Wednesday, May 20, 2020


 first page

 the advice to get your page two rankings to the first page of Google. But what about those page 1 rankings that aren't in positions 1 and 2? Now, in many cases, it's easier to improve your ranking position by 1 spot, rather than 10. In fact, moving your first page rankings just a spot or two higher can impact your search traffic a lot. If you look at the CTR curve, you'll see that clickthrough rate decreases exponentially as you go down in the ranks. And to put this into perspective, 

let's assume that you're ranking in position 4 for a keyword that gets 10,0ss value. There's no point in driving organic traffic to your website if your visitors won't convert into leads or customers. So you'll want to focus on keywords that your target customers would likely be searching for. For example, keyword research and keyword tool would be good ones for us since we have a keyword tool that helps people do keyword research. Then we have a website traffic checker and some variants. These would be good too since we show organic traffic estimations for any website or URL in Site Explorer. Something like "find email address"

 might be tempting, but there's very little business value in that for us. People who are new to link building may look for this topic, but there aren't any direct ties to Ahrefs' SEO tools. So that would fall somewhere lower in my list of priorities. Next are keywords that don't have SERP features above you. Sometimes Google shows SERP features like featured snippets, "People also ask" boxes and video carousels in the search results. In Ahrefs, we count these features as having a ranking position. After all, they take up a ton of real estate. So rather than going after these keywords, you may want to go after ones where SERP features aren't dominant in the organic results. If you have Ahrefs, you can click on the SERP button and you'll see if any SERP features are ahead of you. And if you don't have Ahrefs, then just Google the keyword and look for them. Quick side note: there are ways to go after SERP features like featured snippets,

 but that's a story for another day. If you want to see a video on featured snippets, then let me know in the comments and maybe we'll try and create our own case study of some sort. So the last thing to look for are keywords that are already generating search traffic. Let's go back to our organic keywords report. To identify these keywords, you can compare search volume and ranking position with the estimated search traffic. Just go down the list and if anything pops out to you then you can investigate its traffic potential more clearly. This one on SEO tools surprises me. Even though we're in position 8, we're still getting around 400 monthly search visits. Now, to get a better understanding of the traffic potential for this keyword, I'll click on the SERP button to see the top 10 ranking pages. Next, I'll open up a new tab for the top 2 ranking pages to see how much search traffic they're getting from the keyword "SEO tools."

 And it looks like they're getting around 3 and 5 times more search traffic for this keyword because they're in the top 2 spots. So seeing as this keyword has a lot of business value to us, this might be one worth prioritizing. The third step is to find out why you're being outranked. Many people, including us, have studied various"ranking factors" and found three things to correlate highly with rankings and traffic, time and time again. These are The number of referring domains pointing to a page Page-level authority and website authority. Now, these aren't the only factors to look into. And I'll even argue that there's a bigger ranking factor which is why I mention it in nearly every video I create. And that's search intent, which basically means the reason behind the searcher's query. 

Google tries to provide the most relevant results for any given query. So your job as a content creator is to ensure that your content matches the reason why people are searching for that query in the first place A.K.A. search intent. To identify search intent, just Google the keyword you want to improve and analyze the top-ranking pages. Now, to systematize this process, look for the3 C's of search intent. The first C is the content type. This can be divided into four main buckets. Blog posts, product, category, and landing pages. The second C is the content format. And this applies more to blog posts and landing pages.

 A few common blog formats you'll see are "how‐tos, "step‐by‐step tutorials, list posts, and opinion pieces. For a landing page, that might be a tool or calculator. The third C is the content angle. This is the unique selling proposition of your content. It's basically a unique hook that entices searcher to click on your result. For example, if you search for "link building" in Google, you'll see that the content type of the pages is blog posts, the content format are guides, and the majority of the content angles are taking a "for beginners" 

the approach by educating searchers on what link building is. Now, if you don't think search intent is as powerful as I'm claiming, let me show you a proof with a couple of real examples. Here, you'll see that our blog post on on-page SEO used to rank in the top 10, but continued to plummet to as low as position 80 despite gaining a ton of quality links. Well, this post used to be a data study. Now, after assessing search intent, we saw that the majority of top pages were guided. So we updated our page to an actionable guide,

 and jumped from position 40 to 6 in a matter of days. And the same thing happened for our landing page targeting the query "backlink checker." We originally Google's ranking algorithm is built on something called PageRank, which basically mon over time. This way, you'll know whether the changes you've made had an impact on your position. And #2. Keep a log of the changes you've made in a document or add annotations in Google Analytics so you can accurately attribute gains in search traffic to your page-level optimizations.

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