My Blog

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  • Why is content optimization important?

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    Optimizing your pages will help them rank higher and draw in more traffic. They will convert better, helping your business increase leads and opt-ins. Well-optimized articles are also shared more often, thus reaching wider audiences and acquiring backlinks. Without optimizing your articles, you’ll decrease your chances of traffic and conversions from your website. In a nutshell, if…

  • What is content optimization?

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    Content optimization is the process of improving content to make it as effective as possible. It is performed using several different approaches, from improving keyword coverage and density to adding relevant links and copywriting. Optimized content satisfies search intent, has increased SERP visibility and converts better because it’s reader-centric. 

  • Key takeaways

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  • Which keywords should you start working on first?

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    Unfortunately, there’s no straightforward answer to this question. As SEOs like to say, “It depends.”  Keyword research is an act of balancing your unique circumstances with a set of metrics and concepts, which we’ve just covered: traffic potential, keyword difficulty, business potential, and search intent. In some cases, your job will be to get as…

  • How to gauge the “business potential” of a keyword

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    Many marketers judge the value of a keyword by mapping it to the so-called buyer’s journey, i.e., a process people go through before making a purchase. Conventional wisdom says the earlier people are in their journey, the less likely they are to buy. Here’s one popular buyer’s journey framework: TOFU keywords tend to have high search…

  •  Study the search intent

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    Let’s say that you have the following keywords on your list: Now you need to understand which should be best targeted with informational blog articles and which should be product or category pages. For some keywords, this is obvious. You wouldn’t create a product page for “how to brew cold brew coffee” because searchers are clearly looking for…

  • Identify the Parent Topic

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    Let’s say that you’ve got the following keywords on your list: All of these search queries seem to be talking about the same topic: “whipped coffee.” But does that mean that a single page can rank well for all these keywords? Or perhaps you’ll need to create individual pages to target each of them separately?  The…

  • Cost Per Click (CPC)

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    Cost Per Click (CPC) shows how much advertisers are willing to pay for a click on an ad displayed on top of search results for a given keyword. It’s more a metric for advertisers than SEOs, but it can serve as a useful proxy for a keyword’s value. For example, the keyword “project management software” has a…

  • Keyword Difficulty

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    Experienced SEO professionals typically gauge the ranking difficulty of each keyword manually. That is, by looking at the search results for each keyword and analyzing them. They account for many different factors to judge how hard or easy it’ll be to rank: This process varies from person to person, and there’s no consensus on precisely what…

  • Study your niche

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    Everything we’ve discussed so far is enough to generate an almost unlimited number of keyword ideas. But at the same time, the process kind of keeps you “in the box.” You can solve this by going to the places where your target audience hangs out—industry forums, groups, and Q&A sites—and studying their conversations. For example, here’s…