If a webpage already ranks well on Google, it pays to update & improve the content with more information. Expand upon that subject with related topics.
Update & Improve
Tests have shown that when lower-ranked websites outperform those above by longer user engagement, chances are their positions can reverse.
Using Google Search Console
Go to Google Search Console, see your top-performing pages. Click on a specific page and see the queries that are bringing in traffic or that are getting impressions.
These are the keywords you need to pay attention to! Do some more research and try to expand on the other topics to start ranking better for them as well.
When do you expand content to another page?
Queries that are OUTSIDE the top 10 positions may only be related to the main subject.
This means that it may be worth diving into further in another article and linking back to the main article.
Other keywords to keep an eye on are ones with high impressions but low ranking position. These are keywords that rank below 10 and are usually off of the first page on Google.
This is when you should consider writing a whole new article for that keyword by creating an additional post or page.
Sneaking in Keywords
Keyword research is the cornerstone for all other areas of digital marketing practice, making everything run more efficiently. Relevant keywords help to engage potential customers, drive traffic, and online sales – and, therefore, ROI.
Keyword Relevance
Keyword relevance changes constantly… which means it’s an ongoing project. Also, longtail keywords account for 70% of online searches.
- Sort by impressions = biggest opportunities
- Choose a page to work from with a click-through rate of less than 1% but the greatest impressions.
- Look at queries – Look for terms that aren’t mentioned under 2-3 times (or at all) as you can get more clicks from them.
- Extra opportunity: Add to title tag or meta description
Tips
Google the keyword you are interested in, see what FAQ questions google automatically gives you. It can help you structure your content.
- Use Google’s Natural Language -> How Google looks at your content
- Find blues and reds to understand what associates with that particular search
- Companies to use
- Frase.io offers 10 free