An SEO budget is more than a financial plan; it’s a blueprint for business growth. When done right, it gives you the clarity and confidence to invest where it matters most.

In this article, I’ll give tips on how to make every dollar count while you create a roadmap for SEO success.

Know the Key Drivers of Your SEO Budget

What’s the first step to building an effective SEO budget? Knowing what drives the costs.

You have to understand two things in SEO: 1. where you want to go (the destination) and 2. the competition. Let’s expand on this further.

Your Business Size and Ambition

The size of your business and your goals will guide how much you should invest in SEO. Here’s how to think about it:

• Larger businesses with big goals: If you want to dominate a competitive market or are aiming for global growth, you’ll need a robust budget to match. This budget will go towards things like highly technical audits, high-level consultants, high-volume content creation and advanced analytics.
• Small to midsize businesses: If you’re a smaller business, start by focusing on strategies with the highest ROI. Think local SEO, niche content or addressing technical issues. The key? Quality over quantity — consistent, well-targeted efforts can yield great results even on a smaller budget.

The Competition

What are your rivals up to? Getting a grip on their SEO schemes helps you understand how soft or aggressive you might want to go in competing with them.

SEO tools like SEOToolSet® give you important insights about your competition, like:

• Detailed information about competitor domains, including their indexed pages and inbound links.
• The SEO strategies of top-ranking pages to understand their on-page and off-page optimization tactics.
• Competitor backlink profiles to gauge the quantity and quality of their inbound links. This analysis can inform your own link-building strategies, highlighting opportunities to acquire similar high-quality links.
• The technical health of competitors’ websites, including mobile-friendliness and page speed.
• Lost rankings for certain keywords, which could present opportunities for you to target those terms.
• How competitors organize their website content and navigation.

(Check out How to Do Competitor Research for SEO for a step-by-step guide.)

Armed with information about your competitors, ask yourself: How quickly do you want to surpass them?

A larger investment can often help you create better content, build stronger authority and outperform the competition faster in SERPs. A more conservative approach can still deliver results with consistent optimization and targeted efforts over time.

But don’t forget to consider your industry:

• Low-competition industries: A smaller budget may still help you achieve meaningful visibility.
• Highly competitive markets: If you’re in a highly competitive market, “comfortable” spending might not be enough to compete.

Revenue and Industry Benchmarks

If you’re wondering exactly how much to allocate, a solid guideline is to dedicate 5% to 10% of your total revenue to marketing, with a good chunk going toward SEO.

If you’re short on budget but already running paid ads, redirecting up to 10% of that budget toward SEO can get the ball rolling.

SEO has staying power for your brand’s presence online. You can’t say the same for digital ads. If you turned off your advertising tomorrow, you’d have no residual value in the search results.

Plus, data shows that SEO trumps PPC on average conversion rates.

Align Your SEO Budget with Strategic Priorities

When you align your budget with business objectives and strike the right balance between short-term wins and long-term growth, you spend on the things that deliver the best ROI.

Set Goals To Align SEO with Your Business Objectives

SEO is much more than just a marketing tool; it’s a strategic business initiative that should be treated as a fundamental part of your business strategy. (Find out how one client of ours did this.)

See, SEO can adapt to meet your specific business objectives, whether you’re looking to launch into new markets, boost revenue or something else.

When you tie your SEO efforts to tangible business goals, you can make a case for budget and show how it impacts the bottom line.

So, before diving in, ask: What is my business trying to achieve? Whether it’s generating 20% more leads or strengthening your reputation as a thought leader, define your objectives, then plug SEO into the mix to support them.

Use Audits as Your Compass

SEO audits are like a map that highlights where you are now and the best path to your SEO goals. They pinpoint what’s working, what’s not and where you can make the most impact.

An in-depth audit examines all aspects of your website, from technical infrastructure to content strategy and backlink profile.

SEO audits help you:

• Locate and fix any crawl errors, duplicate content issues, security flaws or any other potential roadblocks to site performance.
• Keep abreast of algorithm updates and comply with SEO best practices for maximum performance on your site. That way, it can maintain or improve its search ranking.
• Evaluate how well your existing content and keyword strategies are working.
• Evaluate site speed, mobile-friendliness and overall usability to give your visitors a better experience.

In short, SEO audits provide detailed recommendations on what you need to fix and when for the best ROI. This is an indispensable tool when trying to figure out how to allocate a budget.
For more, see my article on SEO Audits and Tools: The Good, The Better and The Best.

Balance Quick Wins and Long-Term Growth

To truly make the most of your SEO budget, you’ll need to balance two types of efforts: quick wins for immediate gains and long-term strategies for sustainable growth.

Here’s how:

Quick Wins

Quick wins are actions you can take right now to see fast improvements. They’re ideal for building early momentum and paving the way for more SEO budget.

Every site is different, but one example of a quick win could be resolving crawl errors. These types of tasks may not require huge time or budget investments but can deliver meaningful results. Plus, they’re great for getting stakeholders excited about SEO.

Long-Term Strategies

While quick wins get you started, long-term strategies are what solidify your site’s authority and visibility over time. These foundational efforts build trust with both users and search engines.

This could include strategies like creating quality content. While these strategies take time to pay off, the long-term rewards are exponential.

How to Find the Right Balance

A smart SEO budget allocates resources to both short-term wins and long-term growth efforts. Here’s one way to allocate your budget:

1. Early stage: Commit 70% of your resources towards quick wins that generate momentum, leaving 30% for foundational work.
2. Growth stage: Transition into a 50/50 balance as your site stabilizes and long-term strategies take priority.

Ensuring a balanced approach means you are not only attending to immediate victories but are also making sure you are attaining success that lasts well beyond the present moment.

Manage Proactively, But Plan for the Unexpected

With constantly changing algorithms, shifting competition and emerging technologies, SEO is anything but predictable. Be prepared for the unexpected.

Smart businesses understand that flexibility must be built into their budgets to address unexpected expenses quickly and remain on track towards meeting their goals.

So, budget for the unplanned. Set aside a portion of your SEO budget for unexpected challenges. This financial cushion ensures you can pivot without putting the rest of your strategy at risk.

Then, be proactive in managing your budget. Remember: SEO isn’t a “set it and forget it” thing. Regular reviews help you fine-tune your budget so it continues to deliver results:

• Conduct quarterly reviews. Use key performance metrics to evaluate your progress quarterly. Look for patterns in what’s working and what isn’t so you can double down on successes and address weak points.
• Think proactively: Have contingency plans to deal with potential roadblocks and obstacles. For instance, think through how you’d react in case traffic suddenly dropped significantly or Google changed their algorithm suddenly.
• Reallocate budget: Based on your findings, adjust your focus and budget. For example, if a particular content strategy is performing well, consider shifting more resources toward scaling it.

This approach keeps your strategy sharp and ensures you’re always spending where you need it most.

Invest in Knowledge

Investing in ongoing education gives you the best chance at success in SEO. An informed team can anticipate potential hurdles better and take advantage of opportunities more swiftly.

Knowledge makes for a better partnership if you’re working with an SEO agency.

That’s why it pays off to allocate budget towards SEO training, webinars and conferences.

If you’re considering SEO training, learn more from these past articles:

• 7 Ways SEO Training Helps You Succeed in SEO
• How SEO Training Can Transform Your Content Strategy
• 5 Things to Know Before Choosing an SEO Training Course

Final Thoughts

An effective SEO budget goes beyond numbers; it should reflect your business priorities and long-term vision. Approach SEO as an initiative instead of a cost center and you’ll maximize its benefits.

Struggling to find the right SEO budget balance? Unsure where to even begin? Our SEO experts can help you map out a plan that drives real results without wasted spend.

Schedule your free consultation

26,000+ professionals, marketers and SEOs read the Bruce Clay Blog

Subscribe now for free to get:

• Expert SEO insights from the “Father of SEO.”
• Proven SEO strategies to optimize website performance.
• SEO advice to earn more website traffic, higher search ranking and increased revenue.

FAQ: How can I allocate resources within my SEO budget to achieve quick wins and strategic growth

Formulating and allocating an SEO budget can be daunting, yet its rewards can be immense when done successfully. A winning SEO budget balances quick wins with long-term growth goals to deliver optimal results for any organization. Here’s how to allocate resources within your budget.

Start off by conducting a detailed audit of how well your SEO is currently doing. Pay close attention to where website traffic is coming from, how keywords rank on search engines and user interactions on the site. Keep an eye out for pages needing some TLC; targeting relevant keywords might give those pages that need work an update without breaking the bank!

Establish the optimal SEO strategies that will bring back maximum returns while meeting your business goals. Making quick gains such as speeding up your site, fixing broken links or optimizing images may result in quick wins that improve user experience while remaining cost-efficient.

Utilize resources in developing and marketing outstanding content. Quality material draws organic traffic while helping establish you as an authority in your field. Aim for evergreen pieces which remain relevant over time but can also be modified as needed; this not only supports SEO efforts but also sustainable growth over time.

Use SEO tools and analytics to monitor your progress and adjust your approach. Google Analytics, SEMrush and Moz are great for pinpointing areas for improvement – keep an eye on these metrics to ensure your budget aligns with your larger goals!

Build relationships and partnerships to grow the authority and reach of your site. Team up with industry influencers or guest blogging as an effective link-building strategy – you may gain some invaluable backlinks that help boost credibility and search rankings over time. Though taking these steps requires some careful foresight, their dividends will pay dividends down the road.

Don’t forget to invest in training programs for your team so they can hone their SEO abilities and stay current with industry practices and updates. Workshops or training programs could equip them to implement effective strategies while staying informed of current practices and updates.

Local SEO should also be prioritized. This involves targeting specific markets and increasing visibility in local searches. Make sure Google My Business profile is optimized, customer reviews start coming quickly, and all business details remain consistent across platforms – this will attract local customers while supporting regional marketing strategies.

While SEO requires more time and energy to drive traffic, paid search can quickly generate results. Allocate part of your budget towards testing these campaigns before using insights gained to modify and enhance your SEO plan.

Prudent budget allocation requires finding ways to balance short-term and long-term SEO plans, by prioritizing tech fixes, top-quality content production, and ongoing education – you can both achieve immediate results as well as long-term growth.

Step-by-Step Procedure

1. Conduct an in-depth SEO audit in order to assess current performance.
2. Recognize quick win opportunities with high potential impact.
3. Prioritize SEO efforts according to your business goals and available resources.
4. Optimize technical aspects of your website in order to increase performance.
5. Craft a content strategy focused on evergreen topics of high quality.
6. Use SEO tools to track and evaluate performance metrics.
7. Engage in link building and partnership formation activities to strengthen authority.
8. Provide SEO training to team members so they can enhance their skillsets.
9. Leverage local SEO strategies to enhance market exposure and achieve results within specific target markets.
10. Establish a budget for paid search campaigns to increase traffic.
11. Assess and adapt strategies based on analytics insights continuously.
12. Assess and continuously optimize SEO initiatives to drive continuous improvements.
13. Foster relationships with industry influencers to facilitate collaboration.
14. Maintain the consistency of business information across platforms.
15. Monitor competitor activities and adjust strategies as necessary.
16. Remain informed on new SEO technologies by keeping up-to-date on SEO trends.
17. Assess the effect of SEO efforts on business outcomes.
18. Share insights and successes with key stakeholders to demonstrate value.
19. Tailor budget allocations according to performance and goals.
20. Attempt to document processes and strategies for future reference.
21. Stay informed of changes in search engine algorithms.
22. Take part in SEO communities and forums in order to exchange knowledge.
23. Solicit feedback from customers to enhance user experience.
24. Recognize and celebrate SEO achievements to build team morale.

The post How To Create an SEO Budget That Drives Results appeared first on Bruce Clay, Inc..

What’s one key to SEO success? Fulfilling audience needs in search results at exactly the moment they require them.

Understanding user intent is essential for aligning SEO strategies with what users desire.

In this article, I’ll outline the significance of user intent in SEO strategies and its potential effects on search visibility.

• What Is User Intent?
  • Types of User Intent
• How User Intent Drives SEO Success
  1. Relevance
  2. User Experience
  3. The Customer Journey
• Nailing User Intent: A Step-by-Step Approach
  1. Perform In-Depth Keyword Research
  2. Analyze the Search Landscape
  3. Leverage Behavioral Data
  4. Optimize Content for Intent
  5. Update Content Regularly
• Final Thoughts
• FAQ: How can I utilize insights from user intent data to enhance SEO performance on my website?

What Is User Intent?

The motivation, reason or goal for a search query is user intent, also known as search intent. User intent is the “why” behind the search, what the person wants to accomplish through it.

Understanding user intent is central to crafting content that resonates with visitors and increasing website rankings. Search engines such as Google are focused on ranking results that directly align with user needs.

Types of User Intent

User intent typically falls into one of these types:

• Informational intent:You’re looking for specific information about a topic, product or service. For example, “How does solar energy work?” This may be the first step in your journey as you ponder whether to buy something.
• Navigational intent: The search engine user wants to visit a specific website or find a particular brand/service. For example, “Tesla solar.”
• Commercial intent: You’re comparing products or services before making a decision, like “Tesla solar roof vs. traditional solar panels,” for instance.
• Transactional intent: You’re ready to purchase or take a specific action. Something like “buy Tesla solar panels S series.”

