Search Engine Optimization is changing from a keyword-driven approach to a more complex topic-driven design. The perfect example is Google’s recent re-branding of AdWords to Google Ads.
In the SEO industry, this is not new. It happened a long time ago. Backlinko conducted a study two years ago confirming this sentiment. They found out that there is little to no relationship between target keywords and organic rank in the website’s page title.
But it doesn’t mean that keywords have lost its importance to the SEO world. But there are better ways to market a website like concentrating on a topic-guided approach. SEO specialist knew that the problem with the keyword-focused campaign is that they limit the area of information hierarchy and content ideas. Traditionally, choosing the right keywords and topics is the most crucial step in reaching your intended target market. But by focusing first on topics, you can:
Discover new opportunities to create new content that can get traffic and is essential to your chosen industry.
You can rank new keywords that you didn’t find in your keyword planner. We all know that keywords are still necessary for the website and search engine users. Searchers always actively look for the exact match keywords in the content’s titles and meta description when deciding to click on a particular page. But what will happen if searchers will focus on the topics rather than the keywords? The result will depend on what the SEO specialists are optimizing.
We will provide a guide on using keywords as well as topic selection tools to improve the site’s performance using an effective marketing strategy.
The current site should be audited
The first thing you have to do is to revamp your SEO strategy. Understand your website’s strength and weakness. You might find some core service and tutorial pages and on your site that is sitting near your second page. The question is how to improve their rankings? You have to create sub-topic contents that will back to your core service and tutorial pages. You also have to make a backlink to that page and expand existing materials by making it more uncomplicated. You also have to expand the information’s amount within those websites.
You have to first evaluate the rank of your keywords in your core webpage. You can use SEMrush and incorporate it using a spreadsheet. You’ll find tons of unnecessary and random keywords that have no importance in small businesses SEO.
You have to select targeted keywords that are high volume and low competition to optimize existing content. You should also look at other vital metrics not just the keywords like Page Authority. It is to see where your opportunity exists and scale the pages using backlinks and internal links. You can learn more about your organic presence using Google Search Console and look at your monthly user volume and the number of clicks your content is receiving using organic search results.
If you want to improve user signals, all you need to do is to know the behavior of your target market the moment they click on your website. You can use Google Analytics to learn how your website’s users connect to your site. These metrics include bounce rate, time on the page, page views and conversion rate. Every one of these metrics will give you a better grasp of how your content is meeting your user’s intent and how they engage with your materials. Are they exploring your website or just passing by and leaving immediately. Google Analytics will give you a better look at how users land on your webpage and provide a behavioral chart.
Every one of your pages on the website has its purpose when you are funneling sales. You have to identify each page’s goal and set up KPIs and track it monthly. You should also evaluate the effect of your marketing campaign strategy is doing to your traffic. And lastly, you have to go back to your old posts and update everything to reflect your core services, and it will offer link backs to your parent pages.
By using a topic-driven strategy over keyword-driven approach, you can expand the reach of your marketing strategy and promote the internal pages on your site.