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The One-Hour Guide to SEO: Keyword Targeting & On-Page Optimization – Whiteboard Friday

Posted by randfish

We’ve covered strategy, keyword research, and how to satisfy searcher intent — now it’s time to tackle optimizing the webpage itself! In the fourth part of the One-Hour Guide to SEO, Rand offers up an on-page SEO checklist to start you off on your way towards perfectly optimized and keyword-targeted pages.

If you missed them, check out the other episodes in the series so far:

A picture of the whiteboard. The content is all detailed within the transcript below.

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Video Transcription

Howdy, Moz fans. Welcome to another edition of our special One-Hour Guide to SEO. We are now on Part IV – Keyword Targeting and On-Page Optimization. So hopefully, you’ve watched Part III, where we talked about searcher satisfaction, how to make sure searchers are happy with the page content that you create and the user experience that you build for them, as well as Part II, where we talked about keyword research and how to make sure that you are targeting the right words and phrases that searchers are actually looking for, that you think you can actually rank for, and that actually get real organic click-through rate, because Google’s zero-click searches are rising.

A depiction of a site with important on-page SEO elements highlighted, drawn on the whiteboard.

Now we’re into on-page SEO. So this is essentially taking the words and phrases that we know we want to rank for with the content that we know will help searchers accomplish their task. Now how do we make sure that the page is optimal for ranking in Google?

On-page SEO has evolved

Well, this is very different from the way it was years ago. A long time ago, and unfortunately many people still believe this to be true about SEO, it was: How do I stuff my keywords into all the right tags and places on the page? How do I take advantage of things like the meta keywords tag, which hasn’t been used in a decade, maybe two? How do I take advantage of putting all the words and phrases stuffed into my title, my URL, my description, my headline, my H2 through H7 tags, all these kinds of things?

Most of that does not matter, but some of it still does. Some of it is still important, and we need to run through what those are so that you give yourself the best possible chance for ranking.

The on-page SEO checklist

So what I’ve done here is created a sort of brief, on-page SEO checklist. This is not comprehensive, especially on the technical portion, because we’re saving that for Part V, the technical SEO section, which we will get into, of this Guide. In this checklist, some of the most important things are on here. 

☑ Descriptive, compelling, keyword-rich title element

Many of the most important things are on here, and those include things like a descriptive, compelling, keyword-rich but not stuffed title element, also called the page title or a title tag. So, for example, if I am a tool website, like toolsource.com — I made that domain name up, I assume it’s registered to somebody — and I want to rank for the “best online survey tools,” well, “The Best Online Survey Tools for 2019″ is a great title tag, and it’s very different from best online survey tools, best online survey software, best online survey software 2019. You’ve seen title tags like that. You’ve seen pages that contain stuff like that. That is no longer good SEO practices.

So we want that descriptive, compelling, makes me want to click. Remember that this title is also going to show up in the search results as the title of the snippet that your website appears in.

☑ Meta description designed to draw the click

Second, a meta description. This is still used by search engines, not for rankings though. Sort of think of it like ad text. You are drawing a click, or you’re attempting to draw the click. So what you want to do is have a description that tells people what’s on the page and inspires them, incites them, makes them want to click on your result instead of somebody else’s. That’s your chance to say, “Here’s why we’re valuable and useful.”

☑ Easy-to-read, sensible, short URL

An easy-to-read, sensible, short URL. For example, toolsource.com/reviews/best-online-surveys-2019. Perfect, very legible, very readable. I see that in the results, I think, “Okay, I know what that page is going to be.” I see that copied and pasted somewhere on the web, I think, “I know what’s going to be at that URL. That looks relevant to me.”

Or reviews.best-online-tools.info. Okay, well, first off, that’s a freaking terrible domain name. /oldseqs?ide=17 bunch of weird letters and tab detail equals this, and UTM parameter equals that. I don’t know what this is. I don’t know what all this means. By the way, having more than one or two URL parameters is very poorly correlated with and not recommended for trying to rank in search results. So you want to try and rewrite these to be more friendly, shorter, more sensible, and readable by a human being. That will help Google as well.

