Competitor Research Archives - Bruce Clay, Inc.

SEO Content Rules To Live By

Bruce Clay — Tue, 29 Aug 2023 16:18:01 +0000

Life has a lot of lessons to offer. And so does your content. If you want to improve your content and have a more productive SEO strategy, here are five rules to live by:

ABO: always be optimizing
Know what your readers want or be irrelevant
Know what your competitors are up to so you can maintain your edge
Always make each and every webpage quality
Aim for a good balance of quality and quantity

FAQ: How can I create an effective SEO content strategy that improves search engine rankings and drives organic traffic?

1. ABO: Always Be Optimizing

Content without optimization is like peanut butter without jelly. Sure, you can eat a peanut butter sandwich without jelly, but why would you?

Just like jelly gives peanut butter that finishing touch, optimizing your webpages puts the final touches on your content.

You can have the most incredible content in the world, but if your page is too slow to load or you have duplicate meta data, your content performance can fall short.

To make sure the content will perform for you, there is a lot to consider outside the words you’ve written or the video you’ve created.

That’s why optimized content and webpages are a cornerstone of SEO.

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2. Know What Your Readers Want or Be Irrelevant

Many people have asked, “Who am I?” at some point in their lives. When it comes to SEO content, however, you want to ask: Who are they?

In other words, do you know who reads your content? Do you know the unique challenges they face, their deepest desires, and what matters most to them? If not, then your content may fail to strike a chord.

Make a better connection with your audience by defining who they are. This is where creating audience personas can be key. Then, map your content topics to each persona.

Keyword research can be a great complement to this exercise. It will show you the types of queries your target audience uses when they look for what you have to offer.

Take those keywords and marry them with your personas. You’ll then have the foundation for content that can reach them at the moment they need it with what they need.

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3. Know What Your Competitors Are Up to So You Can Maintain Your Edge

All those research studies that come out telling you that content performs better if it is X, Y and Z is much too generic to follow.

In SEO, beating your competition is the name of the game. And you can’t beat your competition without first studying them.

And that means knowing who shows up on Page 1 of the search results for your target keywords and analyzing their webpages.

How are they presenting the topic and how can you stand out? What is the average length of the articles for the top-ranked webpages? What about the sweet spot for the meta data?

If you rely on general benchmarks, you will never truly embrace the uniqueness of your own SEO content strategy.

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4. Always Make Each and Every Webpage Quality

Any job worth doing in life is worth doing well. And when it comes to your SEO content, don’t skimp.

Quality content contributes to so many key aspects of SEO. Remember that experience, expertise, authority and trust are all factors in how Google assesses content and website quality.

This is important because you want to be able to compete in the search results. And demonstrating E-E-A-T can make your webpages more relevant to Google for a given search.

And don’t forget: If you have quality content, people will want to read and share it, which can help you earn links correctly.

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5. Aim for a Good Balance of Quality and Quantity

Over the years, the SEO perspective on content has changed.

At one point, it was that cranking out as much content as possible was the thing. Then Google stepped in and put its foot down; there were just too many subpar webpages out there.

So quality became a primary focus of the search engine. SEOs took a step back, played it cautiously, and adopted a quality-over-quantity approach.

But just like you need balance in life, you need balance in your SEO content.

It is true that you always want each piece to be quality, but does that mean you only publish once every couple of weeks? It depends on how fast you want to see results.

The fact is, if you want to see your website and blog drive more traffic, publishing more frequently can do just that.

To give you a real world example, we increased blog publishing frequency on our own Bruce Clay Blog beginning in early June 2023. You’ll notice in the image below that direct traffic to our blog sharply increased during that time. Our frequency increased even more in mid-July, and so did our traffic.

HubSpot direct traffic analytics for the Bruce Clay Blog

The Journey Begins with One Step

Every SEO content strategy is unique, but we can all learn from the wisdom of years of content creation and good SEO performance. Follow these five rules on your content journey and find out for yourself how they can improve your SEO content.

Our SEO experts can help you improve your SEO content strategy. Schedule a free 1:1 consultation here.

FAQ: How can I create an effective SEO content strategy that improves search engine rankings and drives organic traffic?

To start, thoroughly research your target audience and their needs. Understanding their preferences and pain points enables you to create content that resonates deeply.

Begin by conducting thorough keyword research. Identify relevant keywords and phrases that align with your industry and audience. A mix of short-tail and long-tail keywords will provide a balanced approach. Google Keyword Planner, SEMrush and other tools can provide invaluable insight into search volume and competition.

Quality content is non-negotiable. Crafting informative, engaging and original content is essential for retaining visitors and attracting organic backlinks. Leverage your expertise to provide value and establish credibility within your niche. Regularly update your content to reflect industry trends and address emerging topics.

