Before you begin any SEO take a shot at (site or off-site), you need to begin with research –
keyword research and competitor research.
Research is the most significant piece of SEO. Targeting inappropriate keywords can destroy
your crusade by generating low-quality traffic and few conversions, and no business needs that!
A: Keyword Research
There are three essential areas you need to concentrate on when directing keyword research:
1. Discover keywords for your homepage and item pages
When it comes to upgrading the most significant pages of your online business website, you
ought to consider relevancy, search volume, and positioning trouble.
I suggest going for keywords that are exceptionally relevant to your image or items that have a
high exact match search volume (neighborhood, not worldwide) in Google’s free AdWords
Keyword instrument, and that have a low trouble score from Moz’s keyword device.
Be careful not to choose keywords that are excessively expansive or excessively competitive.
On the off chance that the match is excessively expansive, you likely will end up with a high
bounce rate and low conversion rate because of people navigating to your site and not finding
what they are searching for.
Furthermore, on the off chance that you follow keywords with high competition, it will take
quite a while to achieve high rankings (if at any point).
For example, in the event that you manufacture “all regular” coffee filters, you ought not to
follow expansive keywords like “coffee,” “normal coffee,” or “organic coffee,” as these are not specific keywords for people who are searching for coffee filters. Additionally, those keywords
have high competition, and your site presumably won’t rank for them against large coffee
2. Pinpoint keywords for blog points
Creating blog content can help with positioning your e-commerce business for extra keywords
that probably won’t have a place on your principle website. Furthermore, you can capitalize on
long-tail keywords with your blog.
What are long-tail keywords at any rate? These are unique searches that people use to discover
things online. They comprise of more than one word.
For example, it may seem like a smart thought to attempt to rank for “coffee” on the off chance
that you sell coffee beans; however, the information shows that “mainstream” search terms
like “coffee” make up “less than 30% of the searches performed on the web.” This is where
long-tail keywords come into play.
As per Moz, “The remaining 70% lie in what’s called the ‘long tail’ of search. The long tail
contains hundreds of a large number of unique searches that may be conducted a few times at
whatever day, at the same time, when taken together, they comprise most of the world’s
demand for data through search engines.”
In light of this, follow long-tail keywords that have a high exact match search volume
(neighborhood, not worldwide) and low trouble score. After you have exhausted that rundown,
you can begin targeting lower volume keywords that still are exceptionally relevant.
In essence, consistently write for people, not search engines. Google’s calculation presently
rewards sites that create great content and penalizes sites that keyword stuff or use other
strategies that can be seen as manipulative.
3. Dodge keyword cannibalization
Keyword cannibalization happens when multiple pages of the same website are attempting to
rank for the same keyword.
In a post-On-Page SEO, Sean Work notes, “The problem with this is it’s confounding to the
search engines. You end up compelling them to choose which page is more significant for that
specific keyword out of the gathering of webpages. This weakens your capacity to get traffic for
All in all, I’m not catching this’ meaning? It means you ought not even to write a blog entry
utilizing a keyword that you focused on for one of the pages on principle part of your website.
So as to maintain a strategic distance from keyword cannibalization, list each page of your
website on a spreadsheet with the keywords you are attempting to rank for. On the off chance
that you sort the keyword segment, you ought not to see any multiplying of exact keywords.
B: Competitor Research
After you’ve done keyword research, you’re most of the way there! Presently it’s time to lead
competitor research. You ought to consider:
1. Which keywords are your primary competitors going for?
Compile a rundown of keywords your competitors appear to be utilizing with their SEO
strategy. Additionally, you should hope to see on the off chance that they have a higher Domain
Authority (DA) than you? Do their web pages have higher Page Authorities (PA) than you?
Fortunately, Moz makes this really easy for you. You can discover the data by introducing the
free Moz toolbar.
In the Page Elements tab, you’ll see meta information just as header labels. It will resemble this:
In the Link Data tab, you will see Page Authority and positioning data:
In the event that your competitors have essentially higher DA’s or PA’s than you, it might be a
smart thought to concentrate on other keywords, as competing against them will be very
troublesome. Attempt to go for easier successes, in the event that you can!
To determine the DA or PA of any website or webpage, basically, introduce the free Moz
toolbar for Chrome or Firefox.
2. Where are they getting their connections?
One really significant thing to remember is to pull a rundown of the places your competitors are
getting their inbound connections.
To get this rundown, you can use an apparatus like Open Site Explorer:
You can attempt to get a connection from these sites also through blogger outreach, press
outreach, or setting up your own organization pages. Try not to stress; there is more data on
blogger and media outreach later in this guide!
Before reaching out to the sites on the rundown, first, delete any site that has a low DA score.
Getting an inbound connection from a site with a low DA score really can hurt your rankings as
Google may suspect that a terrible site is connecting to you because you additionally have an
awful site. Great to know, isn’t that so?
3. How is their site architecture?
Take a gander at the site architecture of competing sites. How is their route? How deep do their
connections go? E-commerce stores should give special consideration to the architecture for:
- Popular items in a specific category
- Related items
- Top-rated items
- Recently viewed items
Once you have an idea of how the biggest companies inside your industry organize their
architecture, you can decide on the off chance that you need to go the same route, pursue the
same route with alterations, or take a completely different route.
As per Moz in 2011, “most SEOs argue that pages buried very deeply in the architecture
probably won’t receive enough connection juice to be visible in search engine rankings.
Certainly, it remains true that by advancing content ‘up’ the architecture, you can improve its
In this way, on the off chance that you see significant competitors with deep navigational
architecture, you ought not to duplicate them basically because they are a major brand.