Keeping track of rankings for keywords in Google is part and parcel of SEO, and it can be both rewarding and frustrating in almost equal measure. Sometimes, however, you can concentrate on ranking reports so long that you miss out on the main message – because you’re used to seeing the same reports over and again.
- The most relevant themes on which to focus
An examination of the types of phrases, which your website ranks for, can give a big interpretation on the concepts that are most relevant to you. If a large number of relevant ranking keywords revolve around a certain theme, this can be interpreted to mean your site/brand/business is considered an authority in that theme. If there is a prevailing subject across many keywords, this is representative of either an opportunity or an area of weakness.
As far as opportunity goes, where a theme comes out strongly, it’s essential to the site, and you should focus a lot of energy generating signals that lean in that direction. Creating extra links, content and other digital assets will reinforce the thought that you are an authority on that theme, which can help to cement the site’s position even further.
Ranking at the top in any particular niche can also help improve others’ perception of you. You can further capitalize on this position by running promotions which direct users to search for certain keywords under which your brand prominently features. Conversely, if you aren’t ranking as well with core keywords, you know that you need to generate more signals to do with that theme.
- Places that new content is needed
A keyword report is one of the best ways to find out what topics additional content should be centered around. It is also an indicator that user needs are not being adequately met in certain fields, and you can work to fill this gap.
Google uses both on-page and off-page clues to decide what pages should be indexed in response to user queries. It’s possible that in the process, the most relevant content may end up being ranked in a lower position. Examination of keyword ranking and appropriate action can reduce the incidence of such. You can work to provide the most relevant content to enjoy the highest possible ranks.
- Co-citation and competition
By examining your keyword ranking report, you can come up with fresh strategies and identify your new competition. A majority of businesses accomplish this by identifying businesses which compete for the same keywords as them – these are the ones which show up on SERPs with several different keywords search queries. You can also catch a glimpse of upcoming businesses and learn from the tactics they are applying.
In addition, you and your SEO Company UK can find sites which aren’t performing as well, so that you can try to develop co-citations and partnership relations with them. Sites that rank lower than you and are not direct competitors are also targets for partnerships. This will enhance the inclusiveness of your content, and add to your relevance rating with the search engine.
This article was authored by Michael Bentos, who is a qualified SEO professional in London. Visit Paradox SEO for more information and to find a great SEO Company UK, and beyond!