The Keyword is the first word that comes to our minds when we think about Content.
Keywords help to guide every on-page strategy to blog creation & play a vital role in link building.
A Sound SEO program is built on the foundation of Keywords only.
But sometimes Keywords can be deceptive.
Keyword Research seems like an easy task but it takes a lot of time to understand each word or phrase. It requires ample knowledge of both search results and audiences.
And to add more, keywords don’t always mean what we think they should mean.
While working on a project you choose your targets on the basis of research, client feedback, competitors & keyword data but after some time you get a much better than before understanding of the space, the search results, the audience and the keywords.
The same thing happens when we write a content ensuring that we are using the right terms for the right topic and for the right audience.
We don’t get it right in the first place & that is the thing that bothers the most to the content marketer. |It is very disappointing when a well-written piece doesn’t perform as expected.
The answer might be the usage of wrong keywords. You may be using the wrong keywords in your content.
But the good news is there are certain measures that can help you find out if that is the reason.
1 – High Bounce Rate / Low Time on Page
Bounce rate is the percentage of the visitors on any website, navigating away from the website within a very less time or viewing one page only.
But the fact to highlight over here is that not all pages which are getting a high bounce rate are bad. For say, the ‘Contact Us’ page.
However, if your page’s content in about information and intended to drive an action you don’t want your visitors landing on a page & leave.
Let’s take an example;
Client X offers shipping and logistics solution to businesses, their goal is to capture the audience who are shipping large or bulk quantities. Client X created a page targeting keywords like ‘auto parts shipping’ and ‘ship auto parts’.
These keywords seem fine, don’t they?
Unfortunately, it is not.
The bounce rate was high & time on the site was low. Users were not staying on the page.
The problem analysis results showed that those visitors were looking for those terms but they were not the right people. These people looking to ‘ship auto parts’ were individual consumers who were looking for one-off shipments while the Client X’s focus is on the quantity element, i.e. the consumers who are looking for shipping bulk quantities.
What can be done to avoid this scenario?
Try adjusting your content especially the Headlines and Call to Action’s to expose your updated keywords. By revamping your content with updated keywords you will be able to approach the correct audience who will not only lower the bounce rate & stays on the site for more time but also brings more shipments.
But always keep in mind that bounce rate and the time on site are not the perfect metrics when analyzed with overall performance, they can help you determine the problems.
2 – Little to no Organic Visibility
If done properly content marketing can bring exceptional and remarkable results, specifically from SEO perspective.
If you want your content to be found in the Google search results then your content & the chosen keywords should be in accord with what the search results are showing. For example, if you want the visibility for ‘Search Engine Optimization’, you will need to have content that describes what ‘Search Engine Marketing’ is. Because the search results mostly show the answer to ‘what is’ terms.
In this type of results if you are trying to market your product page then you will not have any luck with that. It is very obvious that people searching for ‘Search Engine Optimization’ will be looking for information only.
However, if someone is searching for ‘Search Engine Optimization Agency’ will do for your product page. The goal is to match the content with the intent of the search results.
The commonition to all this is writing the perfect piece of content and do not rush to see the results immediately. Patience is the key.
You can see the search queries results in Google Search Console to improve additional visibility.
After all this still no improvement? Then enhance your content a little more.
3 – High Impressions / Low Click-Through Rate
Your content in ranking the targeted keyword, search console shows it is getting impressions but still the traffic is low, then this might also be the sign that you are optimizing for the wrong keyword.
In the World of PPC, half of the issue is resolved when the correct ad copy is written for the right people to click on the ad. Those who are running paid ads also have the option to analyze the data there and then and make changes according to it. But for the SEO people, by the time they get to know about the problem a lot of time has passed already.
Here the key is to keep evaluating continuously.
Keep looking out through the Search Console for those keywords with high positions and impressions but low click-through rate. For example;
Once you have those keywords check for these two;
- Is your content according to the search results?
- Does it matches the commonition of other results?
Sometimes, updating your HTML Title Tag to a better on will also help to get more clicks.
The key to a successful SEO Strategy is to make sure that your content and keywords are aligned in accordance with the search results. Re-evaluate the keywords, check your landing pages and update your site as needed.