Strategic content organization plays a vital role. Structure your articles with clear headings, subheadings, and concise paragraphs. This not only enhances readability but also improves search engine crawlers’ understanding of your content’s hierarchy and relevance.

Harness the power of on-page SEO elements. Optimize meta titles, descriptions and headers with your target keywords. Ensure your website is responsive and loads quickly across devices. Mobile-friendliness is a key ranking factor that directly impacts user experience.

Promote your content across various channels. Utilize social media, email newsletters, and online communities to amplify your reach. Encourage social sharing and engagement to broaden your content’s visibility and foster a loyal readership.

Step-by-Step Procedure: Creating an Effective SEO Content Strategy

Research your target audience’s preferences, pain points and search behavior.
Identify a mix of short-tail and long-tail keywords using tools like Google Keyword Planner and SEMrush.
Create an editorial calendar outlining topics, keywords and publication dates.
Develop high-quality, original content that addresses your audience’s needs.
Incorporate target keywords naturally within your content while maintaining readability.
Organize your content with clear headings, subheadings and concise paragraphs.
Optimize meta titles, descriptions and headers with relevant keywords.
Ensure your website is mobile-responsive and optimized for fast loading speeds.
Implement a solid internal linking structure to guide users through related content.
Leverage high-quality images, infographics and videos to enhance user engagement.
Regularly update and refresh existing content to reflect current trends and information.
Promote your content across social media platforms and relevant online communities.
Encourage social sharing and engagement to expand your content’s reach.
Build relationships with influencers and collaborate for mutual content promotion.
Monitor your content’s performance using analytics tools to track traffic, engagement and conversions.
Continuously refine your content strategy based on data insights and user feedback.
Adapt to evolving SEO trends and algorithm changes to maintain your competitive edge.
Focus on providing value and relevance to your audience through every piece of content.
Stay patient and persistent; SEO results take time to manifest fully.
Review and adjust your strategy periodically to align with shifting market dynamics.

The post SEO Content Rules To Live By appeared first on Bruce Clay, Inc..

What is Content Optimization?

Bruce Clay — Mon, 24 Jul 2023 18:13:09 +0000

If you’ve ever worked with an SEO you’ve probably heard the phrase “optimize your content” one too many times.

In search engine optimization, you not only want to create quality content, but also make sure it’s optimized in the best way possible. This is so it has a better chance of performing in the search results.

In this article, I’ll outline what content optimization is in SEO and how to go about doing it.

I will discuss:

What is SEO content optimization?
How to do SEO content optimization
FAQ: What exactly is SEO content optimization and how can I implement it?

What Is SEO Content Optimization?

Content optimization in SEO is all about making sure the content is streamlined for both search engines and website visitors.

Generating content is the most important part of the content creation process. But there are some things that you have to consider to help your content perform better in the search results and to offer a better experience for your visitors.

In fact, not doing certain optimization practices can impede your ability to rank in the search results. One example that comes to mind is a slow webpage when compared to your competition in the search results.

Now you might not equate a slow webpage with SEO content optimization, but it’s very much a part of ensuring the webpage your content is on performs. And I’ll talk more about that next.

How To Do SEO Content Optimization

You might think that SEO content optimization involves just slapping a few keywords onto a webpage. But it’s actually more involved than that.

See, it’s not just the words on the page that need to be optimized — it’s the entire webpage (which means getting into the technical stuff). Bottom line: You cannot view content optimization as separate from other types of optimization that need to happen on the webpage.

That said, let’s look at some of the things that go into SEO content optimization. While not an exhaustive list, here are some of the many things you can and should do:

Keyword Research

Keywords are the foundation of SEO content. They tell us what our target audience is searching for and how they are searching for it when looking for what you have to offer.

But keyword research goes beyond that. It helps us better understand what our target audience wants so that we can deliver more targeted content to them, and to better compete in the search results.

Once you have done your keyword research, you can begin to create content for those keyword topics. That is the first step in optimizing SEO content.

Choosing a Content Type

Analyze the search engine results pages (SERPs) and see what type of content shows up for each of your keywords. For example, do you only see webpages? Or do you also see things like videos and featured snippets?

Take note of the SERP features that show up. This is the type of content you want to create.

On-Page Optimization

Now we get to the part of SEO content optimization that most people are familiar with — on-page optimization. This involves optimizing your content from top to bottom with SEO best practices.

Here are just a few of the things to keep in mind as you optimize your SEO content …

Competitor Research

Before you put pen to paper (or in this case, finger to keyboard) you want to be sure you are creating content that will meet or exceed your competition in the SERPs. That requires some competitor research.

