Every SEO campaign starts with keyword research. Without it, SEO campaigns are doomed to fail. SEO is only successful when the content created for your site answers the questions that people are searching to answer. Keyword research will help you understand what your audience wants and needs to know about your products or services so you can produce highly relevant content that will rank higher on search engine results pages (SERPs). If you are looking to make your website SEO-friendly, it is important that you know what keywords people are using to find content like yours. If you already have a blog post up on the topic, but don’t feel it’s getting enough traffic or ranking well in search engines, then it might be time for some SEO tweaks. This article discusses how keyword research helps create high-quality SEO content and why every SEO campaign should start with this step.
B2B Marketing News: Influencer Marketing Use Rises, How B2B Marketers Use ABM, Google’s New Core Update, & US Ad Market Grows
B2B Marketers Are Using A Variety of ABM Content Delivery Approaches
Some 73 percent of B2B marketing executives are currently using an agency partner in their account-based-marketing (ABM) strategy, or are planning to use one, while 91 percent have said that they use email for ABM campaign delivery — two of several statistics of interest to digital marketers contained in recently-released survey data. MarketingCharts
Google Drops The Deadline For Mobile-First Indexing
Google has shifted to an open timeline for websites to implement the search giant’s mobile-first initiative, replacing a former deadline that had been moved up since this March, allowing site owners additional time to thoroughly apply the mobile-first structure, Google recently announced. Search Engine Roundtable
U.S. Ad Market Expands 8% In October, Seventh Consecutive Month Of Growth
While still expanding, the U.S. advertising market’s rate of growth has slowed, with digital categories performing the best, while overall expansion has continued for seven consecutive months, according to newly-released index report data. MediaPost
Half of top websites fail to meet Google’s user experience requirements
Around 50% of the top 100 most visible websites on Google.com still fail to deliver a ‘good’ page experience on desktop as defined in the search engine’s Core Web Vitals update which finished rolling out in August 2021.
And 44% of the top 100 websites fail on mobile, according to research by research from Searchmetrics.
As of October, Walmart.com, Target.com and Tripadvisor.com as well as social sites such as Facebook.com, Instagram.com and Pinterest.com were among the major brands that are still unable to meet all three minimum thresholds for good website performance and usability set out under Core Web Vitals according to the analysis. And fashion and travel are the worst performing verticals.
The data comes from the newly launched Core Web Vitals Monitor section on the Searchmetrics website. Updated every month, this provides an analysis of the Core Web Vitals performance of the top 100 most visible domains on Google.com (Google US), with monthly benchmarks for eight key industry segments (B2B, Dictionary/Reference, Electronics, Fashion, Finance, Healthcare, Media/News and Travel).
What are Core Web Vitals?
Google’s Core Web Vitals benchmarks help website owners assess real-world web user experience in three areas: how quickly the content on a page loads; its interactivity (the time taken to respond to a visitor’s first interaction, such as clicking on a button or a link); and its visual stability (does the layout or content jump around). These three measures are officially known as First Contentful Paint (FCP), First Input Delay (FID) and Cumulative Layout Shift (CLS) respectively. In the Core Web Vitals update they were combined with other existing signals which Google uses to measure the quality of the page experience meaning they now have an influence on Google rankings.
B2B Keyword Research Done Right With Practical Examples
The Challenges Of B2B Keyword Research
Keyword research for B2B can be tricky. A few common challenges include:
Targeting The Right Audience
You need to know the decision-makers in the company vs. the people actually using your product or service.
The executives might have different needs and questions than the marketing manager using the software after it is purchased.
You need to be clear on the different target audiences and their search behaviors since each has unique needs.
The more senior your target audience, the more important your expertise in their area.
Here are a few questions to inspire your research:
- What type of business are you targeting? What team size? Country? Industries?
- What type of role are you targeting within these businesses? Executives or implementors?
- What are the challenges of the decision-makers? What are they trying to achieve?
- Who are the main competitors?
7 Insights To Improve Your Content Marketing SEO in 2022
1. Market insights
Understanding your market in detail can help you better identify the ranking and traffic potential of content assets. Keyword research is essential granular activity here as it helps determine the terms and phrases used by customers to find content, products, and services like yours.
