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URL: https://geekytech.co.uk/seo-unfiltered-podcast-e04-finding-your-keywords-with-mark-hawkshaw-burn
This podcast episode features Genny Methot and Mark Hawkshaw-Burn discussing the importance of keyword research in SEO. They cover how to define keywords, the difference between keyword research and strategy, common mistakes marketers make, and how to approach competitor analysis and keyword difficulty.
keyword research, SEO strategy, on-page SEO, off-page SEO, search volume, keyword difficulty, long-tail keywords, competitor analysis, keyword clusters, content marketing, organic search visibility, transactional keywords, generic keywords, vanity keywords, cost per click, SEO best practices
Q: What is a keyword?
A keyword is what a user types into the Google search bar to find what they're looking for.
Q: What are the three pillars of SEO?
The three pillars of SEO are strategy (which includes keyword research), on-page SEO, and off-page SEO.
Q: Why do marketers struggle with knowing which keywords to use?
Marketers may struggle because they don't know the terms their customers use, or they focus on what they believe people are searching for rather than looking at data. They might also choose overly broad or generic keywords that aren't transactional or don't attract the right audience.
Q: What is the difference between keyword research and strategy?
Keyword research involves casting a wide net to identify all potential keyword options using data from analytics, search queries, AdWords, and competitor analysis. Strategy is refining this process by listening to the customer's specific needs and the business's offerings to create a targeted SEO plan.
Q: What are important metrics to consider when evaluating keywords?
Important metrics include search volume (to ensure there's enough interest), cost per click (to gauge value and competition in ads), and difficulty score (to understand how hard it will be to rank).
Q: What is considered a good difficulty rating for a keyword?
Generally, a difficulty rating between 0 and 30 is considered a good starting point, meaning it's easier to rank for with less effort.
Q: Is it important to understand competitors' keywords for your own strategy?
Yes, understanding competitors' keywords is important because it helps you realize if a highly competitive keyword is not suitable for your current resources, guiding you towards longer-tail or alternative keywords that offer a better chance of success.
Q: What are some free tools for keyword research?
Some tools have free options or free trials, and there are certainly free ones available. Keysearch is mentioned as a potentially free option, and SEMrush might also have free options.
Q: What should you do if your main competitors are outranking you for a desired keyword and you lack the budget to compete?
If you can't compete with top competitors for a high-difficulty keyword, the recommendation is to look for alternative or longer-tail keywords that you have a better chance of ranking for. This allows you to become a 'bigger fish in a smaller pond' and build relevant content that can support future efforts on more competitive terms.
Q: Can small tweaks to an existing webpage improve its rankings if it's not on the first page of Google?
Yes, small tweaks to heading tags and content can help improve rankings for pages that are not in the top 10 results. However, if a page is older and beyond page three, a complete review or content refresh might be recommended.
Q: What is the difference between keyword themes and clusters?
Keyword clustering or theming is essentially the same concept, described differently by various people. It involves grouping keywords by relevance to target multiple related keywords on a single page, where a cluster includes a core topic and several supporting subtopics.
Q: How does Google determine if keywords belong in the same cluster?
Google's determination is based on whether it shows similar search results when different keywords within a potential cluster are searched. If the search results differ significantly, separate pages are usually needed for those keywords.
Q: What is the biggest mistake marketers make regarding keyword strategy?
A significant mistake is having too many keywords on one page, spreading the focus too thin and failing to rank well for any of them. Another mistake is not doing enough keyword research at the beginning or focusing on terms that are irrelevant to user intent in Google searches.
Q: If a webpage's keywords are off and have no chance of ranking, is it better to create a new page or update the old one?
Typically, if a page has little to no existing relevant rankings, it's recommended to create new content around the developed strategy. However, it is possible to salvage and update existing pages if they have some relevant rankings or if the content is light and can be significantly improved.
Q: What are Mark Hawkshaw-Burn's top tips for marketers wanting to improve their keyword strategy and Google rankings?
Mark's tips include getting into the mind of potential clients, Googling keywords to check relevance, analyzing competitor strategies, not being afraid to try content updates, checking on-page best practices, and writing high-quality, valuable content.