☑ First paragraph optimized for appearing in featured snippets

That first paragraph, the first paragraph of the content or the first few words of the page should be optimized for appearing in what Google calls featured snippets. Now, featured snippets is when I perform a search, for many queries, I don’t just see a list of pages. Sometimes I’ll see this box, often with an image and a bunch of descriptive text that’s drawn from the page, often from the first paragraph or two. So if you want to get that featured snippet, you have to be able to rank on page one, and you need to be optimized to answer the query right in your first paragraph. But this is an opportunity for you to be ranking in position three or four or five, but still have the featured snippet answer above all the other results. Awesome when you can do this in SEO, very, very powerful thing. Featured snippet optimization, there’s a bunch of resources on Moz’s website that we can point you to there too.

☑ Use the keyword target intelligently in…

☑ The headline

So if I’m trying to rank for “best online survey tools,” I would try and use that in my headline. Generally speaking, I like to have the headline and the title of the piece nearly the same or exactly the same so that when someone clicks on that title, they get the same headline on the page and they don’t get this cognitive dissonance between the two.

☑ The first paragraph

The first paragraph, we talked about. 

☑ The page content

The page’s content, you don’t want to have a page that’s talking about best online survey tools and you never mention online surveys. That would be a little weird. 

☑ Internal link anchors

An internal link anchor. So if other places on your website talk about online survey tools, you should be linking to this page. This is helpful for Google finding it, helpful for visitors finding it, and helpful to say this is the page that is about this on our website.

A whiteboard drawing depicting how to target one page with multiple keywords vs multiple pages targeting single keywords.

I do strongly recommend taking the following advice, which is we are no longer in a world where it makes sense to target one keyword per page. For example, best online survey tools, best online survey software, and best online survey tools 2019 are technically three unique keyword phrases. They have different search volumes. Slightly different results will show up for each of them. But it is no longer the case, whereas it was maybe a decade ago, that I would go create a page for each one of those separate things.

Instead, because these all share the same searcher intent, I want to go with one page, just a single URL that targets all the keywords that share the exact same searcher intent. If searchers are looking to find exactly the same thing but with slightly modified or slight variations in how they phrase things, you should have a page that serves all of those keywords with that same searcher intent rather than multiple pages that try to break those up, for a bunch of reasons. One, it’s really hard to get links to all those different pages. Getting links just period is very challenging, and you need them to rank.

Second off, the difference between those is going to be very, very subtle, and it will be awkward and seem to Google very awkward that you have these slight variations with almost the same thing. It might even look to them like duplicate or very similar or low-quality content, which can get you down-ranked. So stick to one page per set of shared intent keywords.

☑ Leverage appropriate rich snippet options

Next, you want to leverage appropriate rich snippet options. So, for example, if you are in the recipes space, you can use a schema markup for recipes to show Google that you’ve got a picture of the recipe and a cooking time and all these different details. Google offers this in a wide variety of places. When you’re doing reviews, they offer you the star ratings. Schema.org has a full list of these, and Google’s rich snippets markup page offers a bunch more. So we’ll point you to both of those as well.

☑ Images on the page employ…

Last, but certainly not least, because image search is such a huge portion of where Google’s search traffic comes from and goes to, it is very wise to optimize the images on the page. Image search traffic can now send significant traffic to you, and optimizing for images can sometimes mean that other people will find your images through Google images and then take them, put them on their own website and link back to you, which solves a huge problem. Getting links is very hard. Images is a great way to do it.

☑ Descriptive, keyword-rich filenames

The images on your page should employ descriptive, keyword-rich filenames, meaning if I have one for typeform, I don’t want it to be pick one, two or three. I want it to be typeformlogo or typeformsurveysoftware as the name of the file.

☑ Descriptive alt attributes

The alt attribute or alt tag is part of how you describe that for screen readers and other accessibility-focused devices, and Google also uses that text too. 

☑ Caption text (if appropriate)

Caption text, if that’s appropriate, if you have like a photograph and a caption describing it, you want to be descriptive of what’s actually in the picture.

☑ Stored in same domain and subdomain

These files, in order to perform well, they generally need to be hosted on the same domain and subdomain. If, for example, all your images are stored on an Amazon Web Services domain and you don’t bother rewriting or making sure that the domain looks like it’s on toolsource.com/photos or /images here, that can cause real ranking problems. Oftentimes you won’t perform at all in Google images because they don’t associate the image with the same domain. Same subdomain as well is preferable.

