![]() ![]() Good content has the best chance of being viral content, and Google rewards content virality heavily in its rankings algorithm. Good Content Will Win Out in Organic Rankingsīefore you dig into some of the more technical ways to improve SEO ranking, always remember that writing high-quality content that attracts interest and compels visitors to share it and link back to it is vital. When you start to develop more niche content, Google will add more weight to your site in search results, since you’re acting as a thought leader. In addition, Google is starting to place more emphasis on thought leadership - if your site is going after the same keywords as everyone else, the algorithm will see that you’re not adding anything new to the conversation. In addition, since the query is so specific to their needs, there are likely less competitors you need to beat out to rank at the top of the SERP. Though these keywords garner a lower number of searches each month, the people placing these searches are often further down funnel and ready to complete a purchase.įor example, the search volume for “How to change a tire” is far higher than for “Best priced snow tires.” However, people searching for “Best priced snow tires” are likely further down the funnel and in the market for new snow tires, since this is a transactional keyword. High volume keywords can undoubtedly be valuable for your SEO strategy, but your team should also take a look at lower volume - and even zero volume - keywords. As a result, they go after only the highest volume queries, which can often be very top-of-funnel and competitive. Some content marketers place too much weight on keyword volume. Don’t Be Afraid of Low or Zero-Volume Keywords If someone searched “buy new tires,” on the other hand, you would create a product page that gives them reviews, product specifics, an online shopping cart, and anything else they need to make a purchase. For example, if someone searched “how to change a tire,” you would create a comprehensive article with images showing them how to accomplish the task. The trick is to identify which type of intent each keyword is aimed at and create content that would fulfill their needs. An example of a navigational query would be “Monro tires” Navigational: This kind of query indicates that the searcher wants to visit a specific site or find a specific vendor.An example of a transactional query is “buy new tires” Transactional: This kind of query indicates that the searcher wishes to make a purchase.An example of an informational query is “How to change a tire” Informational: This kind of query indicates that the searcher wishes to get information, guidance, or how-to content about a topic.There are 3 main types of search intent according to Google: Once you’ve identified your top keywords, the next step is to match those keywords to search intent. ![]() Tools like BrightEdge can help you see search volume and competition for your desired keywords You can also learn how customers actually talk about your products by using AI-powered conversation analytics tools like Signal Discovery. Keywords with high volume and low to medium competition are the sweet spot - they have high traffic potential and are easier to rank for. Think about how people would search for your products and services, make a list of these keywords, and check the traffic and competition for each term with a tool like Ahrefs, Semrush, BrightEdge, or Google’s Keyword Planner. This is an exercise that will take the effort of both marketing and management. Your goal should be to secure high organic rankings for your most desired keywords. It’s unreasonable to assume that you will pull top rank in Google for every keyword relating to your industry. And while Google is constantly tweaking their search engine algorithm, here are some fundamental strategies to get you started on improving your organic search engine rankings. Having your web pages rank high in Google’s organic search listings for important keywords can be incredibly valuable for driving traffic to your site. How to Improve Your Organic Search Engine Optimization Efforts ![]()
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