Keyword Strategy: Ranking for Keywords

Keyword Research SEO

Keyword research is the cornerstone of your SEO efforts.It offers valuable insights into your target audience by revealing what they’re searching for. Incorporating informational keywords is crucial as they improve user experience and increase website authority. Additionally, generating keyword ideas through tools like Google Keyword Planner and KeywordTool.io can significantly enhance your keyword research strategy. Without aligning your content with popular search queries, your website won’t attract traffic from Google. This underscores the importance of conducting thorough keyword research.

What are keywords?

They are the words and phrases people enter into search engines.

What is keyword research?

Keyword research assists in addressing inquiries such as:

What topics are individuals searching for?
How many people are seeking this information?
In what format do they prefer to receive this information?

Effective keyword research involves identifying both primary and secondary keywords to ensure each page focuses on a specific keyword while also utilizing related secondary keywords to enhance visibility and improve search rankings. Additionally, understanding different types of keywords—particularly informational, transactional, and navigational keywords—is crucial in crafting a comprehensive SEO strategy.
In keyword research, there are various types of search terms, often referred to by different names but essentially the same. They include head terms, body keywords, and long-tail keywords.

Importance of Keyword Research

Keyword research is a crucial step in any search engine optimization (SEO) strategy. It helps businesses understand what their target audience is searching for and how to create content that meets their needs. By conducting thorough keyword research, businesses can identify the most relevant and high-traffic keywords related to their products or services, and optimize their website and content accordingly. This can lead to increased visibility, traffic, and conversions.

Imagine you own a small bakery. Through keyword research, you discover that many people in your area are searching for “gluten-free cupcakes.” By creating content around this specific keyword and optimizing your website, you can attract these potential customers to your bakery. This targeted approach not only drives more traffic to your site but also increases the likelihood of conversions, as you are meeting a specific need of your audience.

What are head terms?

Head terms, also known as fat head keywords, typically consist of single words with high search volume and competition, like "marketing" or "insurance."

Search volume indicates how frequently a keyword is searched in a search engine each month. This term is commonly discussed in the SEO field, particularly in the context of keyword research.

What are body keywords?

Body keywords, also known as chunky middle keywords, are 2-3 word phrases with moderate search volume and slightly more specificity compared to head terms. Examples include "marketing automation" and "car insurance." These keywords typically face less competition than head terms.

What are long tail keywords?

Long tail keywords are specific phrases with lower search volume but also less competition. They constitute the majority of online searches. Contrary to common belief, “long tail” refers to the demand curve, not the length of the search query.

Long tail queries consist of numerous specific variations seeking related information. Due to their lower search volume, these phrases are typically easier to rank for compared to the highly competitive head terms.

Incorporating related keywords can further enhance SEO by broadening reach and improving article quality, aligning content more closely with audience interests and search intent.Example of long tail keywords:“How to clean a fish tank”“When to clean a fish tank”“Best fish tank cleaning products”“How often to clean a fish tank”Your keyword strategy should combine long tail and body keywords, influenced by head terms. When a head term has significant search volume, its associated long tail and body keywords likely have sufficient volume to warrant content creation. While these keywords are less competitive to rank for, collectively they can generate traffic comparable to ranking for the head term. Additionally, incorporating secondary keywords can drive organic traffic and improve content relevance, enhancing your overall keyword strategy.

Long tail queries consist of numerous specific variations seeking related information. Due to their lower search volume, these phrases are typically easier to rank for compared to the highly competitive head terms.

Example of long tail keywords:

"How to clean a fish tank"
"When to clean a fish tank"
"Best fish tank cleaning products"
"How often to clean a fish tank"

Your keyword strategy should combine long tail and body keywords, influenced by head terms. When a head term has significant search volume, its associated long tail and body keywords likely have sufficient volume to warrant content creation. While these keywords are less competitive to rank for, collectively they can generate traffic comparable to ranking for the head term.

Why Are Topics Clusters Important?

Over the past few years, content marketing has undergone significant transformations due to changes in the search landscape and shifts in how people find and engage with online content. However, despite these changes, many marketers continue to face familiar challenges that have persisted for 5 to 10 years. They struggle to measure the ROI of their content, find it difficult to rank high on Google for target keywords despite creating valuable content, and often wonder what to do after conducting keyword research.

Firstly, it's important to understand that simply creating more content won't necessarily improve your website's visibility on Google. In fact, adding content to an outdated site architecture can actually hinder Google's ability to find and rank your content effectively. This is a situation most marketers want to avoid. The solution to these challenges goes beyond the quantity of content your business produces each week or month; the real issue lies in how content strategies are developed and organised.

SEO is constantly evolving, and it's crucial for marketers to adapt to these changes.

In today's digitally driven world, millions of people search for content every minute, while millions of pieces of content are published online simultaneously. This makes it increasingly challenging for search engines like Google to deliver the most relevant and authoritative content to users.

To stay relevant and useful, Google has rolled out several algorithm changes over the past few years. One significant update was the "Hummingbird" algorithm in 2013. This update prioritised understanding phrases rather than just individual search terms, marking a shift towards topic-focused search.

In 2015, Google introduced another significant update called RankBrain. This is an artificial intelligence system that uses machine learning to understand search queries better. By analysing past search history and identifying similar themes, RankBrain can provide more context-driven search results, even for queries that don't contain exact keywords.

Amidst all these changes, there's a silver lining: opportunities to connect with your ideal audience. It's a crucial aspect of successful content creation in today's digital landscape. Many overlook the fact that content isn't just for search engines. After all, search engines don't fill out forms or share content on social media—humans do. To create content that truly converts visitors into leads and customers, it's essential to prioritise a positive user experience that caters to both the searcher and the search engine, not just one or the other.

Pillar Pages

Here's the solution: Develop focused clusters of relevant content, each delving deep into a specific topic. These clusters should all point back to a central hub, called a pillar page.

A pillar page, also known as a content pillar or power page, serves as a comprehensive resource on a specific topic and is connected to a cluster of related content. This model, called the topic cluster model, reorganises a website's content into clusters of related pages that link back to a central pillar page. Each pillar page offers an in-depth overview of its topic.

By linking all related internal content to a pillar page, search engines like Google can easily navigate and understand the semantic relationship between the pages. This structured linking signals to search engines the depth and breadth of the content, enhancing the pillar page's authority on the topic and potentially boosting its search rankings, including with algorithms like Google's RankBrain.

Whether you're new to content creation or already underway, it's essential to outline the topics your business wants to be known for and establish authority around them. Then, organise your site architecture accordingly to support these topics. This strategic approach can enhance your online presence and visibility.

Pillar Page Examples:

Ranking for keywords & How to do Keyword Research

There isn't a one-size-fits-all approach to ranking for keywords and conduction keyword research. The steps outlined here are just one method, influenced by our practices at ClimbSEO. Other companies might choose to adjust the order of these steps or prioritise different metrics based on their specific goals and priorities.

Step 1: Get to know your customers and what they aim to achieve.

This is key to having success with your content strategy.

Not every piece of content needs to be ranking for keywords that are high search volume. Even if a keyword has low monthly search volume, it's still worth considering if it's important for your audience. Sometimes, topics or subtopics may be crucial for your customers to understand, regardless of search volume. Remember, search volume reflects industry demand, but by creating quality content, you can also generate your own demand and increase search volume as your business grows.

Over 92% of keywords receive ten or fewer monthly searches. So, it's essential not to solely focus on ranking for keywords with high search volumes. While you should aim for some search volume, it might be lower than you expect.

What matters most is that the topic aligns with your customers' interests and needs. When creating content, consider your buyer personas with SEO in mind. What are your target customers searching for online? A buyer persona is a semi-fictional profile of your ideal customer based on real data and educated speculation about demographics, behaviours, motivations, and goals. If you've already developed your buyer personas, revisit them in the context of SEO.

