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December 13, 2018

How to Do Keyword Research in 2019 for Maximum Search Traffic

2018 has been an interesting year for SEO with a large number of changes being made due to the implemented algorithm changes. This week, we attended a search Ahref webinar with Sam Oh, who explained how to conduct keyword research in 2019, and here is what we have learnt.

Keywords Insight

After attending the webinar this past week, we gained a lot of knowledge about the importance of keywords. It is important not to underestimate the fundamentals when it comes to keywords, however, it may be time to change up the strategy. With every site fighting for that number one spot, ranking for keywords alone is not going to be enough. Gone are the days when you could choose and exploit the keywords that your competitors are ranking highest for.   That’s why it’s time to put the use of search intent when selecting keywords into some perspective

A common misconception around keyword rankings is that there should be a limit on the number of keywords that can be targeted by one webpage. This is not the case, quite the opposite in fact. There is no limit to the number of keywords that can be ranked for as long as the content that is created does not look spammy, as this could lead to you being penalised. If the keywords are being targeted by individual pages on the site, you are more likely to experience a better result in terms of rankings.

Search Volume Vs Search Intent

One of the main elements that were covered during this webinar was the comparison between search volume and search intent. This is an interesting factor as, in past years, search volume has often lead to a higher click-through rate. However, this is now not the case. Due to the internalisation of content within Google as a platform, most questions answered are often resolved through the use of Google Quick Answers. Although this is only on average about 40% of the time depending on the queries, this can have a profound effect on the click-through rate.

Since the implementation of Google Quick Answers, the use of search volume to select keywords has been challenging, with more focus on it’s a shift to the click-through rate of this volume of traffic. Alternatively, attention has now turned to the use of search intent to locate keywords as well as create content that is fit for purpose.

What Is Search Intent?

Search intent is the way that the user interacts when typing queries into a search engine. This is a beneficial way of locating keywords as this will allow you to see what your target market could be looking for.

Search intent is split into a number of categories that also coincide with the conversion funnel for a business.

Informational – this can be queries that are looking for information such as the age of a celebrity or the weather in the local area.

Navigational – This is for queries that are going directly to a site without using the URL.

Commercial Investigation – Queries that are looking into a product or service across different websites.

Transactional – This can be anything from purchasing a product to paying for a parking ticket.

Each of these categories can help you find keywords that are right for you without having to scroll through pages and pages of the web.

Learning From Google

One of the key elements that were mentioned repeatedly through the course of the webinar was using Google to your advantage. When looking for keywords, it is important to look at the ones that are performing well as well as the content that works well to get the best possible results.

If guides are performing well for particular queries, it is important to ensure that you adapt this style of content and optimise it to ensure that you have the results that you want. Each of the categories listed above can be catered to with a specific type of content. This is crucial to ensure that you receive the results that you want in order to rank.

Content

When creating content, it is important to ensure that it is optimised as much as possible. This is so you have the right results that you need whilst targeting keywords that are beneficial for the business. This is particularly beneficial since the medic update, as this means the E-A-T rating of content has become more important. It is crucial to not only have the content optimised with keywords, but also the correct style for the best results.

3 Common Mistakes According To Sam Oh

In addition to all the amazing tips that we received from Sam Oh during the course of the webinar, he also gave insight into the common mistakes that are made by agencies that can have an effect on overall SEO.

These are:

  1. Too much focus on search volume
  2. Stick to the content that works
  3. Disregarding the importance of links

These are all common mistakes that can be easily fixed with a few simple changes. Sam mentioned that there is an importance to not focus solely on search volume and rather shift the attention to that of search intent for the best results.

Suggestions On How To Approve Rankings

There are a number of ways that you can improve your rankings when optimising, however, there was a brief suggestion of the use of guest blogging as well as unlinked mentions to help build your online presence. Although the idea of an unlinked mention is a relatively new concept when it comes to SEO, there are a number of reasons to try this technique.  The practice of finding unmentioned links is one of the many ways that you could begin to expand your high-quality links, and subsequently your rankings.

Predictions For 2019

Finally, as the year draws to a close, many agencies have begun to predict some of the crucial changes that are ahead for SEO in 2019 and this webinar was no exception. With Sam Oh suggesting that interactive content, as well as links and content refresh tasks, are all set to be a large trend in 2019. We here at Absolute Digital Media, cannot wait to see what the future holds and where SEO will take us in the upcoming year. So, where will you begin?

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Author:

Ben Austin

With a solid background in the sales and finance industry, Ben was inspired by the possibilities of SEO after propelling his own website to search engine success. With a natural flair for digital marketing and a strong work ethic, his entrepreneurial streak soon took over, leading to the birth of Absolute Digital Media.

Naturally ambitious by nature, Ben didn’t stop here, instead pushing the business to new heights, offering a wider range of services to more and more clients. He is now proud to employ a number of SEO, PPC, web design, social media, copywriting and marketing professionals and is driven by all things digital marketing. His passion and persistence have led the company to multiple awards and accolades, such as the company being awarded the prestigious ‘Best Use Of Search – Finance’ award at the UK Search Awards 2018 and announced as Digital Agency Of The Year at the 2018 Southern Business Awards. When he’s not busy leading the company on new ventures, Ben enjoys spending time with his wife and children.


Email b.austin@absolute.digital

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