You already make content and you are increasingly studying and learning everything about SEO, but your publication has not yet reached the much desired first place. We have the solution for you. Take a look at this step-by-step approach to superiority, no secrets, revealed by Rock Content SEO expert.
Digital Marketing, SEO, Inbound Marketing, Marketing, Advertising, Digital Transformation, Content Marketing, Branding, E-commerce, Thumbnail, Fan Page, Lead, Hashhtag, Keywords…
Do you know what these words have in common – besides relevance and high search volume?
The first place in Google for all of them belongs to Rock Content.
In this publication we will explain step by step, without secrets, how we do to conquer such incredible results for these keywords, even in a market as disputed as the Digital Marketing one.
I$0027ll show you the steps to create content worthy of the first position in the search engine!
The idea was not to make a publication focused on writing, but on optimizations (from the choice of the keyword to the dissemination of the content) oriented on reaching the first position in Google.
If we made it, why couldn$0027t you make it too?
Surely this blueprint of the blog post perfect for Google eyes will be able to take your contents to the top of the SERPs.
*The examples we used in the article were success stories from our Portuguese blog www.rockcontent.com/blog
1st step: choosing the right keyword
To appear first on Google, the first question you should ask yourself is:
For which search do I want to be the ideal answer?
Or, in other words, what are the main keywords for my blog at the moment.
Many people don$0027t manage to get a good position in Google because they make mistakes in this step.
Here, people often make serious mistakes like:
- Do not optimize for any keyword;
- Optimize a single publication for several keywords;
- Optimize for irrelevant keywords.
The secret to solving these problems is to remember that all content on your site should focus on one main keyword.
But how do you know what the ideal keyword is?
First you need to identify which keywords your person is looking for. To do that, do a search using a good tool:
- Ubbersugest (free)
- Answer the Public (free)
- Keyword Explorer (10 free searches per month)
But don$0027t be fooled by the stratospheric search volumes!
Wow! 226 million hits a month!
However, one thing is certain: you will never rank first and the user will hardly download his page besides this view:
After all, 99% of the time the person just wants to access Facebook.
Although important, volume is not everything.
Identify the words that can potentially carry your audience to your sales funnel. Your main keywords are not the ones that generate the most traffic, but the ones that attract qualified traffic.
There is no point in having our blog ranked first for “bicycle” if no one who accesses this content consumes our services.
Other important advice:
Analyze your competitors and the most relevant keywords that generate the most traffic for them.
New and low authority domains
One difficulty that new sites encounter is having to fight with traditional and known companies to position themselves in Google.
When you are taking the first steps in your SEO strategy, the main keywords for you are not volume, but opportunity!
It not that it impossible to position yourself with hotly contested keywords, but that will take a lot of time.
For faster results, the ideal is to find long tail words that are not so contested.
In this example I looked for long tails on entrepreneurship. Many of these words are not very disputed, generating a good opportunity for position.
Some keyword tools (such as Ahrefs and Keyword Explorer) also show the level of difficulty of positioning these words based on the results page.
Let make this comparison with the terms “entrepreneurship” and “types of entrepreneurs”.
It is often better that you get good positions for these words in a short space of time and strengthen your mastery and then get positions for other more contested terms.
In addition, good internal liaison work in these publications strengthens the most contested words, increasing the future chances of conquering the top.
We$0027ll talk about this later.
Let go to step two.
2nd (and most important) step: respond to the user intention
Behind every keyword search made in Google there is a big question!
When a person types something into the search engine, they expect to discover something.
For example, if the user searches for “size of the Eiffel Tower”, his intention is to see this:
He doesn$0027t want to know the history, who built it or the year it was built. He simply wants to know the height of the tower. And this is exactly what Google is presenting to him.
What if the user searches for Digital Marketing? What is his intention?
In a way, it simple to imagine. He wants to know what it is and how to do it, right?
Let see what the results of the page tell us:
It easy to see that really what people are looking for! After all, all of Google top positions are for educational and explanatory content.
