Thursday, April 4, 2019

Reasons You Should Be Using Keyword Benchmarking - Business.com

Reasons You Should Be Using Keyword Benchmarking - Business.com


Reasons You Should Be Using Keyword Benchmarking - Business.com

Posted: 02 Apr 2019 11:08 AM PDT

WDNet Creations/Shutterstock

Using a keyword benchmarking technique can improve your search ranking.

If you're a marketer or business owner, you probably already know that SEO is one of the most important factors when looking at your ranking on Google. In most cases, the traffic shared on the first page of Google for certain keywords accounts for around 91.5% of all traffic for those words.

Your goal is likely to make it to that elusive top page. Maybe you've exhausted all of your options, and you're looking for another way to pep up your SEO and secure one of the top spots. If so, you'll likely need to think about keyword benchmarking and how this tactic can be used to improve your SEO strategy.

1. Build authority in your niche

Brand authority is perhaps one of the best things for a business. If people know that you consistently deliver quality content or products/services that provide value, you'll likely build a quick audience.

You'll be able to tell how much authority you have in your niche by regularly monitoring your ranking on Google against people and businesses that also share your keywords. If your goal is to build your website authority, delivering consistent, fact-based content is crucial. It's easy to monitor your latest articles and see how that individual page ranks in tandem with your social proof via sharing and commenting from followers.

2. Know where you stand vs. the competition

A primary reason that many marketers use keyword benchmarking tools is they want to see how they are doing when compared to the competition. Checking your keyword benchmark is a way to see if your spot is well earned, or if you have room for improvement.

If you see that you rank on page one, spot three, only behind a company with an inconceivable marketing fund, you know you're in good shape. If, however, you're directly below the website that was last updated three years ago, that's another story. This is a great way to gauge how you are perceived through Google's algorithms, which help you improve on your existing foundation. That can help you beat the competition.

3. Build on existing content

Keyword benchmarking tools allow you to break down your website page by page to determine where each page sits for a particular keyword. You'll be able to go in and determine whether a keyword you've created is sparking interest and gaining traction in the search engine.

As you develop your content, it's important to check your benchmarking analytics in order to see which keywords you're ranking well for too. If you notice that all of your articles around a certain topic ranks far above every other subtopic you cover, it's a safe bet that more people are generally interested in that type of content. Check your Google Analytics for official confirmation with your metrics. Afterward, you can start thinking about other topics in that same subcategory that you can create, which could increase your website ranking.

4. Check for concept viability

If you have a concept that you're hoping to bring to life, creating a simple landing page or a "coming soon" page with popular keywords for your niche is a great way to check on the viability of your idea.

For example, if you create a landing page for a product that is still in the works but want to see if you can convince people to subscribe for updates on your product through development, the number of subscribers will give you an idea of how well your product will perform at launch. When you check your keyword benchmarking statistics on the chosen keywords, you can compare them to similar product and competitor pages to see if your numbers are in the right area, which can prove the viability of your concept.

5. Establish long-tail keywords

Finally, you should use keyword benchmarking in your SEO strategy because it can help you establish long-tail keywords. A long-tail keyword is a target that may not see explosive growth all at once, but you can expect a long, steady stream of traffic based on the keywords and content.

Keyword benchmarking allows you to dive into specific niche keywords that may not have a ton of competition but still get a consistent, though small, stream of traffic. As you examine the different keyword options for your website, you can start thinking about what types of content you'd like to feature these keywords and the impact this will have on your overall ranking.

Conclusion

There's no doubt that keyword benchmarking is an important tool in the SEO marketer's toolbox. If you're a business owner, there is plenty of data here that you should see and use as well. You'll be able to expand your reach, obtain more conversions and boost your ranking when you start looking at this part of the SEO formula.

Jared Atchison

Co-Founder of WPForms, one of the largest WordPress contact form plugins in the market. I have been programming for over a decade and enjoy creating plugins that help people create powerful web designs without touching code.


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How to Use Competitors Keywords to Make More Money - Search Engine Journal

Posted: 12 Mar 2019 12:00 AM PDT

This is a sponsored post written by SE Ranking. The opinions expressed in this article are the sponsor's own.

Keyword research is tough and tedious.

Finding the best-performing keywords that generate steady revenue – the so-called "golden" keywords – is even harder but once you find them, it's like striking an oil well.

There are various ways to do the keyword research – from collecting semantics manually to using tools such as Keyword Planner or Keyword Suggestion tool.

But if you want to find the best-performing keywords with a proven history of success, you might consider looking at your competitors' semantics.

It could well be that the "golden" keywords have been already discovered and all you need to do is to use them for your own benefit.

In this article, we'll talk about how to find and use competitor keywords to generate the best results from your SEO efforts as well as some other ways to use competitor semantics.