2. Searcher intent
Map your existing content to your customers’ journey. See the gaps in your coverage. Maybe you’re doing a great job producing top-of-funnel awareness and informational content but don’t have content that answers commercial or transactional intent queries. (Or maybe that resource exists but isn’t ranking well and could use another round of optimization.)
3. Search types
If you find 85% of your blog traffic finds your content through a mobile device, for example, you should seriously prioritize providing a quality mobile page experience. The impact of rank-contributing factors like page speed, external links, technical elements, and on-page factors vary by industry.
How to Use Keyword Clustering to Seamlessly Optimize Your SEO Content
1) Cluster alongside SERP analysis
While conducting SERP analysis, the first thing to determine is the content vertical — what’s ranking for your desired keyword? Is it generally home pages, product pages, service pages, collection/category pages, or articles? Whatever it is, that’s the type of content you need to create. If Google SERPs present eight articles and two product pages, then it’s most likely that your site will rank with an article. If it’s ranking product pages and you’re not selling anything, then no matter how relevant it seems, this keyword is not for you.
2) Use keyword clustering to discover new content opportunities
Another tactic for discovering what content to create, as well as new content opportunities, is through the SERP features and the prioritization of them.
Check for features and formatting such as featured snippets, video, images, knowledge panels and “people also ask” (PAA). PAA is especially useful; it’s a trove of questions, many of which can be answered within your content. Other questions may need a new article or page altogether, so you can start building out your content architecture and forming your internal linking strategy.
3) Choose the most appropriate keyword for the content (then use internal linking, naturally)
Keyword clustering presents you with opportunities you may have otherwise overlooked. If you pull together multiple keywords that all sit within one article or web page, you can determine the best angle to write in order to suit your focus keyword and your online presence.
How To Prioritize Content Audit Findings & Take Action
1. Bucket Content By Subfolder/Theme
The first step during any content audit is to categorize the pages on our site by either the subfolder they exist in or by a theme.
The subfolder route might be the easiest way to do this since they are already in the proper URL structure.
We could also start to categorize the content by business line, product, campaign, or consumer intent.
2. Bucket Content By Performance (Good, Moderate, & Underperforming)
One of the main ways we should be prioritizing and bucketing out content is by performance.
We have a ton of data to absorb. But we need to start assigning scores to our content in order to understand what we should be doing with this content.
Typically, once we aggregate all data sources in a primary document, the next step is to find the averages from the performance data (traffic, keyword rankings, internal links, conversions, etc.).
3. Bucket Content Based On Actionable Next Steps (Do Nothing, Re-Optimize, Consolidate)
We’ve already broken the content into different score ranges based on performance so now we have to assign what we should do with it.
We need to evangelize SEO to our content teams and let them know what specific action we want them to take based on the SEO data.
The content that we feel is in “Good” performance and we are happy with because it ranks for a lot of keywords or converts well, we should do nothing with.
10 Advanced SEO Tips & Techniques You Need To Know
1. Prioritize Your Mobile Site For Mobile-First Indexing
Mobile-first indexing is here.
That means that if you have a desktop and a mobile version of your site, the mobile version will be indexed and ranked preferentially to your desktop version. If that hasn’t happened to you yet, it will soon. There’s no way to “opt out.”
There’s never been a better time to build a responsive site.
If you know your audience uses mobile then it’s time to take the leap!
Do not use intrusive interstitials.
Just don’t. They’re not user-friendly, and even if Google isn’t cracking down hard on them yet, that change may soon come.
Create content with mobile in mind (without sacrificing value).
That means avoiding any formats that have trouble loading on mobile devices and preserving all the content from your desktop site that helps it rank (shorter mobile sites might be nicer aesthetically but they often won’t rank as well).
2. Optimize For Speed
For the time being, make sure your site is being vigorously optimized:
- Run regular technical site audits and fix problems.
- Follow Google’s recommendations for possible optimizations. You can get those right in the PageSpeed Insights tool.