Search Engine Optimisation (SEO) is a skill that unites creativity, innovation and skills. It really is a field of digital marketing that requires dedication that can be translated into high-performing website pages. Well, SEO is not simply about ranking high on search engine result pages (SERPs) but about ranking high consistently and that’s the true indicator of successful SEO. Competitive keyword analysis, blog topic research, innovative content marketing and a passion to put out the best content are what will truly dictate the success of your SEO.
There are millions and billions of pages on different topics that float on Google and other search engines. It really is a content farm and your website is just one among the many flowers looking to bloom on this farm. Sure, it takes time to turn into a full-bloomed, beautiful flower but without the right techniques and skills, this flower is going to be categorised as a weed for the most part. This flower is your website and you need to treat it like one. Take care of it, nurture it, maintain it and repurpose its soil.
So, how can you find space in this densely populated content farm? How can you plant this flower in a manner that remains undisturbed by the changing weather of the search engine algorithm and attracts visitors to appreciate its beauty?
Three words, one technique.
Competitive keyword analysis.
In this article, we will tell you how you can perform this analysis and find keywords before your competitors, rank on less competitive keywords and maintain your rank on the SERPs for a longer period of time. Keep reading and you will find exactly what you need today.
Understand The Search Intent
Making a list of the keywords that potentially direct your blog and article topics is only one part of the game. The second part is understanding the search intent of the user. According to SemRush, search intent can be of four types: Informational, Navigational, Commercial and Transactional. The intent of the user to type in a long-tail keyword which can be categorised into one of the four intents depends on where they are in their marketing funnel.
Let’s take an example.
The keyword “latest mobile phone” could be an informational keyword.
“Latest mobile phone available in India” can be categorised as a navigational keyword.
“Lastest mobile phone by Apple” would be a commercial keyword.
And lastly, “latest mobile phone under Rs. 20,000” would be a transactional keyword.
You’ll also need to comprehend the customer’s journey as a part of your competitive keyword analysis. At every stage of their journey, potential consumers will have a variety of options at their disposal. Your job as the marketer is to pick and choose your battle. Choose the keywords with high demand but low competition where you can rank.
Leverage Google Suggest / Google Autocomplete
Have you ever noticed that Google suggests additional keywords whenever you run a search? According to trends and how people’s searches evolve over time, Google Suggest’s keyword suggestions are continually changing. Ask your SEO agency and they will explain the concept to you in detail and how your business can leverage it.
In his blog article on Google Autocomplete, Danny Sullivan, public relations representative for Google Search, defines it as follows:
“How are these predictions determined? We analyse actual Google searches to display popular and trending queries linked to the characters typed, as well as queries connected to your location and past searches.”
This means that the suggestions may not have an all-time high demand but they are in demand for that period of time till they trend and maybe even specific to the location.
However, Google Suggest doesn’t display all of the hot and trending keywords. It only displays a small portion of the topics that people are interested in. This can make your job simpler as you can create content about the latest trending topics and rank for the suggested keywords. Though this should not completely depend on this one competitor’s keyword analysis method you can sure leverage this white-hat SEO technique frequently maybe twice or thrice a month.
Find The Keywords Your Competitors Are Using & Level Up
Tools like WordStream and Google Keyword Planner allow you to find what keywords your competitors are using and if they are ranking on them. There is no magic trick to instantly tell which keywords are more paramount than others. To make this choice, you must manually analyse the keywords used by your competitor and take into account their relevancy, organic traffic, and current SERPs.
Once you have identified the competitive keywords you can choose to create content and add unique, informational content that your competitors may have missed out on. This is often called filling the gap in the industry. Google’s ranking system has been disclosed in an SEO guide for 2022 and it is clear that the platform pushes content that is authentic, uncommon and credible.
If you are not sure how you can use the insight you gain from your competitor’s keyword analysis, you can take the help of a digital marketing services agency to help you find the best way you can integrate your marketing efforts using these keywords.
Analyse Paid Search
Cross-referencing organic results with your competitors’ sponsored traffic is an effective way to channel traffic towards your ads or other forms of content, after investigating the potential for organic traffic from your competitors.
Using the advertising research tool offered by competitor keyword analysis tools such as SemRush, you can keep tabs on the keywords that your rivals are bidding on and the profits they are realising. Even live advertisements are displayed to you via the tool. In order to assess paid keyword gaps, utilise the Keyword Gap tool. You can start preparing paid ad campaigns in accordance with the results of the Advertising Research tool.
Not sure how you can perform this paid search research to your advantage and create winning ad copies that drive traffic to your website? Take the help of Google ads services for this.
Comparable to keyword research, competition keyword analysis aids in streamlining your website content. When you generate competitive content, you’ll be aware of the keywords your audience is searching for, which competitors are using those terms to describe that material, and how difficult it will be to outrank your rivals.
All the best!