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How to Identify High-Converting SEO Keywords
- 1. How to Identify High-Converting SEO Keywords for your Website WITH Kristine Pratt Director of Content SEARCH SESSIONS Fernando Angulo Senior Market Research Manager Maja Teagle SEO Manager
- 2. Agenda 1 2 3 4 Q&A Introductions Optimization of Existing Content Keyword Research & Topic Analysis 5 Competitive Analysis
- 3. About Semrush is a leading online visibility management SaaS platform that enables businesses globally to run search engine optimization, pay-per-click, content, social media and competitive research campaigns and get measurable results from online marketing. Semrush offers insights and solutions for companies to build, manage, and measure campaigns across various marketing channels. Semrush, with over 72,000 paying customers, is headquartered in Boston and has offices in Philadelphia, Dallas, Prague, St. Petersburg, Warsaw, and Limassol. Fernando has been with Semrush for 8 years and has built its all-star marketing team. Being one of the most recognized faces of the brand, Fernando is speaking at 50 top conferences worldwide each year. Fernando specializes in B2B search marketing, e-commerce, influence marketing and trained marketing teams of companies such as Expedia, T-mobile, Henry Schein and Bing. http://linkedin.com/in/fernandoangulo Marketers Helped Worldwide Marketing Tools Available About Fernando Angulo Senior Market Research Manager ~7 Million 48
- 4. “We offer affordable SEO specifically for small to medium-sized businesses. By supporting these businesses, we (and you) are supporting the backbone of economies all around the world.” 78,000+ Keywords On Page 1 Of Google In 2020 30,000 Full-service Customers 17 Countries 2.3 Million Keyword Rankings Tracked Per Month 9 Languages 86% Of Our Customers Get On The 1st Page Of Google Within 6 Months The Global Leader in SMB SEO Gavan Thorpe, Boostability CEO Full-Service SEO Reporting Content Writing Website Design & Build
- 5. How to Identify High Converting Keywords for your Website
- 6. 6 INTRO When dealing with content, you realize that there is a multitude of ways to get new content opportunities. Start by optimizing the content that you already have, but also by performing a keyword research in order to get new ideas, and finally by analyzing your competitors’ content and keyword profile.
- 7. Agenda ● Optimization of existing content ● Keyword research & Topic analysis ● Competitive analysis
- 9. 9 Recommended workflow 1. Find SERP Features opportunities 2. Optimize target pages for specific keywords 3. Audit your content to identify your page’s weaknesses
- 10. 10 Discover content opportunities by identifying SERP Features not linking to your domain Optimize your content for SERP Features in order to improve your CTR Organic Research
- 11. 11 Optimize content for Featured Snippets & People Also Ask Featured snippets extract content from the page that answers the query in the most specific way Research: How to optimize for FS? PAA is needed when a user conducts a search that either is not specific enough to identify their true intent Research: How to maximize PAA SEO opportunities? Organic Research
- 12. 12 Configure On-Page SEO Checker to get optimization ideas for your target pages Optimize your target pages for selected keywords in a specific location On-Page SEO Checker
- 13. 13 Review your content ideas & follow our advice to improve your pages Review your optimization list to improve your SEO strategy, SERP features, content, semantic & backlinks On-Page SEO Checker
- 14. 14 Run Content Audit to identify weaknesses in your content Content Audit helps you to find pages that need your attention Use Content Sets to easily identify pages that could be better optimized Content Audit
- 15. 15 Connect your Google Search Console to analyze articles’ performance Pairing Content Audit with your Google Search Console accounts will ensure that you are getting the most complete and up to date data for your articles Easily export your URLs’ performance Content Audit
- 16. 16 Review your article’s content and collaborate with members of your team Review your article’s content and its performance, set tasks and collaborate with your team’s members Content Audit
- 17. 17 Optimization of existing content ● Find SERP Features opportunities for your domain with the help of the Organic Research ● Configure On-Page SEO Checker to get optimization ideas for your target pages ● Run Content Audit to audit your existing content and see what content should be improved
- 19. 19 Recommended workflow 1. Identify the audience interests for your topic 2. Analyze your users’ problematics 3. Find cost-effective topics & cost-effective keywords linked to that topic
- 20. 20 Identify the most researched topics for your keyword Analyze audience interest by topic Sort keywords by volume and analyze the most popular semantic groups. Keyword Magic Tool
- 21. 21 Find cost-effective keywords by combining keyword difficulty & volume Find cost-effective keywords Use volume & keyword difficulty filters to find keywords with a high volume and a low keyword difficulty Keyword Magic Tool