Step 2: Decide which topics you want to be known for.

Begin by identifying topics that people search for that are relevant to your business. Make a list of these important topics based on your understanding of your business. For instance, if you're in the marketing industry, a relevant topic could be "inbound marketing." If you're a wedding planner, a related topic might be "budget weddings." You may have multiple topics related to your business, and that's okay. However, avoid feeling overwhelmed by trying to cover all of them simultaneously. Instead, prioritise which topics to focus on by researching what people are searching for.

Step 3: Discover the terms that people are searching for online.

Begin with the broad topic, then delve deeper. Here’s how to uncover what terms people are searching for: After pinpointing your topics, narrow down and identify keywords within those categories. Your topics serve as foundational words; then, utilize your preferred keyword research tool to uncover queries that are associated with or relevant to those foundational words. Identifying the primary keyword is crucial as it helps improve your ranking on search engines and forms the basis of your keyword strategy.

To further enhance your keyword research, consider using the SEMrush Keyword Magic Tool or ClimbSEO keyword research which is slightly cheaper. This comprehensive resource helps uncover a wide variety of keyword ideas based on a primary keyword, offering various filtering options such as search volume and difficulty to optimize organic traffic and enhance your keyword strategy.

As an illustration, let’s consider the topic “skateboard.” Keywords associated with this topic might include “skateboard wheels,” “best skate shoes,” “nearby skateparks,” and similar phrases. This list isn’t exhaustive; it’s merely a brainstorm of terms you believe your prospective customers might search for in a specific topic domain.

Keyword research tools

"Searches related to" and auto-suggestions in Google provide a straightforward starting point. Additionally, tools like Climb Keyword Researcher, Google Keyword Planner, and Answer the Public are recommended for more in-depth keyword research.

Keyword research extensions

Install Chrome extensions such as Keyword Surfer and Keywords Everywhere to receive keyword suggestions while browsing Google.

Step 4: Take note of search volume and competition.

Use your preferred keyword research tool to assess the monthly search volume and competition for each keyword you’re considering targeting as part of your SEO keyword strategy. Understanding search intent and user needs is crucial in this process. There’s no universal rule about the ideal search volume for a keyword, as it varies significantly across industries. However, it’s generally not beneficial to invest time and effort into keywords with zero search volume. Additionally, if you’re a small business competing for search terms dominated by large, authoritative companies, it may not be worthwhile either. Instead, prioritise keywords that offer the best return on investment based on your unique circumstances and your website’s authority level.

Make sure you're matching the type of content already ranking.

For instance, if the top-ranking results for your keyword are lists, your content should also take the form of a list since that's what users prefer. Maintain a similar format to what's currently ranking on the first page for that search term, but inject your unique perspective. Enhance your content by including extra details not found elsewhere, incorporating a video, expanding your list to cover more ground, or offering additional value in some other way. This approach will distinguish your content from competitors and improve your chances of standing out.

Check for trending keywords

Check Google Trends to track whether the search volume for your chosen keyword is trending up or down. As your SEO strategy expands, another effective method to broaden your keyword research is by conducting competitive analyses. This involves identifying the keywords your competitors are ranking for that you're not. Many keyword research tools like ClimbSEO offer features specifically designed for this purpose. Additionally, you can manually conduct Google searches for these keywords in an incognito browser window to see which websites are ranking for them. This approach helps ensure that the keywords you discover resonate with your audience: the more competitors ranking for these keywords, the more relevant they are likely to be.

Step 5: Group your keywords into topic clusters

Topic clusters are a method of structuring your content for both users and search engines.

You can also utilise free mind-mapping software or traditional pen and paper. Take the list of keywords you've gathered and group them into clusters based on related topics. Consider their search volume, type, and trend. Remember, each page should target only one keyword or phrase.

Step 6: Decide which topic cluster to prioritise first in your content strategy.

This choice hinges on your objectives and the search intent behind your selected keywords. Not all keywords carry the same search intent. Some may stem from users in the early stages of their buying journey, while others indicate further progression along that path.

What is the buyer's journey?

The buyer's journey, which involves the active research process leading to a purchase, consists of three stages. This journey significantly influences the keywords people use when searching

For instance, ranking for keywords beginning with "what is" often indicate that searchers are at the initial stage of learning about a topic. This type of content aligns well with the Awareness stage of the buyer's journey and serves as a valuable pillar page supporting related content. For instance, if you own a fish pet shop, a suitable keyword for an Awareness stage pillar page could be "What Is a Good Beginner Pet Fish?"

In contrast, keywords containing "how to" suggest that searchers are seeking solutions to a problem, possibly in the Consideration or Decision stage of the buyer's journey. For instance, in our fish shop example, you might create a page titled "How To Get Started With Pet Fish." As these searchers are likely further along in their buyer's journey, you could include a call-to-action on the page, such as buying the top 10 essentials to get started or booking a consultation.

Understanding the buyer's journey stage of your keywords is crucial. It helps prioritise which keywords to target initially and predicts the traffic or conversions they might generate. For businesses in emerging industries or starting out, focusing on creating Awareness stage content first can establish a strong foundation of expertise for future content development.

Now that your keywords are organised and prioritised, it's time to begin creating or repurposing content. This is where keyword research intersects with content marketing

Search Engines and Keyword Research

Search engines like Google, Bing, and Yahoo play a significant role in keyword research. They provide insights into what people are searching for and how to optimize content to rank higher in search engine results pages (SERPs). By understanding how search engines work and what they look for in content, businesses can create keyword strategies that drive real results.

For instance, Google’s Keyword Planner tool can help businesses identify relevant keywords and get an idea of their search volume and competition. By analyzing this data, you can determine which keywords are worth targeting and how to structure your content to meet search engine criteria. This strategic approach ensures that your content is not only relevant to your audience but also optimized for search engines, increasing your chances of ranking higher in SERPs.

Search Intent and Keyword Research

Search intent is a critical factor in keyword research. It refers to the reason behind a user’s search query and what they hope to achieve by searching for a particular keyword. Understanding search intent can help businesses create content that meets the needs of their target audience and increases the chances of conversion.

For example, if a user searches for “best Italian restaurants in New York,” their search intent is likely to find a list of top-rated Italian restaurants in New York, rather than to learn about Italian cuisine in general. By recognizing this intent, you can create content that directly addresses the user’s needs, such as a curated list of the best Italian restaurants in New York, complete with reviews and recommendations. This not only satisfies the user’s search intent but also positions your content as a valuable resource, increasing the likelihood of engagement and conversion.

Prioritizing Low-Hanging Fruit

Prioritizing low-hanging fruit is a keyword research strategy that involves targeting keywords that are less competitive and easier to rank for. This can be an effective way for small businesses or new websites to get started with SEO and drive some initial traffic to their site.

By targeting long-tail keywords or specific phrases with lower search volumes, businesses can increase their chances of ranking higher in search engine results and driving more targeted traffic to their site. For instance, instead of targeting the highly competitive keyword “shoes,” a small online store might focus on “eco-friendly running shoes for women.” This specific keyword is likely to have less competition and attract a more targeted audience, making it easier to achieve higher rankings and drive relevant traffic.

Setting Keyword Goals and Objectives

Setting keyword goals and objectives is an essential step in any keyword research strategy. It helps businesses define what they want to achieve with their keyword research and how they will measure success.

For example, a business may set a goal to increase their website traffic by 20% in the next six months by targeting specific keywords related to their products or services. By setting clear goals and objectives, businesses can create a focused keyword strategy that drives real results and helps them achieve their online marketing goals. This might involve tracking metrics such as search volume, ranking positions, and conversion rates to ensure that the chosen keywords are effectively contributing to the overall SEO strategy.

