Below are 4 tactics to get visitors to your web site by researching the keywords and phrases that they are using to search with. These keywords and phrases may not be the exact name of the product or service that you are selling but they might be about a problem they have or a solution they are looking for or simply an answer to a question they have.
Tools used include Google Search Console and Google Trends both of which are free, and SEMRush and ahrefs which have trial and paid subscriptions.
Tactic 1 – Find keywords with high traffic and a low number of links
Keywords which have the most traffic or which are the most popular and have the least number of links pointing to them from competitor sites pages are the lowest hanging keyword fruit.
Step 1: Enter a competitor URL into SEMRush and look at the “Organic Research” report to see which pages are getting the most traffic and the keywords bringing the traffic to those pages. Also shown is “KD” or how competitive SEMRush thinks that keyword is to rank for and how many sites are using that keyword in their paid search ads (both indicator of how competitive that keyword is to rank for).
Step 2: Put the popular pages into ahrefs and see how many links are pointing to those pages. Finding the popular pages with the least amount of links will show areas of content that are the easiest to get traffic for. Getting links is one of the hardest tasks and most time consuming tasks of search marketing, if you can reduce this effort it will likely produce results sooner.
Tactic 2 – Tweak current pages to rank higher using Google Search Console to see where your site ranks now
Using Google Search Console to look at your existing keywords and improving pages most likely to improve rankings
Step 1: Examine keywords that you are ranking for already on Google Search Console. Look at those keywords that you already rank at the bottom of page 1 for around position 9 or 10.
Step 2: Make sure the keywords ranking at the bottom of page 1 are shown in the title, meta description and content of the page. This should increase your click through rate and slowly increase the position of these pages in search results closer to #1
Tactic 3 – Use Google Trends to see what search terms customers might use in future
Use Google Trends to see what new terms people might be searching for in future and what search terms they are using less and less from the past.
Step 1: Write content about what you think customers will be searching for in future. Not an immediate win but likely to pay off over time.
Tactic 4 – Find keywords with a reasonable number of ads
Find keywords with a reasonable number of ads (indicating sales value or sales margin is present) combined with highly ranking organic results from sites with relatively low Domain Authority (DA). Replacing or beating the low DA sites should be easy with the right content.
Potential tools to use SEMRush or Ubersuggest for keyword research and Moz for domain authority.