Competitor research can reduce wasted efforts and give you better targets for your content. Think about it: If all the top-ranked webpages in the SERPs are 1,000 words, why would you write 2,000?

You can do competitor research the old-fashioned way by going to the SERPs (in incognito mode), typing in your keyword and then analyze the top-ranked webpages. But this takes time.

Easier yet is using SEO tools for the job. (We have one for competitor research and you can learn more about the Bruce Clay SEO WP plugin at any time.)

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Mobile-Friendly Writing

Given that 63% of traffic to search engines and 54% of traffic to websites comes from mobile devices, it only makes sense that you optimize your content with mobile readers in mind. How do you do that? Think tiny screens.

Mobile content means breaking up long chunks of content into bite-sized pieces. Paragraphs can be two sentences long (or in some cases, even one sentence).

You can use bullets and subheads to keep things organized and to guide the reader along. Think about how much effort it would take to read a long article on a phone, and adjust your formatting to make it easier for your visitors.

Read:

Page Experience Matters: The Mobile-Friendly Site

Link Targets

Most SEO content optimization will take into consideration the outbound links from the page. Outbound links are the links that you embed that go out to another page either on your website or to another website.

In either case, you want to be strategic about what you are linking to. This is especially important if you are SEO siloing to boost your content performance. And it’s also important to your link profile. You want to make sure you are linking out to quality, relevant websites.

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Keyword Optimization

In many cases, you end up naturally optimizing your content when you write — using different variations of a keyword and related keywords. But any optimization effort is about being as precise as possible and also beating the competition.

So it cannot hurt to ensure the page has the most relevant keywords showing up a reasonable number of times. There are tools you can use to help with optimizing your keywords with content, like the Bruce Clay SEO WP plugin.

Read:

How a WordPress SEO Plugin Can Help You Optimize Your Content with Keywords

Meta Data

Meta data (aka meta tags) is another area that is widely known as a standard part of SEO content optimization. You want to get this part right because your meta data is your first impression to both search engines and users.

Why? The meta data is the first bit of content the search engines encounter when crawling a webpage to understand what the page is about. And, the meta data serves as the snippet in the search results, so it’s the first thing a potential visitor sees.

For this, you want to make sure that:

The meta data is compelling
It accurately describes what the reader can expect
It stays within character count guidelines
It uses the target keywords

Read:

What Are Meta Tags?

Technical SEO

Really great content will get you pretty far in the search results. But all else equal, if a competitor for your keyword has a faster website or offers a better user experience, your website will likely not stack up in the SERPs.

What do I mean when I say “all else equal”? Search engines like Google use a variety of factors in their ranking algorithms to determine which page is the most relevant to a search. No website is going to be perfect for a query, and Google knows that.

So the search engines essentially rank the webpages by those that are closest to matching the most factors. So let’s say there are 50 ranking factors for a given query — if you have 39 of the most important and your competition has 40, who do you think will rank above whom?

So a key part of SEO content optimization is actually making your website run better. For this, you need the help of a technical SEO person and/or your web team. It’s not something that a content creator can easily tackle without the know-how.

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Follow these SEO content optimization tactics to help your content perform better in the search results.

For a more comprehensive list on optimization, check out our SEO checklist.

FAQ: What exactly is SEO content optimization and how can I implement it?

SEO content optimization stands as a pivotal strategy for achieving online success. By tailoring your content to align with search engine algorithms, you can exponentially increase your chances of appearing prominently in search results. This article guides you in understanding and implementing SEO content optimization effectively.

At its core, SEO content optimization refers to the strategic process of refining your online content to make it more attractive to search engines like Google. The goal is simple yet powerful: to rank higher in search engine results pages (SERPs) and subsequently draw more organic traffic. This process involves a harmonious blend of keyword research, quality content creation, and technical finesse.

The cornerstone of successful SEO content optimization lies in thorough keyword research. You can strategically incorporate these terms into your content by identifying relevant keywords and phrases that potential visitors might use to find content like yours. However, it’s crucial to strike a balance – keyword stuffing can result in a negative user experience and harm your ranking. Instead, aim for an effortless integration that enhances readability and value in your content.

Content creation remains essential. Search engines prioritize content that provides genuine value to users. Craft articles, blog posts, or other forms of media that not only address your audience’s needs and showcase your expertise. Engaging content encourages longer time spent on your website and reduced bounce rates, signaling to search engines that your content deserves recognition.

Technical optimization is equally vital. Ensure your website is mobile-responsive, as search engines prioritize mobile-friendly sites. Furthermore, optimize your meta titles, descriptions, and headings to reflect your content’s essence accurately. Internal linking, which connects different pages on your website, also aids navigation and boosts SEO performance.