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Technical SEO

Keyword Researching

Link Building

Keyword Research SEO

Keyword research is the cornerstone of your SEO efforts.It offers valuable insights into your target audience by revealing what they’re searching for. Incorporating informational keywords is crucial as they improve user experience and increase website authority. Additionally, generating keyword ideas through tools like Google Keyword Planner and KeywordTool.io can significantly enhance your keyword research strategy. Without aligning your content with popular search queries, your website won’t attract traffic from Google. This underscores the importance of conducting thorough keyword research.

What are keywords?

They are the words and phrases people enter into search engines.

What is keyword research?

Keyword research assists in addressing inquiries such as:

What topics are individuals searching for?
How many people are seeking this information?
In what format do they prefer to receive this information?

Effective keyword research involves identifying both primary and secondary keywords to ensure each page focuses on a specific keyword while also utilizing related secondary keywords to enhance visibility and improve search rankings. Additionally, understanding different types of keywords—particularly informational, transactional, and navigational keywords—is crucial in crafting a comprehensive SEO strategy.
In keyword research, there are various types of search terms, often referred to by different names but essentially the same. They include head terms, body keywords, and long-tail keywords.

Importance of Keyword Research

Keyword research is a crucial step in any search engine optimization (SEO) strategy. It helps businesses understand what their target audience is searching for and how to create content that meets their needs. By conducting thorough keyword research, businesses can identify the most relevant and high-traffic keywords related to their products or services, and optimize their website and content accordingly. This can lead to increased visibility, traffic, and conversions.

Imagine you own a small bakery. Through keyword research, you discover that many people in your area are searching for “gluten-free cupcakes.” By creating content around this specific keyword and optimizing your website, you can attract these potential customers to your bakery. This targeted approach not only drives more traffic to your site but also increases the likelihood of conversions, as you are meeting a specific need of your audience.

What are head terms?

Head terms, also known as fat head keywords, typically consist of single words with high search volume and competition, like "marketing" or "insurance."

Search volume indicates how frequently a keyword is searched in a search engine each month. This term is commonly discussed in the SEO field, particularly in the context of keyword research.

What are body keywords?

Body keywords, also known as chunky middle keywords, are 2-3 word phrases with moderate search volume and slightly more specificity compared to head terms. Examples include "marketing automation" and "car insurance." These keywords typically face less competition than head terms.

What are long tail keywords?

Long tail keywords are specific phrases with lower search volume but also less competition. They constitute the majority of online searches. Contrary to common belief, “long tail” refers to the demand curve, not the length of the search query.

Long tail queries consist of numerous specific variations seeking related information. Due to their lower search volume, these phrases are typically easier to rank for compared to the highly competitive head terms.

Incorporating related keywords can further enhance SEO by broadening reach and improving article quality, aligning content more closely with audience interests and search intent.Example of long tail keywords:“How to clean a fish tank”“When to clean a fish tank”“Best fish tank cleaning products”“How often to clean a fish tank”Your keyword strategy should combine long tail and body keywords, influenced by head terms. When a head term has significant search volume, its associated long tail and body keywords likely have sufficient volume to warrant content creation. While these keywords are less competitive to rank for, collectively they can generate traffic comparable to ranking for the head term. Additionally, incorporating secondary keywords can drive organic traffic and improve content relevance, enhancing your overall keyword strategy.

Long tail queries consist of numerous specific variations seeking related information. Due to their lower search volume, these phrases are typically easier to rank for compared to the highly competitive head terms.

Example of long tail keywords:

"How to clean a fish tank"
"When to clean a fish tank"
"Best fish tank cleaning products"
"How often to clean a fish tank"

Your keyword strategy should combine long tail and body keywords, influenced by head terms. When a head term has significant search volume, its associated long tail and body keywords likely have sufficient volume to warrant content creation. While these keywords are less competitive to rank for, collectively they can generate traffic comparable to ranking for the head term.

Why Are Topics Clusters Important?

Over the past few years, content marketing has undergone significant transformations due to changes in the search landscape and shifts in how people find and engage with online content. However, despite these changes, many marketers continue to face familiar challenges that have persisted for 5 to 10 years. They struggle to measure the ROI of their content, find it difficult to rank high on Google for target keywords despite creating valuable content, and often wonder what to do after conducting keyword research.

Firstly, it's important to understand that simply creating more content won't necessarily improve your website's visibility on Google. In fact, adding content to an outdated site architecture can actually hinder Google's ability to find and rank your content effectively. This is a situation most marketers want to avoid. The solution to these challenges goes beyond the quantity of content your business produces each week or month; the real issue lies in how content strategies are developed and organised.

SEO is constantly evolving, and it's crucial for marketers to adapt to these changes.

In today's digitally driven world, millions of people search for content every minute, while millions of pieces of content are published online simultaneously. This makes it increasingly challenging for search engines like Google to deliver the most relevant and authoritative content to users.

To stay relevant and useful, Google has rolled out several algorithm changes over the past few years. One significant update was the "Hummingbird" algorithm in 2013. This update prioritised understanding phrases rather than just individual search terms, marking a shift towards topic-focused search.

In 2015, Google introduced another significant update called RankBrain. This is an artificial intelligence system that uses machine learning to understand search queries better. By analysing past search history and identifying similar themes, RankBrain can provide more context-driven search results, even for queries that don't contain exact keywords.

Amidst all these changes, there's a silver lining: opportunities to connect with your ideal audience. It's a crucial aspect of successful content creation in today's digital landscape. Many overlook the fact that content isn't just for search engines. After all, search engines don't fill out forms or share content on social media—humans do. To create content that truly converts visitors into leads and customers, it's essential to prioritise a positive user experience that caters to both the searcher and the search engine, not just one or the other.

Pillar Pages

Here's the solution: Develop focused clusters of relevant content, each delving deep into a specific topic. These clusters should all point back to a central hub, called a pillar page.

A pillar page, also known as a content pillar or power page, serves as a comprehensive resource on a specific topic and is connected to a cluster of related content. This model, called the topic cluster model, reorganises a website's content into clusters of related pages that link back to a central pillar page. Each pillar page offers an in-depth overview of its topic.

By linking all related internal content to a pillar page, search engines like Google can easily navigate and understand the semantic relationship between the pages. This structured linking signals to search engines the depth and breadth of the content, enhancing the pillar page's authority on the topic and potentially boosting its search rankings, including with algorithms like Google's RankBrain.

Whether you're new to content creation or already underway, it's essential to outline the topics your business wants to be known for and establish authority around them. Then, organise your site architecture accordingly to support these topics. This strategic approach can enhance your online presence and visibility.

Pillar Page Examples:

Ranking for keywords & How to do Keyword Research

There isn't a one-size-fits-all approach to ranking for keywords and conduction keyword research. The steps outlined here are just one method, influenced by our practices at ClimbSEO. Other companies might choose to adjust the order of these steps or prioritise different metrics based on their specific goals and priorities.

Step 1: Get to know your customers and what they aim to achieve.

This is key to having success with your content strategy.

Not every piece of content needs to be ranking for keywords that are high search volume. Even if a keyword has low monthly search volume, it's still worth considering if it's important for your audience. Sometimes, topics or subtopics may be crucial for your customers to understand, regardless of search volume. Remember, search volume reflects industry demand, but by creating quality content, you can also generate your own demand and increase search volume as your business grows.

Over 92% of keywords receive ten or fewer monthly searches. So, it's essential not to solely focus on ranking for keywords with high search volumes. While you should aim for some search volume, it might be lower than you expect.

What matters most is that the topic aligns with your customers' interests and needs. When creating content, consider your buyer personas with SEO in mind. What are your target customers searching for online? A buyer persona is a semi-fictional profile of your ideal customer based on real data and educated speculation about demographics, behaviours, motivations, and goals. If you've already developed your buyer personas, revisit them in the context of SEO.

