When it comes to your website, words matter. Aside from conveying your message to potential customers, word usage also affects your site’s position in the search results. Every keyword you select and optimize plays a vital role in your overall SEO strategy.
As with most SEO techniques, there’s never enough time to implement every strategy you want. But don’t worry – we’ve got you covered! The keyword optimization tips below are not only effective, they take less than an hour to complete.
A Quick Note about these Tips
These tips are designed for you to use after you’ve already created your site. So, unfortunately, there’s no short-cut to researching the appropriate keywords. For help with this initial task, check out our guide on Unique, Effective Ways to Use Keywords.
After your site is up and running, however, we recommend you go through the guide below and apply each tip. Total time should be no more than an hour. But the results will permanently boost your site’s SERP.
Don’t forget about your older sites, too! You can use these tips to freshen up the keywords on any sites which might be a bit stale. Think of these tips as a quick burst of energy for any of your sites which have been lagging behind.
You already know which keywords on your site are ranking the highest organically. After all, developing these keywords was likely a huge part of your entire SEO campaign. But many SEO pros fall into a trap here. They spend all their time focusing in on their high ranking keywords. This leads them to ignoring other opportunities.
Those opportunities are known as “nearly visible opportunities” or “accidental rankings.” This is when search engines deem you relevant for a keyword variation of a targeted term – even though you aren’t actually targeting that term.
Finding these terms is quick and easy (just like we promised, of course). You’ll want to review all of the keywords you’re currently ranking for. But instead of searching by Search Volume or Search Ranking, sort your results so you’re viewing Estimated Traffic.
Estimated traffic will show us all the terms with a decent search volume which also rank outside of the first page results.
There are a few places within your existing site where you’ll want to insert some of the more popular terms found when you search by Estimated Traffic. Try to insert the terms into:
- Title elements
- H format headings
- Image alt text
- Internal links for other body copy within the site
You’re not re-writing content extensively. Instead, you’re simply inserting a few lesser-used terms into the content in a relatively unobtrusive way. This adds up the more you do it, however. What seems like a simple optimization can increase your rankings dramatically.
Optimize Your Referring Landing Pages
On to the next quick tip!
First, you’ll want to review your Google Analytics profile. Go to your organic search landing pages. Narrow the viewing window down to the last three months. We’re interested in the top 10 referring landing pages from organic search traffic. These 10 pages (or so, depending on your specifics) will likely be responsible for a large amount of your traffic.
Now we need to analyze these top 10 pages a bit further. Move to your Google Search Console. There you’ll find the Search Analytics section, Landing Pages. You’ll now review the pages by “impression display.”
Move from the Landing Pages tab to the Queries tab. This will show us all the keywords displayed for this page. From there, we can download the impressions for each page.
Analyzing the Keywords
Now we take our downloaded list and run it through the Google Keyword Planner. The idea here is that Google thinks our page is relevant for these keywords. So we want to understand which terms have the best search volume.
We also want to find any other terms which have respectable search volume. They might be something we can turn into near visible terms.
Finally, keep an eye out for any terms which might work well for more targeted focus. These could be terms appropriate for side pages, blog posts or FAQ pages.
Not everyone who speaks the same language actually speaks, well, the same language. Don’t forget to research regional terms. These could be terms used within a nation or across different countries. You might be able to identify a few regional terms which are being underutilized.
Social media is often an effective way to find these regional terms. If you find posts and comments which use unfamiliar terms to describe your product or service, research that term to learn more. You can also view the profile of the person who posted the term and identify their general location.
If the regional terms are popular enough, you might want to create some region-specific pages to augment your site. When you’re able to discover a term for your product which people are searching for but aren’t finding, you can quickly re-write some of your content and capture a high intent audience. (A high intent customer is someone who had decided what product or service they want to buy, they’re just not sure what company to buy from.)
Quick and Easy
The tips above aren’t a replacement for full keyword optimization. Instead, this is a fast, effective way to freshen up your keywords. You can find some underutilized terms and quickly make some changes to the site. No major revision or overhaul is required.
At the same time, these relatively small changes can produce big returns. Think of it this way: Even if you can increase a page’s ranking by just one or two spots, the traffic increase can be noticeable. If you can increase the ranking for each page of your entire site, the increased traffic can be quite substantial.
Do you have any keyword optimization tips which we missed? We always love to hear about new strategies! Leave us your favorite keyword tip in the comments below!