When developing an SEO strategy for your site one of the principal focuses that you need to have is what key words to include and which sort of strategy and tactics you will use to be able to attain alignment with your SEO campaign and keyword ranking methods. Wouldn’t it be great if our SEO keyword rank efforts stopped here?
Keyword rank , in the intricate world of Search Engine Optimization (SEO), its been far more complicated, as you are about figure out. Keyword rank in SEO terms is not as straightforward as deciding which keyword you wish to rank in the SERPS, quickly optimize your content piece, obtain backlinks off Fiverr, and then boom you are #1. The main reason is because how you are matched to a search query’s value has become considerably more complicated, with Google releasing over 600 upgrades to its algorithm each year. That is roughly 2 new updates Daily Every Year
So as to appreciate how Google perceives user intent, let us begin by analyzing the SERPs for a keyword phrase to identify what’s ranked and why it’s ranked. It’s always advisable to checkout the competition you are up against which can directly assist you knowing your keyword ranking chances, in addition to focusing your energy and time on the keyword phrases in which you will have the best chances for successfully rank with the least quantity of resistance in obtaining it.
E-commerce Keyword Ranking Example
Let’s start by taking a look at basic search query example where all results for “glassware” are e-commerce only sites. In this example, Google shows preference to e-commerce websites for this specific search query, which means if you were to apply the right optimizations with your on-page technical SEO, content, and-advertising strategies, you might be able to get a solid keyword ranking on that search phrase.
On the flip side, let’s see what would happen in the SERPs if you used the keyword “muffins” for your search query:
In case you or a customer were to sell muffins on the world wide web, you’re not likely to perform well at any the search query outcomes shown above. The top 4 search results returned are for recipes, followed by a local search results section, another recipe, movie, Wikipedia page, and then 3 additional recipe lists are displayed at the bottom of the page.
There’s very little reason to try keyword rank for muffins online for this particular search query, even though you can make an attempt at keyword rank to get a recipe content fashion page. The key word phrase”buy muffins online” might be a useful keyword phrase for your online retail site ranking.
Let us examine one more example, where your customer is retailing tables on the internet and needs you to rank the key word”table”:
This SERP has mixed results unlike the first example. Our search query returned a shopping section at the top of the page, and while that’s not exactly an opportunity for search engine optimization (SEO), though it is an unconventional method to go about keyword ranking on this search term. Then a shopping website is listed, followed by a search result about HTML tables, which has nothing to do with our type of tables.
After a local results section, there is another page on HTML tables, followed by a shopping site, another dictionary definition, and one last page on HTML tables. If you’re selling tables online, there are already four e-commerce websites that are displayed on the first page on this SERPs.
Google is letting us know that it sees a correlation with user intent matching on shopping for kitchen tables, which means there’s an opportunity available to rank your website in the top 10 search results returned for this particular search query.
In-depth Look at Keyword Ranking Opportunities
What if you want to keyword rank “table,” and let’s say you’re client is a small business e-commerce site that sells a variety of products, which are similar to Target. Let’s compare this small business retailer to 4 niche specific competing retail websites:
- Ashley Furniture Home Store — Niche retailer that sells furniture, lighting and kitchen goods
- Ikea — Niche focused retailer that focuses on selling furniture
- Target — General purpose large brand retailer
- Wayfair — Niche focused retailer that specifically sells furniture
Certainly we actually would not have a chance ranking for the key word”dining table”. Out of the four brands listed previously, Target is the sole non-niche specific retailer which has their keyword rank inside this search query outcomes. Another name brand market particular e-commerce sites are concentrated on just furniture sales.
In the event that you were a market retailer, it usually means your customers contest based on this specific search are just focused at a succinct area, and each one the internet signs that indicate they’re the leader for this particular search query will probably be connected with furniture. From a users perspective, they supply a larger choice that’s associated with kitchen tables, because this is exactly what they sell. This case illustrates the specific kinds of sites that Google’s algorithms deems related to the search query.
We must determine user intent for better keyword ranking
So far everything we have gone has been around deciphering the various kinds of landing pages and sites Google’s algorithms believes as a pertinent best match with the users intent considered of the search. It’s typical for Google to return many different search results. In the instance of the”muffins” Google search, a site that’s selling muffins online, Google does not look at an e-commerce site as a relevant search term match.
Other search query types behave differently, and with them, you’ll have to dig deeper into why.
This keyword relates it to another potential user intentions. People searching for kitchen tables might want a bigger array of alternatives for them but also other similar items like other kinds of home related products. If you shopped at Target, then you might also shop for clothes, groceries, diapers, video games, TVs, movies and far more.
Even though it’s convenient to have the ability to purchase these different home related goods in one shopping trip, it doesn’t offer the best experience for the consumer intent of merely buying tables. Closely related goods and a wider choice of table options to pick from seem to meet user intent, that’s why niche specialty retail businesses perform best for this sort of search query.
Target managed to get on the first page search listings by keyword rank it, but they are the only general retail business that managed to accomplish it. This illustrates that there is only so much room available and there’s only 1 spot available for your customer, or another competitor, on the first page SERPs.
This article has focused on understanding the details of how you would determine user intent. Keyword ranking no longer is as basic as choosing the keyword for your page and then just getting some backlinks you’re #1. Though they’re still important, it’s just one of many steps that we have to take to have a much better understanding of relevance in order to succeed at keyword ranking. Following this advice should positively impact your keyword ranking efforts.
By taking this into consideration, you will avoid wasting time trying to go after keyword rankings that you don’t have a shot ranking in the top SERPs and refocus your energy on areas where you do have an opportunity at getting your websites page listed on the first page of the SERPs.