Why key word research and rank tracking isn’t about being no.1

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
7 min read

Track keyword optimization data that truly matters

We all know the drill. To get probably the most searched keywords, do our far better rank high and pay SEO consultants for reaching the position #1. Well, this isn’t necessarily the worst possible approach. However, in today’s SEO, it doesn’t work that much unless you’re a large corporation and count expenses on seo in thousands.

So so what can you do to choose the “right” keywords, optimize our website for them and track their positions? I’ll offer you some tricks & tips ways to get the very best of both keyword optimization and rank tracking and I’ll demonstrate a good example in a brief research study.

Keyword research

Before we start tracking our positions, we have to do key word research and optimize our website for selected keywords. There’s an endless amount of key word research guides so let’s miss the very basics and discuss the very best practices:

  • It’s not (only) about search volumes
  • Keyword difficulty is really a game changer
  • SERP analysis helps a lot

When it involves keyword research, we have to find a perfect mix of search volume and keyword difficulty (how hard would be to contend with others utilizing the same keyword). Many keyword tools include this feature. Remember that they all may have their very own data sources and calculation of metrics. That’s why it’s vitally important to utilize tools with accurate data and keyword difficulty score reflecting probably the most relevant keyword optimization factors.

long-tail-keywords-vs-fat-head-keywords

So what’s the perfect combination?

There’s nothing beats the “ideal combination” that could work for most of us. It’s always unique in line with the niche itself, competitors and our very own SEO skills. Which is where we start discussing long tail keywords.

Why must i miss the most searched keywords and choose long tails?

Yes, long tail keywords reach lower search volumes, sometimes suprisingly low. We count them in hundreds as well as tens. But their keyword difficulty is normally lower, they will have higher conversion rate and you can find thousands we are able to rank in serach engines for.

Despite probably the most search terms have become attractive, they represent no more than 10-15% of most searches around the world. Nearly all searches are long tail queries, it’s about 70%.

long-tail-keywords-keyword-research

The mistake you need to avoid

Many businesses desire to rank for probably the most searched keywords so that they waste lots of energy in it rather than building their way from underneath and reap the benefits of many specific keywords. And what’s the very best part concerning this? Our site may already rank in serach engines for many long tail keywords we didn’t find out about. That means plenty of high-quality traffic. Why not to benefit from these? ROI will undoubtedly be higher and that’s what most of us value.

What’s more, building our way up through the use of long tails implies that over time we may have the ability to miss the longest terms while still ranking for them because of our relevancy. In this manner, we’ll begin using keywords with higher search volumes. But think wisely! It doesn’t mean to simply delete long tails and use fat head keywords. It’s a variety of many SEO factors, not merely keywords.

SERP analysis

The analysis of search results is a good way to move keyword research to a different level. It proves the relevancy of the keyword and our capability to compete with sites in the highest positions. I recommend using keyword tools with integrated SERP analysis.

keyword-research-google-serp-analysis

Rank tracking of the entire progress

Rank tracking can be an old SEO term. There are several great tools out there for this. Nowadays, some SEO specialists say rank tracking isn’t important at all therefore it’s a waste of time. I have to trust them in the event if we focus only on rankings.

However, if we analyze the entire progress, rank tracking can suddenly change the overall game of measuring the organic traffic potential of keywords we rank in serach engines for. To get this done, a rank tracking tool must include aggregated metrics calculating the initial share of organic traffic predicated on keywords, their updated positions and search volumes.

Many SEOs and digital marketers care no more than the positions rather than their real value. I am aware that because analyzing ranks one at a time is time-consuming and a little useless! I wouldn’t take action either.

If you head to your client or boss and offer them with a written report saying they rank on the best positions, they’re happy. The case is closed! But think about you inform them these high-ranking keywords don’t donate to organic traffic that much so their overall prospect of dominating Google SERP isn’t high?

How to track the entire progress basics:

  • Use tools offering aggregated metrics and indexes of one’s organic traffic potential
  • Don’t waste your time and effort by analyzing ranks one by one
  • Daily data updates are crucial

Case study

Let’s check out the US website and an example of keywords they rank in serach engines for. I’ve picked both long tails and short keyphrases with various search volumes. I assume “human rights” is among the most relevant keywords the web site. During writing this short article, the web site ranked on 6th position. It lost 4 positions when compared to last 1 month time frame.

rank-tracking-overall-progress-keywords

So what would we tell your client in line with the chart above? Something similar to: “Well, whenever we have a look at this 6 keywords we are able to note that 3 of these improved their positions and 3 of these dropped. Generally, you rank on high positions, 2 keywords are #2.”

Great but there’s no information regarding probably the most valuable change. The effect on organic traffic. What’s behind these changes? What do they mean?

When we consider the table below, we immediately discover the answers. You can find exactly the same 6 keywords but from the different viewpoint. Despite there’s the same amount of keywords which positions increased and dropped, the organic traffic potential (Est. visits column) decreased significantly.

rank-tracking-overall-progress-organic-traffic-change

So think about the report now? “Dear client, 3 keywords improved their rankings and 3 dropped. However, the keyword “human rights”, which dropped from 2nd to 6th position moderately decreased the estimated organic visits.”

It’s not about positions, it’s concerning the organic traffic. Though 10 keywords enhance their rankings, a drop of 1 keyword simultaneously could possibly be the game changer.

Now whenever we know very well what happened, we have to have the ability to measure the overall progress of tracked keywords. Absolute values are excellent but relative metrics bring instant and clear to see information. That’s why indexes are popular. Once more, rank trackers offer their very own options for displaying the info. They’re usually on a scale from 0 to 100. One of these may be the “Dominance Index” which we are able to explain the way the keyword “human rights” changed our relative organic traffic share.

rank-tracking-overall-progress-organic-traffic-index

As we are able to see, the index dropped once the “human rights” lost its position. Other keywords changed their positions through the analyzed time frame however the one with the best search volume didn’t. That’s why the index decreased by 66,40%.

The displayed data is extracted from SERPWatcher. Remember that actual keyword positions can vary greatly in one tool to some other. That is totally natural because they fetch and process the info in various ways. In addition we won’t probably find one same metric in two different tools.

Conclusion

To conclude, stick to these pointers to boost your key word research and rank tracking efforts to be certain you’re tracking data that counts:

  • Don’t waste your time and effort by optimizing for probably the most searched keywords when you can win with long tail keywords and rank in serach engines for others at exactly the same time
  • Analyze the keyword difficulty and SERP of every keyword you intend to optimize for
  • Track the entire progress of keyword positions and their effect on the organic traffic rather than analyzing ranks one by one
  • Focus on generating quality organic traffic rather than the highest rankings

Focusing on keyword optimization and tracking its effect on the organic traffic will direct one to well-thought SEO decisions.

I hope you enjoyed scanning this article and learned something not used to enhance your keyword optimization skills.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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