To implement SEO content optimization successfully, embrace a holistic approach. Regularly update your content to reflect current trends and changes in your industry. Monitor your website’s performance using analytical tools to gauge the effectiveness of your optimization efforts. Stay informed about search engine algorithm updates and adapt your strategy accordingly.

Step-by-Step Procedure: Implementing SEO Content Optimization

Conduct comprehensive keyword research to identify relevant and high-traffic keywords.
Prioritize long-tail keywords that align closely with your content’s focus.
Develop high-quality, informative, and engaging content that addresses user needs.
Integrate selected keywords naturally into your content, including titles, headings, and body.
Ensure your website’s mobile responsiveness for a seamless user experience.
Optimize meta titles, descriptions, and headings to represent your content accurately.
Implement internal linking to connect relevant pages within your website.
Regularly update and refresh your content to reflect current trends and information.
Monitor your website’s performance using analytical tools like Google Analytics.
Analyze user behavior to identify areas for improvement and optimization.
Stay informed about search engine algorithm updates and adjust your strategy accordingly.
Leverage social media platforms to promote your optimized content.
Build backlinks from reputable sources to enhance your website’s authority.
Collaborate with influencers or industry experts to expand your content’s reach.
Encourage user engagement through comments, shares, and discussions.
Optimize images and multimedia elements for faster loading times.
Use schema markup to provide additional context to search engines.
Implement a consistent content posting schedule to maintain audience engagement.
Continuously track and measure the impact of your SEO content optimization efforts.
Adapt your strategy based on performance insights and evolving SEO best practices.

Following these steps will help you navigate the complex world of SEO content optimization and help drive organic traffic while creating a strong presence online. Staying current with industry trends and best practices is key for long-term SEO success.

The post What is Content Optimization? appeared first on Bruce Clay, Inc..

Competitor Research for SEO: What, Why, How

Bruce Clay — Wed, 05 Jul 2023 18:07:56 +0000

Pssst … I want to let you in on a little secret: SEO is about beating the competition, not the algorithm.

And since everybody wants to rank on Page 1 of the search results, you need to understand better who is ranking there already for the keywords you want to rank for, too, and why. Enter competitor research.

To skip this step in your SEO strategy could be disastrous. You’d be shooting in the dark, wasting effort, and likely not seeing good results. So in this article, I’ll give an overview of what competitor research is, why it’s important, and how to do it.

What is competitor research for SEO?
Why is competitor research in SEO important?
How do you do competitor research for SEO?
FAQ: How does competitor research help in understanding online rivals?

What Is Competitor Research for SEO?

Competitor research in SEO analyzes your online competitors to understand better why they are ranking in the search results so that you can meet or exceed their efforts on your own website. It’s one of the best ways to understand your business and gain valuable insights to improve your SEO strategy.

Why Is Competitor Research in SEO Important?

Depending on the search query, search engines like Google can serve millions — sometimes billions — of search results pages. But you only need to worry about winning against the results on Page 1. These are your competitors and who you should focus on.

Competitor research in SEO does a few things:

It helps you identify who your online competitors are for any given keyword (remember, competitors change from keyword to keyword).
It helps you get clarity on your own website, messaging, and brand when you see how your competitors are presenting themselves.
It helps you reverse engineer the potential factors that are helping your competitors rank so you can outdo them.

Armed with this data, you can work on your own webpages so that they are least imperfect compared to your competitors.

No one webpage will ever score perfectly on every single factor in any given algorithm that is applied to a search query by a search engine. So all webpages are imperfect.

The goal is not to get every single thing right on an SEO checklist; the goal is to get at least as much right as your competitors — and a little more.

How Do You Do Competitor Research for SEO?

There is no one right way to do competitor research, but there are many steps you can take to get a robust picture of your online competitors, including:

Assessing first the market (not the online) competition so you can highlight your strengths and reduce perceived weaknesses on your website.
Perform keyword research, so that you can later do research on who your competitors are for each keyword (and also find out what your market competitors are ranking for).
Find out which domains are ranking for any given target keyword and what their rank is on Page 1 of the search results.
Analyze competitor webpages to find out which on-page and off-page ranking factors they’ve implemented that might influence their rankings.
Dig into the competitors’ link profiles so that you can better understand their inbound links, including who is linking to them, at what rate they are acquiring links, and even if they have broken links.
Check your competitors’ sites for performance issues that might be hindering their rankings, then make sure your website is not having the same issues.
See which keywords a competitor recently lost rankings for so you can swoop up that opportunity.
Do SERP research so that you are going beyond your competitors in just the 10 blue links section of the search results.
Analyze the competition’s website architecture to see how they have structured their sites for SEO.