How to Find 'Golden' Keywords Using Competitor Research

Let's illustrate the process using Competitor SEO/PPC research from SE Ranking. The steps here would be as follows:

Step 1: Evaluate Paid Semantics

  • Enter the list of your known competitors or use the tool to find the top 10 in your niche.
  • Check the keywords those competitors are using in their Google Ads campaigns.
  • Review the advertisement history and pick the keywords that your competitor has been using to run campaigns for a long period of time. This is an indicator that the keywords are successfully performing – otherwise the competitor would not be blowing their PPC budget on them.
adverts
  • Repeat the third item above for all of your main competitors.

Valuable tip: Also check "common" and "missing" keywords to enrich your semantics with a cluster of keywords that work.

top paid competitors

Step 2: Evaluate Organic Semantics

The approach here is similar to what we discussed in the previous paragraph with the exception that we are going to review the competitor keywords that are at the top of the SERPs.

The dynamics in organic search is much slower and not representative.

  • Collect a list of your main competitors.
  • Select the top-performing keywords.
  • Create your main semantics deriving data from all of your main competitors.

Step 3: Merge Keyword Data from Paid & Organic Semantics

This step brings together the information you found in two previous steps. This is your oil well that is going to fountain out with "golden" keywords.

  • Take the list of keywords from paid semantics data.
  • Add the list from the organic data research and find the keywords that are also present in the paid semantics list.
  • The keywords that are present in both paid and organic lists are the best-performing keywords that your competitors are using to bring highly-converting traffic to their sites!
Golden Keywords

Valuable tip: Use common sense and logic. Your competitors aren't always smarter than you. Apply your own knowledge and judgment when working on creating your semantic core.

How to Develop Best-Performing Content Using Competitor Intelligence

Competitor intelligence is a whale of information that could be used in enhancing and optimizing the landing pages that you already have. Or for creating brand new landings developed for specific lead-generating campaigns.

To find those ideas employ the following approaches:

Use Competitor 'Keywords with Potential'

Those are the keywords that your competitor is under-using but can potentially yield great results for you.

For example, you found competitor pages optimized for certain keywords that rank in the 20th to 25th positions that are very relevant and Google seems to be liking them – but something is missing in terms of search intent or content quality.

Review these pages or resources and enhance or create similar content optimized for those keywords on your site.

Use Keywords with Low Search Volume

Those kind of keywords are relevant and targeted for you but have a low or medium level of search volume. Such keywords might become a ground for your growth.

How to Find Them:

Remember the "golden" keywords that are found where the paid and organic semantics merge?

Look again in the advert's history as well as data collected from organic competitor research and pick the keywords with low and medium search volume. Then create content based on this intelligence.

How to Avoid Errors & Mistakes Using Competitor Intelligence

Paid and organic competitor research data are lifesavers in the costly world of SEO.

Don't Use Keywords That Your Competitors Dismissed

Google Ads is great at driving quality traffic to your resource. But it's also a costly channel, especially if you're trying to find the best performing ads with a hit-or-miss strategy.

A smarter way would be to analyze the history of your competitors' ads. Here you will see what keywords they played around and dropped as the ones that didn't bring results needed.

paid keywords

Be careful, though: your competitors are not necessarily always correct when dismissing keywords. However, it can be a good indicator. Just be cautious and avoid falling into the same trap.

Save money – create better campaigns.

Don't Use Keywords That Google Treat as a Missed Intent

When doing competitor research, you might find good keywords that don't generate as much traffic as anticipated.

For instance, you detected a strong competitor page that is nicely optimized for the keyword of your interest but it's stuck in the 30th position in the SERPs.

This might mean that Google understood the user intent differently and didn't rank their content as initially expected.

So carefully evaluate what keyword the content has been created for and avoid replicating the same tactic.

Do Keyword Grouping

Competitor intelligence is a great way to find "golden" keywords, discover new ideas that can potentially boost your revenue, and avoid errors.

However, you should never blindly apply competitor intelligence to your site. Your competitor site might be suffering from keyword cannibalization or poor site structure.

One way to straighten your strategy and avoid errors while discovering new ideas for optimization and content development is to do keyword grouping.

How to Do It:

  • Take the competitor semantics that you've collected while running competitor research.
  • Copy-paste the list of keywords into grouping tool and run the grouping.
  • Analyze the clusters to discover search queries that match the same website's URLs that are in TOP-10. Use this knowledge to develop a better content strategy.
  • Keyword Grouper from SE Ranking also checks the keywords search volume which helps you to decide what would be the best way to distribute them across the website pages.
keyword grouping

Conclusion

Hopefully the tips and techniques listed above have provided you with valuable information.

Curious how you can derive and apply competitive intelligence in creating the best-performing marketing campaigns?

Just sign up for a free trial and see for yourself the kind of magic you can do by simply analyzing your competitors' data.

Try SE Ranking for Free

Try SE Ranking for Free


Image Credits

Featured Image: Image by SE Ranking. Used with permission. 
In-Post Photos: Images by SE Ranking. Used with permission.

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