Save PPC Dollars with Keyword Research and Mapping
In its simplest form, a keyword map is a framework for the keywords you have chosen to target that mirrors your site’s structure. Driven by research, the ultimate goals of the map are to help you discover where to optimize, what content to build, and where you can add new pages to attract more traffic.
So where should you start? How are people searching for my content? What are the relevant search terms and phrases? What are the top keywords in my industry? Is my website’s content optimized for search? What are the low-cost keywords for my business? What are the biggest opportunities based on my content and search results?
Begin by using one query to identify a larger set of keywords.
Your goal in the first phase of research is to gather as many keywords as possible while setting up the ad groups that you strategically want your site to appear for. Think outside the structure of your current site, and look beyond keywords you currently rank for – specifically those that your competitors are using for their SEO efforts.
That’s why we’ve put in place a cohesive website SEO strategy that we can rely on no matter what fresh changes are introduced — and that anyone else with a website can learn from. (Standard Report)
1. For big SEO results, start small
It might sound simple, but focusing on small, incremental changes to a website’s overall SEO strategy really can produce noticeable gains over time. Organic traffic increases after SEO improvements to Google My Business
2. Don’t be scared of changes — embrace them
Search features are always evolving to surface the most relevant content for users and to keep up with their changing behavior. It can be easy to get overwhelmed by these changes, but internally we’ve found that the more we embrace them and experiment with them, the better our SEO results in .3. Where possible, consolidate
It can be tempting to create multiple websites, each containing very similar content, to target different customer profiles or geographic regions. In fact, it’s something we’ve done. A recent audit revealed that, over the years, we had developed a large number of near-duplicate sites based on different campaigns or marketing goals.
Here’s the problem with that approach: duplicate content is not only confusing for users, it’s also confusing for search engines. Creating one great site instead of multiple micro-sites is the best way to encourage organic growth over time. The lesson here is clear: While on-page performance is important, a successful SEO strategy must take into account your entire web ecosystem.
Applying Google’s SEO strategy to your website
Just like other companies, Google doesn't always get SEO right, and we're constantly working to make improvements to our own sites. But by focusing on these three areas, we've been able to build an SEO strategy that’s flexible enough to adapt to new changes, solid enough to drive powerful results, and adaptable enough to be applicable to all websites.
Ready to put in place your own SEO strategy?
Do you need an SEO expert?
An SEO ("search engine optimization") expert is someone trained to improve your visibility on search engines. By following this guide, you should learn enough to be well on your way to an optimized site. In addition to that, you may want to consider hiring an SEO professional that can help you audit your pages.
Deciding to hire an SEO is a big decision that can potentially improve your site and save time. Make sure to research the potential advantages of hiring an SEO, as well as the damage that an irresponsible SEO can do to your site. Many SEOs and other agencies and consultants provide useful services for website owners, including:
- Review of your site content or structure
- Content development
- Management of online business development campaigns
- Keyword research
- SEO training
- Expertise in specific markets and geographies
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