digital marketing
By Carrie-ann | Jul 24, 2017 | Internet Marketing, SEO, Uncategorized, Useful Tips

How to target multiple keywords with one page

Optimising pages for a single keyword can result in several different issues that may have a negative effect on your SEO efforts. Emphasis on singular keyword targets can restrict content writers, leading to weak content that fails to provide enough useful information or cover the topic at hand in the detail required to convey meaningful messages to target audiences. Equally, marketing managers may feel compelled to disperse key pieces of information across several different pages, ultimately compromising the overall authority potential of each page. By focusing on single keyword targets, your website risks becoming larger than is really required, making it more difficult for search engines to determine the value of your content and deliver it to appropriate search engine results pages.

A single page with strong authority and a high ranking has the potential to appear in hundreds of search engine results pages, which makes the identification of appropriate search queries within your niche imperative for boosting the SEO of your website. By broadening your search query research and concentrating on multiple keyword targets, you begin to open the possibility of further increasing your rankings, your reach, and your traffic.

Question based search engine research
The first step to identifying keywords is to enter a pertinent question into a search engine. Question search queries will usually present a featured snippet, which is typically a couple of sentences or a list that will provide an answer to the question entered. Question based search queries will usually also present a “people also ask” section, which will provide you with a certain insight into how the search engine algorithm works and what it thinks are topics that are most closely related and pertinent to the original question.

“People also ask”
Displaying slight variations on your original question, this section should not be overlooked in your search for appropriate keywords. Click on the questions that match most closely with the intentions of your target audience and look closely at the three new questions that will subsequently appear. Collate this information to gain a deeper understanding of how your niche is defined and processed by search engine algorithms, as well as identifying important new keywords to target.

Target low-value snippets
Search engines will display a featured snippet below each question in the “people who ask” section. You should pay close attention to these sentences and identify those which do not sufficiently answer the question or which provide very little value. Make a note of the ones you believe you can improve and view them as your newest opportunity.

Analyse your findings
You should now have a healthy list of keywords that you know for a fact are already generating snippets. Enter these new keywords into your usual research tool and critique them in the same ways you would any other keyword, focusing specifically on their competitiveness and search volume.

Application of multiple keyword targets
Your analysis should result in a short list of new keywords you believe are worth targeting, which should be passed over to your content writers. They should aim to produce content which efficiently communicates valuable and beneficial answers to question based search terms. Keywords should be used within heading tags and followed immediately by a succinct and highly relevant description.

Measure campaign keywords
As valuable content is being generated by your content team, you should begin to measure your baseline ranking position for each keyword. Using this data as a starting point, you can then accurately measure your success as content is written, as well as identifying the need for any adjustments or modifications to be made to further improve your keyword rankings.