- 22. 22 Unlock a brand new source of targeted traffic with the help of related keywords Find variation of your seed keyword Related keywords help you to expand the breadth of your web content coverage for your niche topics Keyword Magic Tool
- 23. 23 Consider most popular Questions for content creation & optimization Consider Questions filter to get questions people type in Google Use Questions to deliver interesting content to your audience, it’s an easy way to find content ideas that matches your audience interest Keyword Magic Tool
- 24. 24 Find questions that trigger Featured Snippets & People Also Ask SERP Features Find questions that trigger SERP Features Adapt your content to the questions to get a higher chance ending up in a Featured Snippet or PAA Keyword Magic Tool
- 25. 25 Identify topic ideas for a specific location Find cost-effective content ideas for your location Discover the most popular headlines, questions and related searches linked to your topic Topic Research
- 26. 26 Prioritize topics to find out the most effective ones Prioritize your topics Filter by topic efficiency to find cost-effective topics & make sure to keep an eye on trendy topics Topic Research
- 27. 27 Keyword research & Topic analysis ● Analyze the audience interest for your topic or product with Keyword Magic tool ● Unlock a brand new source of targeted traffic with the help of related keywords ● Analyse the problems around your topic or product with Keyword Magic tool ● Find cost-effective content ideas for your location based on popular or trendy topics
- 29. 29 Recommended workflow 1. Run a keyword SWOT analysis for up to 5 keyword profiles 2. Analyze the Search Engine Result Page to easily build your website’s core semantic 3. Discover competitors’ best performing content
- 30. 30 Run a keyword SWOT analysis for up to 5 keyword profiles Build your website’s semantic core by comparing up to 5 keyword profiles Keyword Gap
- 31. 31 Check missing keywords that show a content potential for your domain Find keywords your domain is not ranking for but your competitor is to get new content ideas Keyword Gap
- 32. 32 Find competitors ranking for a keyword of your industry Find out who’s ranking for your keywords in a specific location Example for “industrial automation” Keyword Overview
- 33. 33 Analyze the keywords of your competitor’s pages to easily get ideas to build your core semantic Competitors’ product pages can be a gold mine to find keywords to build your page’s core semantic Keyword Research
- 34. 34 Discover your competitors’ best performing content Our Pages report helps you to find the best performing organic pages of your competitors Organic Research
- 35. 35 Analyze your competitors’ best performing content by category Filter with keywords to find you competitor’s most popular pages by category Organic Research
- 36. 36 Competitive analysis ● Conduct a keyword SWOT analysis by comparing competitors’ keyword profiles with yours ● Analyze the SERP with Keyword Overview to easily build your website’s core semantic ● Keep an eye on your competitors’ best performing content with Organic Research
- 37. Consumers are driving the conversation, and they want to make educated choices without intrusive ads - which they do not trust.
- 38. Get in Featured Snippets & People Also Ask for the informational queries
- 39. Cheat Sheet
- 40. Part of PAAs beginning with words below:
- 41. They Measure Brand Impact + 587 Featured Snippets gained with SEMrush. CITEZENSBANK.COM
- 42. They Measure Brand Impact + 12.1K Featured Snippets gained with SEMrush. BANKBAZAAR.COM
- 43. What is + (Brand, Service, Product Name) How to use + (Brand, Service, Product Name) Where is +(Brand, Service, Product Name) Have the basic already working for your users. Using Paragraphs, Lists and Table
- 45. “I wrote and wrote brilliant content that was original but nobody seemed to want to read it.”
- 46. Text length for Featured Snippets and voice search answers is nearly the same for every device: around 42 words in average
- 47. Conclusion 47 How to Identify High-Converting SEO Keywords for your Website By optimizing existing content By performing a keyword research By analyzing competitors SERP Features opportunities with Organic Research Ideas optimization with On-Page SEO Checker Audit of your existing content with Content Audit Cost-effective keywords & users’ problematics with Keyword Magic Tool Cost-effective topics with Topic Research Keyword opportunities with Keyword Gap Core semantic with Keyword Overview Competitors’ best performing content with Organic Research
- 48. Thank You! Reach out if you have questions! SEMrush.com f.angulo@semrush.com Fernando Angulo
- 49. Promo Code for a two-week PRO account with Semrush! BOOSTABILITY-ODDR3CRW https://www.semrush.com/signup/promo/?promo=BOOSTABILITY-ODDR3CRW
- 50. Kristine Pratt Director of Content Fernando Angulo Senior Market Research Manager Maja Teagle SEO Manager Questions? We’re here to help!
- 51. Need help with your SEO? Reach out to us! Visit boostability.com or call 8002611537 RSVP / Watch: boostability.com/search-sessions/