When it comes to implementing keywords into your site copy, blog content and social media, knowing where to start can be a headache in itself - particularly if you don’t have a good keyword research tool to help get the wheels in motion.
Sadly, many of the best keyword research tools are paid, subscription-based services – which is all well and good for big companies that can afford it, not so great for Aunt Lily and her humble, home-made cupcake business.
Luckily, help is at hand. More specifically, help is directly in your hands!
What is SERP?
Okay, first things first, let’s go back to basics – what does SERP stand for?
SERP is an acronym for “Search Engine Results Page”. This is where the web results of your search term will be displayed in list form, ranked by their relevance to what you’re looking for. This is also typically accompanied by additional paid ads that also relate to the terms you searched.
A high-ranking, keyword-rich site page, blog or post will, in theory, climb the SERP rankings and sit high on the list. Meanwhile, unoptimised text will find itself relegated to darkest depths of the bottom pages – where no man wants to be.
Think of your site as a magazine on a newsstand. Great SERP SEO will see your site taking pride of place, proudly displayed front and centre for all to see. Meanwhile, poor SEO would be akin to stuffing it at the very back of the top shelf, hidden behind a couple of dusty, old blue mags.
Using SERP to optimise content
To keep your content from dancing in the dark like an uncoordinated extra in a high school musical, it’s important to keep your SEO skills sharp. This will help shine a spotlight on your content and bump it up to the main stage of the top results pages.
How do we do that? We’re glad you asked! Some of the most relevant keywords and phrases are available literally at your fingertips – you just need to know where to look.
The art of manipulating SERPs is a great way to make Google do the all the leg work when it comes to SEO research. Better still, the process itself is virtually effortless.
Finding great keywords that are relevant to your subject matter can be as easy as hitting the “enter” key. Simply run a Google search for a term relative to your needs and watch nature take its course.
This process can instantly return a myriad of keywords and phrases that have already passed the Google green-light, leaving them ripe for the picking.
Say, for example, you run a dog food business. Typing “cheap dog food” into Google will immediately spit out a bowlful of meaty SEO results dripping in keyword Marylebone jelly.
Follow these three easy SEO tips to keep your content standing tall as top dog.
"People also ask"
The “People also ask” box is typically found towards the top of the results page when you enter your search requirements.
So, using the example of your fictional dog food business, a search for “cheap dog food” would return relative search questions along the lines of “What is a good dog food?”, “What is the best cheap dog food?” and “How much does a dog cost a month?”.
These terms can make for excellent headings in your blog and logical H2s that won’t seem forced. The queries are relevant, the subject matters are ideal and the answers can be seamlessly weaved into your content in a manner that also naturally promotes your product.
For example, if you were to include “What is a good dog food?” as a H2 in your blog, you could easily relate the accompanying content back to your products in smooth transition by saying:
“A good dog food should include a variety of key canine nutrients. Mut Mix 2000 includes all the vitamins and minerals your furry friend needs for a healthy, balanced diet.”
This way your copy remains relevant, you’ve plugged your product nicely and still included the keyword phrase in a high-profile position as a H2. Hot dog!
"Searches related to"
Much like the previous section, another great area of inspiration is the “Searches related to” list. This can be found at the bottom of the SERP, comprising of eight similar searches related to your topic of choice. This is essentially a mini list of searches that Google believes the user may find helpful, should they wish to expand on their search.
The results can range from alternate searches to more detailed queries into the same term; for example, that “cheap dog food” search could return “cheap dog food online” or “dry dog food” in the “Searches related to” section. As Google has already identified these terms as relevant to your search, they logically warrant inclusion in your copy.
Meanwhile, the octet of “Searches related to” results can also provide businesses with valuable market research of what your customers are actively looking for in relation to a product. Related searches – such as “cheap dog food 15kg” and “cheap dog food in bulk” – give an insightful glimpse into what your target audience wants, as well as their buying habits, so it’s worth keeping that in mind if you don’t already provide such products.
"People also search for"
This next batch of insider info is a little trickier to come by as it doesn’t immediately appear in your search results; however, it’s still fairly straight-forward to access.
Simply type in your search term and click on one of the relevant results. Once through to your site of choice, navigate back to the SERP to trigger the “People also search for” box. This should now appear below the aforementioned site listing in the SERP.
This box typically includes six highly relevant results that mirror your search and, by proxy, mirrors the behaviour of your customer/target audience. This is very similar to the “Searches related to” list yet still a useful and insightful tool nonetheless.
If patience isn’t your strong suit and bulk lists are what you’re after, there a number of programmes, plug-ins and extensions readily-available online that enable you to simply extract the list of “People also search for” phrases in one go (such as this). These allow you to effectively harvest these lists for SEO purposes without the need to meticulously scour Google.
So, there you have it: three easy ways to optimise your content at the click of a mouse without parting with a penny. For more SEO tips, check out our Simple SEO Tips for 2019 or drop us a line using the button below.
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