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Here’s how we’ll classify brand keywords worth targeting: Underperforming keywords – because if you improve their rankings, you can get more traffic from SERPs (Search Engine Results Pages) Pages with mismatched intent – because mismatched search intent doesn’t give people what they want Valuable new keywords – because you can get more traffic by targeting new keywords Underperforming keywords Brand keywords that are underperforming are basically the #1 ranking keywords. How far is it from No. 1? It depends on the search query and competition. If you think there is a reasonable chance that a keyword will rank higher than its current position, you should try it. Generally speaking, for some queries, the top three rankings are successful. But for companies with very high competition (such as search queries for comparison), ranking in the top 10 is a success. Open the first list, click on the "Current Position" column, and sort from Z to A. Anything here that's not number one is your chance. Look at each keyword. If it's something you could potentially create better content with, tag it. A cool trick for tagging keywords is to create a drop-down list within a cell . Additionally, look at the “Traffic” column to determine if the keyword is getting any search demand in the country of your choice. Pages with mismatched intent Now let’s choose keywords for the second category: mismatched intent.
Now that you’ve gone over the top-ranking keywords, it’s time to take a closer look at CMS Web Designs those top-ranking keywords. If you want to be safer, you can expand the search scope to the top three or even the top ten. Below is an example of a page that does not match search intent. People looking for the Revolut logo may want to download an official high-quality image. But on the top-ranked page in the U.S., Revolut doesn’t offer that. So this keyword can be highlighted as "mismatched intent." Let’s move to the last category: valuable new keywords. new keywords To do this, we will open a second table of all brand keywords. To only show those that are not ranked high in the country you selected, filter "Do we rank?" to only show "fake" results: Before we start looking at specific keywords, I recommend sorting them by search volume to get the most potentially valuable keywords first. Now we can see if any of these keywords catch our eye. Here’s an example: Compare Revolut to another fintech company: 3. Optimize existing content or create new content Now we need to give search engines something they can rank by. This means either optimizing content on existing pages or creating new content. The keyword list created in the previous step will tell us whether we need to do step one or step two. so: Keywords marked as “poor performer” or “intent mismatch” will require content optimization. For this reason, we will protect you.
Here’s a detailed guide on how to optimize your content for search engines . New keywords that you don't yet rank for will most likely require new content. I say "maybe" because you may want to reconsider that sometimes it's better to include some topics in an existing page than to put them in separate pages. Here's a complete guide to creating content designed to rank in search engines. 4. Add internal links The final step in our process of optimizing your brand for search is to increase internal linking. In addition to helping users navigate your website, internal links play an important role in SEO. First, search engines use them to discover, (re)crawl, and index pages . Additionally, they help Google understand what your page is about. Last but not least, they pass link equity. Since this is a fairly straightforward tip, I'll keep it short. There are basically three places on your website where you may want to add internal links to content targeting your brand keywords: Website Navigation – This means top navigation and/or footer. Pages that matter – If you want your content to be discovered easily and quickly, add links on the pages that get the most traffic (like the homepage) or the most relevant pages (like features). Pages that mention keywords – For example, if Revolut mentions “buy stocks with Revolut” somewhere on its website, it could link to a blog post or landing page dedicated to this topic.
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發表於 2023-12-25 17:17:04