Great content won’t lead to conversions if it isn’t visible to prospects who are looking for answers your content provides — which means you have to help search engines find that content too. The first step to making that happen is to steep your content strategy in keyword research to make sure you’re writing about topics your best prospects are actually searching for.
This can be done with the right SEO tools, a little bit of patience, and the persistence to evaluate what works and what doesn’t. In this Weidert Wednesday I’ll quickly run through the most helpful tools we use to guide content strategy for our industrial and complex B2B clients. Take a look and let me know what other SEO tools you use in the comments section.
Google answers thousands of search queries worldwide every second. So what does this mean for you? The reality is that every second your website isn’t being indexed on Google you’re missing out on opportunities to have high-quality prospects find your website, view your content and convert into leads.
SEO is all about making your website more visible to people who are looking for your product, brand, or services (and to search engines, of course). The key takeaway here? Prospects are searching for something specific, meaning your content needs to be relevant and helpful related to those searches.
In fact, relevance is one of the most important ranking factors in 2019. Google looks for target keywords and other clues to determine how relevant your content is to a particular search query and to do that it looks at the quality of your content. This means examining your content’s structure, use of keywords in your URLs, formatting of the content’s page, and which keywords appear in the title and in the body of the text.
We’ve found the following tools to be extremely useful when working to develop a content strategy that aligns with what your prospects are actually searching for.
Familiar with the phrase “low-hanging fruit?” If so, and you’re a fan of creating killer content, then listen up. SEMRush allows you to perform keyword research on any existing website and get quick organic traffic gains in return.
Simply insert your URL into the search bar and you’ll discover all of the keywords your site currently ranks for in the top 100 search results in Google. Then export a list of those keywords relevant to your target audience that are ranking position 5-25 and use their Topic Research and Content Template tools to optimize your existing content. Just sit back, relax, and watch them climb up the ranks!
2. Google Search Console
Do you have a website? Are you tracking it on Google Analytics? Then you may already have access to some of the most valuable SEO information without even knowing it. Simply verify your website in Search Console by adding some quick code and instantly see the keywords that are being used to find your website in SERPs, data on bounce rates and click-through rates (CTR), and which pages are driving the most traffic.
You’ll know just how satisfied users were with the results of their search and can then tweak your content accordingly.
3. HubSpot SEO
As a platinum HubSpot partner, I already have one of the best SEO tools at my fingertips. Their tool allows you to target large clusters of keywords in the form of pillar pages, find relevant subtopic keywords that link to those pages, and help establish authority over time. These functionalities allow you to know what topics to write about, organize them with an internal linking structure, and track the ROI of your efforts.
4. Answer the Public, Ubersuggest, Keyword Finder, Scraper
Other tools such as Answer the Public, Ubersuggest, Keyword Finder, and Google’s Scraper extension are user-friendly keyword research tools that suggest keywords and help uncover long-tail phrases in the form of questions.
Optimizing your website for search engines to understand the full relevance you have to offer is in no way going to happen overnight, but with the right strategy and tools in hand, you can improve your ranking and visibility, be found by potential customers, and ultimately create a better user experience!
Posted by Stephen Fischer
Stephen was an Inbound Marketing Consultant with account management experience with both commercial construction and industrial manufacturing clients. His expertise included search engine optimization and website project development, particularly in complex business industries.