How User Intent Drives SEO Success

Let’s explore why understanding user intent lays the foundation for an effective SEO strategy:

1. Relevance

Simply put — content that isn’t relevant for a query won’t appear in the search results.

Google has millions upon millions of websites to choose from. Only the relevant survive Page 1 or the top of the search results.

If you figure out what your audience needs when they are using the keywords they are using in search, then you can remain relevant and have a chance to compete in the search results.

2. User Experience

Nothing satisfies users more than finding a resource that gives them exactly what they need, without having to look elsewhere. No need to go anywhere else; your content is the best resource for the query.

Put yourself in your audience’s shoes, then research what the competition is doing for that query. Armed with that information, you can create a quality resource that helps your audience complete their mission.

Plus, the better you are at providing what your audience needs with their first interaction with you, the more likely they are to stay on your site or come back.

3. The Customer Journey

Yes, SEO can align with the customer journey. Users interact with your content differently depending on their stage in the buying process:

• Awareness stage: Searching for general information.
• Consideration stage: Comparing options and weighing pros and cons.
• Decision stage: Ready to shop.

When you tailor your SEO program content to these stages, you can guide users seamlessly through their journey, ultimately driving conversions and building brand loyalty.

Nailing User Intent: A Step-by-Step Approach

Understanding user intent is an important first step in an SEO strategy. Here are some steps to consider:

1. Perform In-Depth Keyword Research

Use tools like Google Keyword Planner, SEOToolSet®, SEMrush or Ahrefs to identify the right keywords for your niche — and those that support the entire customer journey.

2. Analyze the Search Landscape

Discover the types of results appearing for your target keywords. For instance, do they mainly show informational articles, product pages, how-to guides or videos?

What questions do top-ranked pages answer? For the keyword query, “solar panel efficiency comparison,” pages may break down the efficiency metrics of leading brands.

3. Leverage Behavioral Data

How users interact with your website, and the things they care about, are useful data you’ll want to collect. Use Google Analytics and social media listening tools to get this info.

Monitor things like:

• Which pages drive the most traffic.
• How long users stay on each page.
• What actions they take (clicking, downloading, or purchasing).

4. Optimize Content for Intent

Successful content meets the specific needs of your audience, so tailor it accordingly.

For example:

• Informational intent: Write in-depth guides, FAQs, and explainer posts. For instance: “How Solar Panels Work: A Beginner’s Guide.”
• Navigational intent: Create clear, easy-to-navigate landing pages. For example: “Explore Solar Products by [Brand Name].”
• Commercial investigative intent: Create side-by-side comparisons, expert reviews or listicles. For instance: “Top 5 Solar Panel Brands Compared: Which Is Best for Your Home?”
• Transactional intent: Create landing pages for products with key information like product reviews and pricing details.

5. Update Content Regularly

Search intent evolves as industries change and trends emerge. Revisit and refresh your content so it remains relevant and aligned with current user expectations.

For example, you might update a foundational content piece each year, like “Solar Panels in 2025: What’s New and What to Know.”

Final Thoughts

As soon as your content meets the needs of each step of a search journey, it can create relevant resources that draw in traffic while improving user satisfaction and increasing conversion rates.

As search engines prioritize quality over quantity, catering to user intent will position your site as a reliable and valuable resource.

Understanding — and applying — user intent isn’t always easy. Our SEO experts can help you build a content and SEO strategy that meets your specific audience needs.

Schedule a free consultation now

26,000+ professionals, marketers and SEOs read the Bruce Clay Blog

Subscribe now for free to get:

• Expert SEO insights from the “Father of SEO.”
• Proven SEO strategies to optimize website performance.
• SEO advice to earn more website traffic, higher search ranking and increased revenue.

FAQ: How can I utilize insights from user intent data to enhance SEO performance on my website?

The integration of user intent data into SEO strategies is a transformative approach that can significantly enhance website performance. Understanding user intent involves figuring out the underlying motivations and needs behind the search queries of your audience. With this knowledge, SEOs can optimize content and make the user experience better, which in turn will generate more qualified traffic to your site.

User intent comes in four broad categories: navigational, informational, transactional and commercial intent. Understanding each of these categories helps SEOs tailor content specifically for its respective user. Publishing educational articles and optimizing product pages that make the buying easy increases engagement and conversion rates.

Many businesses struggle to provide their website users exactly what they need. This means they will go somewhere else, causing bounces rates to climb and conversion rates to fall. SEOs can avoid this issue by utilizing user intent data to publish content that meets user expectations. This will improve search engine rankings since algorithms favor content that provides value to users.

User intent-focused SEO strategies start with doing thorough keyword research. Use tools that analyze search queries to identify intent categories. Then, make a content plan using the insights you’ve gained that meets the needs across all stages of the buyer’s journey.

Another key aspect is optimizing user experience. Your website should load fast and give users a logical, intuitive navigation. This enhances user satisfaction and encourages longer visits, which are favorable for SEO. Monitor user interactions with your content through analytics tools for insight into what’s successful and what may need improvement. Refine your strategy accordingly.

Understanding your target audience is key for implementing user intent data into your SEO strategy. Try conducting surveys to get feedback about their preferences and needs. Make it a point to stay current on SEO trends.

SEO professionals can significantly elevate website performance by aligning content to meet user expectations and optimizing user experience, as this approach not only pleases users but also drives traffic and increases conversions, guaranteeing long-term success within the digital world.

Step-by-Step Procedure:

1. Conduct Keyword Research: Use SEO tools to discover keywords and their intent behind searches.
2. Categorize User Intent: Segment keywords into navigational, informational, transactional, and commercial intents.
3. Analyze Search Queries: Examine query patterns to understand user behavior and preferences.
4. Develop a Content Plan: Plan a content strategy that meets user intent.
5. Create Relevant Content: Write content tailored specifically for users.
6. Optimize for SEO: Employ meta tags, headers and alt text when optimizing for search.
7. Enhance user experience: Optimize website loading speeds and provide intuitive navigational tools for user comfort.
8. Monitor Analytics: Track user interaction and content performance.
9. Gather User Feedback: Get important insights from your users through user surveys.
10. Refine Strategy: Align your SEO plan with data insights and user feedback in order to achieve maximum effectiveness.
11. Stay Current: Keep up with SEO trends and technologies.
12. Integrate AI Tools: Use AI to enable predictive analytics and enhance content production.
13. Build Quality Links: Raise brand authority by building quality backlinks from reliable sources.
14. Connect With Audiences Through Social Media: Reach broader audiences through various social media channels.
15. Implement Schema Markup: Apply schema markup to your website HTML for improved visibility.
16. Optimize for Mobile: When building your site, ensure it’s user-friendly for mobile visitors.
17. Research Competitors: Research what your competitors are doing. Note what’s successful or what needs improvement.
18. Engage with Audience: Build community through comments, forums and social media interactions.
19. Evaluate Content Performance: Regularly assess which content types resonate most with your audience.
20. Test and Experiment: Conduct A/B testing to optimize content and user experience.
21. Leverage Local SEO: Optimize for local searches to attract nearby customers.
22. Create Video Content: Incorporate videos to engage users and enhance content diversity.
23. Make a Content Calendar: Planning and scheduling content in advance keeps content consistent and relevant.
24. Measure Success Metrics: Monitor important KPIs like traffic, engagement and conversions.

The post What Is the Importance of User Intent in Search Engine Optimization? appeared first on Bruce Clay, Inc..

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

There is no one “right way” to do keyword research.

In fact, SEO professionals usually each have their own unique way of conducting keyword research. However, the steps outlined in this article will give you plenty of avenues to explore when it comes to researching and selecting the right keywords for your SEO strategy.

We have deliberate ways of selecting keywords for two basic scenarios. This article describes the method to use when you do not have tried and true keywords.

The other scenario would be for more established websites with well-honed product information and a knowledge of what makes them money. Doing both types of keyword research sometimes makes sense.

If you’re new to the concept of keywords, I recommend you first read our article What Are Keywords and Why Are They Important to SEO?

In this article, I’ll explain how to do in-depth keyword research for SEO, including examples.

1. Know Your Website’s Theme

This may seem obvious, but a lot of websites get this wrong. The first step in keyword research is to identify the website’s theme(s).

You need to hone in on what your website is about. That’s because you want your keyword research and your content to reflect those themes accurately. This step clarifies the main topics your site should be relevant for.

For example, if you sell women’s clothing, that’s a broad theme. But narrow down the types of clothing you sell (petite, plus size, new or used, dresses, shoes, styles or other). If you do local business only, that will also affect your keyword research.

This step is all about getting clarity and focus on what you’re really about and how you want your business to be presented online.

2. Perform Basic and Advanced Keyword Research

Brainstorm an Initial List of Keywords

With a clearer picture of your business, brainstorm a list of possible words and phrases related to all the themes you created in the last step.

This is often called a “seed list.” Remember, these are potential keywords because they relate to your products, services or subject matter expertise.

Some questions that you might keep in mind as you are brainstorming keywords:

• What would I search for on a search engine if I were looking for what I have to offer?
• How does my audience describe what I have to offer? Think about the audience that doesn’t use industry jargon as well. If you are hyper-focused on jargon, and there isn’t search volume for those keywords, you may not end up with a list of many keywords to refine.
• What are the problems that my products or services solve? What would someone search for if they had those problems?

Other places to find ideas for your seed list:

• Keywords from your website’s navigation.
• Your competitor’s keywords (see how to do competitor research for SEO). These can help you do a content gap analysis.

Here, it can be helpful if you know your audience.

Not every business takes the time to build personas of their ideal customers, but it’s useful to have an understanding. Knowing the needs and desires of your target audience will help you as you brainstorm an initial list of keywords.

Similarly, you want to understand the needs and desires of internal stakeholders. They typically have a lot of ideas when it comes to the types of words and phrases they think the business should target.

You will validate these ideas later using other techniques. So don’t worry too much about trying to get the phrasing right or to match exactly how your audience might type a query into Google.

Tools and data will often help you discover the best keywords to use.

Read more about seed keywords: What Is a Seed Keyword and How Can I Use It in My Research?

Use Tools to Discover More Keywords

Now, it’s time to turn to SEO tools and data.

Take the keywords you have brainstormed and enter them into the keyword research tool(s) of your choosing. You will get data back on those words as well as suggestions for many other keywords related to those words.

Some tools to consider:

Google Ads Keyword Planner: This tool can help you discover new keywords from Google, view approximate monthly search volume for those terms and more. Note that you will get better data on keywords if you have an active ad account with Google Ads.

PreWriter.ai: PreWriter, our AI-powered content creation suite, is a great way to conduct keyword research. Simply input a keyword and a specific URL (your competitor’s webpage, for example) into the Keyword Research tool and PreWriter will give you an exhaustive list of related keywords to build your content strategy around.

Give PreWriter a try for free and see the power of the Keyword Research tool in action.

SEOToolSet®: Our Keyword Suggestions tool finds terms that are semantically related to the keywords in your seed list. For each keyword, the tool can provide search activity, three metrics to indicate competitiveness, categories and a trending chart. (See more below …)

Keyword Suggestions Tool: The free version of our SEOToolSet keyword tool will serve up 20 related words and phrases for your keyword (entered one at a time) pulled from search engine data.

Google Analytics 4: You can get some data on keywords here if you have an account. Go to Reports > Search Console > Queries.

Wordtracker: This tool can help you discover new keywords, uncover trending keywords for a niche and discover competitor keywords, too.

Semrush: Semrush allows you to discover new keywords, understand a keyword’s value, analyze competitor keywords, analyze keyword metrics in real time and discover the “not provided” keywords in your Google Analytics.

Google Search Console: Find out which search queries are generating impressions and clicks to your website in Google’s search results. Once you set up your Search Console account, you will have access to up to 1,000 queries. Under the ‘Performance’ section on the left-hand side, click Search Results. On the results page, scroll down and be sure you are on the Queries tab.

Google Trends: Some keywords are more seasonal in nature and see spikes and valleys throughout the year. If you’re in a business that is impacted by the seasons, exploring Google Trends offers some key insights around words and phrases you may already be thinking about and some you may not have. You can also spot search behavior changes, such as new terms replacing older ones. (For details, see our article on how to use Google Trends for keyword research.)

Answer the Public: This tool provides long-tail, conversational keyword phrases based on autocomplete data from the search engines for any given keyword that you input.

People also ask: Dive into Google’s search results for additional keyword research. Manually search (always in incognito mode so that the results are not as biased) for your target keywords and then look at the “People also ask” section. Consider adding those questions to your keyword list.

Related searches: Another way to get more ideas for keyword phrases is by manually searching for your keywords and scrolling down to the “Related searches” section.

Wikipedia: Search for a keyword in Wikipedia and then dive into that Wikipedia page’s table of contents to find more ideas for related terms.

Using one or more of these tools is going to give you plenty of ideas. You can export the data and start compiling the keywords and metrics in a central location (usually a spreadsheet).

Note that not all tools are going to give apples-to-apples metrics for a keyword.

Example of How to Do Keyword Research Using the SEOToolSet

Let’s get into the nitty-gritty details of how you can use our SEO tools, the SEOToolSet, to perform keyword research step-by-step.

1. Use the Keyword Suggestions Tool

The SEOToolSet’s Keyword Suggestions tool finds terms semantically related to a seed and/or keyword phrase.

The report shows search activity, click-through rate (CTR), cost per click, confidence percentage and a trending chart for each.

