head terms, but they are often less competitive. The term "long tail" doesn't refer to the length of the keyword itself, but rather to the demand curve. These specific variations of search queries may be easier to rank for, as they cater to a niche audience looking for specific information.
Example of long tail keywords:
- "How to apply sunscreen"
- "How often should you apply sunscreen"
- "When to apply sunscreen"
- "Best sunscreen ingredients"
- "Best natural sunscreen for kids"
Crafting a killer keyword strategy involves mixing and matching long tail and body keywords, all while keeping an eye on those head terms. When a head term brings in the big search volume, you can bet that the related long tail and body keywords will also bring in some serious traffic. So, focus on those less competitive keywords to rack up traffic that rivals ranking for the head term itself.
Don't forget to highlight the importance of staying on top of relevant topics. Keywords act as your trusty compass, guiding you towards the subjects that really resonate with your audience. Your goal? Build up a stash of top-notch content that fits snugly into your business's niche. While exact keyword matching isn't the be-all and end-all anymore, showcasing your expertise through a variety of informative content is still key.
Why should we care about topic clusters?
Content marketing has undergone quite the transformation thanks to the ever-changing search trends. Marketers are still grappling with challenges like measuring ROI and making their mark on Google's search rankings. It's not just about churning out more content - strategic organisation is the secret sauce to conquering hurdles in content strategies.
As SEO evolves, marketers must stay adaptable. In today's digital world, millions search for content every minute, making Google's job tougher. To stay relevant, Google has made algorithm changes in recent years.
The digital landscape saw a major shake-up with Google's "Hummingbird" algorithm update in 2013, focusing on parsing out phrases rather than just specific search queries. This shift was viewed by many search engine optimizers and content marketers as an initial move towards a topic-focused approach.
In 2015, Google rolled out another significant update with RankBrain, its machine-learning artificial intelligence system. RankBrain interprets users' search queries to find relevant pages, even if they don't contain the exact words searched for. By analysing past search history and identifying similar themes, Google can pull together keywords and phrases to deliver more context-driven search engine results pages.
For more information on the evolution of SEO, check out the History of Google Algorithm Updates by Search Engine Journal.
To effectively convert visitors into leads and customers, make sure to focus on providing a delightful user experience that satisfies both searchers and search engines. Keep in mind that creating content is ultimately for the benefit of humans, not solely for search engines.
To overcome these challenges, craft specialised content clusters that delve deep into specific topics. These focused clusters should act as a guide for users, leading them to a central hub known as a pillar page. This pillar page, also known as a content pillar or power page, thoroughly explores a particular subject and connects to a group of related content pieces.
At its essence, the topic cluster model serves as a way to organise a website's content pages more intentionally, creating a structured and organised site layout. By restructuring content into clusters that link back to a central pillar page, search engines like Google can effectively analyse the content and understand the semantic relationships between pages. This methodical approach also communicates to search engines the depth and breadth of the content, strengthening the authority of the pillar page on the topic. Algorithms such as Google's RankBrain value this structured linking, ultimately leading to improved search rankings.
Whether you're new to content creation or just getting started, pinpoint the key topics your business wants to be known for and establish expertise around them. Then, strategically map out and structure your website to reinforce these topics.