Competitors often change, and that is one of the reasons that websites lose rankings. So do competitor research on a scheduled basis or when needed as rankings drop.

For a complete step-by-step guide on competitor research, see: How to Do Competitor Research for SEO.

Final Thoughts

Rankings on Page 1 of the search results are up for grabs. If you go about optimizing your website and webpages the right way, you have a chance to grab them.

Step 1: Do all the SEO best practices you know of to lay the groundwork for website rankings. Then, find out what your competitors are doing for any given keyword so that you can further optimize your webpages to beat them.

We can teach you how to take your competitor research and turn it into actionable SEO tasks. SEOtraining.com gives you and your team everything you need to supercharge your SEO strategy. Sign up for membership and start training today.

FAQ: How does competitor research help in understanding online rivals?

As online business is ever more competitive, understanding your competitors is vital in order to gain an edge and remain ahead of them. One powerful tool that can provide invaluable insights is competitor research.

By studying the strategies, strengths, and weaknesses of your online rivals, you can gain a more thorough knowledge of the competitive environment and make educated decisions to expand your own business. Let’s explore how competitor research helps in understanding online rivals and how it can shape your overall business strategy.

Competitor research allows you to gain a comprehensive understanding of your online competitors. By studying their websites, social media presences, marketing campaigns, and customer acquisition tactics, you can identify strategies to attract and engage customers. Competitor research gives you valuable insights into their unique selling points, target audience profiles, and messaging strategies that you can then apply toward fine-tuning your own marketing efforts.

This process enables you to conduct a thorough market analysis. Investigate your competitors’ pricing strategies, product offerings, and customer reviews to identify gaps and opportunities within the market. With this data at hand, it can help inform product development efforts, price adjustments, and customer service improvements aimed at meeting and exceeding the expectations of your target audience.

By keeping tabs on the online activities of competitors – content creation, SEO strategies, and partnerships among others – you can gain a deeper insight into their long-term goals and direction. With this knowledge in hand, it may spark innovative ideas and strategies within your own business that help you stay one step ahead of competitors and gain an edge.

You can also gain experiential insights into industry best practices. Analyzing the successes and failures of your competitors helps you learn from their experiences and avoid common pitfalls. This knowledge can save you time, resources, and potential setbacks by adopting proven strategies while avoiding ineffective ones.

Competitor research plays a crucial role in understanding online rivals and shaping your business strategy. Utilize it to position your business for success in the competitive digital landscape.

The post Competitor Research for SEO: What, Why, How appeared first on Bruce Clay, Inc..

The 8-Step SEO Project Checklist to Get You Started on Your SEO Program

Bruce Clay — Tue, 08 Mar 2022 17:55:12 +0000

Want to get your SEO program going but not sure where to start to get the most bang for your buck? Here’s an eight-step SEO project checklist that can serve as your roadmap for SEO:

Website audit
Keyword research
Competitor research
SEO siloing
Tools setup and data analysis
Content creation
Optimization
Linking strategy
FAQ: How can competitor research enhance my SEO efforts?

1. Website Audit

Start your SEO project by taking stock of your current situation.

An SEO website audit analyzes issues hindering search engine rankings and areas needing improvement to gain more visibility in the search results and drive organic search traffic.

This is a critical first step in any SEO project. You need a baseline. And there are several ways you can go about doing an SEO audit.

SEO audits can range anywhere from simple scans that rely solely on data from an SEO tool to comprehensive audits that include expert SEO analysis in addition to data. Of course, we recommend the latter to uncover any issues that an SEO tool simply won’t be able to.

Once you have a list of things to fix, you’ll want to prioritize them from most important to least important and work on the things that will have a high impact first. An SEO expert can help you with this step.

Pay attention to the things that matter. Do things that will have an SEO impact. And do not get bogged down with things that will not really improve your site.

For more, see:

2. Keyword Research

SEO keywords are single words or short phrases that represent the search queries that people use in a search engine. Website marketers select keywords and use them to guide content creation and optimize their webpages as part of their SEO strategy.

Using keywords, you can align your website topics with what your audience is looking for. When you optimize your webpages with keywords, it helps communicate to the search engines what a webpage is about.

There has been talk for a long time about discussing concepts and themes, not just keywords. I agree with that, but I think that if your content is not obviously about what the searcher is looking for (keywords), then Google will pick a different site that is about that keyword. So the keyword is mandatory, and first among equals goes to those establishing themselves as experts on that topic and theme.

All of these efforts can improve the chances that a search engine will find a webpage relevant to a particular query.

For more, see:

3. Competitor Research

When it comes to SEO, you always want to beat the competition, not the algorithm. So knowing what your competitors are up to is a great way to improve your own SEO strategies.

