Keyword positioning tracking: SEO success
More and more articles are highlighting the fact that creating relevant content takes precedence over promoting keywords. However, keyword research is still essential to your SEO success: if your content does not correspond to a minimum of the SEO work done by search engines, you will not attract any traffic to your site. Logically, you have to strike a balance between content created around relevant keywords and content with high added value for the reader.
You can see more clearly and know how to build your website's pages; here are the five tips to know for an optimized SEO strategy.
Providing a relevant response to user requests helps propel you to the best results.
Google references sites with one goal in mind: to provide users with the most relevant answers possible to their query. Thus, the more your content is relevant and reported by users, the more it will be valued by Google. Google SEO uses over 100 algorithms to track and manage HTML content, external profiles, link architectures, popularity, reputation, PageRank calculation (a complex site-based voting system), and web bots, which does the work of referencing much more complicated than what one believes… to be based only on the keywords is thus quite insufficient!
Offering rich content beyond the user's request is valued more than content-oriented around a single theme.
Before, we built a content page around a keyword to be referenced on this particular theme. Today, things are much more complicated because the competition is stiff. More and more sites are moving towards a content strategy with blog posts, interviews, white papers, eBooks, case studies, infographics, webinars, online training, and podcasts. The more diverse the formats, the richer the content, the greater the chances of sharing. Google analyzes all this and, above all, values it.
On the other hand, ignoring the relevant keywords of the topic addressed amounts to depriving yourself of all organic traffic.
Without prior keyword research, you risk missing out on users' specific interests and therefore depriving yourself of significant organic traffic. Then, the keywords selected must be the subject of a substantial research volume and a considerable level of difficulty to be relevant.
So you need to find an ideal combination of search volume and keyword difficulty to eliminate competition concerns as much as possible. Google Keyword Planner is a great free tool for keyword research, and for finding the perfect match, Moz.com SEO specialist has a multiple entry matrix available here. Export it and customize it for your use!
Google continues to rank the pages of sites based on a targeted keyword's appearance in the URL, title, meta description, etc.
Follow the basic SEO rules (see our dedicated article) by ensuring you have the right keywords in your page titles, meta descriptions, and URLs. Your website should accurately and concisely describe your pages' content and highlight keywords that perform well in searches. Google often displays excerpts from meta-descriptions in search results and can use them to determine your site's relevance for specific inquiries: improving your visibility on Google, therefore, requires this particular work to be done upstream.
Another strategic importance of keywords: understanding the evolution of demand in your market.
When someone does a Google search, they tell a story, and that story needs to be deciphered by marketers. Research always starts from a good need: it requests information that can quickly lead to a transaction. If this is not immediate, it will be kept in mind and then carried out later when the client has reached maturity. This is why you must closely monitor user requests' evolution in your field: it says a lot about the changing needs and desires of your target. This will allow you to orient your offer accordingly and develop new products and services to meet your customers' expectations better.
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