If you do all these things and you nail searcher intent and you’ve got your keyword research, you are ready to move on to technical SEO and link building and then start ranking. So we’ll see you for that next edition next week. Take care.

Video transcription by Speechpad.com

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How to Use the "Keywords by Site" Data in Tools (Moz, SEMrush, Ahrefs, etc.) to Improve Your Keyword Research and Targeting – Whiteboard Friday

Posted by randfish

One of the most helpful functions of modern-day SEO software is the idea of a “keyword universe,” a database of tens of millions of keywords that you can tap into and discover what your site is ranking for. Rankings data like this can be powerful, and having that kind of power at your fingertips can be intimidating. In today’s Whiteboard Friday, Rand explains the concept of the “keyword universe” and shares his most useful tips to take advantage of this data in the most popular SEO tools.

How to use keywords by site

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about the Keywords by Site feature that exists now in Moz’s toolset — we just launched it this week — and SEMrush and Ahrefs, who have had it for a little while, and there are some other tools out there that also do it, so places like KeyCompete and SpyFu and others.

In SEO software, there are two types of rankings data:

A) Keywords you’ve specifically chosen to track over time

Basically, the way you can think of this is, in SEO software, there are two kinds of keyword rankings data. There are keywords that you have specifically selected or your marketing manager or your SEO has specifically selected to track over time. So I’ve said I want to track X, Y and Z. I want to see how they rank in Google’s results, maybe in a particular location or a particular country. I want to see the position, and I want to see the change over time. Great, that’s your set that you’ve constructed and built and chosen.

B) A keyword “universe” that gives wide coverage of tens of millions of keywords

But then there’s what’s called a keyword universe, an entire universe of keywords that’s maintained by a tool provider. So SEMrush has their particular database, their universe of keywords for a bunch of different languages, and Ahrefs has their keyword universe of keywords that each of those two companies have selected. Moz now has its keyword universe, a universe of, I think in our case, about 40 million keywords in English in the US that we track every two weeks, so we’ll basically get rankings updates. SEMrush tracks their keywords monthly. I think Ahrefs also does monthly.

Depending on the degree of change, you might care or not care about the various updates. Usually, for keywords you’ve specifically chosen, it’s every week. But in these cases, because it’s tens of millions or hundreds of millions of keywords, they’re usually tracking them weekly or monthly.

So in this universe of keywords, you might only rank for some of them. It’s not ones you’ve specifically selected. It’s ones the tool provider has said, “Hey, this is a broad representation of all the keywords that we could find that have some real search volume that people might be interested in who’s ranking in Google, and we’re going track this giant database.” So you might see some of these your site ranks for. In this case, seven of these keywords your site ranks for, four of them your competitors rank for, and two of them both you and your competitors rank for.

Remarkable data can be extracted from a “keyword universe”

There’s a bunch of cool data, very, very cool data that can be extracted from a keyword universe. Most of these tools that I mentioned do this.

Number of ranking keywords over time

So they’ll show you how many keywords a given site ranks for over time. So you can see, oh, Moz.com is growing its presence in the keyword universe, or it’s shrinking. Maybe it’s ranking for fewer keywords this month than it was last month, which might be a telltale sign of something going wrong or poorly.

Degree of rankings overlap

You can see the degree of overlap between several websites’ keyword rankings. So, for example, I can see here that Moz and Search Engine Land overlap here with all these keywords. In fact, in the Keywords by Site tool inside Moz and in SEMrush, you can see what those numbers look like. I think Moz actually visualizes it with a Venn diagram. Here’s Distilled.net. They’re a smaller website. They have less content. So it’s no surprise that they overlap with both. There’s some overlap with all three. I could see keywords that all three of them rank for, and I could see ones that only Distilled.net ranks for.

Estimated traffic from organic search

You can also grab estimated traffic. So you would be able to extract out — Moz does not offer this, but SEMrush does — you could see, given a keyword list and ranking positions and an estimated volume and estimated click-through rate, you could say we’re going to guess, we’re going to estimate that this site gets this much traffic from search. You can see lots of folks doing this and showing, “Hey, it looks this site is growing its visits from search and this site is not.” SISTRIX does this in Europe really nicely, and they have some great blog posts about it.

