Once you know your desired broad outcomes, find the right keywords to fit your needs. Typically, every page will have one primary keyword (the one you want to rank for the most).
You’ll also want to include 1-3 secondary keywords to highlight subtopics and give search engines more to work with. Conduct thorough keyword research to find choice keyword options.
MacLean recommends a top-down belgium telegram data approach to research: “Start with your largest, most important targets, and work your way down,” she said.
“Focus on meeting search intent so you can deliver a cohesive, easy-to-navigate client experience.”
Since Google owns almost all of the world’s search traffic, why not use the company’s knowledge directly? If you’re already running Google Ads, hop into the Keyword Planner and use Google’s analytics to identify keywords. It’s also very user-friendly compared to other SEO tools.
Note: Using this tool requires an active
For those interested in lower-cost options, Google Search Console (part of Google Workspace) offers analytics pulled from the company’s indexing algorithms. And, if you’re really in a pinch, Google Trends is open to the public and free to use. It can identify broad trends and basic keywords, but you won’t get usage and cost-to-compete data.
What if you’re looking for options off the Google bandwagon? Personally, I like SEMrush. The company packs tons of information into their keyword research tools. It might overwhelm a true SEO beginner, but if you’ve had some practice, SEMrush offers a lot of keyword help. Plans start at $139.95 per month.
Also, MacLean points out how some marketers ignore long-tail keywords. These are terms with lower search return volumes, often because they’re highly specific and targeted.
“Long-tail keywords are low-hanging fruit,” she said. “Don’t miss out on these opportunities to capture niche traffic. My team sees the most success from establishing pillar/landing pages with big keyword targets, and building out topical authority with blogs focused on related long-tail keywords, tying back to these larger pillar pages.”
3. Audit your content.
With a list of potential keywords canada cell numbers in hand, you’ll next want to review your content and how you’re using keywords now. This is your content audit.
MacLean and her team spend considerable time running content audits. She says you should start by identifying which pages already rank fo what it is, how it works relevant keywords, and then highlight gaps where new content is needed. She reminds us that intentionality is key to a good audit.
“Be clear about how everything on site does or does not fit into your content strategy,” said MacLean. “Understand what action steps to take for content that does not fit, whether that be setting up redirects, combining into new content, or removing from your site all together.”
Pro tip: Don’t skip the content audit. You might feel time and cost pressures to not bother with it. But, you could miss out on undiscovered paths for future content or easy chances to optimize your site.
