Category: Keywords and Keyword Research

Prognosis From Semalt: The Future Of Built-In SEO

Search engine optimization can be quite demanding, especially if you are a newcomer. This is why many content management systems such as WordPress are stepping up to offer users automated SEO. This allows amateur users to optimize their websites for search engines at least to a given level.

The main aim of built-in SEO is to automatically help you create a website that can be seen and favored by a search engine. However, these built-in solutions are not the total package for a variety of reasons. The biggest limitation attributed to built-in SEO is poor customizability. Most of these tools are out of the box options that do not offer sufficient flexibility to cater for businesses within different industries.

In addition, most of these automated solutions lack any sort of follow up. As thus, they cannot help you evaluate your performance and will not advise you on how you can drive for better results. Essentially, they are just tools and so they do not know what your goals are. This, however, can be advanced.

The Senior Sales Manager of Digital Services, Ryan Johnson, describes some of the ways how built-in SEO may change in the near future.

1. Integrated research methods.

Starting off, it is likely that we will see better integrations for research and strategy. This may involve tools developing their own suggestions on the strategic direction. This can be based on a user questionnaire, which will help users figure out their goals and make recommendations based on these goals.

2. Real-time content quality analysis.

With the improvement in automated tools, the content analysis has to get better. In future, we can probably expect built-in tools that mimic the kind of content analysis used by Google. This, however, will take a lot of work from advanced programmers.

3. Comparison to other sites.

At the moment, most built-in tools focus exclusively on your own site. SEO, however, is a very competitive field. Therefore, in the future we can expect more competitive analysis platforms and functions emerging.

4. Real-time position reporting.

Your current automated solution may be able to report on whether your website is optimized correctly. However, it definitely cannot tell you where it ranks at the moment as compared to a few weeks before then. The next generation of built-in solutions may have real-time position reporting as a new feature.

5. Fundamentals training.

Regardless of how advanced built-in solutions become, your knowledge and input is still going to be essential. As a result, the next generation of built in tools will probably offer website builders with step-by-step training aimed at bringing amateurs up to speed on how SEO works and what they can accomplish with this strategy.

Though there are a number of hurdles that built-in SEO has to overcome, it has come a long way since its initiation. It also remains one of the best online marketing tools available. This is a strategy that is capable of exponential growth, and so the sooner you can get yourself involved, the better. Don’t wait for these developments to occur.

How to Target Multiple Keywords with One Page – Next Level

Welcome to our newest installment of our educational Next Level series! In our last episode, Jo Cameron taught you how to whip up intelligent SEO reports for your clients to deliver impressive, actionable insights. Today, our friendly neighborhood Training Program Manager, Brian Childs, is here to show you an easy workflow for targeting multiple keywords with a single page. Read on and level up!


For those who have taken any of the Moz Training Bootcamps, you’ll know that we approach keyword research with the goal of identifying concepts rather than individual keywords. A common term for this in SEO is “niche keywords.” I think of a “niche” as a set of related words or concepts that are essentially variants of the same query.

Example:

Let’s pretend my broad subject is: Why are cats jerks?

Some niche topics within this subject are:

  • Why does my cat keep knocking things off the counter?
  • Why does my cat destroy my furniture?
  • Why did I agree to get this cat?

I can then find variants of these niche topics using Keyword Explorer or another tool, looking for the keywords with the best qualities (Difficulty, Search Volume, Opportunity, etc).

By organizing your keyword research in this way, it conceptually aligns with the search logic of Google’s Hummingbird algorithm update.

Once we have niche topics identified for our subject, we then dive into specific keyword variants to find opportunities where we can rank. This process is covered in-depth during the Keyword Research Bootcamp class.

Should I optimize my page for multiple keywords?

The answer for most sites is a resounding yes.

If you develop a strategy of optimizing your pages for only one keyword, this can lead to a couple of issues. For example, if a content writer feels restricted to one keyword for a page they might develop very thin content that doesn’t discuss the broader concept in much useful detail. In turn, the marketing manager may end up spreading valuable information across multiple pages, which reduces the potential authority of each page. Your site architecture may then become larger than necessary, making the search engine less likely to distinguish your unique value and deliver it into a SERP.

As recent studies have shown, a single high-ranking page can show up in dozens — if not hundreds — of SERPs. A good practice is to identify relevant search queries related to a given topic and then use those queries as your H2 headings.

So how do you find niche keyword topics? This is the process I use that relies on a relatively new SERP feature: the “People also ask” boxes.

How to find niche keywords

Step 1: Enter a relevant question into your search engine

Question-format search queries are great because they often generate featured snippets. Featured snippets are the little boxes that show up at the top of search results, usually displaying one- to two-sentence answers or a list. Recently, when featured snippets are displayed, there is commonly another box nearby showing “People also ask” This second box allows you to peer into the logic of the search algorithm. It shows you what the search engine “thinks” are closely related topics.

Step 2: Select the most relevant “People also ask” query

Take a look at those initial “People also ask” suggestions. They are often different variants of your query, representing slightly different search intent. Choose the one that most aligns with the search intent of your target user. What happens? A new set of three “People also ask” suggestions will populate at the bottom of the list that are associated with the first option you chose. This is why I refer to these as choose-your-own-adventure boxes. With each selection, you dive deeper into the topic as defined by the search engine.

Step 3: Find suggestions with low-value featured snippets

Every “People also ask” suggestion is a featured snippet. As you dig deeper into the topic by selecting one “People also ask” after another, keep an eye out for featured snippets that are not particularly helpful. This is the search engine attempting to generate a simple answer to a question and not quite hitting the mark. These present an opportunity. Keep track of the ones you think could be improved. In the following example, we see the Featured Snippet being generated by an article that doesn’t fully answer the question for an average user.

Step 4: Compile a list of “People also ask” questions

Once you’ve explored deep into the algorithm’s contextually related results using the “People also ask” box, make a list of all the questions you found highly related to your desired topic. I usually just pile these into an Excel sheet as I find them.

Step 5: Analyze your list of words using a keyword research tool

With a nice list of keywords that you know are generating featured snippets, plug the words into Keyword Explorer or your preferred keyword research tool. Now just apply your normal assessment criteria for a keyword (usually a combination of search volume and competitiveness).

Step 6: Apply the keywords to your page title and heading tags

Once you’ve narrowed the list to a set of keywords you’d like to target on the page, have your content team go to work generating relevant, valuable answers to the questions. Place your target keywords as the heading tags (H2, H3) and a concise, valuable description immediately following those headings.