To do this, you want to assess both your market competition and your online competition, which can be two very different sets of businesses.

You’ll need access to the right tools to be able to understand things like:

Who is ranking for your target keywords?
What sort of on-page and off-page SEO tactics are they using?
What factors are potentially helping them rank well?

The concept is to be “least imperfect” — do what the competition does right but just better, and don’t do what they do wrong. Nobody is perfect — we can be better and win by being less imperfect than the competition.

For more, see:

4. SEO Siloing

We invented siloing in 2002. There have been many articles and tutorials competitors have written over the years to the point that hierarchical navigation and theme structures are pretty much the standard for SEO. So I am amazed at how many still get it wrong.

SEO siloing structures a website’s content and connects navigation in a way that helps your website become more relevant for organic search results and easier for website visitors to navigate.

The concept lines up with Google’s Webmaster Guidelines advice to:

“Make a site with a clear hierarchy aligned by words users would type and with pages containing a reasonable number of text links that point to the important parts of your site.”

To do this, you use your products and services along with your keyword research to structure the navigation and content on your website.

This practice can drive real SEO results by concentrating and linking together your focused content that matches the common query. It will almost always result in more visibility in the search results, more traffic, and more revenue.

For more, see:

5. Tools Setup and Data Analysis

SEO tools help you quickly discover data that will matter to your SEO program. This data can offer important information about how your website is performing in the long run and where it can improve.

There is no shortage of tools out there, and the tools you select should fit your need. Here, I am talking about the tools that will help you monitor the website as you execute your SEO strategy.

As the above John Mueller quote shows, the average tool offers broad-brush results that seldom make much difference. You should always improve your site, but first, focus on what drives traffic. If a million people each get the same recommendation, then that recommendation will eventually be of little help.

You need access to Google Analytics and Google Search Console as a baseline. These two free SEO tools give a ton of data on user behavior and site performance.

For more, see:

6. Content Creation

Websites need a lot of quality content to compete in organic search results. And depending on the competition, some websites need more than others.

The content you create will be guided by the research you’ve done (keyword, competitor, etc.) as well as the site structure (SEO siloing) you’ve laid out and quality best practices.

Don’t skimp on this step because quality content is one of Google’s top ranking factors.

I want to emphasize that there are three content projects in any SEO project: new content, rewritten content, and revised content. New content is great for expanding your themes and keeping up with industry news and changes. BUT if you never refresh content through spot revisions or occasional rewrites, then your site is viewed as out of date and less expert. Read this as a warning: maintain your existing content, or your old site loses expertise and rankings.

For more, see:

7. Optimization

“Optimization” is a broad word. It encompasses a lot of things you can do to improve the performance of an individual webpage or the website as a whole.

Here, you will consider things like on-page optimization tactics that include:

Your content: its quality, its length, how it compares to the competition, and more
Keyword optimization
Meta info and heading tags
Structured data
Image optimization

… and technical SEO factors such as:

Page code
Site speed
Mobile friendliness
Sitemaps
Server maintenance

Of course, this is an abbreviated list. And the work you do here will be ongoing.

For more, see:

8. Linking Strategy

Okay — this is an area full of emotional marketing hype. An entire sub-industry exists that promises rankings simply by getting links at any cost. And Google is fighting it. Google wants the No. 1 result to be an expert, authoritative and trusted site, not a site that spent a ton on link building.

And people selling link projects do not want you to know:

One of the first things that should be identified is whether a website is potentially being penalized for spammy link practices. This is something that can be uncovered in the website audit. If there are issues here, those need to be addressed first.

Your linking strategy includes a website’s internal linking, inbound links, and outbound links, and absolutely not just inbound backlinks. Each of these areas should be taken seriously as you build a quality and relevant link profile for a website.

We developed link pruning as a methodology for removing bad links. You may also want to do that because removing bad links is often far easier than gaining great ones.

From there, you want to get a bird’s eye overview of your website’s link profile and assess your links for quality. Then, you need to start thinking about how you will attract quality, relevant links. Finally, you will continuously monitor the link profile to make sure it remains sound.

For more, see:

Following this eight-step SEO project checklist will give you a good roadmap for your SEO program, no matter where you are in your SEO journey.

Need help with your website specifically? Contact us today for a free consultation to discuss customized services to meet the needs of your SEO project.

FAQ: How can competitor research enhance my SEO efforts?

Mastering SEO is essential for online success. One often overlooked yet highly effective strategy to boost your SEO efforts is competitor research. By delving into what your rivals are doing, you gain a wealth of knowledge that can significantly enhance your SEO strategy.