Most prominent sites for a given set of keywords

You can also extract out the most prominent sites given a set of keywords. So if you say, “Hey, here are a thousand keywords. Tell me who shows up most in this thousand-keyword set around the world of vegetarian recipes.” The tool could extract out, “Okay, here’s the small segment. Here’s the galaxy of vegetarian recipe keywords in our giant keyword universe, and this is the set of sites that are most prominent in that particular vertical, in that little galaxy.”

Recommended applications for SEOs and marketers

So some recommended applications, things that I think every SEO should probably be doing with this data. There are many, many more. I’m sure we can talk about them in the comments.

1. Identify important keywords by seeing what you rank for in the keyword universe

First and foremost, identify keywords that you probably should be tracking, that should be part of your reporting. It will make you look good, and it will also help you keep tabs on important keywords where if you lost rankings for them, you might cost yourself a lot of traffic.

Monthly granularity might not be good enough. You might want to say, “Hey, no, I want to track these keywords every week. I want to get reporting on them. I want to see which page is ranking. I want to see how I rank by geo. So I’m going to include them in my specific rank tracking features.” You can do that in the Moz Keywords by Site, you’d go to Keyword Explorer, you’d select the root domain instead of the keyword, and you’d plug in your website, which maybe is Indie Hackers, a site that I’ve been reading a lot of lately and I like a lot.

You could see, “Oh, cool. I’m not tracking stock trading bot or ark servers, but those actually get some nice traffic. In this case, I’m ranking number 12. That’s real close to page one. If I put in a little more effort on my ark servers page, maybe I could be on page one and I could be getting some of that sweet traffic, 4,000 to 6,000 searches a month. That’s really significant.” So great way to find additional keywords you should be adding to your tracking.

2. Discover potential keywords targets that your competitors rank for (but you don’t)

Second, you can discover some new potential keyword targets when you’re doing keyword research based on the queries your competition ranks for that you don’t. So, in this case, I might plug in “First Round.” First Round Capital has a great content play that they’ve been doing for many years. Indie Hackers might say, “Gosh, there’s a lot of stuff that startups and tech founders are interested in that First Round writes about. Let me see what keywords they’re ranking for that I’m not ranking for.”

So you plug in those two to Moz’s tool or other tools. You could see, “Aha, I’m right. Look at that. They’re ranking for about 4,500 more keywords than I am.” Then I could go get that full list, and I could sort it by volume and by difficulty. Then I could choose, okay, these keywords all look good, check, check, check. Add them to my list in Keyword Explorer or Excel or Google Docs if you’re using those and go to work.

3. Explore keywords sets from large, content-focused media sites with similar audiences

Then the third one is you can explore keyword sets. I’m going to urge you to. I don’t think this is something that many people do, but I think that it really should be, which is to look outside of your little galaxy of yourself and your competitors, direct competitors, to large content players that serve your audience.

So in this case, I might say, “Gosh, I’m Indie Hackers. I’m really competing maybe more directly with First Round. But you know what? HBR, Harvard Business Review, writes about a lot of stuff that my audience reads. I see people on Twitter that are in my audience share it a lot. I see people in our forums discussing it and linking out to their articles. Let me go see what they are doing in the content world.”

In fact, when you look at the Venn diagram, which I just did in the Keywords by Site tool, I can see, “Oh my god, look there’s almost no overlap, and there’s this huge opportunity.” So I might take HBR and I might click to see all their keywords and then start looking through and sort, again, probably by volume and maybe with a difficulty filter and say, “Which ones do I think I could create content around? Which ones do they have really old content that they haven’t updated since 2010 or 2011?” Those types of content opportunities can be a golden chance for you to find an audience that is likely to be the right types of customers for your business. That’s a pretty exciting thing.

So, in addition to these, there’s a ton of other uses. I’m sure over the next few months we’ll be talking more about them here on Whiteboard Friday and here on the Moz blog. But for now, I would love to hear your uses for tools like SEMrush and the Ahrefs keyword universe feature and Moz’s keyword universe feature, which is called Keywords by Site. Hopefully, we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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