Now, what if a person searches for funny dogs or costumes for halloween day? What kind of results do they find?
We can see that the result pages begin with images. And, if you click on the contents for both SERPs, you will see that they are full of illustrations.
So, if you write a complete publication explaining what funny dogs are, make a list of breeds and apply On Page optimizations, you will…
That right! You$0027re going to position yourself badly.
Your publication needs pictures! The factors we have mentioned are essential, but the user expects to see images of these funny dogs or these halloween costumes.
One last example so that you don$0027t have any excuses for not understanding:
This is the results page for “how to use Adobe Premiere”. We clearly see that Google understood that users expect to find videos and tutorials.
And this kind of content is the one that will be positioned highest!
Therefore, the most important step in achieving a top position for a keyword is to understand the user intention and thus, realize their search goal.
This step will guide all the next ones!
We have now reached a point where it is necessary for you to have prior knowledge. Therefore, I have two materials to point out to you.
- The Definitive Guide to SEO by Rock Content.
3rd Step: what to address in my content
Now that you have understood the intention that your user has when doing a search it is time to define each topic that will be addressed within your content.
Here it is essential to keep one thing in mind: size has nothing to do with depth!
You do not need to make a huge content to position a keyword, only if it is really necessary.
The ideal size of your content is one that clearly and completely answers the user doubt (search intention).
That is why defining which topics will be addressed is so important.
Let go to a more practical analysis!
When you want to position for a specific keyword, search for it in Google and find the first 10 results.
Look at each of them. You see, for example:
- The first one placed addresses the topics: A, B, D, E, F
- The second place addresses the topics: A, B, C
- The third place addresses the topics: B, C, E
- The placed room addresses the topics: A, B, E, F
This is the best way to understand what are the main topics addressed on the topic you want to position.
Now you have a list, from A to F, of the topics that the main competitors are investing in.
It is also easy to see that the only topic addressed by everyone is B. That reveals that this topic is probably the most important and the one that you need to dedicate more attention within your content.
Considering all the topics covered by the competitors, it is easy to notice that if you make a content addressing the topics A, B, C, D, E, and F you will have the most complete content in the middle of all those on the first page.
By producing the most complete and comprehensive content you will have the content that best responds to the user intention and consequently the highest quality content!
But that not all it is.
Defining the topics
Well, we explained how you can use your competitors to define the topics of your content.
This is the most manual way to do it, but we still have other good options. Shall we go and meet them?
In addition to the way we already taught you, repeat the process for the results pages in other languages.
To do so, simply access the advanced search.
You can then search in other languages and results for specific countries.
I usually do this process to see what the content addresses in English. Especially for Digital Marketing, the American market is the main reference.
Using a tool
In my case I use SEMrush and Google Search Console which have functionalities that help a lot to determine what will be addressed within a content.
I start with SEMrush.
This tool has two ideal functionalities for the process. The first is the best!
Within the SEMrush menu there is a function called SEO Content Template.
This tool presents some optimization tips for your content. It is based on the top 10 organic placements and presents a series of common keywords used by all of them.
Look at this example for “digital marketing”:
The tool suggests not only essential words to address in your content, but also potential partners for backlinks and the average size that these contents have to position in a privileged way.
Pretty simple, huh?
But the second show, for me, is even better.
It won$0027t be so simple because it will demand a bit of your analysis, but that where I get a lot of ideas from topics to complement our content.
The Keyword Magic Tool is the main keyword search functionality of SEMrush.
Within it you can create keyword search lists according to a specific topic.
When you do a search with a head tail, it will present thousands of long tail keywords and their respective search volumes.
And that where the gold is!
Look at this example, again, for “digital marketing”:
What do you see there besides long tail keywords?
Exactly: topics to address in your content!
According to the image, it is clear that you need to address “digital marketing plan” within your content. That is, it is fundamental for you, in a complete content on the subject, to learn how to do a good digital marketing planning.
“Digital marketing course” is another huge need of our person, therefore it is essential that you address the subject and indicate the best digital marketing courses in the market.