Competitor research is more than just watching the competition; it’s about dissecting their successes and identifying gaps to improve your approach. You can uncover hidden opportunities and refine your tactics by analyzing their keyword targeting, content strategies, and backlink profiles.

One key benefit of competitor research is gaining insights into high-performing keywords that may have been overlooked. You can expand your keyword list and capture untapped search volumes by identifying keywords driving traffic to your competitor’s sites. This strategic advantage can lead to increased organic traffic and improved search rankings.

Furthermore, competitor research allows you to assess your industry’s content landscape. By understanding the type of content that resonates with your audience and performs well in search results, you can create more targeted and engaging content that attracts and retains visitors. This boosts your SEO efforts and enhances user experience and engagement.

Backlinks play a crucial role in SEO; competitor research can unveil valuable linking opportunities. By analyzing your competitor’s backlinks, you can identify authoritative websites within your niche that you should target for link-building. Building relationships with these sites can result in quality backlinks that improve your website’s credibility and search ranking.

Transitioning smoothly from competitor research insights to actionable steps is vital. Start by compiling a list of your main competitors and use tools to analyze their keywords, content, and backlinks. Identify patterns, trends, and gaps in their strategies, and develop a plan to incorporate these findings into your SEO strategy. Regularly monitor your competitors’ activities and adjust your tactics accordingly to stay ahead.

Researching competitors is a powerful SEO strategy-improvement strategy. Leverage their insights to enhance your strategy while discovering new keywords, enriching content creation, and building quality backlinks. Embrace competitor research as a cornerstone of your SEO strategy, and watch your website’s search engine rankings soar.

Step-by-Step Procedure: How to Leverage Competitor Research for Enhanced SEO

Identify Main Competitors: Compile a list of your top competitors in your industry or niche.
Keyword Analysis: Use keyword research tools to identify keywords your competitors are targeting.
Content Evaluation: Analyze your competitors’ content to identify popular topics and formats.
Backlink Assessment: Examine your competitors’ backlink profiles to identify authoritative sources.
Gap Analysis: Identify gaps and opportunities in your competitors’ strategies.
Keyword Expansion: Incorporate high-performing keywords from competitors into your list.
Content Enhancement: Create valuable, targeted content based on insights from competitor content.
Link-Building Strategy: Develop a plan to acquire backlinks from authoritative sources.
Monitoring Tools: Utilize tools to monitor competitors’ activities and strategy changes.
Regular Updates: Adjust your SEO strategy based on ongoing competitor research.
On-Page Optimization: Implement on-page SEO techniques inspired by competitor analysis.
User Experience Enhancement: Improve user engagement by adapting successful content formats.
Backlink Outreach: Reach out to authoritative websites for potential link-building collaborations.
Content Promotion: Promote your optimized content across various channels.
Performance Tracking: Monitor changes in your search rankings, organic traffic, and backlinks.
Continuous Improvement: Iteratively refine your SEO strategy based on competitor insights.
Trend Identification: Stay updated on emerging trends and shifts in your industry.
Collaborative Learning: Engage with your team to brainstorm and implement insights.
Adaptation: Be flexible and adapt your strategy based on evolving competitor landscapes.
Regular Reviews: Conduct periodic reviews of your competitor research and strategy adjustments.

The post The 8-Step SEO Project Checklist to Get You Started on Your SEO Program appeared first on Bruce Clay, Inc..

Competitive Research – Who’s Your SEO Competition?

import-role — Wed, 13 Mar 2019 03:52:11 +0000

SEO Guide Step 2

Identify the top-ranked websites for your keywords
Know your true competitors
FAQ: How do I choose keywords that attract potential buyers and not just casual visitors?

Identify the Top-Ranked Websites for Your Keywords

Identify your potential competitors: start by finding the websites currently ranking for the keywords in your keyword list. Knowing these “keyword competitors” helps you determine whether your site belongs in the competition for that keyword.

You can think of a search engine results page (or SERP) as a competitive field. Each search query changes the opponents entirely, depending on what the search engine perceives the searcher’s intent to be. Identifying who’s competing for a particular keyword topic can tell you what the search engine is looking for and rewarding and what competitors you will need to beat.

Some keyword competitions just won’t be your near-term targets – yet.

Remember, your keyword choices influence who can find your website. So, optimize your pages for the phrases and terms that buyers, not just window shoppers, might use to find what they need.

You must select keywords that interested site visitors would search for. And then, make sure the content on your page answers their needs AND uses those keywords.

What do you hope your site visitors will do — make a purchase, sign up for your newsletter, or other? Then, figure out which queries those people will search for.

Fortunately, the search engines are trying to figure out the same thing — what people really want — for every search query.

