Google has always kept marketers on their toes with the constant updates in algorithm they keep rolling out every once in a while. But keyword research has always stayed the same. The most basic rule to follow while researching for keywords is to remember to make a big list of all the important and most relevant topics based around your business. The easiest way to carry out such a feat would be to slip into a buyer persona. This would enable you to think from a consumer perspective and you would be able to deduce what kind of search terms they might be looking for online.
Then move onto topic buckets that you have already identified. It is time to identify which of the keywords fall inside those buckets. The keyword phrases which one might feel are significant to rank high in the SERPs. For example if one of the topics buckets is social media management,
Then the subsequent ones would include:
What is social media management?
Top social media management tools
Social media management reporting formats
What is Facebook marketing?
Go in for search terms that are related to research. Next, try to keep a healthy mix of short and long-tail keywords for each of the buckets. Make sure you understand how each of your competitors is ranking for the similar keywords. Use Google Adwords tool Keyword Planner for the same. It provides you with the traffic -estimates, search volumes and bid price for all your keywords. However, the upgrade from Keyword tool to Keyword Planner has stripped it of some really interesting functionality. The gap can be fulfilled by extracting the information out of Keyword Planner while simultaneously using Google Trends. Hubspot has several interesting templates for SEO.
The Page Optimization for SEO depends on its On-page and Off-page SEO which in turn again depends on a number of parameters.
The On page metric for SEO: Domain name SEO, File name SEO, Title SEO, Meta-Tags SEO, Header Tag SEO, Anchor Text SEO, Image Tag SEO, Footer SEO, Keyword Density, HTML code optimization.
The Off-page metric for SEO: Directory Submission, Social Bookmarking, Blog Commenting, Article Submissions, Forum postings, Local business listings, PR submissions, Search Engine Submission, Social Networking.
Off-page basically is a term for a practice used to create increasing backlinks to your respective site. Furthermore, link-building activity can be of two types, inbound and outbound links.
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NAPs or (Name, Address and Phone number) authentication is critical for any business to rank properly in local organic search results. Search engines take such for increased web visibility and online ranking leverage. Cross reference to all your NAP increases your brand value by several notches and also builds on the dependability factor of the search engines which then ranks it high above. NAP consistency is therefore extremely significant while trying for higher local rankings.
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