White label Keyword Research
We all know that if you don’t have it or something related to it on your website you’re not going to rank for it, however it’s now not enough to simply throw up a page for the main keywords you want to rank for and hope that your SEO efforts will be able to push that keyword to the top of search.
At Baseline SEO we have always said that a company should break down their services and have an individual page for each one however that is usually easier said than done. The trouble being the business owner doesn’t break down services to the extent where they can capitalize on long tail key terms or they are only interested in ranking for the more generic terms.
Long tail key terms
When it comes to traffic to a website it has been shown on average that up to 80% plus of traffic to a website comes from longer tail keywords, these are highly specific highly relevant terms that have a much better chance of converting so long as you have the content on the website in order to give Google what it wants which is the most relevant content to the searchers intention.
On top of capitalizing on that 80% of extra relevant traffic you might not have if you’re just going for those vanity keywords there is also a very important distinction between a local G+ map listing search and the local organic search if your client is only in one of the two then again they are going to miss out on even more traffic that’s unless they have a good keyword and content strategy it’s unlikely they will be ranking in organic local unless the market is super easy, they are using black hat techniques (with risk of massive penalties) or spending a lot of money in different SEO areas to compensate for a thin site.
You can see a report here about how people click on search results when searching in different industries, as you can see to only focus on one area of local SEO either your G+ map listing or local organic will mean to miss out on a larger piece of the pie. If your client properly breaks down services better than all their competitors the outcome will be to snatch those highly relevant very specific key terms from under their noses.
The Problem with Generic Key Terms
The main issue you’re going to have is resetting the way your clients think about keywords, the fact is those generic keywords look great in a ranking report but they only amount to a small percentage of the clients potential search traffic, with our approach your client will not only fully understand exactly how we want to set out the website visually to cast the keyword net as far as possible but will gain insight in to how they can change the layout to improve navigation, user experience and above all achieving that call to action, It’s all in the long tail!
Keyword Themes and Mind Map
In order to beat the competition and show your clients exactly how this will be done visually we use a mind map. This is an example of how a dentist’s website may look.
Color Coding For Our Keyword Mind Map
Yellow – The homepage this will be optimized for the generic money keyword
Red – Indicates pages that are already on your clients website
Green – Indicates Service/Product topics we have found on competitors websites that we could create articles for.
Orange – These are Google suggest long tail terms that people are actually typing in to search, we suggest these should be talked about within each article.
This mind map is put together by establishing the main keyword for the homepage based on traffic and relevancy, looking at the top 3 organic results for your client’s town or city and then growing the service/product list even further by repeating the process in 3 other major towns/cities nearby. What you’re left with is a website that will be more comprehensive and content rich than anything locally within that industry.
For added keyword exposure we then scrape Google Suggest using each topic term (highlighted green) to find out what questions people are asking about that topic, this gives us some bullet points we can talk about within each article (highlighted orange) casting the net even further for those long tail key phrases.
Personas establish the types of customers that come through to the website, for instance with the dentist example above there are people who may want general dentistry or cosmetic dentistry. We like to make sure the navigation supports all persona groups leading to a better user experience and inevitably better conversions of your client’s goals.
Month 1 – Creating Your Mind Map
In month 1 our time will be spent researching and creating a custom mind map for your clients business because of this the client will not receive any articles in month 1 once we have established what the client wants to keep from the mind map and have been given the go ahead we will start producing articles for these topics month 2.
Fast track (Express)
As you can imagine your clients may have a lot of article topics to cover, having 2 articles a month as part of our package may take a long time to complete, potentially holding back your client from getting those all-important long tail key phrases early on. That is why we offer a fast track option where for $15 per article we will create optimize and add to the website based on your clients custom mind map. These are added in month 1 giving the website the best chance at gaining tangible results early on. for more details see Here
Keyword themes instead of Single keywords
We already talked about long tail keywords and their importance. There is a great post from Moz which really goes in to more depth about why using keyword themes i.e. topics is a much more effective way to getting traffic, adding potentially 100`s more keyword rankings to your client’s campaign. You can check out the post here.
The Effects of Content Rich Websites on Generic Keywords
There is definitely a correlation between websites that have a lot of information about each product/ service and higher rankings for the more sort after generic keywords, the paradox is that if you focus on getting all the services broken down in full using the mind map and creating a much more descriptive website than your competitors Google will usually reward you with the higher rankings for generic keywords such as “dentist (area)“ your clients will expect in both local G+ map listings and Local Organic.