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Okay, I know SEMrush is a paid tool, so I$0027ll give you some free options.
Some options for doing this keyword search without relying on SEMrush or other paid tools are
- Answer the Public
Currently, I suggest the Ubbersuggest which already presents the volume of searches for each of these words.
Google Search Console
There is still another (free) tool that can help define the topics of your content: the Google Search Console.
The idea here is to use the tool to identify which are the main doubts that lead your readers to the content you want to optimize or for others that have the same theme.
This hack can only be used when your content has already been published or used on other pages of your blog with a similar theme and which may reveal the needs of your readers.
Within the Search Console, access the “Search Analytics” tool:
Choose the page you want to analyze:
Then select queries:
Here you will have a list of the searches made by users until they reach your content:
Within these searches you can discover interesting doubts and topics that you can address within your content!
Repeat the process on pages within the same subject and identify questions that can be answered.
One of the queries identified was this! If I do not have this topic within my content or do not address this issue, it is time to add it to my content, after all, this is one of the reasons that attracts my readers.
Another related page that can help with topics to complement the content is “Marketing Plan”.
We can see the need for a step-by-step or model marketing plan, so we can explore this in our digital marketing publication, presenting a step-by-step approach.
It is a necessity of our person.
If the main objective of defining the topics addressed in the content is to completely resolve the person doubt, nothing better than defining these issues by observing the people own doubts!
To do this, pay attention to the comments inside your blog, in your YouTube channel, in your fanpages and groups in social networks, access forums on the subject, among several other channels.
Finding the main discussions within your market may be the best way to anticipate a relevant topic that is not yet high in search volume.
Perfect, now we know how to choose the topics that will be addressed in our content!
We can move on to the next steps.
Make a skeleton
Defined topics? It time to put the skeleton of your text on paper.
Define what you will address on each issue and which subtopics will be on each of them. This is essential, especially if you are not responsible for writing the content.
This will avoid topics that are too long or limited and short.
Ideally, on topics that demand longer content, explain succinctly and link to content that explains that more fully.
I will do it during this content and, when I do, I tell you so that you will follow the example.
4th step: writing the best content on the topic
Now is the time to produce the best possible response for Google to present to readers.
You haven$0027t looked at everything your competitors and your foreign equivalents produce just to define the topics that will be addressed!
Reading the contents you want to pass is fundamental to reach the top.
This way you understand everything your competitors are tackling and…
It offers unique content
One of the main positioning factors for Google is to present a unique content .
If you make content that generates the same value as your competitors, but with different words, why would Google position you and not them in the first place?
Identify how your content can generate more value than theirs.
Maybe it adding a video into the content, or who knows, making an infographic?
Perhaps using data from searches or studies done by your company.
No matter what you do, the important thing is that you have a differential in your content. Offer what your competitors can$0027t offer.
After identifying the elements you can use to make your item unique, it time to get down to business.
Show Google that your content is quality
What is quality content for Google? What are the factors that show the search engine if a content is good or bad?
All the metrics I$0027ll show you below need to be followed closely, since they$0027re the ones that will tell Google if your content is worthy of a privileged position on the first page.
Time spent on the page:
The time a person spends inside your site page is one of the main ways the search engine interprets whether your content is good or not.
After all, if you enter a site with bad content that doesn$0027t appeal to you, then you go back to the results page and go after other content – better – to answer your question.
Therefore, the dwell time shows Google whether people are reading your content and whether it attractive enough to keep them there.
Of course, alone, this sign can be misleading.
A person can spend a few minutes on your site because the navigability is bad and they can$0027t find anything there, right?
That why it important to add other metrics to this important signal, like
Your content rejection rate represents the number of people who return to the search engine without interacting with your site. (Your Analytics metric shows the people who left without interaction. It can be configured according to your needs).
If a person accesses your page, you must make them interact, comment, watch a video, make a comment, access other content, all of which shows Google that the person is satisfied and interacting with your publication.
