My Best Kept SEO Secret on How to Rank for Competitive Keywords

by Jason Acidre on September 26, 2013 · 94 comments · Content, Search


As expected, SEO has gotten a bit more difficult, especially now that Google is pushing to encrypt a bigger portion of their search traffic data from Analytics (100% keyword not provided).

Knowing the keywords that really work and drive results has been a core factor of why SEO is a force to reckon with. But without it doesn’t really imply the demise of SEO as a marketing practice.

I don’t really give a sh*t if they try and keep all the keyword data to themselves, because as long as people are searching for something – we still have work to do.

Steve Webb has put together a list of the most actionable SEO advice from industry leaders this week, and I thought I’ve already given mine – until I’ve come to revisit this method that I’ve been doing since I started blogging.

The secret is simple – Create content that:

  • is evergreen
  • can be continuously updated
  • can target industry head terms

This is somehow based on Wikipedia’s content model, wherein they publish the ultimate resource about a certain subject (industry-specific terminologies) and enabling the content to be continuously updated.

Examples

To give you a better outlook of how I’ve done this tactic, I’ll share a few actual samples.

Example #1: I’ve shared this first example many times before. It’s a linkable asset that has been here on my blog for the past 2 years now – my “SEO strategies resources page”.

SEO strategies

When I created this list (of my top blog posts), I was originally aiming for it to rank for the keyword “SEO strategies”. And it did.

It’s been consistently ranking on the top 3 spots for the past 2 years now.

SERP seo strategies

That brought thousands of highly engaged organic traffic to my blog every month.

organic seo strategies

And here’s the best part, because of the content’s comprehensiveness, it was also able to rank for 779 other more search terms (like online marketing strategies, SEO tactics list, SEO marketing, etc…).

seo strategies variants

So when I realized that this approach was really driving results, I never got contented and had to try it once more.

Example #2: I then built a new resource page for “Social Media Marketing Strategies”.

social media marketing

The results were almost exactly the same. The page was ranking #1 for the keyword “social media marketing strategies” for almost a year now.

social media marketing SERP

That has also brought thousands of highly engaged visitors on a monthly basis, and was also able to rank for 271 other more keyword variations (such as social media marketing techniques, social media marketing plan, social media marketing tactics, etc…).

social media marketing variants

Factors that make them rank better

There are so many things that I’ve done to optimize them and make them more visible on search results, but the nature of these pages were also somehow enough for them to deserve the rankings/organic traffic they are getting.

  • These 2 resources pages I created were internally linking to many of my blog posts that are comprehensive and evergreen (and thematically relevant). So aside from improving the page’s activity rate (as visitors instantly click-through the list of links), it’s also passing ranking power to my site’s other pages.
  • Since these pages are focused on industry terms, I can easily build contextual links to them – through my continuous content marketing efforts (both internal and external).
  • Once these linkable assets are already ranking for the key terms that they are targeting (that are mostly informational search terms), it’s easier for them to attract and earn natural links – knowing that many of the people landing on the page are doing research about the topic.
  • The pages’ ability to be continuously updated makes room for improvement and sustainability in search rankings. The more changes/updates being made on the page, the more it becomes the best resource on the web covering a particular topic area.
  • The robustness of the page’s content also makes it more deserving to rank for multiple keyword variations – which allows it to get more organic traffic.

What to do if you haven’t invested in Content Marketing yet?

The approach I used was aligned with my past content marketing efforts, as the resources page I have just simply compiled all the popular posts I’ve written since 2010.

There are still other viable options if you don’t have enough content assets to compile:

marketing library

I guess this is not a secret anymore. Anyway, if you liked this post, please do subscribe to my feed and follow me on Twitter @jasonacidre.

Jason Acidre

Jason Acidre is Co-Founder and CEO of Xight Interactive, marketing consultant for Affilorama and Traffic Travis, and also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre and on Google+.

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