Methodical analysis

Maintaining clarity in the research phase of search engine optimization is required for gathering useful data. Performing world-class research begins with aligning the research efforts with goals.

Consider this:

Your goals are one side of a conversation. If your goal is to sell more inventory, a conversation with someone who wants to buy would be most beneficial. “Want-to-buy” is a micro-moment and it requires a distinct kind of keyword.

Not all keywords are created equal

At the heard to methodical analysis we identify relevant keywords that aligned with goals that are, in turn, aligned with micro-moments. Successfully identifying these keywords requires us to treat keywords like the distinct variables that they are.

There are four basic types of keywords: informational, navigational, commercial, and transactional. I would expect different types of keywords to be used for different assets. For example: you might not use navigational keywords to try and drive traffic to a broad industry-relevant blog post, but you might use them for a mobile application description.

Complex algorithms take SEO well beyond keywords

RankBrain is an artificial intelligence program that determines rank based on factors beyond keywords, clicks, site authority, and so on.

If that sounded like a vague description of how RankBrain measures position, think about it this way: Paul Haahr is a top software engineer at Google, he’s been there for over 14 years, and he played a key role in the development of RankBrain and even he doesn’t even fully understand how it works. While researching keywords is still important, it isn’t a silver bullet, and doing it should be methodical and purposeful.

Let me know when you’re ready to take on a strategy that doesn’t stop after overbearing keyword research.