So you’ve come this far well done.
You’ve got your list of keywords that are very lucrative but yet very low-competition.
Now what do you do?
It’s time to turn these dead keywords and bring those back to life through the power of content.
But we are not going to make just any pieces of content. This content is carefully designed to rank high in Google and any other search engines.
Below are some tips that you should be aware of when you are creating SEO content for your blog.
Most SEOs think about title tag optimization like this:
If you didn’t know one of the most important ranking factors of on-page SEO is the title tag. So it only makes sense to put some time and effort into it so you can get as much impact from it as possible.
A good way to do this is to optimize your title tag for both short AND long tail version of your keyword.
The premise around this technique is to rank quickly for the long term keyword (because there’s less competition) and eventually rank for the short tail keyword.
Let’s pretend you were aiming to rank for the keyword “ keyword research”:
Obviously, a keyword like “keyword research” is going to be a highly competitive keyword, especially being a keyword in a highly competitive industry like SEO.
So instead of putting the keyword “keyword research” in the title tag, try and include a long tail version of the keyword in the title tag.
You might want to use the keyword “the ultimate guide to keyword research”.
This way you’ll be able to rank for a less competitive keyword quickly and as you build backlinks you can eventually land on the first page of Google.
Well written articles, around 1500 + words perform much better in the search results than your average 300 word blog posts.
However, producing long pieces of content take a long time to write and publish. It also requires more planning and effort in thinking what to write about.
But hard work pays off.
It gives you an edge over your competitors and makes it easier for you to rank.
Believe I, most of your competition are lazy sods.
They publish short content around 300 word blog posts thinking they will rank. Some of your competitors won’t even have a blog or regularly update them.
Writing in depth content will make you stand out from the crowd and make your site more popular with the search engines and anyone who visits your site.
Firstly, long content helps you rank higher in Google.
Studies show that the top 10 results for the majority of keywords tended to have around 2000 words:
So back to the question, why is long content better?
What are you more likely to re-tweet?
A 400 word article called “ 3 ways to start a keto diet”…
…or a 5000 word guide titled “The Ultimate Guide to The Ketogenic Diet?”
Remember: you don’t have to, and shouldn’t, stuff your keywords into your articles. Just because you have longer content it doesn’t mean you need to include your keyword more often. Basically, don’t go crazy over keyword density.
Just make sure to include your keywords in your articles, especially in the first few paragraphs.
This leads on to my next point.
What is keyword prominace?
Keyword prominace is where your chosen keyword appears on the page.
The higher your keyword is on the page, the more Google considers that page about that keyword.
For example, in my post How to Work Out a Keyword’s Commercial Intent, I immediately input my keyword “commercial intent” as close to the beginning of the article as possible.
Remember: include your keyword in the first paragraph of the page
Great user experience has some benefits to SEO.
One direct benefit is to do with clicks and bounce rate. If you didn’t know, Google measures “short clicks”, and “long clicks”. Basically, how long does a version vising your site stay on the page, before they leave the page.
This is also called ‘bounce rate’.
If you hadn’t of guesses, the longer a person stays on your pages, the better.
Likewise, people who visit you page and jump back and forth from your site to the search result indicate to Google that your site hasn’t answered their question and isn’t relevant for that keyword.
This pushes your rankings lower down the page.
Another benefit of creating great user experience on your webpages means that people will enjoy the content and are more likely to share and link to it.
So, how can you make your pages sticky?
Here are some techniques that can help you create user experience for SEO and increase conversion:
Keep the first couple of sentences short and sweet:
Studies show that people prefer to read shorter sentences when they are online. Searchers also don’t like it when a block of text continues from one end of the screen to another.
You should aim to keep the first few sentences short and sweet, in all of your articles and landing pages, to keep the reader’s attention.
Another tip is to keep the first 5 or so sentences bunched together above the fold. This is so people don’t have to keep on scrolling back and forth as far.
I try to do this myself in every article I publish:
Text-only content is one dimensional.
In today’s world you need to incorporate and create multimedia experiences in your articles.
This is something we’re are starting to do and you’ll soon start seeing more videos from us
When you have good multimedia on your site, you reach out to more people searching on Google.
Google even suggest to human reviewers to think about webpages with “supplementary content”
Bottom line: make an effort with multimedia on your most popular pages.
Before you publish your content make sure you include subheadings in your text to break up the content.
Readers hate it when the content goes on forever with no subheadings. It has a huge impact on user experience.
Whilst you’re adding your subheadings into content, try and sneak in a few keyword variations for maximum effect. This gives you a tiny on-page SEO boost.
NOTE: Add a subheading every 200-250 words of content.
Working with Google Hummingbird
Google hummingbird changed SEO.
The arrival of this new Google update has benefited SEOs. Google Hummingbird allows the Google algorithm better understand not only keywords but topics as well.
In other words, it’s best to target both keywords and topics as it helps user experience and SEO.
This algorithm update changed the way we optimize pages round our keywords.
The way we find long tail keywords, evaluate commercial intent and look at a keyword’s competition is exactly the same as it was before Hummingbird came into action.
The only thing that has changed is our approach in optimizing our pages around our chosen keywords.
When you optimize pages with good on-page SEO and also feed the Hummingbird geese, you’ll get even more traffic than you bargained for.
Keep your long conversational keywords and shorten them, keep them to the point, no beating around the bush.
For example, instead of “where is Buckingham palace located?”, turn it into something like “ Buckingham palace address”.
Stop creating a single page around a single keyword. Take a look at this result:
Google can identify that the words “laptop chargers” and “buy laptop power adapters…” are synonyms for the keyword “laptop chargers”.
In fact, take a closer look at the title tags. None of the title tags have the keyword “laptop charger”.
So instead of creating an article optimizing around one keyword like “laptop chargers”, instead it’s better to write a piece of content that has other keywords like “laptop cable” and “laptop extension”. This way you’ll rank for the keyword that you’re targeting and all the synonyms that Google Hummingbird connects it to.
If you didn’t know already, you shouldn’t be over-optimizing your anchor text. It could lead to a penalty from Google.
Not only that, it could has an impact involving Google Hummingbird.
If 25% of your anchor text is the same, it leads to an effect on ranking for any synonyms relate to that keyword.
For example, if 25% of your anchor text is “cooking kale”, you won’t rank for synonyms like “ how to cook kale”.
Co-citation is the new anchor text. Google can identify the text around a link to determine the topic of that page.
Just like anchor text, change your co-citations to include your target keyword and synonyms of that word. This is the best way to take advantage of Google Hummingbird as it will rank you for multiple keywords.