The confidence metric shows how prevalent the keyword was in the SEOToolSet’s sources (which consist of multiple APIs).

You can set up multiple keyword lists (such as one for each silo). From the Keyword Suggestions tool, you can add any reasonable keywords to one of your lists.

2. Run the Real-Time Ranking Monitor

The SEOToolSet Ranking Monitor allows you to see which keywords your site is ranking for with (relatively) unfiltered and unbiased ranking data across Google and Bing.

You can then assign the appropriate keywords to the right webpages and strengthen those pages by better optimizing them.

For more information, read What Is a Search Engine Ranking Report.

3. Use the Domain Ranking Report

The Domain Ranking report shows which webpages are ranking by keyword or by page. Data points include:

• The keyword.
• The activity for that keyword.
• The number of results in a Google search and Bing for that keyword.
• The average cost per click of that keyword in a PPC ad.
• The number of pages in Google and Bing that use that keyword in their Title tag.
• The rankings for each search engine selected when you ran the report.

The data you get from this report will inform your content strategy. It shows you what the best keywords are to build content around and shows you what content needs improvement.

Export to a Spreadsheet

Once in the Domain Ranking Report, you can export the data to an Excel spreadsheet.

• Click the “Export” button in the upper right-hand side of the report window, then select ‘CSV.’



• Using Excel (or a spreadsheet of your choice), sort the information so that you can look at all keywords with a $0 CPC and determine if you want to keep the keywords none of your competitors bid on.
• Using the spreadsheet, sort the information in Excel so you can see all the keywords with a “0” activity count and determine if you should delete keywords few people search for. Note that this is an approximation of traffic and should be used more as an indicator that a keyword is popular, not as an exact number. Basically, the higher the number, the more likely more people are searching for a keyword.

These steps are typically the first steps in refining the keyword list. Next, I’ll touch on more refinement techniques.

3. Refine Your Keyword List

You should have an extensive list of ideas from the previous steps. Now comes the arduous task of refining that list.

Here are four basic questions you should ask about each keyword:

1. Is this keyword relevant to the site? Right off the bat, you can go through the lists and delete any keywords that are not relevant to your business. That should take out a good chunk of keywords that you don’t need to waste any more time on.
2. Is there a page within the site that specifically talks about that keyword topic? If not, would you be willing to create a page for that keyword topic?
3. Would you expect to see your website listed in the results if you typed this keyword into a search engine?
4. Does this keyword have any search volume?

If your answer is “no” to any of these questions, then delete that keyword phrase from the spreadsheet.

Analyze Metrics

Keyword metrics are another way to determine whether a keyword is a good fit. In general, you want high ROI, CPC, KPI keywords (and then branded terms, of course).

But you also want to strike a balance between what is attainable for your website and the resources you have in order to compete for rankings.

Some data points to consider for each keyword:

• Search volume: Higher search activity means it’s a popular search term. Higher search volume might also mean there’s a lot of competition, which makes the keyword harder to rank for. Newer websites might not want to start with these terms.
• Clicks: Tools like Ahrefs’ “Keywords Explorer” can show the estimated number of clicks for your keywords.
• Cost per click: This can indicate whether PPC advertisers perceive this keyword to be a money-maker. The going CPC rate for a keyword is one measure of its competitiveness.
• Traffic potential: Again, Ahrefs’ Keywords Explorer can help you estimate traffic potential for certain keywords.
• Keyword difficulty: This is often a manual process that looks at the top-ranked pages for certain keywords and takes into account several factors. However, many keyword tools can help refine this process for you.
• Competition: If the competition seems too stiff for your website to compete with right now (for example, if multinational companies show up on page one), then you might skip the keyword. On the other hand, if your market competitors are showing up in the search results for a keyword, it’s probably a good one to keep. (Here’s how to clarify who your SEO competition is.)
• Traffic versus conversions: High-traffic keywords may bring in more traffic, but you also want to consider keywords that may drive less traffic but more conversions.
• PPC data: You can find out which keywords bring in clicks, traffic and conversions by testing them through PPC campaigns. To learn more, read our series on building and managing search campaigns.
• Rankings: If you are already ranking for certain keyword terms, you will want to evaluate those keywords. If they are relevant to your site, then keep them on the list. To find out what terms your website ranks for, check your Google Search Console data by queries. Some SEO tools, such as Semrush, can also help identify your traffic-driving keywords. Note that if you aren’t starting from scratch with keyword research, you’ll want to make this step a priority to better understand the terms you are already succeeding with.

Match to Theme

Get rid of any search terms that don’t reinforce the theme(s) of your site. This is a bit different from just getting rid of irrelevant keywords.

This step is about further refining the keywords in the categories based on the theme of your website. To better understand this concept, read SEO Siloing: What, Why, How.

Cross-Reference Personas

You might go through the lists of keywords with your personas in mind. You can get rid of those that you think don’t align with their needs and desires.

As a reminder, personas can also include internal stakeholders who will have an opinion on which keywords to target as well.

Determine Intent

As you analyze the keywords, ask yourself what intent you believe the searcher has when using this keyword.

Turn to the Google search engine to see what sort of content Google is ranking for that keyword to determine its relevance to your website.

For example, intent can be:

• Informational: These keywords are used by people seeking to learn more about the topic and who are not ready to buy just yet.
• Transactional: These keywords are used by people with the intent to purchase something.
• Branded: These keywords are related specifically to your business or brand.

As an example, if someone is trying to optimize a shopping site for a keyword phrase, and what Google is ranking are research pages with content about “what is [keyword phrase],” then it might not be the right keyword phrase or content.

Another layer might be local keywords, phrases that someone might use searching for a nearby business (think “near me”).

In all cases, you can have a mix of broader category keywords (i.e., the one- or two-word queries such as “women’s clothing”) and longer keywords that produce long-tail traffic (i.e., three or more words in a phrase such as “high heel womens designer shoes”) depending on where a searcher is on their searching journey.

You can try organizing your spreadsheet into the buckets listed above to start, and then further organize by broad versus long-tail.

An important note: Doing keyword research for things like shopping sites can be radically different than what’s outlined in this article. That involves a combination of both how people search and an evaluation of how filter/faceted navigation is set up on the site.

TOFU and BOFU Keywords

You can also organize your keywords by TOFU (top of the funnel) and BOFU (bottom of the funnel) categories.

Top-of-the-funnel keywords are usually more general topics (think “how-to” keywords) that build brand awareness and are used in educational-type resources like blog articles.

Bottom-of-the-funnel keywords typically are those that are highly specific and drive conversions. One example is searching for the “best [product name]”, which may bring up a targeted landing page.

Consider the “Zero-Click” Reality

Dig deeper to understand how certain keywords might instigate certain search results.

Google continually invents new SERP features that allow people to get answers to their queries without ever clicking through to a website. But that doesn’t mean you still can’t compete.

Google’s latest is AI Overviews, which gives an AI-generated summary of the search results for a query.

That doesn’t mean SEO is dead. Far from it. Google still relies on the content of websites to do its job. Still, SEO continuously evolves.

To learn more, read How to Adapt SEO in a Zero-Click World.

4. Assign Keywords and Optimize / Build Content

Keyword research is just the beginning of your SEO journey.

The keywords you choose will serve as a roadmap for your content, including the structure of your main webpages, your blog content and beyond (remember to keep in mind your whole-SERP SEO strategy!).

Identify “Unicorn” Webpages and Strengthen with Keywords

You can identify the webpages that rank well and are bringing in the most traffic first using tools like Google Analytics and our SEOToolSet, as I outlined earlier. Assign relevant keywords to those pages and then optimize them well.

Optimize Other Existing Webpages

Assign relevant keywords to other webpages that are already published. See how to get customized, real-time SEO advice per keyword.

Tips for Assigning Keywords to Webpages

Generally speaking, pages higher up in the site hierarchy should target the high-value keywords (“head” or “money” terms), while pages lower in the hierarchy should target long-tail keyword phrases.

The home page and top landing pages should be assigned the most important, the most competitive and the most-searched keywords, while product/content pages should be assigned long-tail keywords.

Primary and Secondary Keywords

For each page, pick one primary keyword and two or three secondary keywords.

The amount of content on the page determines how many secondary keywords are appropriate. The more content on the page, the greater variety of keywords it can be optimized for.

The secondary keywords should be related to the primary keyword. For example, if the primary keyword is “retirement communities,” then good secondary keywords might be “senior living” and “55 plus communities.”

“Nested” Keywords

Look for opportunities to use nested keywords — combining multiple head terms that share words.

For example, “Arizona retirement” and “retirement communities” both have high search volume. The term “Arizona retirement communities” has a lower search volume but contains both high-volume terms.

By optimizing for “Arizona retirement communities” you also optimize for “Arizona retirement” and “retirement communities.”

Build Content That Is Missing

Assign keywords as new topics for new webpages that you don’t yet have, like important keywords that you can’t assign to any pre-existing webpages. Make sure that you put those new webpages in the right SEO silo.

For more on developing great SEO content, see our guide to Google’s E-E-A-T, what makes a webpage quality, and crafting high-quality SEO content.

Final Thoughts

Keyword research is a lengthy and technical process. It’s worth spending the time up front to get this foundational step in your SEO strategy right.

Then, a good SEO strategy will deliver on your keyword research with quality, authoritative content to satisfy the people who are searching.

To build a solid SEO foundation, I recommend you check out our SEO Guide. This free resource starts with keyword research, then leads you through the important areas you need to know to get ranked. It’s a good idea to bookmark this page as well as the SEO Guide.

Don’t have the time or resources to conduct thorough keyword research? Let our SEO experts do the work for you.

Get your free consultation

FAQ: How can I perform effective keyword research to identify the right keywords that will improve my website’s SEO strategy?

Keyword research is an integral component of an effective SEO strategy, helping website owners uncover the most apt and impactful keywords to target. But exactly how will it benefit us? Let’s delve further into a process which leverages search behavior insights into effective content strategies.

Understanding user intent is vitally important if you wish to accurately portray what your audience is searching for through certain keywords. Tools like PreWriter.ai help you uncover popular and pertinent terms.

An evaluation of keyword difficulty and search volume using tools like the SEOToolSet® is crucial in order to create the ideal balance of high-volume keywords with manageable competition levels and those which add greater relevancy for increased chances of ranking higher in search results.

Creation of content clusters can be an efficient means of conducting keyword research. By organizing relevant information into groups of similar articles on your website, content clusters allow it to increase in authority and visibility while offering visitors relevant, organized data – perfect for both keyword optimization as well as user experience improvement!

Keyword research can be daunting due to an overwhelming volume of data and algorithm updates; but by employing professional tools and remaining up-to-date on SEO trends, these challenges can be overcome successfully.

Step-by-Step Procedure

1. Outline your SEO objectives.
2. Plan an initial brainstorm session in order to compile a list of keywords.
3. Use SEO tools like SEOToolSet, SEMRush or Ahrefs to track the rise and fall in popularity over time of particular keywords.
4. Take advantage of keyword research tools in order to efficiently collect data.
5. Analyze competitor websites to identify their top keywords.
6. Generate long-tail keywords using tools such as PreWriter.ai.
7. Assess the search volume and keyword difficulty for every potential keyword.
8. Arrange similar keywords into clusters to strengthen their organization thematically.
9. Leveraging semantic keywords and synonyms to boost content relevancy.
10. Prioritize keywords by their impact and feasibility.
11. Create a content strategy incorporating keywords related to your products/services.
12. Create high-quality and engaging content that meets user intent.
13. Optimize on-page elements including titles, meta descriptions and headers with keywords for maximum keyword usage.
14. Gain insights into keyword performance using analytics tools that track rankings and traffic levels for accurate tracking of performance metrics.
15. Based on performance data and SEO trends, make necessary modifications.
16. Stay abreast of algorithm updates to maintain competitive edge for your website.
17. When reviewing user trends when revising keyword lists.
18. Experiment with different content formats to broaden the exposure of your keyword targets, and ensure maximum impactful exposure for them.
19. Integrate internal links within content clusters to improve navigation and SEO performance.
20. Engage with your audience through comments and feedback to understand their needs.
21. Utilizing social media platforms such as X to expand and disseminate your content further will allow it to reach farther than it originally could.
22. Join forces with industry specialists or influencers to bolster your credibility and extend the scope of your reach.
23. When optimizing the technical aspects of your website, ensure it can provide optimal speed and mobile performance to maximize speed and mobile functionality as effectively as possible.
24. For maximum effectiveness and relevance, regularly review and edit your content to stay fresh.

The post How To Do Keyword Research for SEO appeared first on Bruce Clay, Inc..

But it’s also important to manage the program well. When done right, you can keep stakeholders feeling confident and team members working together on progress.

In this article, I’ll cover:

• Creating a plan
• Onboarding (for consultants)
• The launch meeting
• SEO education for stakeholders
• Being a leader
• Reporting best practices
• FAQ: How can I create and implement an effective SEO program to improve my website’s visibility and search engine rankings?

1. Creating a Plan

It was Benjamin Franklin who said, “If you fail to plan, you are planning to fail.”

The amount of work that goes into crafting a successful SEO program cannot be underestimated. The first and most important step is initial research. This is before you even create a plan.

