The days of ranking webpages for long tail keywords are over! This training backed by case studies shows How To Rank For Multiple Terms and take advantage of the new rules of SEO to get a flood of targeted visitors to your website.
G’day and welcome to episode 8 of Rapid SEO Expert live. I’m your host Shane Walker and in today’s episode we are going to go through how you can rank a web page for multiple keywords.
This and this training like anything else we do at Rapid SEO Expert is designed to either get you found online, or use advanced marketing automation to turbocharge your sales and keep them coming back for more. So what I will do now is just switch over to my screen sure and we will continue with today’s lesson.
Optimising For The Long Tail Is Dead
So in this training we are going to go through how to rank a web page for multiple keywords. But before we go through that, we need to first understand that the days of ranking web pages for long tail keywords are over. Previously Google was only able to understand and rank a page according to it's keyword.
Essentially what would happen is that Google would look at the keyword and then if the keyword was mentioned enough times on the page they would make the connection that the page is relevant to that word. What that meant is that we then had to make a separate page for every variation of the phrase that we wanted to rank for. For instance in the SEO world we had to make a page for a SEO packages, then another page for SEO packages prices and then another page for pricing for SEO packages.
Google’s Hummingbird And Rankbrain Algorithms Have Killed That.
Instead of looking at searches on the individual level, Google are now trying to understand searches in terms of topics and user intent.
Rankbrain is an artificial intelligence that is making a map of all the topics and sub topics in the world so that it understand content better and how that relates to user queries.
So now that Google Rankbrain has a map of all the topics and subtopics in the world they are far better equipped to understand the quality of a page, or how likely that page is to answer a query that the user has typed in.
So if you were now to do a Google search for prices for SEO packages and another for SEO packages pricing you would see that the search results are exactly the same and that is because Google now understands not only the topic but the intent of the user query and realises that they are both asking the same thing.
All in all this now leads to far better search results than before.
So How Can We Rank A Single Web Page For Multiple Keywords?
To be able to have a chance of ranking your webpage for multiple keywords you must first have what is known topical depth. Topical depth is the first step in our Authority Triangle that is the basis of the SEO system that we use here at Rapid SEO Expert.
Topical depth is giving Google enough information on your page to ensure that it fully understands what your page is about and whether it will satisfy the uses search query. Achieving topical death is actually quite easy, you just have to write longer articles that are relevant to the queries that your customers asking.
Numerous studies have shown that longer, relevant and well written articles tend to rank better. This is because the longer the article, the better Google gets to understand the topic and the more likely that it is going to be able to answer the intent of the search query.
Case Study 1: Brian Dean
One of the best studies on this was done by Brian Dean at backlinco.com. Backlinko conducted a study on 1 million search results and I will include a link to the study in the transcription below.
They found that the average topical depth of the top four positions in Google is around 1950-2000 words with a sharp decline in depth from positions five onward.
But not only that, numerous studies are now showing that single web pages with topical depth are now ranking in some cases for around 100 search phrases and the reason for this is that Google are now more interested in the topic of your article as opposed to the keyword and can now match it to more user queries.
Not only that we are finding that because Google understands the topic a lot more, and better match it to the correct user query, the visitors that are coming to our website are far more targeted and are converting to leads and sales a lot more than before. More quality content also equals more rankings without any extra backlinks.
The reason for this is that most websites already have some authority’ this is especially true if you have already built some links. Now you can maximise the value of those links by adding quality content to your website on a regular basis.
Case Study 2: Andrew Hanson
To illustrate this point here is a really interesting case study from Andrew Hanson and I will link to the website in the notes below.
Now Andrew had an affiliate marketing website and it was a domain authority of 14 which in the world of domain authorities is fairly average, and during this case study he created no new back links to his website and only content with topical depth to rank for more keywords.
As you can see from this graph he had a 422% increase in website visitors in 90 days, all without any advertising or back linking, just by adding new content on a regular basis with topical depth.
This is what Andrew had to say “ If I find really low competition keywords in my market now, publish a really strong topic relevant piece of content, and drop in a handful of internal kinks, I can hit the front page for those keywords.
In fact that exact thing is responsible for the majority of the growth from the last six weeks.
What it means is that if I wanted I could just keep growing the traffic to the site now. Only publishing a new content and coasting on the amount of links and trust I’ve already built.”
This Is Within Your Reach!
So you can do exactly the same thing for your website. You can use your existing authority and build out more topically deep relevant content and use on page SEO best practices such as internal linking and you could rank for more keywords and multiply your traffic (422% in 90 Days).
So How Can You Implement This Strategy?
To be able to utilise this strategy you need two things, quality and consistency. If you were to look at any website that has more than 100,000 visitors per month they have a lot of content and they get the very great majority of their traffic by creating more content to rank in the search results as opposed to ranking their main pages for competitive SEO terms.
Case Study 3: Hubspot
Here is another case study from hutspot.com that they conducted on their 13,500 customers, and you can see by the graph that companies that publish 16+ blog post per month got almost 3 1/2 times more traffic than companies than published between zero and four monthly posts.
Warning! Don't Post Rubbish
Now obviously there is a caveat to that. Do not produce rubbish content just for the sake of it. It just won’t work. Firstly Google is now smart enough to understand what good content is, if you produce rubbish they will not rank it.
Secondly, even if they did rank it it will not convert to sales because as soon as someone goes to read it they will realise that it is rubbish and click away.
Now generally speaking the more quality content you publish, the more chances you have of ranking and more visitors you get to your website.
However I understand that a lot of you I are pressed for time and don’t have the resources to be creating five or six pieces of content per week.
So my recommendation is to post at least once per week on a consistent schedule with high-quality content that is topically deep and to keep this schedule up.
It is very much like a flood, it starts with a few drops of rain, then it trickles and gradually builds up momentum and takes on a life of its own.
So What Should I Write About
The first thing is don’t try to reinvent the wheel, find out what topics are already trending in your industry because that is what your customers are interested in and use that as a guide for your articles.
Try to answer the questions that are currently in your customers mind and address their pain points.
Become a member of industry related forums and journals, that way you will know what people are currently talking about and what is of interest to them.
Another way is by trending topics on reddit.com. Reddit is a fantastic site to find topic ideas because you can put a main keyword into the search function and once you have done that it will drill down into subtopics that give you an absolute wealth of information.
Another website we use is answerthepublic.com and this website is essentially a scraper of the Google suggested answers. You know when you type a search in Google and it comes up with all the suggested searches that Google thinks are relevant for that particular topic.
Well answer the public goes out and collates all those suggested searches on a larger scale and present them in a downloadable format.
The beauty of this is that if Google thinks it is relevant to the topic then there is a fair chance that when you write about it in an article it will rank in the search engines.
So that is all I have for ranking a webpage for multiple terms so to summarise:
The days of ranking webpages for long-tail keywords are over, and there is no need to create a separate web pages for every keyword.
Googles algorithm is now smart enough to understand the topic of a page and where it fits in with our users search query.
To be able to rank for multiple terms Google need to understands the content of your webpage.
In order for Google to understand content you must have topical depth.
The way to get topical depth is to write longer articles of around 2000 words.
Well I hope that training has been of use to you. So your action points for today are to go away and have a look at the content on your website, see if you can add value and more topical depth to your website.
Do that on a consistent basis and watch your search engine traffic via Google analytics then come back and let me know how that went.