Step 2: Decide which topics you want to be known for.

Begin by identifying topics that people search for that are relevant to your business. Make a list of these important topics based on your understanding of your business. For instance, if you're in the marketing industry, a relevant topic could be "inbound marketing." If you're a wedding planner, a related topic might be "budget weddings." You may have multiple topics related to your business, and that's okay. However, avoid feeling overwhelmed by trying to cover all of them simultaneously. Instead, prioritise which topics to focus on by researching what people are searching for.

Step 3: Discover the terms that people are searching for online.

Begin with the broad topic, then delve deeper. Here’s how to uncover what terms people are searching for: After pinpointing your topics, narrow down and identify keywords within those categories. Your topics serve as foundational words; then, utilize your preferred keyword research tool to uncover queries that are associated with or relevant to those foundational words. Identifying the primary keyword is crucial as it helps improve your ranking on search engines and forms the basis of your keyword strategy.

To further enhance your keyword research, consider using the SEMrush Keyword Magic Tool or ClimbSEO keyword research which is slightly cheaper. This comprehensive resource helps uncover a wide variety of keyword ideas based on a primary keyword, offering various filtering options such as search volume and difficulty to optimize organic traffic and enhance your keyword strategy.

As an illustration, let’s consider the topic “skateboard.” Keywords associated with this topic might include “skateboard wheels,” “best skate shoes,” “nearby skateparks,” and similar phrases. This list isn’t exhaustive; it’s merely a brainstorm of terms you believe your prospective customers might search for in a specific topic domain.

Keyword research tools

"Searches related to" and auto-suggestions in Google provide a straightforward starting point. Additionally, tools like Climb Keyword Researcher, Google Keyword Planner, and Answer the Public are recommended for more in-depth keyword research.

Keyword research extensions

Install Chrome extensions such as Keyword Surfer and Keywords Everywhere to receive keyword suggestions while browsing Google.

Step 4: Take note of search volume and competition.

Use your preferred keyword research tool to assess the monthly search volume and competition for each keyword you’re considering targeting as part of your SEO keyword strategy. Understanding search intent and user needs is crucial in this process. There’s no universal rule about the ideal search volume for a keyword, as it varies significantly across industries. However, it’s generally not beneficial to invest time and effort into keywords with zero search volume. Additionally, if you’re a small business competing for search terms dominated by large, authoritative companies, it may not be worthwhile either. Instead, prioritise keywords that offer the best return on investment based on your unique circumstances and your website’s authority level.

Make sure you're matching the type of content already ranking.

For instance, if the top-ranking results for your keyword are lists, your content should also take the form of a list since that's what users prefer. Maintain a similar format to what's currently ranking on the first page for that search term, but inject your unique perspective. Enhance your content by including extra details not found elsewhere, incorporating a video, expanding your list to cover more ground, or offering additional value in some other way. This approach will distinguish your content from competitors and improve your chances of standing out.

Check for trending keywords

Check Google Trends to track whether the search volume for your chosen keyword is trending up or down. As your SEO strategy expands, another effective method to broaden your keyword research is by conducting competitive analyses. This involves identifying the keywords your competitors are ranking for that you're not. Many keyword research tools like ClimbSEO offer features specifically designed for this purpose. Additionally, you can manually conduct Google searches for these keywords in an incognito browser window to see which websites are ranking for them. This approach helps ensure that the keywords you discover resonate with your audience: the more competitors ranking for these keywords, the more relevant they are likely to be.

Step 5: Group your keywords into topic clusters

Topic clusters are a method of structuring your content for both users and search engines.

You can also utilise free mind-mapping software or traditional pen and paper. Take the list of keywords you've gathered and group them into clusters based on related topics. Consider their search volume, type, and trend. Remember, each page should target only one keyword or phrase.

Step 6: Decide which topic cluster to prioritise first in your content strategy.

This choice hinges on your objectives and the search intent behind your selected keywords. Not all keywords carry the same search intent. Some may stem from users in the early stages of their buying journey, while others indicate further progression along that path.

What is the buyer's journey?

The buyer's journey, which involves the active research process leading to a purchase, consists of three stages. This journey significantly influences the keywords people use when searching

For instance, ranking for keywords beginning with "what is" often indicate that searchers are at the initial stage of learning about a topic. This type of content aligns well with the Awareness stage of the buyer's journey and serves as a valuable pillar page supporting related content. For instance, if you own a fish pet shop, a suitable keyword for an Awareness stage pillar page could be "What Is a Good Beginner Pet Fish?"

In contrast, keywords containing "how to" suggest that searchers are seeking solutions to a problem, possibly in the Consideration or Decision stage of the buyer's journey. For instance, in our fish shop example, you might create a page titled "How To Get Started With Pet Fish." As these searchers are likely further along in their buyer's journey, you could include a call-to-action on the page, such as buying the top 10 essentials to get started or booking a consultation.

Understanding the buyer's journey stage of your keywords is crucial. It helps prioritise which keywords to target initially and predicts the traffic or conversions they might generate. For businesses in emerging industries or starting out, focusing on creating Awareness stage content first can establish a strong foundation of expertise for future content development.

Now that your keywords are organised and prioritised, it's time to begin creating or repurposing content. This is where keyword research intersects with content marketing

Search Engines and Keyword Research

Search engines like Google, Bing, and Yahoo play a significant role in keyword research. They provide insights into what people are searching for and how to optimize content to rank higher in search engine results pages (SERPs). By understanding how search engines work and what they look for in content, businesses can create keyword strategies that drive real results.

For instance, Google’s Keyword Planner tool can help businesses identify relevant keywords and get an idea of their search volume and competition. By analyzing this data, you can determine which keywords are worth targeting and how to structure your content to meet search engine criteria. This strategic approach ensures that your content is not only relevant to your audience but also optimized for search engines, increasing your chances of ranking higher in SERPs.

Search Intent and Keyword Research

Search intent is a critical factor in keyword research. It refers to the reason behind a user’s search query and what they hope to achieve by searching for a particular keyword. Understanding search intent can help businesses create content that meets the needs of their target audience and increases the chances of conversion.

For example, if a user searches for “best Italian restaurants in New York,” their search intent is likely to find a list of top-rated Italian restaurants in New York, rather than to learn about Italian cuisine in general. By recognizing this intent, you can create content that directly addresses the user’s needs, such as a curated list of the best Italian restaurants in New York, complete with reviews and recommendations. This not only satisfies the user’s search intent but also positions your content as a valuable resource, increasing the likelihood of engagement and conversion.

Prioritizing Low-Hanging Fruit

Prioritizing low-hanging fruit is a keyword research strategy that involves targeting keywords that are less competitive and easier to rank for. This can be an effective way for small businesses or new websites to get started with SEO and drive some initial traffic to their site.

By targeting long-tail keywords or specific phrases with lower search volumes, businesses can increase their chances of ranking higher in search engine results and driving more targeted traffic to their site. For instance, instead of targeting the highly competitive keyword “shoes,” a small online store might focus on “eco-friendly running shoes for women.” This specific keyword is likely to have less competition and attract a more targeted audience, making it easier to achieve higher rankings and drive relevant traffic.

Setting Keyword Goals and Objectives

Setting keyword goals and objectives is an essential step in any keyword research strategy. It helps businesses define what they want to achieve with their keyword research and how they will measure success.

For example, a business may set a goal to increase their website traffic by 20% in the next six months by targeting specific keywords related to their products or services. By setting clear goals and objectives, businesses can create a focused keyword strategy that drives real results and helps them achieve their online marketing goals. This might involve tracking metrics such as search volume, ranking positions, and conversion rates to ensure that the chosen keywords are effectively contributing to the overall SEO strategy.

Check our other blog to find out more!