Here are some steps to consider:

In-Depth Meeting

This is where you’ll get a basic understanding of the business and their goals, where they are at in their SEO or marketing programs and uncover any specific requirements for their SEO campaigns.

Access to Accounts

Of course, you’ll get all the logins and credentials you need to do additional research. This includes the website(s), social media accounts, analytics accounts, PPC accounts and any other relevant platforms.

Baseline Research

Doing a bit of baseline research helps to inform the initial kick-off meetings for the project and the SEO plan.

There will be much more in-depth research to come. This is simply to get a bird’s eye view so you can make recommendations on the program.

Some of the things you can do include:

• A light website audit (a more in-depth one comes later) to see how well the site is currently optimized and performing.
• Review the entire digital footprint of the brand, including social and PPC.
• Target audience research, including quantitative and qualitative research (AYTM is one service you might explore) – this serves as a basis for things like keyword research, content creation and more.

Program Recommendations

Armed with initial data, you are ready to put together a custom strategy that addresses the client’s weaknesses, supports their strengths and creates a roadmap for a thorough SEO program.

Outline overall recommendations for what to do and when including:

• Project milestones
• Deliverables
• Goals
• Key performance indicators (KPIs)
• Priorities, in order of what will move the needle most

As for what you include in your program, some elements of a good SEO program include:

• Analytics set up and configuration like GA4 and Google Search Console. Even if they are already set up, make sure these tools are optimized and working for you to get the data you need. Some businesses outsource this step to vendors that specialize in it. (For more on making the switch to GA4, see: Google Analytics 4 – What It Is and How to Get Started.)
• An in-depth site audit. This is a technical deep dive with expert analysis, not just a report run by SEO tools. You can learn more about what types of audits I believe are best in my article on SEO audits and tools.
• Keyword research. It’s a disservice to hurry this step. It takes time and wisdom to not only uncover the search queries that your target audience uses but also pinpoint the queries that are the most relevant and present the biggest opportunities now and in the future.
• Competitor research. Another big step that takes effort, competitor analysis helps in many ways to shape the SEO program further. I talk about this more in how to do competitor research for SEO.
• Content development. Every good SEO program will lead with quality content. With AI becoming more in fashion these days, it’s important to take the right approach when using these tools. In this step, you’ll present what type of content you will need to compete in the search results (by using a whole-SERP approach) and also how you will make the content helpful and “people first” as Google would say. There’s a lot to unpack here, I would start by reviewing some of my insights on Google’s March 2024 updates.
• Optimization. Present a plan for how you will optimize the site’s pages, based on the research you have conducted on the site, the competitors and priorities. Putting together an SEO checklist for types of webpages across the site can be helpful.
• Linking. A good SEO program looks at all aspects of internal, inbound and outbound links. Strategies include SEO siloing (more on that next), link-earning programs, ongoing backlink management and internal links. Check out my jam-packed guide on internal linking for SEO for more on this step.
• SEO siloing. A great website has a great structure, including its navigation and how the content is organized for users and search engines to make it more relevant. A lot of websites fail to do this step right. When done well, though, it can help create a website that performs better all around. See Five Times When SEO Siloing Can Make or Break Your Search Engine Rankings.
• Technical SEO. This is an area where many brands decide that they need some outside help. Of course, you have crawling tools that can help identify issues with the site, but getting the necessary fixes implemented can be a big hurdle. And some technical SEO projects are big, like improving mobile friendliness, site speed and other core web vitals.

A final note: It’s helpful to share anecdotes of how your recommendations have helped in the past or present case studies from similar websites and support your recommendations with Google’s advice.

2. Onboarding (for Consultants)

If you’re an in-house SEO, you can skip this section. SEO consultants: A quality onboarding process is the foundation of a good working relationship.

With it, there is clarity, and expectations are better established. This means better teamwork.

via GIPHY

Onboarding:

• Integrates clients into the consultancy and vice-versa.
• Helps the client get to know your processes and methodology.
• Establishes communication preferences and channels.
• Takes care of all the admin work, including paperwork, account setups, etc.

See my article at Search Engine Land on how to onboard the right way for more ideas on how to make onboarding an efficient process.

3. The Launch Meeting

The launch meeting is where stakeholders will come together to review the SEO strategy. This is an important meeting to set the tone and get buy-in.

Executives spend almost 23 hours a week in meetings, and 71% of them say they are unproductive and inefficient.

If you run a meeting well, people will remember.

Here are some tips on making the process go smoother:

• You want all the stakeholders to join and sometimes that can be challenging. Waiting for the right date and time to ensure everyone is there is important and ensures no one is left in the dark.
• Create the agenda ahead of time and send it to everyone with plenty of time to review it before the meeting. Specifically, ask them to review it and come armed with questions.
• Allow everyone at the meeting to introduce themselves, what they do and how they will be involved in the SEO program.
• Discuss the program recommendations in a way that everyone (including executives, IT and anyone with no clue about SEO) can understand.
• Open up the floor for questions – you will likely have already anticipated some of the big questions that come up often at the outset of any SEO program.
• Discuss how you will manage the project, including the communication channels you’ll be using and how often you’ll meet.

And for more tips, see my article on six practical ways to get buy-in for SEO. You can also catch my on-demand webinar on the same topic.

4. SEO Education for Stakeholders

Initial and ongoing SEO education for stakeholders can be a game-changer. Why? Because it helps them understand the value of your recommendations.

Research shows that continuing education fosters things like commitment and work performance, and leads to changes in attitudes, behaviors and practices.

This may be something you spearhead or offer, or perhaps you outsource your SEO training elsewhere.

(By the way, you can check out our SEO classes and our SEO training membership site if you’re curious about in-person or virtual SEO training.)

Here at our agency, we put all our clients through our SEO training so they understand SEO best practices and can have more informed conversations with us.

If outsourcing SEO training isn’t feasible, consider building SEO education into your regularly scheduled SEO program meetings, or have “lunch & learns” either in person or on Zooms where you educate on SEO best practices.

Other ways you can build SEO education into the organization include monthly or quarterly SEO news updates. The industry moves fast, and this is a way to keep stakeholders up to date.

Put together an email with relevant news and links to resources to learn more, along with your expert takeaways.

5. Being a Leader

Building your personal brand as an SEO expert requires careful attention to your interactions with stakeholders and colleagues.

Here is some food for thought:

• Make time to provide assistance and guidance for any SEO issues or questions that come up. You might set up a specific day/time during the week and/or a specific communication channel for this initiative, like a Slack channel for SEO advice.
• Set expectations of how long it takes to get back to people when they have questions outside of the regularly scheduled progress meetings.
• Work with team members to problem-solve issues together as they arise, so you can keep the project moving forward and show that you are a team player.
• Always tailor your advice based on the person’s goals, the SEO program’s goals and/or the business goals.
• Record and store everything related to the project (in an organized manner!), so that anyone can refer back to your communications as needed. People forget, and this can save you a lot of headaches.

6. Reporting Best Practices

Make sure to have regular intervals of reporting on KPIs and program progress including any wins big or small. This can help keep stakeholders energized about the program.

Some things you might include in your reporting process:

• An executive summary that summarizes key findings
• Easy-to-understand, visually appealing charts, graphs and numbers
• Data analysis with your expert insights
• Key metrics that track KPIs

Final Thoughts

Whether you’re an in-house SEO or a consultant, the key to a successful SEO program lies in crafting an approach that not only meets but exceeds expectations. Follow the steps in this article to be an SEO champion for your employer or client.

Our SEO experts can work with you to build a successful SEO program that gets real results. Contact us today for a free consultation and let’s discuss how we can help.

FAQ: How can I create and implement an effective SEO program to improve my website’s visibility and search engine rankings?

A successful SEO program ensures your website is optimized to compete in the search results. But creating and implementing one is no easy task — it requires a ton of planning, strategic execution and constant monitoring.

Let’s look at some of the key elements that make up a successful SEO program.

The Importance of SEO: First, you need to understand how SEO drives your website’s success. When done right, SEO is a driving force in your website ranking high, generating traffic and leads, and establishing your brand as a trust authority in your niche. If you’re not doing SEO, you’re losing relevance, customers and revenue. And that can ultimately spell disaster for your business.

Keyword Research: Keyword research helps you figure out what keywords and phrases your target audience are searching for. Keywords and phrases inform your strategy to make your content relevant for your audience.

On-Page Optimization: On-page optimization refers to optimizing the elements of your website that make up a webpage. These include quality content, title tags, meta descriptions, heading tags and more. The goal of on-page optimization is to make your website user and search engine friendly.

Content Optimization: Your content should be optimized so that it is high quality, engaging and relevant for your audience. The better your content, the better your chance is of ranking well.

Technical SEO: Technical SEO is the practice of optimizing the “back end” of a site so that search engines can better crawl and index the website. Aspects of technical SEO include site speed, mobile usability, XML sitemaps, structured data markup and more. Pay attention to these areas and optimize your site accordingly.

Building High-Quality Backlinks: Learn the importance of acquiring authoritative and relevant backlinks to improve your website’s credibility and rankings.

Local SEO: If you’re a local business, your SEO program must prioritize local SEO. Local SEO optimizes your website to be competitive and visible online in your area.

Monitoring and Analytics: Explore tools and methods to track your website’s performance, measure SEO success and make data-driven decisions for continuous improvement.

Incorporating these areas will help you build a successful SEO program that lays a solid foundation for improving your website’s visibility and search engine rankings.

Step-by-Step Procedure

1. Outline your objectives and goals for your SEO program. Common goals include earning more organic traffic, improving search engine ranking, increasing conversions and boosting revenue.
2. Evaluate your website’s current SEO status by auditing its technical aspects, on-page elements, content quality and backlink profile.
3. Conduct keyword research using SEO tools to identify high-potential keywords and long-tail phrases that are relevant to your audience.
4. Incorporate your target keywords into compelling title tags, meta descriptions, URLs and heading tags. Doing this accurately describes your content.
5. Develop informative and engaging content that caters to your target audience’s needs, while incorporating your target keywords organically.
6. Work to acquire high-quality backlinks authoritative websites through outreach, guest posting and partnerships. This will help establish your brand as a trusted expert.
7. Optimize your website’s loading time and ensure it is mobile responsive to provide a seamless user experience.
8. Optimize your website for local searches. You can do things like create a Google Business Profile, earn local citations and encourage customer reviews.
9. Utilize tools like Google Analytics to track your website’s organic traffic, rankings and user engagement metrics.
10. Routinely monitor and analyze your SEO performance. Look for areas that need improvement and make data-driven adjustments to improve your strategy.
11. Stay informed of the latest search engine algorithm updates. Utilize the latest best practices to adapt your SEO techniques.
12. Maintain a consistent strategy to develop high-quality content and promote it.
13. Build loyalty and brand awareness by fostering relationships with your audience through social media, email marketing and customer engagement.
14. Look for ways to collaborate with influencers or industry experts to increase exposure and boost your website’s credibility.
15. Monitor your website’s performance frequently, evaluate your SEO efforts and adjust as necessary.

By following these steps, you can create and implement an effective SEO program that drives organic traffic, improves visibility and boosts your website’s search engine rankings.

The post What Makes an SEO Program Successful? appeared first on Bruce Clay, Inc..

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Organic traffic can drive the most valuable traffic to a website.

According to Conductor, some industries see upwards of 40% of their website traffic coming from organic search.

And for some industries, like retail, the value of that traffic is estimated to be $21.8 million.



By implementing the right SEO strategy, you have the chance to nab your share of this profitable organic search traffic.

But how? I’ll outline nine ways to start and more:


1. Understand What Matters for Ranking on Google
2. Invest in Reputable SEO Training
3. Conduct Thorough Keyword Research
4. Boost the User Experience Through Technical SEO
5. Create Authoritative, High-Quality Content
6. Dive Into On-Page SEO Best Practices
7. Earn a Strong Backlink Profile
8. Continuously Monitor Performance
9. Keep Abreast of the Latest SEO Trends
• FAQ: How can I improve my website’s visibility on Google and increase organic traffic?




1. Understand What Matters for Ranking on Google

Google’s algorithm is complex, and Google constantly refines it to ensure users get the most relevant and high-quality results.

If you want to learn how to rank higher on Google, know that Google’s algorithm looks at factors such as relevance, authority and user experience to decide which pages rise to the top.

Relevance starts with understanding what the target audience is looking for when they use Google Search — the keywords they use — and creating content around those keywords that hits the mark.

It’s not just about sprinkling these words throughout your site; it’s also making sure they align with what people actually need.

Authority comes next: Google measures this in many different ways, including the content on your site and links back to your site.

User experience is another critical piece of the puzzle — think about how easily someone can navigate your site on their phone or if they have to wait for a page to load.

Finally, understand that it’s not about beating the Google algorithm. It’s about beating your competition in the search results.

So follow the principles outlined in this section, and then keep your eye on what your competition is up to — and do better.


2. Invest in Reputable SEO Training

Ever tried to assemble a complex piece of furniture without a manual? You might get close, but chances are you’ll miss out on key details.

The same goes for learning how to rank higher on Google. Without proper training, it’s easy to overlook critical elements that can boost your website’s visibility.