This metric is directly related to the following one:
Pages per visit:
If you buy an author book, finish reading it, go back to the bookstore and buy another book by the same author, I can deduce that you liked this author, right?
That why page per visit metrics are so relevant.
If a person reads your entire post and even interacts with it, but when they finish reading it leaves your blog, it may show that, although it is good, your content did not arouse the reader interest so that he or she continues reading more pages on your site.
The more pages a person accesses per visit, the better the signal, which shows that your content is so good that people are not satisfied with just reading one!
The click rate is also an important signal for you to show the quality of your text, especially your title.
Good content starts with a good title. There is no point in having the best content in the world if no one clicks to read it,
That is why it is essential to have a quality title and an attractive meta description.
The CTR also shows Google that people are already familiar with your brand and expect good content.
Well, these signs are critical, but how do you ensure that they$0027re all satisfactory?
For that you need to write the best…
Content for blogs:
This content is not focused on writing tips to optimize your text, so I will recommend you to read other content I wrote: blog content.
Their approach is to present tips for your writing so that you have rich content that engages your readers, ensuring that it shows Google all these signs to go with it.
You will learn how to make introductions that engage the reader, titles that really work, and tips to optimize the time the user spends on your blog.
At this point it should be stressed that you need, obligatorily, to produce content that:
- Have a title that will convince the user to read the publication;
- Write an introduction that engages the reader and shows the benefits of reading the content to the end;
- Make intertitles that present clear benefits and awaken the reader interest;
- Create pleasant reading content (scannability);
- Index and invest in the navigability of the reader;
- Making CTAs irresistible.
These factors are essential for you to produce successful content and stay on top of Google.
In the content I recommended at the beginning of the topic, I explain how to do each of these optimizations of writing.
If you manage to optimize your content and ensure that Google sees the signs I mentioned in a positive way, your chances of appearing at the top will be very high.
5th step: On Page optimizations
After writing the best content on the topic and ensuring that it responds to the user intent, it important to leave it perfect in Google eyes.
Some On Page optimizations are fundamental to achieve good positioning.
I present you here the ones that I give more attention to guarantee the success of so many contents here in Rock.
1. Be optimized for Mobile
Well, I won$0027t even explain much here.
Google currently prioritizes and indexes the mobile version of pages. Therefore, if your content is not responsive or does not work very well on mobile, you can forget about any possibility of positioning.
2. SEO title
Among the On Page optimizations I do, this is undoubtedly the one I spend the most time on.
When my content is ready, I access the Search Console and check the main searches that bring my reader to the content. This way I can optimize my titles according to the user needs.
The process is basically the same as the one I taught you to define the topics to add in a content that is already ready.
You will choose a page and check the searches that lead people there:
Another tip I give you to make a really updated title for clicks is to look at the Google Adwords ads.
Generally those contents are carefully created to receive clicks, therefore every comma there can be worth a lot to the advertiser.
That means that these titles are extremely optimized. Therefore, nothing is more natural than to learn a little about them.
Another On Page optimization that is necessary to spend time to do in the best possible way is the meta description.
Positioning first for keywords like Digital Marketing and E-Commerce can be defined in the details.
And a better meta description than your direct competitors may be the differential you need to win in CTR and positions.
Google has now increased the number of characters in the meta descriptions, which has opened up an excellent opportunity for you to make bigger and more striking descriptions.
Few people are exploring this bigger snippet than Google has made available and that can be a big differential for you.
What is Inbound Marketing: concept, benefits and how to apply it:Inbound Marketing is the biggest trend in the industry to charm and win over customers, building trusting relationships between consumers and brands. Understand everything about the concept, its benefits and applications in this comprehensive content on the subject.
See how the description can be up to 3 lines long!
And remember: the meta description must be focused on attracting clicks! Also, don$0027t stop using the keyword, it stands out in bold to attract the reader attention.
I highlighted the two above that will most affect your CTR on Google search results pages and make a huge difference to your content.
And the mobile because, without it, it