Technical SEO

Keyword Researching

Link Building

Keyword Research SEO

Keyword research is the cornerstone of your SEO efforts.It offers valuable insights into your target audience by revealing what they’re searching for. Incorporating informational keywords is crucial as they improve user experience and increase website authority. Additionally, generating keyword ideas through tools like Google Keyword Planner and KeywordTool.io can significantly enhance your keyword research strategy. Without aligning your content with popular search queries, your website won’t attract traffic from Google. This underscores the importance of conducting thorough keyword research.

What are keywords?

They are the words and phrases people enter into search engines.

What is keyword research?

Keyword research assists in addressing inquiries such as:

What topics are individuals searching for?
How many people are seeking this information?
In what format do they prefer to receive this information?

Effective keyword research involves identifying both primary and secondary keywords to ensure each page focuses on a specific keyword while also utilizing related secondary keywords to enhance visibility and improve search rankings. Additionally, understanding different types of keywords—particularly informational, transactional, and navigational keywords—is crucial in crafting a comprehensive SEO strategy.
In keyword research, there are various types of search terms, often referred to by different names but essentially the same. They include head terms, body keywords, and long-tail keywords.

Importance of Keyword Research

Keyword research is a crucial step in any search engine optimization (SEO) strategy. It helps businesses understand what their target audience is searching for and how to create content that meets their needs. By conducting thorough keyword research, businesses can identify the most relevant and high-traffic keywords related to their products or services, and optimize their website and content accordingly. This can lead to increased visibility, traffic, and conversions.

Imagine you own a small bakery. Through keyword research, you discover that many people in your area are searching for “gluten-free cupcakes.” By creating content around this specific keyword and optimizing your website, you can attract these potential customers to your bakery. This targeted approach not only drives more traffic to your site but also increases the likelihood of conversions, as you are meeting a specific need of your audience.

What are head terms?

Head terms, also known as fat head keywords, typically consist of single words with high search volume and competition, like "marketing" or "insurance."

Search volume indicates how frequently a keyword is searched in a search engine each month. This term is commonly discussed in the SEO field, particularly in the context of keyword research.

What are body keywords?

Body keywords, also known as chunky middle keywords, are 2-3 word phrases with moderate search volume and slightly more specificity compared to head terms. Examples include "marketing automation" and "car insurance." These keywords typically face less competition than head terms.

What are long tail keywords?

Long tail keywords are specific phrases with lower search volume but also less competition. They constitute the majority of online searches. Contrary to common belief, “long tail” refers to the demand curve, not the length of the search query.

Long tail queries consist of numerous specific variations seeking related information. Due to their lower search volume, these phrases are typically easier to rank for compared to the highly competitive head terms.

Incorporating related keywords can further enhance SEO by broadening reach and improving article quality, aligning content more closely with audience interests and search intent.Example of long tail keywords:“How to clean a fish tank”“When to clean a fish tank”“Best fish tank cleaning products”“How often to clean a fish tank”Your keyword strategy should combine long tail and body keywords, influenced by head terms. When a head term has significant search volume, its associated long tail and body keywords likely have sufficient volume to warrant content creation. While these keywords are less competitive to rank for, collectively they can generate traffic comparable to ranking for the head term. Additionally, incorporating secondary keywords can drive organic traffic and improve content relevance, enhancing your overall keyword strategy.

Long tail queries consist of numerous specific variations seeking related information. Due to their lower search volume, these phrases are typically easier to rank for compared to the highly competitive head terms.

Example of long tail keywords:

"How to clean a fish tank"
"When to clean a fish tank"
"Best fish tank cleaning products"
"How often to clean a fish tank"

Your keyword strategy should combine long tail and body keywords, influenced by head terms. When a head term has significant search volume, its associated long tail and body keywords likely have sufficient volume to warrant content creation. While these keywords are less competitive to rank for, collectively they can generate traffic comparable to ranking for the head term.

Why Are Topics Clusters Important?

Over the past few years, content marketing has undergone significant transformations due to changes in the search landscape and shifts in how people find and engage with online content. However, despite these changes, many marketers continue to face familiar challenges that have persisted for 5 to 10 years. They struggle to measure the ROI of their content, find it difficult to rank high on Google for target keywords despite creating valuable content, and often wonder what to do after conducting keyword research.

Firstly, it's important to understand that simply creating more content won't necessarily improve your website's visibility on Google. In fact, adding content to an outdated site architecture can actually hinder Google's ability to find and rank your content effectively. This is a situation most marketers want to avoid. The solution to these challenges goes beyond the quantity of content your business produces each week or month; the real issue lies in how content strategies are developed and organised.

SEO is constantly evolving, and it's crucial for marketers to adapt to these changes.

In today's digitally driven world, millions of people search for content every minute, while millions of pieces of content are published online simultaneously. This makes it increasingly challenging for search engines like Google to deliver the most relevant and authoritative content to users.

To stay relevant and useful, Google has rolled out several algorithm changes over the past few years. One significant update was the "Hummingbird" algorithm in 2013. This update prioritised understanding phrases rather than just individual search terms, marking a shift towards topic-focused search.

In 2015, Google introduced another significant update called RankBrain. This is an artificial intelligence system that uses machine learning to understand search queries better. By analysing past search history and identifying similar themes, RankBrain can provide more context-driven search results, even for queries that don't contain exact keywords.

Amidst all these changes, there's a silver lining: opportunities to connect with your ideal audience. It's a crucial aspect of successful content creation in today's digital landscape. Many overlook the fact that content isn't just for search engines. After all, search engines don't fill out forms or share content on social media—humans do. To create content that truly converts visitors into leads and customers, it's essential to prioritise a positive user experience that caters to both the searcher and the search engine, not just one or the other.

Pillar Pages

Here's the solution: Develop focused clusters of relevant content, each delving deep into a specific topic. These clusters should all point back to a central hub, called a pillar page.

A pillar page, also known as a content pillar or power page, serves as a comprehensive resource on a specific topic and is connected to a cluster of related content. This model, called the topic cluster model, reorganises a website's content into clusters of related pages that link back to a central pillar page. Each pillar page offers an in-depth overview of its topic.

By linking all related internal content to a pillar page, search engines like Google can easily navigate and understand the semantic relationship between the pages. This structured linking signals to search engines the depth and breadth of the content, enhancing the pillar page's authority on the topic and potentially boosting its search rankings, including with algorithms like Google's RankBrain.

Whether you're new to content creation or already underway, it's essential to outline the topics your business wants to be known for and establish authority around them. Then, organise your site architecture accordingly to support these topics. This strategic approach can enhance your online presence and visibility.

Pillar Page Examples:

Ranking for keywords & How to do Keyword Research

There isn't a one-size-fits-all approach to ranking for keywords and conduction keyword research. The steps outlined here are just one method, influenced by our practices at ClimbSEO. Other companies might choose to adjust the order of these steps or prioritise different metrics based on their specific goals and priorities.

Step 1: Get to know your customers and what they aim to achieve.

This is key to having success with your content strategy.

Not every piece of content needs to be ranking for keywords that are high search volume. Even if a keyword has low monthly search volume, it's still worth considering if it's important for your audience. Sometimes, topics or subtopics may be crucial for your customers to understand, regardless of search volume. Remember, search volume reflects industry demand, but by creating quality content, you can also generate your own demand and increase search volume as your business grows.

Over 92% of keywords receive ten or fewer monthly searches. So, it's essential not to solely focus on ranking for keywords with high search volumes. While you should aim for some search volume, it might be lower than you expect.

What matters most is that the topic aligns with your customers' interests and needs. When creating content, consider your buyer personas with SEO in mind. What are your target customers searching for online? A buyer persona is a semi-fictional profile of your ideal customer based on real data and educated speculation about demographics, behaviours, motivations, and goals. If you've already developed your buyer personas, revisit them in the context of SEO.

