Keywords help us to find what we want. Right? Since I originally wrote this blog in 2021, the landscape of SEO has changed again, obviously. It’s constantly changing but as AI becomes more integral to the search experience, how can you ensure you’re still targeting the correct keywords?
Ranking is still important but users want content that is accurate and easily accessible. Does AI compromise this or is it making it easier to find answers, products and solutions?
A keyword strategy shouldn’t be an afterthought, nor should it be based on assumption. Here’s a few tips that may make you think differently when it comes to your keyword strategy and the content you produce on your site.
1. Keywords Search Volume
When talking to clients, there are always buzzwords in their industry. These are usually the ones that they wish to rank for. These keywords are identifiable to their audience and industry. This isn’t to say that they generate clicks. The search volume could be incredibly high, it could also be very surface level.
It’s crucial to do extensive keyword research. Look at what you’re already ranking for, what competitors are ranking for and which keywords actually generate clicks.
Unless you’re a huge player in your industry, you’re probably not going to see much traffic from a highly sought after keyword. Still use it, but think about related search terms and how the time of year can influence your keyword rankings.
Start with an audit of existing keywords and go through them with fine tooth comb. Which of these no longer serve you and which can you optimise further to see greater results? Start identifying gaps when it comes to implementing your keyword strategy.
2. AI Keyword & Content Tools
Don’t only use Ahrefs & SEMRush for keyword research. As well as looking at competitors, speaking to your clients, also look at other tools. You will always find keywords and content ideas that you may have not thought of.
Here’s some other tools that I use when it comes to finding inspiration:
Google Trends
An oldie but a goody. Google has changed many things that we love over the years (UA, Data Studio) but Trends has only ever got better. The ‘Trending Now‘ tool for example shows you search trends in real time based on location, including search history over time. It’s perfect for when it comes to forward planning and seasonal content.
Google Search Console
Another way to see which terms actually generate results. Search Console will provide you with so much insight into whether the content you’re producing actually works. Review your index and actually see why Google may be rejecting your content.
Gemini, CoPilot & ChatGPT
It’s worth noting that AI suggestions are not completely trust-worthy. AI such as Gemini & ChatGPT can be helpful when it comes to ideas. For example, I recently needed more ideas for some thought leadership based content and Gemini was gold.
I then went away and properly did research based on the ideas. It’s not worth asking Gemini or ChatGPT to write your blog for you. Unless, you’re going to re-write and properly fact-check. The one thing AI won’t get is tone of speech and this will always help when it comes to user engagement.
Free AI SEO Tools
There are so many now, SEO A.I , Junia, Rankify just to name a few. Many offer free trials and it’s worth trying them out. There will be keywords that are not just based on long-tail keywords. This will help you to think more strategically about your content.
3. Search Intent Content
Think about the keywords that you’re using in your content. Where would you place that keyword when it comes to a funnel? Is it for users who are new to your brand or those who are ready to convert?
Long-tail keywords and search queries can help to rank in featured snippets. You don’t have to re-invent the wheel though. Ensure that you’re not duplicating your content and answering what your users already know over and over again. Dumbing down content can make a user look elsewhere and you should give your audience some credit. They will already know many industry terms, especially when it comes to B2B consumers. What they may not know is why your content can help them, is beneficial and if you use keywords with search intent, you’ll see higher engagement.
Search intent is broken down by informational, navigational, commercial and transactional. It’s the main reason we perform a search but if enough users are searching for specific queries, these can receive a boost when it comes to rankings. For example, ‘Things to do in Nottingham’ receives over 9,000 searches a month but ‘Things to do in Nottingham this weekend’ receives 500 searches. However, the latter is not only easier to rank for, it has a higher click rate. Therefore, having more relevant search intent currently. You can see the search history of a keyword too to help you when it comes to seasonal trends.
As AI overviews are staring to roll out. You’ll see examples of what Google perceives to be the correct content to answer your query. Showing a brief summary collated from a number of results, rather than just one.
4. Recycle Content
Do you have content on your site that has aways performed well? You know that it performs well but you don’t have a clue what else it’s doing?
This happens a lot and quite often, this content is duplicated. It becomes diluted, instead of being re-purposed. Take well performing content back to the drawing board. Look at what keywords are being used but what the main purpose is of the piece. Think back to search intent and how this content can be used in multiple channels.
Victress for Keyword Strategy
As search begins to change again, are you fully making the most of useful tools? You may not even know what your business is ranking for or why you’re not seeing results for top keywords.
Don’t fall behind. We can help you when it comes to keyword strategies. Whether you need consultancy or management, our approach is to take things back to basics. Sometimes, hand-holding may be exactly what you need. Contact us to find out how we can help elevate your organic offerings and make your SEO strategy strong enough to handle other marketing activities.
Lee Reavill is an SEO & Digital Marketing Specialist and Founder of Plenty Digital. He has over twelve years of experience in all aspects of digital marketing working both in-house and agency side. He’s a partner of Victress Digital and a go-to for all things keyword related.
