Looking at current keywords that do not make up the brand gives you a snapshot of the areas of the business that are performing well and the site categories that need to be improved.
SEOmonitor helps your agency by automatically splitting brand and non-keyword groups, while highlighting keywords that are currently in the top 10, top 20, and top 100 on desktop and mobile.
We are also developing a new automatic keyword group with the top categories of the target website, so you can quickly find the areas you need to focus on.
Mapping opportunities for growth
Now that you have a better overview of the client’s status quo, it’s time to dive deeper.
Go into the specifics of the customer’s audience, their customer journey, and how you can narrow down your strategic focus for maximum ROI.
Look at changing search trends
“For us, the key is to look at exploding keywords, YoY search trends and how demand is changing,” Sparkes said. “Recently with COVID, the demand for some categories in the retail space was astronomical as people bought lots of different things. It was an interesting consumer behavior as one might expect people to save money due to financial insecurity (and toilet paper storage behavior), but instead we saw a huge increase in demand across many of our customers. Now the question is how that consumer behavior will change again and what has come to stay. ”
Because it’s kind of a moving target situation, Sparro uses search trends to spot exploding and fueled keywords across industries while comparing year-on-year data two years ago to account for the pandemic irregularities.
As part of the opportunity assessment, with search trends, you can respond to “what’s there to be” and match the search intent with your client’s offer.
For example, if you Seeing an exploding trend near me in restaurants, salons and museums, and your client can fill this need, you first know where to focus your attention and resources:
You can also take the social listening method to measure even more popular topics, as Sparro does.
“We use Reddit quite a lot. We pull keywords out of it, or try to get some meaningful trends, ”Sparkes said as he explained his agency’s research strategy. After all, conversations in highly specialized online spaces, such as subreddits, will give you a clearer sense of the client’s buyers’ pain points and desires.
There is also this problematic question that can arise: How to proactively prepare for future business changes?
With year-to-year data and other supporting information, you can take your agency’s role further in advising and painting potential paths for the client and what their non-brand organic traffic might look like in 6 or 12 months from now.
Find the low-hanging fruit
To continue optimizing your business impact strategy, another filter you can add to your research is to understand the intent and the most relevant keywords that the customer’s customers use.
“For us, the intention is the first thing we assess. Sometimes people make these massive keyword grabs and do not necessarily seem to see the relevance of these to the client. You can send the client a list of thousands of keywords, but what is the end goal? Said Sparkes.
So we pull the search results for many of these keywords and see who ranks among the top 10, how they structured their content, if we can compete with some of the more established sites in the space, etc. Let’s say the client’s website is right new. Do we first take the long tail approach and get some runs on the board? Do we have the right structure to rank according to the targeted keywords? On the flip side, is this site super informative and it will have an easy job ranking for many keywords? Asking yourself these questions is critical, rather than just pulling a lot of data and tracking them, which is pointless, ”he added.
Answering the difficult questions in a strategic approach from day 1 will not only narrow your keyword list, but also give you a better understanding of the real opportunities out there.
You may want to consider evaluating relevant keywords based on previous conversion rates.
In SEOmonitor, you can find the high-converting keywords for your client and aim to optimize them, as we retrieve data from Google Analytics and the Google Search Console and distribute the organic traffic (visits and conversions or transactions) back into keywords:
Even more, you can bring your huge keyword list and we will arrange it for you so that you only get them where it makes sense to concentrate.
Our automatic filtering deletes keywords with low search volume (<50), marks keywords with brand as such, highlights seasonal keywords and gives you the necessary attributes (SERP, ranking and search data) to spot the high options.
Tactics are not everything. You must constantly ask yourself what major strategic direction is moving the needle for the client. Sparkes adds:
“Assess what is relevant to them and build a solution based on it. We always start with keyword research to know what the opportunities are and where we are at the moment, but then we need to consider what technical solutions are available in the market that make it possible to map. So if it is an e-commerce client, they may not have the necessary high-intention keyword landing pages. Perhaps there are quite serious technical limitations that we must first address in order for these keywords to become work opportunities for the client. And then we move into the content area itself. ”
Aside from technical issues – lack of landing pages, cannibalization issues, site restructuring, etc. – look at the high-intention keywords and their difficulties.
Think about how challenging it is to get your page rank in the top 10 results for a particular keyword, based on things like current authority. Is your content already targeting with the keyword and its topic (in terms of on-page SEO)?
You can then create a keyword group with “easy” difficulty or even “easy and average” as your starting point. Matching difficulties with the potential additional sessions that your SEO strategy can bring will help your client understand “what’s in it” for their business.
Bonus: Forecasts to validate your strategic proposal
Once you have mapped out the options across multiple variables and your customer’s growth horizon is defined, on a practical level, it means you have a curated and prioritized list of highly relevant keywords (intent and conversion).
You can go a step further, as Sparro does, and enter it into a forecast model that takes into account seasonality, unit breakdown, YoY data, average CTRs, and validate your proposed strategy.
What you see are the potential additional sessions and conversions you can generate for your client if the set placement goals are reached plus the corresponding value in Google Ads for your proposal.
This step can help you improve your strategy and even set the right budget for your client:
We know that every new client means a lot of energy for research and strategy, so we designed SEOmonitor to make your agency’s processes more efficient.
These are just a few of our agency solutions that will help you focus on what matters.
Join us and the community of our SEO agencies in the journey to bring more transparency and measurability to the SEO industry.