Step 2: Decide which topics you want to be known for.

Begin by identifying topics that people search for that are relevant to your business. Make a list of these important topics based on your understanding of your business. For instance, if you're in the marketing industry, a relevant topic could be "inbound marketing." If you're a wedding planner, a related topic might be "budget weddings." You may have multiple topics related to your business, and that's okay. However, avoid feeling overwhelmed by trying to cover all of them simultaneously. Instead, prioritise which topics to focus on by researching what people are searching for.

Step 3: Discover the terms that people are searching for online.

Begin with the broad topic, then delve deeper. Here’s how to uncover what terms people are searching for: After pinpointing your topics, narrow down and identify keywords within those categories. Your topics serve as foundational words; then, utilize your preferred keyword research tool to uncover queries that are associated with or relevant to those foundational words. Identifying the primary keyword is crucial as it helps improve your ranking on search engines and forms the basis of your keyword strategy.

To further enhance your keyword research, consider using the SEMrush Keyword Magic Tool or ClimbSEO keyword research which is slightly cheaper. This comprehensive resource helps uncover a wide variety of keyword ideas based on a primary keyword, offering various filtering options such as search volume and difficulty to optimize organic traffic and enhance your keyword strategy.

As an illustration, let’s consider the topic “skateboard.” Keywords associated with this topic might include “skateboard wheels,” “best skate shoes,” “nearby skateparks,” and similar phrases. This list isn’t exhaustive; it’s merely a brainstorm of terms you believe your prospective customers might search for in a specific topic domain.

Keyword research tools

"Searches related to" and auto-suggestions in Google provide a straightforward starting point. Additionally, tools like Climb Keyword Researcher, Google Keyword Planner, and Answer the Public are recommended for more in-depth keyword research.

Keyword research extensions

Install Chrome extensions such as Keyword Surfer and Keywords Everywhere to receive keyword suggestions while browsing Google.

Step 4: Take note of search volume and competition.

Use your preferred keyword research tool to assess the monthly search volume and competition for each keyword you’re considering targeting as part of your SEO keyword strategy. Understanding search intent and user needs is crucial in this process. There’s no universal rule about the ideal search volume for a keyword, as it varies significantly across industries. However, it’s generally not beneficial to invest time and effort into keywords with zero search volume. Additionally, if you’re a small business competing for search terms dominated by large, authoritative companies, it may not be worthwhile either. Instead, prioritise keywords that offer the best return on investment based on your unique circumstances and your website’s authority level.

Make sure you're matching the type of content already ranking.

For instance, if the top-ranking results for your keyword are lists, your content should also take the form of a list since that's what users prefer. Maintain a similar format to what's currently ranking on the first page for that search term, but inject your unique perspective. Enhance your content by including extra details not found elsewhere, incorporating a video, expanding your list to cover more ground, or offering additional value in some other way. This approach will distinguish your content from competitors and improve your chances of standing out.

Check for trending keywords

Check Google Trends to track whether the search volume for your chosen keyword is trending up or down. As your SEO strategy expands, another effective method to broaden your keyword research is by conducting competitive analyses. This involves identifying the keywords your competitors are ranking for that you're not. Many keyword research tools like ClimbSEO offer features specifically designed for this purpose. Additionally, you can manually conduct Google searches for these keywords in an incognito browser window to see which websites are ranking for them. This approach helps ensure that the keywords you discover resonate with your audience: the more competitors ranking for these keywords, the more relevant they are likely to be.

Step 5: Group your keywords into topic clusters

Topic clusters are a method of structuring your content for both users and search engines.

You can also utilise free mind-mapping software or traditional pen and paper. Take the list of keywords you've gathered and group them into clusters based on related topics. Consider their search volume, type, and trend. Remember, each page should target only one keyword or phrase.

Step 6: Decide which topic cluster to prioritise first in your content strategy.

This choice hinges on your objectives and the search intent behind your selected keywords. Not all keywords carry the same search intent. Some may stem from users in the early stages of their buying journey, while others indicate further progression along that path.

What is the buyer's journey?

The buyer's journey, which involves the active research process leading to a purchase, consists of three stages. This journey significantly influences the keywords people use when searching

For instance, ranking for keywords beginning with "what is" often indicate that searchers are at the initial stage of learning about a topic. This type of content aligns well with the Awareness stage of the buyer's journey and serves as a valuable pillar page supporting related content. For instance, if you own a fish pet shop, a suitable keyword for an Awareness stage pillar page could be "What Is a Good Beginner Pet Fish?"

In contrast, keywords containing "how to" suggest that searchers are seeking solutions to a problem, possibly in the Consideration or Decision stage of the buyer's journey. For instance, in our fish shop example, you might create a page titled "How To Get Started With Pet Fish." As these searchers are likely further along in their buyer's journey, you could include a call-to-action on the page, such as buying the top 10 essentials to get started or booking a consultation.

Understanding the buyer's journey stage of your keywords is crucial. It helps prioritise which keywords to target initially and predicts the traffic or conversions they might generate. For businesses in emerging industries or starting out, focusing on creating Awareness stage content first can establish a strong foundation of expertise for future content development.

Now that your keywords are organised and prioritised, it's time to begin creating or repurposing content. This is where keyword research intersects with content marketing

Search Engines and Keyword Research

Search engines like Google, Bing, and Yahoo play a significant role in keyword research. They provide insights into what people are searching for and how to optimize content to rank higher in search engine results pages (SERPs). By understanding how search engines work and what they look for in content, businesses can create keyword strategies that drive real results.

For instance, Google’s Keyword Planner tool can help businesses identify relevant keywords and get an idea of their search volume and competition. By analyzing this data, you can determine which keywords are worth targeting and how to structure your content to meet search engine criteria. This strategic approach ensures that your content is not only relevant to your audience but also optimized for search engines, increasing your chances of ranking higher in SERPs.

Search Intent and Keyword Research

Search intent is a critical factor in keyword research. It refers to the reason behind a user’s search query and what they hope to achieve by searching for a particular keyword. Understanding search intent can help businesses create content that meets the needs of their target audience and increases the chances of conversion.

For example, if a user searches for “best Italian restaurants in New York,” their search intent is likely to find a list of top-rated Italian restaurants in New York, rather than to learn about Italian cuisine in general. By recognizing this intent, you can create content that directly addresses the user’s needs, such as a curated list of the best Italian restaurants in New York, complete with reviews and recommendations. This not only satisfies the user’s search intent but also positions your content as a valuable resource, increasing the likelihood of engagement and conversion.

Prioritizing Low-Hanging Fruit

Prioritizing low-hanging fruit is a keyword research strategy that involves targeting keywords that are less competitive and easier to rank for. This can be an effective way for small businesses or new websites to get started with SEO and drive some initial traffic to their site.

By targeting long-tail keywords or specific phrases with lower search volumes, businesses can increase their chances of ranking higher in search engine results and driving more targeted traffic to their site. For instance, instead of targeting the highly competitive keyword “shoes,” a small online store might focus on “eco-friendly running shoes for women.” This specific keyword is likely to have less competition and attract a more targeted audience, making it easier to achieve higher rankings and drive relevant traffic.

Setting Keyword Goals and Objectives

Setting keyword goals and objectives is an essential step in any keyword research strategy. It helps businesses define what they want to achieve with their keyword research and how they will measure success.

For example, a business may set a goal to increase their website traffic by 20% in the next six months by targeting specific keywords related to their products or services. By setting clear goals and objectives, businesses can create a focused keyword strategy that drives real results and helps them achieve their online marketing goals. This might involve tracking metrics such as search volume, ranking positions, and conversion rates to ensure that the chosen keywords are effectively contributing to the overall SEO strategy.