So …

The best way to tell whether a keyword could lead to conversion on your site is to see what kinds of results the search engine delivers.

If at least some of the top 10 websites offer the same types of products, services, or information that yours does, then that’s probably a relevant keyword worth putting on your list.

Know Your True Competitors

Are all the top-ranking sites really my keyword competition?

Well, yes and no.

If you operate a campground, you might find that the Parks Service shows up a lot in related search results. Will your website ever be able to compete against this authority .gov website? Probably not for certain keywords. You probably don’t consider this government site or other high-clout sites (like Wikipedia) your direct competitors. Nevertheless, where these and other search result giants are competing for the same SERP space, they are among your keyword competition.

Still, the results reveal what kind(s) of pages search engines think are most relevant to this keyword’s perceived user intent. If ALL the top-ranking sites serve a different kind of visitor from the person you want to attract, then maybe you don’t want to compete for that keyword.

For example, say that your business designs go-kart tracks. Should you optimize for the keyword “go-kart racing”?

Looking at search results shows the answer: none of the top-ranked websites offer what your company offers. The search engine assumes that everyone searching for “go-kart racing” wants to go for a ride, so it will probably never consider your design company a relevant match.

You’d better keep doing keyword research. Look for more relevant keyword phrases whose top-ranking websites include some true competitors.

You can see how keyword research leads to competitive research, which leads to more keyword research, and so on.

Now that you know who’s your SEO competition for the important keywords, keep their URLs handy.

Next up in this SEO guide, you’ll use competitive research tools to spy on those websites and do some SEO competitive analysis.

Need more SEO tips?
See additional information on Competitive Research.

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FAQ: How do I choose keywords that attract potential buyers and not just casual visitors?

Selecting keywords that resonate with your target audience and prompt action is a nuanced process. Here, we’ll guide you through choosing keywords beyond website visits and bringing in valuable customers.

Understand Your Audience:

Begin by gaining a deep understanding of your target audience. Conduct thorough market research to identify their preferences, pain points, and search behavior. This foundational step is crucial for pinpointing keywords that resonate with potential buyers.

Competitive Analysis:

Analyze your competitors’ keyword strategies. Identify the keywords that have been effective for them in attracting buyers. Tools like SEMrush and Ahrefs can provide valuable insights into your competitors’ keyword rankings

Long-Tail Keywords:

Opt for long-tail keywords that are more specific and have lower competition. These keywords are often used by individuals closer to making a purchase decision. For example, instead of “running shoes,” consider “best trail running shoes for beginners.”

User Intent:

Consider the intent behind the search queries. Keywords with transactional or commercial intent are more likely to attract potential buyers. Focus on keywords that imply the user is looking to buy or take action, such as “buy,” “order,” or “hire.”

Keyword Tools:

Leverage keyword research tools like Google Keyword Planner, Ubersuggest, or Moz Keyword Explorer. These tools can help you identify relevant keywords, estimate search volume, and gauge competition.

Analyze Search Trends:

Monitor search trends and seasonality. Align your keyword strategy with trending topics or seasonal demands to capture potential buyers’ attention when they are actively searching.

User Experience Matters:

Ensure your website provides a seamless and user-friendly experience. A well-designed, mobile-responsive site with fast loading times can significantly impact conversion rates.

High-Quality Content:

Craft content that aligns with your chosen keywords and provides value to your audience. High-quality, informative, and engaging content attracts visitors and encourages them to take action.

A/B Testing:

Continuously refine your keyword strategy through A/B testing. Experiment with keywords, ad copies, and landing pages to determine what resonates best with potential buyers.

Conversion Tracking:

Implement robust conversion tracking tools like Google Analytics to measure the success of your chosen keywords. Adjust your strategy based on data-driven insights.

Selecting keywords that attract potential buyers requires a strategic approach that combines audience understanding, competitor analysis, and optimization techniques. Follow these steps to increase the conversion rate of your website.

Step-by-Step Procedure: How to Choose Keywords that Attract Potential Buyers

Conduct thorough audience research to understand your target market’s preferences and behaviors.
Analyze your competitors’ keyword strategies to identify effective keywords.
Focus on long-tail keywords that are specific and indicate buyer intent.
Consider the intent behind search queries and prioritize transactional keywords.
Utilize keyword research tools to identify relevant keywords and assess competition.
Stay updated on search trends and align your keywords accordingly.
Optimize your website for a seamless user experience.
Create high-quality, valuable content that aligns with your chosen keywords.
Conduct A/B testing to refine your keyword strategy.
Implement robust conversion tracking tools like Google Analytics to measure success and make data-driven adjustments.

The post Competitive Research – Who’s Your SEO Competition? appeared first on Bruce Clay, Inc..