So finding a solid SEO course makes all the difference. Here are some tips:

• Start by looking at who’s teaching; seasoned pros with proven track records will give insights you won’t find anywhere else. For instance, our SEO training membership site is a great place to start.
• In SEO, stale information spoils good strategy. Make sure what you’re learning reflects today’s trends, and that means checking when the course material was last updated.
• Diving into reviews and testimonials also sheds light on whether a course walks its talk or simply talks big.
• Make sure the course curriculum is strong and covers everything from strategy to technical SEO, on-page optimization, content, local search and more.
• Dive into the format of the course — will it work for your needs? Do you like to watch static videos, or do you prefer to interact with a community? Maybe in-person training is more your style. These are factors to consider when choosing a course.



For more, see my article on Search Engine Land: 5 Questions to Evaluate Any SEO Training Course.


3. Conduct Thorough Keyword Research

Finding the right keywords is critical. It all starts with understanding what potential customers are searching for and how they phrase their queries.

Using the Right Keyword Research Tools

You’ll want to use tools like Google Ads Keyword Planner as a launching pad, but don’t stop there.

Dig deeper with tools like Google Trends, Ahrefs Keywords Explorer or our own SEOToolSet®, which can give you insights into search volume, keyword difficulty and even what’s working for your competitors.
Analyzing competitors’ pages can help, too. Fortunately, there are all sorts of tools that can give you insights into what your competitors are up to, so you can learn how to improve your SEO strategy.

For more, see:

• SEO Guide: Keyword Research
• 7 Keyword Suggestion and Research Tools
• How to Do Competitor Research for SEO

Choosing the Right Keywords

The goal isn’t just to find high-volume keywords; it’s about finding the right mix of terms that signal intent and align closely with your offerings.

User intent is crucial when selecting keywords because if you miss this piece of the puzzle, you could end up driving traffic that never converts.

Long-tail keywords might have lower search volumes, but they’re often more specific and carry higher conversion potentials because users who type them in are usually further along in their decision-making process.

Incorporating both broad terms that attract larger audiences and niche-specific terms targeting segments creates a balanced strategy to maximize reach and still capture qualified leads.

via GIPHY

For example, you might draw in big crowds talking about “digital marketing,” but including “small business digital marketing strategies” can direct more focused visitors towards your site.

Here are a few more tips as you choose your keywords:

• A balance between head terms (shorter) and long-tail phrases ensures you target different stages of the customer journey.
• Diversifying helps reduce risks associated with algorithm changes.
• Prioritizing relevancy over volume aids in attracting an audience likely interested in what you offer.

4. Boost the User Experience Through Technical SEO

Technical SEO can be an overlooked component of a brand’s SEO strategy, but that is a mistake. Here are three areas you want to get right …

Mobile-Friendliness

More searches happen on mobile than desktops, making mobile-friendliness non-negotiable for high rankings. Sites optimized for mobile devices and those loading swiftly often find favor in Google’s eyes because they offer better experiences for visitors.



Using Google’s Lighthouse tool lets you see if pages meet the mark for smartphone users.

If you don’t pass with flying colors, look into responsive design solutions, because this factors into how well you rank in search results.

For more, see: The Mobile-Friendly Site and tips from developers at Google.

Site Structure

A well-organized website makes it easier for both humans and search engine bots to find their way around.

SEO siloing is a technique we invented many, many years ago. Siloing structures a website’s content by grouping related webpages in hierarchical categories based on how people search.

The goal? Make a site relevant for a search query so that it has a better chance of ranking.

One benefit of siloing is making your site a subject matter expert, which can help with E-E-A-T (part of Google’s quality guidelines from its Search Quality Rater Guidelines manual).

There’s a lot that goes into this step, so I recommend reading the following articles for more:

• SEO SIloing: What, Why, How
• 5 Times When SEO Siloing Can Make or Break Your Rankings

Core Web Vitals

Core web vitals use metrics to mirror real-world user experiences, covering everything from stability during loading to interactivity.

One important piece of this is site load time. Google reports that when a site meets core web vitals thresholds, users are 24% less likely to abandon page load.

And there are all sorts of other stats about how optimizing the performance of a website helps businesses.

Core web vitals optimization can be an intensive process, so prioritize this when you feel it’s a necessity. You can see Google’s Page Experience Update: A Complete Guide for more.


5. Create Authoritative, High-Quality Content

Creating high-quality content requires more than just peppering pages with keywords — it demands substance.

That means diving deep into topics with original research or presenting familiar concepts through fresh perspectives.

via GIPHY

And, aligning content with search intent not only boosts engagement but also sends positive user experience signals back upstream to Google. Check out Ahrefs’ guide on Search Intent.

The truth is quality content requires a mix of many things, including mastery over your subject matter.

I could write many articles on this subject alone (and I have!), so I suggest you read the following for more information:

• Mastering Content Quality: The Ultimate Guide (my article on Search Engine Land)
• The Complete Guide to the Basics of E-E-A-T
• What Makes a Webpage Quality?

6. Dive Into On-Page SEO Best Practices

Simple things like meta tags, heading tags and other, seemingly small, SEO tasks can have a big impact.

For example, title tags are one of the first bits of information that the search engines encounter on a webpage to learn what it’s about. They also serve as the headline for your organic search listing, so they are the first thing searchers see as well.

In addition, the meta descriptions serve as an “elevator pitch” for your page — almost like a movie trailer, but for web pages. Then we have header tags, which bring structure and clarity to your webpage content.

But these are just a tiny sampling of all the ways you can optimize a webpage, and you can learn more on our Always Up-to-Date SEO Checklist.


7. Earn a Strong Backlink Profile

Although backlinks don’t have as much weight as they used to, you can still invest time and effort into content that is so valuable and trustworthy that other authoritative sites want to link to you.

Remember, today it’s not about quantity of links, it’s about quality. We have seen sites with fewer quality links rank higher than sites with a bunch of links that aren’t as quality.

The bottom line is that we no longer focus on link building, rather link earning. For more, see The New Link Building Manifesto: A Complete Guide to Earning Links That Count.


8. Continuously Monitor Performance

SEO is not a one-and-done initiative. SEO strategy demands flexibility and adjustment.

By keeping an eye on your site analytics, you can pinpoint what works and what doesn’t. This process isn’t just about numbers; it’s understanding the story they tell about user behavior and search engine reception.

So let’s break down which metrics should be top of mind. Start with organic traffic — it’s the lifeblood of SEO success, indicating how often users find your site via search engines. A sudden drop or spike here could signal major shifts in ranking or user interest that demand attention.

For more on this, be sure to read: 5 Things to Know When Your Site Loses Rankings.

Bounce Rate and Session Insights

Next up is bounce rate, the percentage of visitors who leave after viewing only one page. While not inherently bad (sometimes people find exactly what they need quickly), high rates might suggest content mismatching user intent or poor navigation design, leading to frustration.

Diving deeper into bounce rate gives us clues for improvement: Is it specific pages driving people away? Maybe those pages need better content alignment with targeted keywords or clearer calls to action. Or perhaps load times are dragging.

Finding patterns in session durations helps gauge if you’re hitting the mark on relevance—a long read time paired with high-quality backlinks might show Google that others value your insights too because good things get shared more often than not.

Conversions

You might be great at driving organic search traffic, but not so great at converting visitors. While the goal of SEO is to drive targeted traffic, it’s the goal of the website to convert those visitors.

Set goals for your pages, and test, test, test. With a little more effort, you can make the most of the organic traffic flowing to your site and turn that into more revenue.

For more, read: SEO and Conversions: Two Halves of a Pie.


9. Keep Abreast of the Latest SEO Trends

Staying on top of SEO trends is like trying to hit a moving target while riding a roller coaster. To truly excel in search marketing optimization, you must embrace change with open arms and an eager mind.

The first step? Make reading industry publications part of your daily routine. With Google’s algorithm updates coming faster than ever before, resources such as Search Engine Land offer invaluable insights into the latest shifts in ranking factors and user behavior patterns.

And if you haven’t already, I highly recommend subscribing to the Bruce Clay Blog.



But don’t stop there. Monthly or quarterly webinars ensure you hone in on a particular aspect of SEO, while annual conferences like SMX are goldmines for up-leveling your search engine optimization and networking with peers.

Your learning should mirror how SEO evolves: dynamically. A mix of self-education through articles, hands-on experience by testing new strategies on your site (hello trial-and-error) and professional development via online courses will all fortify your expertise so you can adapt quickly to market changes.

To thrive in this fast-paced world requires more than just keeping pace; it demands foresight and agility, too, because today’s best practices could be tomorrow’s old news.

Final Thoughts

Learning how to rank higher on Google takes time and effort.

But remember: The job of SEO is not to beat the algorithm, it is to beat your competition. To rank higher on Google, focus first on what users need. Then, look at what your competition is up to, and do as good or better than them.

To sum up:

• Remember the core principles: Relevance, authority and user experience.
• Dive into SEO training — it sharpens your strategy to push your content up the ranks.
• Invest time in technical SEO to boost performance. Quick loading times and mobile friendliness aren’t just nice to have, they’re essential.
• Create content with purpose; authoritative content wins every time. When you do this right, backlinks follow naturally — quality always trumps quantity here.
• Track your success closely because numbers don’t lie. Stay ahead of trends to keep climbing.

We’ve helped companies rank higher on Google for over 28 years — and we can help your business, too. Schedule a free 1:1 consultation today.

FAQ: How can I improve my website’s visibility on Google and increase organic traffic?

A strong online presence is essential for businesses to thrive in today’s competitive marketplace. One of the key factors in achieving this is improving your website’s visibility on Google and increasing organic traffic.

Let’s explore various strategies and techniques that will help you accomplish just that.

Optimize Your Website: Optimizing your website is the first step to boost your visibility on Google. Start by conducting keyword research to identify relevant terms and include them strategically in your website’s content, meta tags and URLs.

Create Engaging and High-Quality Content: Producing content that is both informative and engaging is vital for attracting organic traffic. Focus on creating well-researched articles, blog posts and videos that offer value to your target audience.

Leverage On-Page SEO Elements: Maximize your website’s visibility by optimizing on-page factors such as title tags, meta descriptions, header tags and alt tags. Ensure that these elements accurately reflect the content on your pages and incorporate relevant keywords.

Harness the Power of Backlinks: Building a strong backlink profile plays an important role in achieving better visibility on Google. Seek opportunities to collaborate with industry influencers and fellow websites to earn valuable backlinks.

Enhance User Experience (UX): Google values websites that provide a positive user experience. Focus on improving your site’s speed, mobile responsiveness and accessibility. This will not only satisfy search engines but also captivate your visitors.

Utilize Local SEO Strategies: If your business has a physical location, optimizing for local SEO can significantly boost your website’s visibility. Claim your business on Google My Business, optimize your listings and encourage customers to leave reviews.

Engage with Social Media: Social media platforms are powerful tools for increasing organic traffic. Share your content on relevant social channels, engage with your audience and encourage them to share your content with their networks.

Monitor and Analyze Your Performance: Regularly monitor your website’s performance using tools like Google Analytics and Search Console. This will help you identify areas for improvement and track the success of your efforts.

Implementing these strategies will effectively improve your website’s visibility on Google and increase organic traffic. Remember, search engine optimization is an ongoing process, so stay up to date with the latest trends and make necessary adjustments to continue reaping the benefits.

Step-by-Step Procedure:

1. Perform keyword research to identify relevant terms for your website.
2. Optimize your website’s content, meta tags and URLs with targeted keywords.
3. Create high-quality and engaging content that resonates with your target audience.
4. Optimize your website’s on-page elements such as title tags, header tags and alt tags.
5. Build a strong backlink profile by collaborating with influencers and relevant websites.
6. Focus on enhancing user experience by improving site speed, mobile responsiveness and accessibility.
7. Utilize local SEO strategies to boost visibility for businesses with physical locations.
8. Share your content on social media platforms and engage with your audience.
9. Continuously monitor and analyze your website’s performance using tools like Google Analytics and Search Console.
10. Stay up to date with the latest SEO trends and make constant adjustments to improve visibility and organic traffic.

The post How to Rank Higher on Google in 9 Steps appeared first on Bruce Clay, Inc..

]]> https://www.bruceclay.com/blog/how-to-rank-higher-on-google-in-9-steps/feed/ 4 https://www.bruceclay.com/blog/what-is-a-seed-keyword/ https://www.bruceclay.com/blog/what-is-a-seed-keyword/#comments Tue, 07 Nov 2023 08:25:40 +0000 https://www.bruceclay.com/?p=202765 Learn how to identify seed keywords and leverage them to improve your online visibility and content strategy.

The post What Is a Seed Keyword and How Can I Use It in My Research? appeared first on Bruce Clay, Inc..

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Keywords are the driving force in generating traffic, engaging your target audience and boosting your online visibility.

But to conduct keyword research effectively, you’ll need to identify seed keywords. Seed keywords are essential, serving as the foundation upon which your entire strategy is built.

In this article:

• Understanding Seed Keywords
• Expanding Your Keyword Universe
• Organizing and Prioritizing
• Creating High-Quality Content
• Monitoring and Adapting
• FAQ: How do you choose your seed keyword? 

Understanding Seed Keywords

A seed keyword is a fundamental term or phrase representing your research’s core topic or theme. It’s the starting point from which you branch out to discover related keywords and ideas.

For instance, if you’re in the fitness industry, “exercise routines” could be your seed keyword. When you drop your seed keywords into a keyword tool, you’ll get millions of different keyword options, both short-term and long-term.

So, how do you find the seed keywords you want to use in your content?

