Five Strategies for SEO Success

How can you ensure that your SEO is hitting the mark?

You know how it is

Just when you feel confident that you’re really getting to grips with the mysterious world that is SEO … Google changes things again

Mysterious just about sums up SEO really

The unique combination of art and science defies definition and even has something slightly other-worldy about it

Perhaps future generations of children will enjoy tales about a Harry Potter type hero who manages to master the rules of SEO and penetrate the Google kingdom?But back to the present

In our <a href="http://xcitedigital

com/insights/google-changing-things/” target=”_blank”>last blog we looked at how Google is now changing its algorithms much more frequently and without necessarily making this public to the waiting world

So how can you ensure that your SEO is hitting the mark? Whether you are a business-based marketer or a digital marketing agency, what is the most effective way to do your keyword research in light of Google’s constant changes?There are a wide variety of keyword research tools out there, many claiming to be the best

How do you know which is the best for your business? Whichever tool you choose, you need to make sure that it is capable of delivering the following five strategies for SEO success :1

Keyword suggestion capabilities

Keyword research usually begins with brainstorming a list of terms – for example related to our product or service – for which you want your site to rank

An effective keyword research tool will take an original list of terms and offer up semantically-related terms that customers are using for searches

An excellent tool in this respect is Moz’s Keyword Explorer

It has the ability to phrase popular questions that people ask, and also to group keywords together in logical ways

Conversely Google’s Keyword Planner – which you would expect to excel in this respect – is quite limited in scope as it is narrowly focused on being a tool for advertisers

Fundamentally, as long as the keyword research tool you choose is capable of making intelligent suggestions, it will be valuable in enabling you to obtaining some useful and accurate keyword research

2

Search volume calculation

It is more difficult these days to get accurate search volume data

An increasing number of organic search terms are listed as ‘not provided’ by Google Analytics, which is frustrating when you are trying to find out more about how people are searching

Some keyword research tools do claim to offer solutions to this dilemma, so you need to make sure that you use the tool that has the most relevant information for your needs

You need to find out where the search volume data is sourced from, what evidence of accuracy is there, can search volumes be split out by device and location – and do they take account of seasonal trends

You may find that there is not one keyword tool that can provide all these, and you may need to use a combination

But if key business decisions are being made based on search volumes then it is essential to to make sure the data is as reliable as possible

3

Ranking accuracy

It is worth bearing in mind that ranking is about more than just our position

For starters, we need to look at the overall number of searches to compare like with like: for example is it better to be in 10th position for a query with 1000 searches or 15th for a query with 5000

So don’t just look at your position but at the overall picture: it is essential to know where the ranking tool is taking snapshots from and how they are weighted

Also consider the two areas tha