Seo strategy

Why You Need Keyword Benchmarking In Your SEO Strategy

The algorithms have been unleashed: they are breaking out of their dark and mysterious rooms and crawling through the SERPs to administer their sentence. They reward or punish accordingly.

Does it sound like the opening scene from a horror movie? While it could very well be, fear not – we’re talking about SEO strategy here. Yet, for most marketers, SEO generates the same kind of unease and suspense as your typical terror story.

It’s easy to not know what changes are being made to search algorithms as a marketer, according to Moz, Google changes its search algorithm about 500 to 600 times a year! Stay focus with these changes can seem incredibly overwhelming (and arguably impossible), to say the least.

This leaves a lot of marketers creating content in a constant state of fear that they aren’t “doing SEO right” – that they are just guessing and checking. And this fear is valid, because not being successful in SEO means that you are jeopardizing the success of your efforts: And in the end, your web content only serves you well if it is more discoverable than that of your competitor.

There are a few things you can do to get ahead, such as taking advantage of the competition. keyword benchmarking fuel a strategic SEO strategy; follow and improve on your SEO strategy based on performance and insights; and continually engage in Good SEO practices by staying on top of trends, not the updates themselves, studying every algorithm update will only drive you crazy.

Benchmarking competitive keywords

To be confident in SEO, you need a strategy that capitalizes on the opportunities your brand has to present itself to your customers. first, with the quality, audience-centric content you’ve worked hard to produce. But how do you find these opportunities?

Keyword research and competitive intelligence are absolutely essential in this endeavor: compared to your competition, how do you know where to focus and where not to focus? In the crowded world of research, which keywords are worth targeting to beat your competition, and which should you avoid altogether?

You need to create a smart, competitive keyword strategy that can answer these questions. And the perfect place to start is keyword benchmarking. With the Keyword Gap Analysis report in Skyword360, you can see how well you are performing on a keyword against your competition.

You can also sort and filter a table of competitive data to get an in-depth perspective on your channel’s performance in context. Being able to sort through this data makes it easy for you to identify where your competition ranks and you don’t rank, ultimately helping you take advantage of gaps in your strategy.

However, it is important that these gaps are recognized from a keyword research perspective: if you are outperforming on an incredibly competitive term, it may not be a gap that you should devote limited resources to filling. . This report will show you how difficult it is to rank on any given keyword. This type of information will help you make informed decisions about which keywords are worth researching, so that you can use your resources in the most efficient way possible.

Alternatively, if there are any keywords on which you outperform your competition, you should congratulate yourself first; second, continue to capitalize and strengthen your authority on these matters; and third, report these victories to your management team! Being able to show that you beat your competition in search is powerful evidence to help you support your organic search efforts and proves your ROI in content marketing. (Pro tip: Take a screenshot of a Google search using the keyword you’re outperforming your competitor on and place the respective logos in the left rail to really convey the impact of brand placement. ).

Monitor and improve

In order to bring these types of wins back to your leadership team, you need to continually monitor and improve the performance of your strategy. Tracking your keyword performance can be difficult if you don’t have the right tools to keep tabs on how Google ranks or not your individual content.

In Skyword360, you can track your keyword performance over time so it’s easier to identify what works and what doesn’t. Is your ranking continuously dropping on a certain keyword? This could mean that you need to update that content or that your brand needs to build up their authority on this topic, so that related content has a better chance of performing well in search. Or, maybe there were some major algorithm changes you need to check out.

This function of the platform helps you to follow your strategy so that you can adjust accordingly in these scenarios, and will help you produce results that you can report back to your management team: offering real and actionable suggestions, to instead of shrugging confused shoulders.

But being able to get a report to serve as compelling evidence behind your content strategy has been a constant challenge for marketers. It’s hard to prove the value of organic search when compared to the results generated by paid search, which is often viewed as a faster and easier approach. But paid search alone is largely a short-term, unsustainable solution to traffic acquisition, which is why it’s important to advocate for a strong organic component in your overall strategy.

The Keyword Value Report in Skyword360 allows you to track and prove the impact of organic search efforts, giving you the ability to say, “My organic search efforts are driving what would have otherwise cost $ X in paid search.” . In other words: “You see? The proof is the SEO pudding ”.

Commit to best practices

While the algorithms are constantly updated which is frustrating, keep in mind that they are being overhauled to support a now very consistent pillar of SEO: a positive user experience. Google prides itself on creating great user experiences, which means finding and delivering content that picks up where Google left off.

What does this mean to you? Ultimately, your content should put the consumer first: with user-friendly layouts, useful topics, and high-quality content. While it is crucial to take the time to maintain the more technical elements of SEO, Kyle Harper, author of our SEO Best Practices Playbook, says it best:

“You can have the most keyword optimized content in the world, served on the most perfectly constructed website ever, but if people don’t appreciate and engage with what you’ve been doing, it won’t matter. “

Scare SEO

SEO doesn’t have to be like a horror movie. With the right tools that give you insight into your performance, the performance of your competition, and the areas of opportunity that exist in between, you can have confidence in your SEO strategy and execution. That way, when you hand in a report that shows how much money you’re saving the business from organic search, those spooky algorithms will seem like a distant memory.

To learn more about how Skyword360 is helping brands optimize the performance of their content and drive better ROI, schedule a demo.

Featured Image Attribution: Denise Jans