At times, your most powerful tool is your own intellect. To unearth seed keywords, initiate the process by compiling a roster of evident variations and synonyms related to the subject of your investigation. This step holds significance due to the operational methodology of the majority of keyword research tools.

If you have limited familiarity with the industry and require inspiration, consider examining the keywords for which related websites are achieving rankings. One of the most valuable sources of information is the Search Engine Results Page (SERP) — just enter one of your initial keyword concepts and explore the search results to find inspiration.

Compiling a list of products or services linked to your keyword can prove to be a straightforward method for discovering seed keywords. For instance, “REI” could feature items like “hiking gear, hiking backpacks, hiking apparel,” and so on.

To identify these associated products and services, simply conduct Google searches and explore niche-specific websites that offer related items. Additionally, examining navigation menus can be a valuable tool, especially for e-commerce websites with extensive product pages.

Expanding Your Keyword Universe

Once you have your seed keyword, you can expand your keyword universe. Use keyword research tools like Google Keyword Planner, SEMrush, Ahrefs, or our SEOToolSet® to discover related keywords and phrases. These tools will provide valuable data, including search volume, competition and keyword trends.

Utilize the Google Keyword Tool, and if available, tools like Wordtracker and Keyword Discovery, to broaden your initial keyword list and gain insights into the relative search volumes of all your keywords.

A word of caution: Google’s estimated monthly search volumes can be misleading, so they should mainly be used as an indication of keyword popularity. If Keyword A’s monthly search volume is 5,000 and 10,000 for Keyword B, then keyword B would likely be more popular. It would also be safe to assume that ranking highly for this particular keyword would automatically bring in 10,000 users each month; although, of course, nothing guarantees it!

For more, read:

• What Are Keywords? Why Are Keywords Important to SEO? And How Do You Do Keyword Research?

Organizing and Prioritizing

After gathering a list of potential keywords, organize and prioritize them, considering the relevance of each keyword to your content or marketing campaign.

High search volume and low competition are generally desirable as they indicate the potential for attracting a larger audience while facing less competition. However, don’t overlook long-tail keywords, which can be highly targeted and may bring in users who are more inclined to convert into customers or engage with your content.

When organizing your keywords, it’s helpful to categorize them into different thematic groups. Dividing keywords into groups serves multiple keyword objectives while maintaining a cohesive and user-friendly website structure, and it allows for a more structured approach to your content creation and marketing efforts.

Additionally, it’s wise to regularly revisit and update your keyword list, as search trends and user behavior can change over time. This ongoing keyword management ensures that your strategy remains effective and adaptable to evolving search engine algorithms and user preferences.

For more on long-tail keywords, read:

• How Can I Find Long-Tail Keywords and Why Are They Valuable?

Creating High-Quality Content

Seed keywords are not just for SEO; they should also guide your content creation. Develop high-quality content around your seed keyword and its related terms. This will not only improve your search engine rankings but also engage your audience more effectively.

Using seed keywords as an outline for your content is an excellent strategy for creating well-structured and search engine-friendly material. They represent the core concepts and themes of your topic, providing a roadmap for your content creation process. Starting with seed keywords ensures that your content remains focused and aligned with your target audience’s interests and needs.

Once you have your seed keywords, expand upon them to create a content outline. This outline can help you organize your thoughts, identify subtopics and ensure that your content covers all the essential aspects of your subject.

Each seed keyword can become a major section or heading within your content, and you can use related keywords and phrases to develop the subpoints or details. Structure your content so it is both easier to write and more readable for readers. Search engines will reward you for well-structured, organized material.

For more, read:

• 5 Steps To Help Writers Create Expert Content for SEO
• What Makes a Webpage Quality?

Monitoring and Adapting

Keyword research is an ongoing process. Regularly monitor the performance of your selected keywords and adjust your strategy accordingly. As search trends evolve, so should your approach.

Seed keywords are the foundation for your entire keyword research strategy. Start your digital marketing off right by selecting and expanding on a relevant seed keyword, then broadening it as needed to meet the needs of your target audience.

Our SEO experts can help you identify the best seed keywords for your business. Contact us today for a free consultation.

FAQ: How do you choose your seed keyword?

Choosing the right seed keyword is a critical first step in any successful keyword research process. Here are some considerations to help you select the most suitable seed keyword for your project.

Start by identifying keywords directly related to your website’s niche or the topic you want to focus on. These keywords should reflect the core themes and subject matter of your content.

For example, if you run a fitness blog, a seed keyword like “weight loss tips” is highly relevant. Consider your target audience’s interests and needs to ensure that your seed keyword aligns with their search.

Analyze the search volume and competition for your chosen seed keyword. Tools like Google Keyword Planner, Ahrefs, SEMrush, Moz, or SEOToolSet® can help you assess this data.

Aim for keywords with a healthy search volume, but be mindful of overly competitive ones, as it may be difficult to rank for them as a beginner. Finding a balance between search volume and competition is essential to ensure your efforts yield results.

Long-tail keywords are more specific and can often be easier to rank for. Once you have your seed keyword, explore long-tail variations that stem from it. These are often longer and more detailed phrases that potential visitors might use in their search queries.

For instance, if your seed keyword is “healthy recipes,” long-tail keywords like “quick healthy breakfast recipes” or “low-calorie dinner recipes” can help you capture a more targeted audience. Long-tail keywords can be a goldmine of untapped potential.

Step-by-Step Procedure:

1. Identify the core theme or topic of your research, which will serve as your seed keyword.
2. Utilize keyword research tools like Google Keyword Planner, SEMrush, Ahrefs, or SEOToolSet® to discover related keywords and phrases.
3. Analyze the data provided by these tools, including search volume and competition, to evaluate the potential of each keyword.
4. Organize your list of keywords based on relevance and potential impact on your content or marketing campaign.
5. Prioritize keywords with high search volume and low competition, but also consider long-tail keywords for targeting specific audiences.
6. Develop high-quality content centered around your seed keyword and related terms.
7. Ensure your content is optimized for SEO by including keywords naturally within the text, headings and meta tags.
8. Monitor the performance of your selected keywords using analytics tools and track changes in search trends.
9. Regularly review and adapt your keyword strategy to stay aligned with evolving search behaviors and industry trends.
10. Continuously refine your content and SEO efforts based on the insights gained from monitoring and analysis.

The post What Is a Seed Keyword and How Can I Use It in My Research? appeared first on Bruce Clay, Inc..

]]> https://www.bruceclay.com/blog/what-is-a-seed-keyword/feed/ 2 https://www.bruceclay.com/blog/search-intent-impact-keyword-research/ https://www.bruceclay.com/blog/search-intent-impact-keyword-research/#comments Mon, 06 Nov 2023 08:44:16 +0000 https://www.bruceclay.com/?p=202777 See how understanding search intent can transform your keyword research and boost your SEO strategy.

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Keyword research is a fundamental aspect of any successful SEO strategy. As it constantly changes, simply compiling keywords will not guarantee success in search engine marketing.

To truly excel, you need to dig deeper and comprehend the search intent behind those keywords.

In this article:

• Understanding the Main Types of Search Intent
• Creating Content That Matches User Expectations
• Enhancing User Experience and Reducing Bounce Rates
• Utilizing Long-Tail Keywords Effectively
• Monitoring and Adapting to Changing Trends
• FAQ: What are the key steps and considerations involved in aligning your content strategy with search intent?

Understanding the Main Types of Search Intent

Search intent can be categorized into four primary types: informational, navigational, commercial and transactional.

Informational intent is when a user seeks knowledge, navigational intent is directed towards finding a specific website or page, commercial intent is directed at a desire to purchase something (service or product), and transactional intent indicates an intention to purchase or take an action. Recognizing which type aligns with your content is critical in selecting the right keywords.

Ensuring that your content corresponds with the search intent behind your target audience’s chosen keywords is a pivotal strategy for reducing bounce rates. It’s essential to select the appropriate page type for each keyword based on the specific intent that the keyword reflects.

For instance, if a user seeks information, avoid directing them to a product page. Conversely, if a searcher employs a high-purchase-intent keyword, it’s counterproductive to present them with an article about your brand’s mission.

Creating Content That Matches User Expectations

Once you’ve identified the search intent, tailor your content accordingly. For example, if the intent is informational, then creating in-depth guides, articles, or tutorials will resonate with users. On the other hand, transactional intent calls for clear and persuasive product pages or calls to action.

Construct your content framework by considering the specific search intent and analyzing the results. This blueprint should encompass a captivating headline, an engaging introduction, a well-defined main body and a powerful conclusion.

The headline’s purpose is to captivate user attention and pique their curiosity while aligning with their search intent. Meanwhile, the introduction must effectively engage readers, outlining what they can expect to gain from your content.

In the main body, you must deliver on the promises, addressing the users’ inquiries or providing solutions to their issues. Lastly, summarize the key takeaways from your content and incorporate a compelling call to action to guide users toward the desired next steps.

Enhancing User Experience and Reducing Bounce Rates

Understanding search intent helps you optimize your website’s user experience. When users find content that aligns with their intent, they are more likely to engage and stay on your site longer. Reduced bounce rates signal to search engines that your content is valuable and relevant, positively impacting your ranking.

Reducing bounce rates across various website page types, such as product pages, collection pages and blogs, hinges on aligning your content with your customers’ search intent. Achieving this necessitates a comprehensive grasp of your customer’s purchasing journey and identifying the queries they must answer to inform their buying choices.

Search intent represents the primary objective of a consumer when utilizing a search engine. Google’s AI-driven algorithm constantly enhances its ability to discern and address the underlying question, “What is the searcher truly seeking?” for each unique search query. Consequently, Google now provides increasingly precise and relevant results that align with the searcher’s needs.

In the context of product-related queries, Google can distinguish between informational and transactional intent, distinguishing whether the user is seeking information or aiming to make a purchase. Simply presenting limited product information on an e-commerce product page falls short of satisfying the user’s search query for informational keywords.

Utilizing Long-Tail Keywords Effectively

Long-tail keywords are often associated with specific search intent. Incorporating these into your keyword research strategy can help you target a more niche audience and provide content that directly addresses their needs.



Long-tail keywords often exhibit reduced search volume, face less competition and come with lower CPCs than single-word search queries.

The increased likelihood of conversion with long-tail keywords arises from their inherent specificity, making it easier to discern the precise intent behind a user’s search. This stands in contrast to single-word queries with high monthly search volume, which can be more challenging to decipher due to their potentially diverse purposes.

Consequently, accurately pinpointing a long-tail keyword for a marketing landing page is a more straightforward task. This specificity aligns with the user’s search intent, resulting in more effective targeting.

From an SEO perspective, optimizing your content for longer, more detailed search phrases helps establish a website’s authority. The potential to rank for more competitive keywords with higher search volumes is greater, ultimately increasing traffic.

Monitoring and Adapting to Changing Trends

Search intent is not static. As trends and user behaviors evolve, so do search intent patterns. Regularly monitor and adapt your keyword strategy to reflect these changes to keep your content relevant and maintain your SEO performance.

Understanding search intent goes beyond simply identifying keywords — it involves diving into the minds of your audience and tailoring your content to meet user requirements. Keep this in mind as you develop your SEO strategies.

Our SEO experts can help you understand the search intent behind your desired keywords. Contact us for a free consultation, and let’s talk about how we can create SEO content that works for your brand. 

FAQ: What are the key steps and considerations involved in aligning your content strategy with search intent?

Aligning your content strategy with search intent is crucial for successful SEO and content marketing. To do this effectively, start by identifying the primary keyword or topic of your content and determine the type of search intent it serves (informational, navigational, or transactional). Then, create content that matches the identified intent – like comprehensive guides for informational queries or clear calls to action for transactional ones.

Prioritize user experience and incorporate relevant long-tail keywords into your strategy. Stay updated on changing search intent patterns, analyze your content’s performance in SERPs, conduct competitor analysis, and collaborate with your content team while utilizing SEO tools and analytics to ensure your content remains competitive and aligned with user expectations.

Step-by-Step Procedure:

1. Start by identifying the primary keyword or topic of your content.
2. Research and analyze the main types of search intent: informational, navigational, commercial and transactional.
3. Determine which type of search intent aligns with your content.
4. Craft your content to match the identified search intent.
5. If the intent is informational, create comprehensive guides or articles; for transactional intent, focus on clear calls to action or product pages.
6. Optimize your website’s user experience to reduce bounce rates by aligning content with user expectations.
7. Incorporate long-tail keywords associated with specific search intent into your keyword strategy.
8. Monitor trends and user behavior regularly to stay updated on changing search intent patterns.
9. Adapt your keyword strategy accordingly to ensure your content remains relevant.
10. Continuously analyze the performance of your content in search engine results pages (SERPs).
11. Adjust your keyword strategy based on the performance data to improve rankings and user engagement.
12. Conduct competitor analysis to stay competitive in your niche.
13. Stay informed about industry trends and algorithm updates that may impact search intent.
14. Collaborate with your content team to ensure a unified approach to understanding and addressing search intent.
15. Utilize SEO tools and analytics to track keyword performance and user behavior.
16. Test and refine your content based on user feedback and data-driven insights.
17. Keep your keyword research and search intent analysis up-to-date to maintain a successful SEO strategy.
18. Share your findings and insights with your team or clients to ensure alignment on keyword research and content strategies.
19. Continuously learn and adapt to the evolving search intent and SEO landscape.
20. Regularly review and revise your keyword research and content strategies to remain competitive and meet user needs effectively.