Check our other blog to find out more!

Technical SEO

Keyword Researching

Link Building

Keyword Research SEO

Keyword research is the cornerstone of your SEO efforts.It offers valuable insights into your target audience by revealing what they’re searching for. Incorporating informational keywords is crucial as they improve user experience and increase website authority. Additionally, generating keyword ideas through tools like Google Keyword Planner and KeywordTool.io can significantly enhance your keyword research strategy. Without aligning your content with popular search queries, your website won’t attract traffic from Google. This underscores the importance of conducting thorough keyword research.

What are keywords?

They are the words and phrases people enter into search engines.

What is keyword research?

Keyword research assists in addressing inquiries such as:

What topics are individuals searching for?
How many people are seeking this information?
In what format do they prefer to receive this information?

Effective keyword research involves identifying both primary and secondary keywords to ensure each page focuses on a specific keyword while also utilizing related secondary keywords to enhance visibility and improve search rankings. Additionally, understanding different types of keywords—particularly informational, transactional, and navigational keywords—is crucial in crafting a comprehensive SEO strategy.
In keyword research, there are various types of search terms, often referred to by different names but essentially the same. They include head terms, body keywords, and long-tail keywords.

Importance of Keyword Research

Keyword research is a crucial step in any search engine optimization (SEO) strategy. It helps businesses understand what their target audience is searching for and how to create content that meets their needs. By conducting thorough keyword research, businesses can identify the most relevant and high-traffic keywords related to their products or services, and optimize their website and content accordingly. This can lead to increased visibility, traffic, and conversions.

Imagine you own a small bakery. Through keyword research, you discover that many people in your area are searching for “gluten-free cupcakes.” By creating content around this specific keyword and optimizing your website, you can attract these potential customers to your bakery. This targeted approach not only drives more traffic to your site but also increases the likelihood of conversions, as you are meeting a specific need of your audience.

What are head terms?

Head terms, also known as fat head keywords, typically consist of single words with high search volume and competition, like "marketing" or "insurance."

Search volume indicates how frequently a keyword is searched in a search engine each month. This term is commonly discussed in the SEO field, particularly in the context of keyword research.

What are body keywords?

Body keywords, also known as chunky middle keywords, are 2-3 word phrases with moderate search volume and slightly more specificity compared to head terms. Examples include "marketing automation" and "car insurance." These keywords typically face less competition than head terms.

What are long tail keywords?

Long tail keywords are specific phrases with lower search volume but also less competition. They constitute the majority of online searches. Contrary to common belief, “long tail” refers to the demand curve, not the length of the search query.

Long tail queries consist of numerous specific variations seeking related information. Due to their lower search volume, these phrases are typically easier to rank for compared to the highly competitive head terms.

Incorporating related keywords can further enhance SEO by broadening reach and improving article quality, aligning content more closely with audience interests and search intent.Example of long tail keywords:“How to clean a fish tank”“When to clean a fish tank”“Best fish tank cleaning products”“How often to clean a fish tank”Your keyword strategy should combine long tail and body keywords, influenced by head terms. When a head term has significant search volume, its associated long tail and body keywords likely have sufficient volume to warrant content creation. While these keywords are less competitive to rank for, collectively they can generate traffic comparable to ranking for the head term. Additionally, incorporating secondary keywords can drive organic traffic and improve content relevance, enhancing your overall keyword strategy.

Long tail queries consist of numerous specific variations seeking related information. Due to their lower search volume, these phrases are typically easier to rank for compared to the highly competitive head terms.

Example of long tail keywords:

"How to clean a fish tank"
"When to clean a fish tank"
"Best fish tank cleaning products"
"How often to clean a fish tank"

Your keyword strategy should combine long tail and body keywords, influenced by head terms. When a head term has significant search volume, its associated long tail and body keywords likely have sufficient volume to warrant content creation. While these keywords are less competitive to rank for, collectively they can generate traffic comparable to ranking for the head term.

Why Are Topics Clusters Important?

Over the past few years, content marketing has undergone significant transformations due to changes in the search landscape and shifts in how people find and engage with online content. However, despite these changes, many marketers continue to face familiar challenges that have persisted for 5 to 10 years. They struggle to measure the ROI of their content, find it difficult to rank high on Google for target keywords despite creating valuable content, and often wonder what to do after conducting keyword research.

Firstly, it's important to understand that simply creating more content won't necessarily improve your website's visibility on Google. In fact, adding content to an outdated site architecture can actually hinder Google's ability to find and rank your content effectively. This is a situation most marketers want to avoid. The solution to these challenges goes beyond the quantity of content your business produces each week or month; the real issue lies in how content strategies are developed and organised.

SEO is constantly evolving, and it's crucial for marketers to adapt to these changes.

In today's digitally driven world, millions of people search for content every minute, while millions of pieces of content are published online simultaneously. This makes it increasingly challenging for search engines like Google to deliver the most relevant and authoritative content to users.

To stay relevant and useful, Google has rolled out several algorithm changes over the past few years. One significant update was the "Hummingbird" algorithm in 2013. This update prioritised understanding phrases rather than just individual search terms, marking a shift towards topic-focused search.

In 2015, Google introduced another significant update called RankBrain. This is an artificial intelligence system that uses machine learning to understand search queries better. By analysing past search history and identifying similar themes, RankBrain can provide more context-driven search results, even for queries that don't contain exact keywords.

Amidst all these changes, there's a silver lining: opportunities to connect with your ideal audience. It's a crucial aspect of successful content creation in today's digital landscape. Many overlook the fact that content isn't just for search engines. After all, search engines don't fill out forms or share content on social media—humans do. To create content that truly converts visitors into leads and customers, it's essential to prioritise a positive user experience that caters to both the searcher and the search engine, not just one or the other.

Pillar Pages

Here's the solution: Develop focused clusters of relevant content, each delving deep into a specific topic. These clusters should all point back to a central hub, called a pillar page.

A pillar page, also known as a content pillar or power page, serves as a comprehensive resource on a specific topic and is connected to a cluster of related content. This model, called the topic cluster model, reorganises a website's content into clusters of related pages that link back to a central pillar page. Each pillar page offers an in-depth overview of its topic.

By linking all related internal content to a pillar page, search engines like Google can easily navigate and understand the semantic relationship between the pages. This structured linking signals to search engines the depth and breadth of the content, enhancing the pillar page's authority on the topic and potentially boosting its search rankings, including with algorithms like Google's RankBrain.

Whether you're new to content creation or already underway, it's essential to outline the topics your business wants to be known for and establish authority around them. Then, organise your site architecture accordingly to support these topics. This strategic approach can enhance your online presence and visibility.

Pillar Page Examples:

Ranking for keywords & How to do Keyword Research

There isn't a one-size-fits-all approach to ranking for keywords and conduction keyword research. The steps outlined here are just one method, influenced by our practices at ClimbSEO. Other companies might choose to adjust the order of these steps or prioritise different metrics based on their specific goals and priorities.

Step 1: Get to know your customers and what they aim to achieve.

This is key to having success with your content strategy.

Not every piece of content needs to be ranking for keywords that are high search volume. Even if a keyword has low monthly search volume, it's still worth considering if it's important for your audience. Sometimes, topics or subtopics may be crucial for your customers to understand, regardless of search volume. Remember, search volume reflects industry demand, but by creating quality content, you can also generate your own demand and increase search volume as your business grows.

Over 92% of keywords receive ten or fewer monthly searches. So, it's essential not to solely focus on ranking for keywords with high search volumes. While you should aim for some search volume, it might be lower than you expect.

What matters most is that the topic aligns with your customers' interests and needs. When creating content, consider your buyer personas with SEO in mind. What are your target customers searching for online? A buyer persona is a semi-fictional profile of your ideal customer based on real data and educated speculation about demographics, behaviours, motivations, and goals. If you've already developed your buyer personas, revisit them in the context of SEO.

