Whiteboard Friday is a weekly show presented by marketing experts â€” and more often than not by Rand Fishkin, aka @randfish on Twitter. This video series started out more than 8 years ago, and has since then become one of the most influential knowledge bases about Online Marketing.
As cofounder and ‘Wizard’ of Moz (formerly SEOMoz), Rand Fishkin has a deep knowledge of SEO, which he has been sharing almost every week through the Whiteboard Fridays. One of the most common topics in these videos is: Keywords.
Since SEO was born, keywords have been an important instrument, albeit very controversial. This is why I want to summarize what I have learned from Rand and Whiteboard Fridays about Keywords as an SEO factor in 2015.
In some verticals, we can bump into limits to doing keyword research, for instance when we feel that the terms for which we are targeting our content don’t have many variables. This can happen when we are only focused on the product we offer, leading us to this question: “What can I do to have more keywords to target and create product-oriented content?”
Well, as I learned from Rand, there are a few ways to work around this:
We can use these tips to brainstorm and get a lot of topics to use in our keyword research process. Try it for yourself: looking for content creation opportunities is a great experience.
As I mentioned before, keywords have been highly controversial, mostly because of changes in their impact and use over time. We need to be aware of their evolution as an SEO tool: doing keyword research the way we did 5 years ago won’t work anymore.
The numbers we see through AdWords Keyword Planner are not as accurate as they used to be. This tool is only providing info in order to benefit its commercial purpose. It will only show you related terms that can work for your PPC campaigns.
This means that we need to rely on additional tools to gather data. We can count on resources like Keywordtool.io to find related searches. We also need to do some research into communities and forums to find the words people are using to talk about our product’s market. Once we have collected data from these other sources, we can still go back to AdWords Keyword Planner to obtain an average search volume.
The rule to follow should be: Topic targeting instead of Keyword Targeting. It is my conclusion from what I have seen and read during the last couple of years.
Stop creating one page for each keyword you find in your searches. Instead of that, you should create one page for every topic and use the related words to create unique pieces of content with a really big value for your users.
Once you have defined keywords for your content strategy, it is time to evaluate and prioritize them. My favorite way to do this is using Google Spreadsheets. A couple of years ago, I used to write down a group of keywords and their average monthly search volume… but things don’t work like that anymore.
The number of elements we should evaluate in 2015 has increased. Rand gave us a really good group of factors that we should definitely have in our spreadsheet:
If we go back six years in time, Keyword Stuffing was a pretty common practice. We used to see many websites with the same specific keyword everywhere. In those days, that practice worked well to manipulate search engine rankings. Fortunately it does not work like that anymore, and we can even get get penalized by search engines
Because of that, we must be careful not to fall into keyword stuffing. There are some considerations to have in mind when using and repeating keywords in our content:
If you have been working on SEO for a while, I’m sure you have noticed the changes over the years. If you are just starting on SEO, you should know this world is in constant evolution. This is why I want to invite you next October 1st to a free live class with Rand Fishkin from Moz on Platzi. You will learn how to optimize your website for search engines the right way. Don’t miss out the live class.