The post How Does Understanding Search Intent Impact Keyword Research? appeared first on Bruce Clay, Inc..

]]> https://www.bruceclay.com/blog/search-intent-impact-keyword-research/feed/ 1 https://www.bruceclay.com/blog/does-google-favor-brands-regardless-seo/ https://www.bruceclay.com/blog/does-google-favor-brands-regardless-seo/#comments Thu, 22 Sep 2022 17:32:00 +0000 https://www.bruceclay.com/?p=169983 There are many factors that can contribute to why big brands tend to show up in the search results. But are the giants always better than the little guys? The answer is no, but that means smaller brands have to work much harder.

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Ever since the “Vince” algorithm update in 2009, big brands seem to have gotten a leg up in the search results.

But it’s not just about being a big brand. It’s about the signals that come along with having a strong brand. Like expertise, authority, and trust.

Presumably, big brands have bigger budgets and more resources, allowing them to do better SEO and compete better in the search results.

• Feedback loop for Google
• Familiarity matters 
• FAQ: How do big brands leverage their advantage in SEO to dominate search results?

Feedback Loop for Google

A more aggressive SEO strategy with all the right components can increase expertise, authority, and trust signals to Google. So, Google will reward that brand’s website.

If that brand ends up in position one on the search results, it will begin to garner more clickthrough than the other results.

And if people dwell on that site for a significant period of time, that could also be a signal that the page is very relevant to users.

All this can then act as a feedback loop for Google to continue to reward that page.

Don’t forget also that if you have a strong brand, people will recognize that, and it may impact their willingness to click on a result, too.

Familiarity Matters

One study showed that 26% said a familiar brand was a reason for clicking on search ads. Even though that study is referring to ads, it is telling nonetheless how people may react to brands in the organic search results.

So, there are many factors that can contribute to why big brands tend to show up in search results.

But are the giants always better than the little guys? The answer is no. In fact, a lot of times, big brands have more turnover and are less agile than the smaller guys.

However, despite a smaller company’s best efforts, there are times when big brands still outrank them.

For example, take RankBrain, Google Search’s machine learning component applied to its search results. It *may* enhance the favoritism of brands in the results, as I’ve written about here:

Because Google tends to favor big brands online for a variety of reasons, with RankBrain things like the site’s engagement rate, mentions of the brand across many social sites and so on could further enhance favoritism here. This could happen despite the fact that some bigger brands may have a weaker link profile than other websites in their space.

So, what do you do when you think you can do better than the big guys that are ranking number one? You try it!

Despite the fact that it can take a lot of work (and perhaps a bigger SEO budget), you can try to be “least imperfect” compared to the brand that is ranking for your desired keywords in the search results.

Remember, SEO is about beating the competition, not the algorithm. Also, remember that agility and speed to implement changes is a smaller company’s weapon against the big guys. Don’t be surprised by the traffic you didn’t get for the SEO work you didn’t do.

Will it always work? No. There are situations where it can be near impossible.

For example, if you are trying to compete for product-related keywords against a big brand, or if you have a history of spam or a manual penalty of some sort.

One way we’ve been able to help clients go up against big brands is by rethinking their keyword strategy altogether. Historically, brands have not been very good at owning long-tail keywords (those are the three to five-word keywords).

There is a lot of opportunity when you go after these keywords — you can get a good amount of traffic.

So does Google favor brands in the search results regardless of their SEO?

It occurred to me that this article could have been just one word – YES! But keeping to SEO answer standards – IT DEPENDS. Google tries to rank the highest quality, most relevant pages for a query. And major brands tend to have a lot of signals that Google is looking for.

Google is not perfect, however. That means smaller brands need to work harder to compete.

I have written about this topic at length in the past. So for in-depth SEO tips, see my article on how to beat the giants in the search results. And check out 50 “white hat” ways to get authority links to your site.

This article was inspired by a question I received during our live monthly Q&A sessions for SEOtraining.com members. Each month we meet to discuss all things SEO and answer member questions directly. If you’d like me to answer your SEO question live, head over to SEOtraining.com and sign up for membership.

FAQ: How do big brands leverage their advantage in SEO to dominate search results?

Big brands have mastered the art of leveraging their inherent advantages to secure top positions in search results. As an authoritative voice in the realm of SEO, I am excited to unveil the tactics that enable these brands to establish and maintain their dominance.

Harnessing the Power of Brand Signals

Big brands have a distinct advantage due to their reputation, expertise, and trustworthiness. These brand signals send a strong message to search engines, affirming the credibility and relevance of their content. By consistently delivering high-quality and authoritative content, big brands build a solid foundation that propels them to the forefront of search results.

Strategic Content Creation and Optimization

One of the cornerstones of big brands’ SEO success lies in their strategic content creation and optimization approach. These brands craft meticulously researched and informative content that resonates with their target audience. Incorporating relevant keywords and semantic variations, they optimize their content to align seamlessly with user intent. This strategic alignment significantly enhances their visibility in search results.

Elevating User Experience and Engagement

User experience plays a pivotal role in SEO dominance. Big brands invest in creating user-friendly websites that offer intuitive navigation, fast loading times, and mobile responsiveness. Providing a seamless and engaging browsing experience encourages users to spend more time on their site. This extended dwell time signals to search engines that the content is valuable and relevant, further solidifying their position in search rankings.

Strategies for Building Quality Backlinks

Big brands understand the importance of building a robust backlink profile. They forge strategic partnerships, collaborate with influencers, and engage in authoritative guest posting to acquire high-quality backlinks from reputable sources. These backlinks serve as a vote of confidence from the online community, enhancing their authority and visibility in search results.

Staying Ahead of Algorithm Changes

Search engine algorithms are constantly evolving, and big brands quickly adapt. They regularly monitor algorithm updates and industry trends and adjust their strategies to align with the latest best practices. By staying ahead of the curve, they maintain their competitive edge and continue to dominate search results.

The dominance of big brands in search results results from strategic and multifaceted SEO techniques. By capitalizing on brand signals, creating optimized content, prioritizing user experience, building quality backlinks, and staying agile in the face of algorithm changes, these brands carve a path to search supremacy. For businesses aspiring to emulate their success, a comprehensive and strategic SEO approach is the key to unlocking similar achievements.

Step-by-Step Procedure for Leveraging SEO Advantage for Search Dominance:

1. Establish a robust brand identity focusing on expertise, authority, and trustworthiness.
2. Conduct thorough keyword research to identify relevant search terms and user intent.
3. Create high-quality, informative content aligned with user needs and search intent.
4. Optimize content using relevant keywords, semantic variations, and structured data.
5. Ensure a seamless user experience with a mobile-friendly and user-friendly website design.
6. Monitor website speed and performance to enhance user engagement and dwell time.
7. Develop a strategic backlink acquisition plan, including influencer collaborations and guest posting.
8. Focus on building quality backlinks from reputable and authoritative sources.
9. Regularly audit and optimize existing content to maintain relevance and search visibility.
10. Stay updated with search engine algorithm changes and industry trends.
11. Adapt SEO strategies in response to algorithm updates to maintain a competitive edge.
12. Continuously track and analyze website performance using analytics tools.
13. Monitor keyword rankings and organic search traffic to assess SEO effectiveness.
14. Leverage data-driven insights to refine content and SEO strategies over time.
15. Engage with your target audience through social media and online communities.
16. Encourage user-generated content and reviews to enhance brand credibility.
17. Foster partnerships and collaborations within your industry to amplify your brand’s reach.
18. Regularly update and refresh content to provide up-to-date and relevant information.
19. Implement structured data markup to enhance search engine understanding of your content.
20. Cultivate a continuous learning and optimization culture within your SEO team.

The post Does Google Favor Brands Regardless of SEO? appeared first on Bruce Clay, Inc..

]]> https://www.bruceclay.com/blog/does-google-favor-brands-regardless-seo/feed/ 11 https://www.bruceclay.com/blog/what-is-a-search-engine-ranking-report/ https://www.bruceclay.com/blog/what-is-a-search-engine-ranking-report/#comments Thu, 14 Oct 2021 18:02:52 +0000 https://www.bruceclay.com/?p=109933 A search engine ranking report is an important tool that gives you an unbiased look into your organic search rankings. Here’s how it can help your SEO.

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What is a Search Engine Results Page (SERP)?

SERP: A page produced by a search engine in response to a user query listing what is algorithmically the best results for that query.

SEO Ranking: the position of a website on the SERP for organic results as presented in response to a query. This ranking usually has a direct relationship to traffic, which is the purpose of SEO. This is limited to the specific query.

A Search Engine Ranking Report gives you a look into your organic search rankings for sets of keywords, not just one keyword. It takes the individual rankings from a set of search engine results pages and combines them into a single report for all monitored keywords.

I’ll talk more about why it’s important and what it can do for you as we discuss:

• What search engine rankings tell you (and don’t tell you)
• What does a search engine ranking report do
• A search engine ranking report is a useful tool in your SEO toolbox
• FAQ: How can I effectively monitor my website’s search engine rankings to improve my SEO strategy?

What Search Engine Rankings Tell You (and Don’t Tell You)

Rankings are not the be all, end all of SEO. In fact, any SEO professional or company that only promises rankings as the end result of SEO is not doing their entire job. What rankings are, though, is a possible leading indicator of organic traffic.

For example, your website can rank for keywords, but does that mean anyone is searching for them? Will they click on the result? And if they do, is it valuable traffic? None of these are givens.

To that point, you definitely want to rank. But you want to rank for the right terms targeting the right audience that will generate traffic.

Also, you want to rank on Page 1 of the search results. There’s a famous saying in the SEO community that Page 2 is the best place to hide a dead body. And I am fond of pointing out that the only people going to Page 3 of search results are SEOs looking for their own websites.


I am fond of pointing out that the only people going to Page 3 of search results are SEOs looking for their own websites.
- Bruce Clay

The data shows time and time again that all the eyeballs are on the first page.

So analyzing your search rankings is important if you want to:

• Get your webpages on Page 1.
• See trends that hopefully show ranking progress. What a user sees will vary, but a consistent ranking monitor report showing keyword-by-keyword rankings over time is valuable.
• Monitor any sudden ranking changes so that you can then figure out if it was something Google changed, for example, or something on your website that caused it.

Some things search engine rankings won’t do. A search engine ranking report won’t tell you if you are:

• Targeting the right keywords
• Driving traffic
• Driving quality traffic
• Getting conversions
• Making revenue from SEO

Keep in mind that rankings fluctuate, and they vary from user to user, morning to night, region to region, or even what you see on your desk minute to minute. Five users in the same city may see different results even at the same time based upon their prior search history. So do not compare the reports to browser searches.

What Does a Search Engine Ranking Report Do?

A search engine ranking report gives you a view of your webpages’ rankings in the search results that’s as unbiased as possible. These reports are vital for monitoring trends over time compared to prior results.

As mentioned above, unbiased is important because search engines like Google personalize your search results based on things like being signed into Google, prior search history, location, and more.

So manually checking your search results rankings by going to the search results and typing in a query can give you a false reading.

There are many companies offering search engine ranking reports. I’ll use ours from the SEOToolSet® as an example of the data you can get. Ours happens to be one of the fastest real-time search engine ranking monitors on the market.

With a search engine ranking report from our Ranking Monitor, you can:

• Get your webpages’ unbiased rankings across Google and Bing search engines.
• See which keywords your site is ranking for and which pages are ranking for them.
• Run the report on demand, or schedule it to run at regular intervals automatically so you can track how rankings fluctuate over time.
• Specify locations worldwide so you can monitor rankings across the globe if you are doing international SEO.
• Run reports to show rankings over time with comparison data across timeframes.
• Gather competition rankings for your keywords at the same time.
• See how your other websites also perform for your keywords as aliases.



Our search engine ranking report gives you details like:

• The highest ranking your site has had for the keyword across search engines/countries.
• The estimated amount of monthly search activity for the associated keyword. Use this to gauge the popularity of a keyword.
• The estimated number of search results for the associated keyword so you can gauge the competitiveness of a keyword; more pages equals more competitors to beat out for a high ranking.
• The estimated average cost per click for the associated keyword. Use this to gauge the competitiveness of a keyword; higher CPC generally means more people bidding and driving the price higher.

Search engine ranking reports are also useful for tracking your competitors’ rankings. This gives you the same unbiased information and shows you how your website stacks up to your competitors.

Our Competitor Ranking tool in the SEOToolSet lets you add a market competitor to track their rankings and lets you compare by keyword, by competitor, or even across markets. This report tells you where your competitors rank for the keywords you care about.

Using this report, you can see if a competitor ranks better than you for your keywords. If they are, then it’s worth your time to review their site and see what they’re doing to get a better ranking.

The SEO analysis of a competitor is outside the scope of this report, but you can check the site for the amount of relevant content, inbound links, etc. to see where they are outperforming your site. (Here’s more on competitor research for SEO.)



A Search Engine Ranking Report Is a Useful Tool in Your SEO Toolbox

Understanding your website’s (and your competitors’) search rankings is one way to monitor your SEO progress. And doing it manually without any tools can lead to bad data because of personalization in the search results.

As a result, a search engine ranking report is an important tool in your SEO toolbox that will lead you to ask better questions as you are trying to build a good SEO strategy.