Step 2: Decide which topics you want to be known for.

Begin by identifying topics that people search for that are relevant to your business. Make a list of these important topics based on your understanding of your business. For instance, if you're in the marketing industry, a relevant topic could be "inbound marketing." If you're a wedding planner, a related topic might be "budget weddings." You may have multiple topics related to your business, and that's okay. However, avoid feeling overwhelmed by trying to cover all of them simultaneously. Instead, prioritise which topics to focus on by researching what people are searching for.

Step 3: Discover the terms that people are searching for online.

Begin with the broad topic, then delve deeper. Here’s how to uncover what terms people are searching for: After pinpointing your topics, narrow down and identify keywords within those categories. Your topics serve as foundational words; then, utilize your preferred keyword research tool to uncover queries that are associated with or relevant to those foundational words. Identifying the primary keyword is crucial as it helps improve your ranking on search engines and forms the basis of your keyword strategy.

To further enhance your keyword research, consider using the SEMrush Keyword Magic Tool or ClimbSEO keyword research which is slightly cheaper. This comprehensive resource helps uncover a wide variety of keyword ideas based on a primary keyword, offering various filtering options such as search volume and difficulty to optimize organic traffic and enhance your keyword strategy.

As an illustration, let’s consider the topic “skateboard.” Keywords associated with this topic might include “skateboard wheels,” “best skate shoes,” “nearby skateparks,” and similar phrases. This list isn’t exhaustive; it’s merely a brainstorm of terms you believe your prospective customers might search for in a specific topic domain.

Keyword research tools

"Searches related to" and auto-suggestions in Google provide a straightforward starting point. Additionally, tools like Climb Keyword Researcher, Google Keyword Planner, and Answer the Public are recommended for more in-depth keyword research.

Keyword research extensions

Install Chrome extensions such as Keyword Surfer and Keywords Everywhere to receive keyword suggestions while browsing Google.

Step 4: Take note of search volume and competition.

Use your preferred keyword research tool to assess the monthly search volume and competition for each keyword you’re considering targeting as part of your SEO keyword strategy. Understanding search intent and user needs is crucial in this process. There’s no universal rule about the ideal search volume for a keyword, as it varies significantly across industries. However, it’s generally not beneficial to invest time and effort into keywords with zero search volume. Additionally, if you’re a small business competing for search terms dominated by large, authoritative companies, it may not be worthwhile either. Instead, prioritise keywords that offer the best return on investment based on your unique circumstances and your website’s authority level.

Make sure you're matching the type of content already ranking.

For instance, if the top-ranking results for your keyword are lists, your content should also take the form of a list since that's what users prefer. Maintain a similar format to what's currently ranking on the first page for that search term, but inject your unique perspective. Enhance your content by including extra details not found elsewhere, incorporating a video, expanding your list to cover more ground, or offering additional value in some other way. This approach will distinguish your content from competitors and improve your chances of standing out.

Check for trending keywords

Check Google Trends to track whether the search volume for your chosen keyword is trending up or down. As your SEO strategy expands, another effective method to broaden your keyword research is by conducting competitive analyses. This involves identifying the keywords your competitors are ranking for that you're not. Many keyword research tools like ClimbSEO offer features specifically designed for this purpose. Additionally, you can manually conduct Google searches for these keywords in an incognito browser window to see which websites are ranking for them. This approach helps ensure that the keywords you discover resonate with your audience: the more competitors ranking for these keywords, the more relevant they are likely to be.

Step 5: Group your keywords into topic clusters

Topic clusters are a method of structuring your content for both users and search engines.

You can also utilise free mind-mapping software or traditional pen and paper. Take the list of keywords you've gathered and group them into clusters based on related topics. Consider their search volume, type, and trend. Remember, each page should target only one keyword or phrase.

Step 6: Decide which topic cluster to prioritise first in your content strategy.

This choice hinges on your objectives and the search intent behind your selected keywords. Not all keywords carry the same search intent. Some may stem from users in the early stages of their buying journey, while others indicate further progression along that path.

What is the buyer's journey?

The buyer's journey, which involves the active research process leading to a purchase, consists of three stages. This journey significantly influences the keywords people use when searching

For instance, ranking for keywords beginning with "what is" often indicate that searchers are at the initial stage of learning about a topic. This type of content aligns well with the Awareness stage of the buyer's journey and serves as a valuable pillar page supporting related content. For instance, if you own a fish pet shop, a suitable keyword for an Awareness stage pillar page could be "What Is a Good Beginner Pet Fish?"

In contrast, keywords containing "how to" suggest that searchers are seeking solutions to a problem, possibly in the Consideration or Decision stage of the buyer's journey. For instance, in our fish shop example, you might create a page titled "How To Get Started With Pet Fish." As these searchers are likely further along in their buyer's journey, you could include a call-to-action on the page, such as buying the top 10 essentials to get started or booking a consultation.

Understanding the buyer's journey stage of your keywords is crucial. It helps prioritise which keywords to target initially and predicts the traffic or conversions they might generate. For businesses in emerging industries or starting out, focusing on creating Awareness stage content first can establish a strong foundation of expertise for future content development.

Now that your keywords are organised and prioritised, it's time to begin creating or repurposing content. This is where keyword research intersects with content marketing

Search Engines and Keyword Research

Search engines like Google, Bing, and Yahoo play a significant role in keyword research. They provide insights into what people are searching for and how to optimize content to rank higher in search engine results pages (SERPs). By understanding how search engines work and what they look for in content, businesses can create keyword strategies that drive real results.

For instance, Google’s Keyword Planner tool can help businesses identify relevant keywords and get an idea of their search volume and competition. By analyzing this data, you can determine which keywords are worth targeting and how to structure your content to meet search engine criteria. This strategic approach ensures that your content is not only relevant to your audience but also optimized for search engines, increasing your chances of ranking higher in SERPs.

Search Intent and Keyword Research

Search intent is a critical factor in keyword research. It refers to the reason behind a user’s search query and what they hope to achieve by searching for a particular keyword. Understanding search intent can help businesses create content that meets the needs of their target audience and increases the chances of conversion.

For example, if a user searches for “best Italian restaurants in New York,” their search intent is likely to find a list of top-rated Italian restaurants in New York, rather than to learn about Italian cuisine in general. By recognizing this intent, you can create content that directly addresses the user’s needs, such as a curated list of the best Italian restaurants in New York, complete with reviews and recommendations. This not only satisfies the user’s search intent but also positions your content as a valuable resource, increasing the likelihood of engagement and conversion.

Prioritizing Low-Hanging Fruit

Prioritizing low-hanging fruit is a keyword research strategy that involves targeting keywords that are less competitive and easier to rank for. This can be an effective way for small businesses or new websites to get started with SEO and drive some initial traffic to their site.

By targeting long-tail keywords or specific phrases with lower search volumes, businesses can increase their chances of ranking higher in search engine results and driving more targeted traffic to their site. For instance, instead of targeting the highly competitive keyword “shoes,” a small online store might focus on “eco-friendly running shoes for women.” This specific keyword is likely to have less competition and attract a more targeted audience, making it easier to achieve higher rankings and drive relevant traffic.

Setting Keyword Goals and Objectives

Setting keyword goals and objectives is an essential step in any keyword research strategy. It helps businesses define what they want to achieve with their keyword research and how they will measure success.

For example, a business may set a goal to increase their website traffic by 20% in the next six months by targeting specific keywords related to their products or services. By setting clear goals and objectives, businesses can create a focused keyword strategy that drives real results and helps them achieve their online marketing goals. This might involve tracking metrics such as search volume, ranking positions, and conversion rates to ensure that the chosen keywords are effectively contributing to the overall SEO strategy.