Going back to our research related to [best convertible car seat], let’s take a look at the SERP. We can do it right inside Moz’s tool:
Screenshot from Moz Pro
Yikes! This is going to be a tough one. We’ve got Reddit and Wirecutter on there.
Luckily, there are options. Using the “questions” tab in the “keyword suggestions” tool, you can discover questions that searchers ask relatively frequently. Some of them may have the potential for a related keyword strategy.
Screenshot from Moz Pro
Even though the head term will be difficult to rank for, you can see a lot of “informational” intent related to this search. This is an opportunity to build trust with highly motivated consumers.
Mistake #3: Not Organizing Your Research
If you do keyword research intermittently or only at the beginning of campaigns, you might be missing important opportunities to refine your strategies.
Keyword research needs to be checked and refined as your strategy changes and the SERPs get updated.
It’s critical that you set yourself up for success when you begin a new campaign or strategy. You don’t want to do a ton of work and leave it in a disorganized state because, eventually, you will need to update your pages and reassess the strategy behind them. You can save yourself a lot of time by preparing for this eventuality and setting up a strategy that’s easy to jump back into.
Building keyword groups and lists help you understand how pages fit into the broader categorization of your website. It’s also a good idea to use a tool that tracks your progress so that when you return to strategy, you can see the past performance of pages at a glance.
With Keyword Lists in Moz Pro you can to upload your own sheet file or build a list by typing it out. Once the list is in the system, you get a ton of insights about the keywords both individually and in aggregate, as you can see from the screenshot of the sample list below.
Screenshot from Moz Pro
Mistake #4: Not Building Entity And Topic Maps
The way you organize information is critical at two levels.
The first is on the page. How you present information, in what order, and in what format is critical to the experience of a page. If you can match this well with intent, you’ll provide users with a good experience and improve conversion rates.
The other level is site-wide. You must build a content and keyword strategy around topics and entities. This is how you build a content library that’s friendly to both users and advanced search algorithms. Building entity maps correctly helps you compete in an AI-heavy environment because you’re speaking the language of AI algorithms that work by connecting entities together through context.
Building these maps of context between topics also helps you to build a robust strategy and discover opportunities your competitors may have missed. Every page you add to a broader topic is an opportunity to reinforce your authority, succeed in a unique SERP, and transfer that SEO power to your other pages through internal linking.
Moz’s “similar SERPs” tool comes in handy here. With Moz Pro, search by keyword and filter by Similar SERPs. Tada! By analyzing the top-ranking pages for your target keyword you’ll see other keywords those competing URLs ranked for. With this list of new keywords, you can identify opportunities to strategically expand your content based on that topical analysis. It’s a great way to see where there’s overlap in SERPs.
Screenshot from Moz Pro
Screenshot from Moz Pro
So stop missing out on opportunities your competitors are capitalizing on. With the advanced keyword research features in Moz Pro you can streamline your research process, enabling deeper keyword analysis and smarter strategies. Prioritize intent, enhance user experience, increase conversions, and rank for the queries you need.
Stop missing out on traffic! Unlock the power of Keyword Explorer with over 500 million traffic-driving keywords.
Start your free trial today and fix your keyword strategy for real results.
Image Credits
Featured Image: Image by Moz. Used with permission.
In-Post Image: Images by Moz. Used with permission.