Is your SEO performing as well as you need it to? If your current rankings aren’t bringing you the traffic you need, contact us for a free quote and consultation. Our expert SEO services could help your website turn a corner.

FAQ: How can I effectively monitor my website’s search engine rankings to improve my SEO strategy?

Search engine ranking monitoring is a pivotal aspect of a successful SEO strategy. By effectively tracking and analyzing your website’s position in search engine results pages (SERPs), you can uncover valuable insights to refine your approach and drive better organic traffic. This article delves into key strategies that will empower you to stay at the forefront of search results and optimize your SEO efforts.

To embark on this journey, utilizing reliable ranking monitoring tools is imperative. Platforms like SEMrush and Moz offer comprehensive reports that reveal your site’s performance across various keywords. Such tools provide your ranking and insights into your competitors’ positions, allowing you to benchmark your performance against industry leaders.

Keyword selection is a cornerstone of effective ranking monitoring. Focusing on the right keywords that align with your target audience’s search intent is paramount. Regularly assess which keywords drive the most traffic and conversions and adjust your strategy accordingly. A dynamic keyword optimization approach ensures you continuously align your content with user expectations.

Regularity in monitoring cannot be stressed enough. Search engine rankings are dynamic and can change rapidly due to algorithm updates or shifts in user behavior. Establish a consistent schedule for tracking your rankings. This practice enables you to identify trends and anomalies over time, allowing you to respond promptly to any sudden changes.

The art of effective ranking monitoring extends beyond analyzing numbers; it requires insightful interpretation. Scrutinize your data to identify patterns and correlations. For instance, if a drop in ranking coincides with a change in your website’s structure, this insight could point toward optimization opportunities. Marrying data with context uncovers hidden gems for refining your SEO strategy.

Mastering search engine ranking monitoring involves a blend of powerful tools, strategic keyword optimization, regularity, and insightful interpretation. Embrace the iterative nature of SEO by constantly refining your strategy based on the insights you gain. The search landscape is ever-evolving, and staying vigilant in your ranking monitoring endeavors will position you for SEO success.

Step-by-Step Procedure: How to Effectively Monitor Search Engine Rankings for Enhanced SEO Strategy

1. Choose a Reliable Ranking Monitoring Tool: Select a reputable tool like SEMrush or Moz for comprehensive ranking reports.
2. Focus on Relevant Keywords: Optimize keywords that align with your target audience’s search intent.
3. Regular Monitoring Schedule: Establish a consistent schedule to track rankings and identify trends.
4. Interpret Data Insightfully: Analyze data for patterns and correlations to inform strategic decisions.

The post What Is a SEO Ranking Report? appeared first on Bruce Clay, Inc..

]]> https://www.bruceclay.com/blog/what-is-a-search-engine-ranking-report/feed/ 14 https://www.bruceclay.com/blog/the-latest-on-click-through-rate-by-serp-position/ https://www.bruceclay.com/blog/the-latest-on-click-through-rate-by-serp-position/#comments Wed, 11 Aug 2021 19:32:39 +0000 https://www.bruceclay.com/?p=104207 To get the most clicks, you need to consider what position you rank on page 1. Here's the latest data and observations about click-through rates and SERP position.

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For years, the old saying was that Page 2 of the search results was the best place to hide a dead body. And that’s still true today. Almost 100% of clicks happen on Page 1. And the number of clicks you get depends on what position you rank on that page.

So the bottom line is that you need to be on Page 1 — we know that. And to get the most clicks, you need to consider what position you appear there. In this article, I’ll share data and make some observations about click-through rates and search engine results page (SERP) position.

• Before we dive in
• Click-through rates by SERP position
• How searchers look at the SERPS
• FAQ: How do search engine click-through rates relate to SERP positions and user behavior?

Before We Dive In

The way people search is complex. Do they only look at the first result? Not always. Searchers are getting savvier, and many will look at several results before choosing the one they want.

Not only that, but the search engine results pages change for every query. That means you’re not just getting “10 blue links,” you’re getting potentially a whole host of different SERP features. And each combination of SERP features can impact the average click-through rates.

At the end of the day, we cannot simply rely on the data. We have to work to understand why the data is the way it is.

While the numbers may seem straightforward, as SEOs especially, we need to reverse engineer from the outcome — why did they click on that result? What factors led to that result being in the No. 1 position in the first place?

This is where we can begin to derive value from this type of data.

Click-Through Rates by SERP Position

Even though the data varies slightly from study to study, all the latest research on click-through rates by SERP position shows the same thing: the first organic listing on the page gets the most clicks, and each position after shows a decline.

The largest discrepancy across studies is just how much the click-through rate changes per SERP position. And that is because the companies that put out this data each used different methodologies.

For example, data from Ignite Visibility shows the following data for the first three positions:

• Position 1 – 43.32%
• Position 2 – 37.36%
• Position 3 – 29.90%

On the other hand, a Sistrix study analyzed billions of search results and found the following overall click data:

• Position 1 – 28.5%
• Position 2 – 15.7%
• Position 3 – 11%

And, Backlinko showed the following data instead:

• Position 1 – 31.73%
• Position 2 – 25.71%
• Position 3 – 18.66%



As the comparison chart shows, the percentage differences between the studies don’t seem to change the overall trend. The fact is, every study shows that, in general, the higher up you are in the search results, the better chance you have of a click.

But SERPs Change … Does CTR Change Too?

The general averages are interesting, but we have to consider the fact that each SERP is different with different features. How does that impact the click-through rate?

Sistrix wanted to answer that question, too, so their research looks closer at how different SERPs produce different click-through rates. With the majority of traffic coming from mobile devices these days, Sistrix looked only at mobile behavior, not desktop.

As a reminder, here was the average click-through rates they found, and then they compared this data to the click-through rates of the different types of SERPs:

• Position 1 – 28.5%
• Position 2 – 15.7%
• Position 3 – 11%

SERPs with Just the 10 Blue Links

When a SERP layout had just the 10 blue links and no other distracting elements, the percentage of organic clicks was much higher for the first two positions compared to SERPs in general, though clicks were about the same as the average for the third result:

• Position 1 – 34.2%
• Position 2 – 17.1%
• Position 3 – 11.4%



SERPs with Featured Snippets

Featured snippets are often referred to as “position zero” because they show up above all the other organic links, as pictured here:

Sistrix found that when there is a featured snippet on the SERP, it costs the first organic result about five percentage points in click-through rate. They go on to explain:

The first ranking (with the featured snippet) has a click rate that is 5.3% percentage points below the average value for this position. The website from which the information in the featured snippet is created does not benefit from the featured snippet.

Interestingly, the websites at positions # 2 and # 3 benefit significantly: the second place winner gets almost five additional percentage points compared to the average (15.7% to 20.5%) and the third place site will also get an increase in CTR from 11% to 13.3%.


If your target keyword tends to serve up a featured snippet in the search result, it’s worth trying to optimize your webpage for that featured snippet so you can get more clicks. For more, see: 3 Surprising On-Page SEO Techniques You May Not Know About

SERPs with Direct Answers

When a SERP featured a direct answer from Google (think calculators, measurement conversions, weather, etc.), average click-through rates for the first organic position and subsequent positions plummeted.

Sistrix explains:

The CTR in the first position almost halved and plummeted from 28.5% to only 16.3%. But there is also a first in the data: the second organic position receives more clicks than the first position with this SERP layout: 16.7% of Google users click on # 2 and not on # 1.



SERPs with Other Universal Results

When SERPs had other features like news, images, recipes, and other types of universal search results, the organic blue links did not get as many clicks as they would if no other distracting elements were on the page.

Here are a couple of examples:

Organic Listings with News Results

Organic Listings with Recipe Results

Interestingly, SERPs with videos increased the click-through rate of the first organic listing by quite a bit. One possible explanation for that is covered in the next section.

Organic Listings with Video Results


How Searchers Look at the SERPs

The data shows that the first position gets the most clicks. But does that mean that searchers only look at the first result before clicking? Data from Ignite Visibility suggests no.

In its report on searcher intent, Ignite Visibility reported the following:

When asked how many search results they read before clicking a link, 17.4% said they looked at three results, followed by 15.6% who only read the first result, 14.2% who read five, 14% who read 10+, 13.4% who read four, 8.4% who read two, and 7.6% who read six.



This is in line with other (older) research that showed desktop users will scan the results from the top left and down to find the result they want to click.

The study also found that despite all the SERP features available to searchers, the majority (55.1%) preferred written content, followed by 29.1% that preferred images, 13.8% preferred videos, and 2% preferred audio content.

This might explain why, as outlined in the previous section, the first organic “blue link” listing actually gets more clicks when video is in the SERP for that search.

Takeaways: What Does This All Mean?

Overwhelmingly, the results that show up the highest on the SERP get the most attention. That we know. But what does it mean from a practical standpoint?

In terms of SEO, you need to first have a whole-SERP strategy. That means understanding what types of features show up for your target keywords on the SERP, and then optimizing for them.

Of course, you might have to contend with things like direct answers in your SERPs, which make it really difficult to compete. For these situations, I recommend reading: How to Adapt SEO in a Zero-Click World.

Once you know who is in the top spot for your keyword, that’s when you start analyzing the competition. Remember, your goal is to be least imperfect compared to the competition. So use the right tools to better understand what they are getting right (and wrong). See: How to Do Competitor Research for SEO.

If you need the help of an expert team to meet your website’s SEO goals, contact us for a free consultation today.

FAQ: How do search engine click-through rates relate to SERP positions and user behavior?

Understanding the relationship between search engine click-through rates (CTR), SERP positions, and user behavior is paramount. These elements converge to shape the success of your online presence, and grasping their dynamics can significantly enhance your SEO strategy.

Search engine click-through rates (CTR) are a pivotal metric, reflecting the effectiveness of your website’s positioning in search results. The symbiotic relationship between CTR and SERP positions is undeniable – higher positions inherently attract more clicks. Research consistently confirms that the first organic listing captures the lion’s share of clicks, with subsequent positions experiencing a decline in CTR.

User behavior on SERPs is a multifaceted phenomenon. Contrary to the notion that users solely focus on the first result, studies reveal a more nuanced approach. Savvy searchers often scan multiple results before clicking, reflecting a more discerning attitude. The rise of SERP features further complicates the landscape. These features, like featured snippets and direct answers, alter user interaction and CTR patterns.

Featured snippets, often called “position zero,” significantly impact CTR. While they provide immediate answers, they can decrease the CTR of the first organic result. However, positions 2 and 3 experience CTR boosts, illustrating the complexity of user preferences. Additionally, SERPs with direct answers, such as calculators or weather forecasts, sharply decline CTR for organic positions.

Optimizing SERP features requires a multifaceted approach. Understanding the type of feature prevalent for your target keyword is crucial. Embrace strategies to secure featured snippets or craft content that aligns with direct answer queries. A holistic SERP strategy empowers you to adapt to evolving user behavior and capitalize on varied CTR patterns.

Mastering the interplay between search engine click-through rates, SERP positions, and user behavior is pivotal in today’s competitive digital landscape. By deciphering user preferences, adapting to SERP feature dynamics, and optimizing your content strategy, you can unlock the full potential of your online visibility.

Step-by-Step Procedure: How to Understand the Connection between CTR, SERP Positions, and User Behavior

1. Begin by grasping the significance of search engine click-through rates (CTR) and their impact on online visibility.
2. Explore the concept of SERP positions and their correlation with CTR, highlighting the influence of higher positions on attracting clicks.
3. Delve into user behavior on search engine results pages (SERPs), considering the multi-result scanning pattern and the rise of SERP features.
4. Examine the impact of featured snippets on CTR, acknowledging both their benefits and potential drawbacks.
5. Understand the consequences of direct answers in SERPs, particularly how they alter CTR patterns for organic positions.
6. Recognize the need for a holistic SERP strategy that accounts for diverse user behavior and evolving SERP feature dynamics.
7. Determine the prevalent SERP feature for your target keyword, whether it’s a featured snippet, direct answer, or other element.
8. Devise content optimization strategies to secure featured snippets, enhancing your chances of attracting clicks.
9. Craft content that aligns with direct answer queries, positioning your website as a valuable source of immediate information.
10. Leverage tools and analytics to monitor CTR variations across different SERP positions and feature scenarios.
11. Continuously adapt your content strategy based on emerging user preferences and changing SERP dynamics.
12. Prioritize user engagement and relevance in your content, as these factors influence CTR and overall user satisfaction.
13. Monitor industry trends and algorithm updates, as they can shape SERP feature prevalence and user behavior.
14. Collaborate with SEO experts and peers to share insights and stay updated on best practices.
15. Regularly analyze and refine your content based on user interactions to improve CTR and SERP performance.
16. Monitor competitor strategies and CTR patterns to identify potential areas for improvement in your strategy.
17. Experiment with different approaches, such as creating visually appealing content or incorporating multimedia elements.
18. Utilize data-driven insights to fine-tune your SEO strategy, maximizing click-through rates and SERP positioning.
19. Continuously iterate and optimize your content based on user feedback and emerging trends.
20. Embrace a proactive mindset, recognizing that understanding and adapting to the intricate connection between CTR, SERP positions, and user behavior is an ongoing journey toward online success.

The post The Latest on Click-Through Rate by SERP Position appeared first on Bruce Clay, Inc..

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