2 Easy Ways to Target High Quality Keywords for Your Website

Organic search now accounts for 64% of website traffic. This means that Google, Bing, and Yahoo (and especially Google) are most likely responsible for driving the majority of visitors to your site. When it comes to organic search traffic, there are two types: branded (contain keywords proprietary to your brand) and non-branded (not containing keywords proprietary to your brand). Effectively targeting keywords is the best way to increase your site’s non-branded traffic. 
In my experience, here are the two best ways to target keywords for your website.
1. Take advantage of non-branded keywords for which you already rank. 
 To find these keywords, open your keyword report in your analytics software or in Google Webmaster Tools (GWT). If you’re using GWT, you can see these keywords by opening the Search Queries report under Search traffic. Export this table and open it in an Excel document. Sort by the ‘Query’ column (it might be referred to as ‘keyword’ or ‘keyphrase’ depending on the analytics software you use), and filter out all proprietary terms. For help on how to create filters in Excel, click here. 
This will give you a list of non-branded terms for which you currently rank. 
2. Identify new non-branded terms related to your site’s content. 
On Google’s Keyword Planner tool home page, click ‘Search for new keyword and ad group ideas’ (note: this requires you to set up an account, which is free). In the text field labeled ‘Your landing page’ enter one of your site’s pages for which you would like to identify keywords (screenshot below).  Click ‘Get Ideas’. Google will then crawl that page to determine its content.

If you navigate to the ‘Keyword Ideas’ tab, you will see a list of keywords that relate to the content on that page. 
After executing either method outlined above, you can use your newfound keywords to create content that will drive users to your site. Examples of what you can do with the keywords include:

  • Using them in blog articles
  • Updating current site pages to include them
  • Create new landing pages featuring those non-branded terms

Remember that search engines love fresh content, so you should take advantage of opportunities to create new content around non-branded terms as much as possible.

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