This is our second part in our SEO Edinburgh series in how to rank for keywords. If you have read the first part you will have know that we have chosen the term “SEO Edinburgh” as the keyword we would like this website to rank high in the search engines for. As was mentioned in the last part, this information should be useful to any business owner as you can learn how we go about achieving high positions in the organic SERP’s. You can then decide if you wish to do this yourself or failing that let us do the hard work for you.
Whether its “SEO Edinburgh” You Wish To Rank For or Any Other Phrase, You Need To Do Some Keyword Research!
So once we have decided what keyword we would like to rank our website for, it is time to assess the other websites that are currently occupying the top of the 1st page for that specific term. There are many things we need to look at individually but to simplify things; each individual element can be boiled down to one of two categories:
- On Page SEO
- Off Page SEO
If you analyse the competitions on page SEO and off page SEO you will have a much better idea whether or not the keyword you are targeting is possible. There are many occasions when the keywords you desire are unfortunately next to impossible to rank for, if that is the case then you need to move on and keep looking for keywords that have less competition.
If you do find that your main keyword is going to be harder than expected, don’t worry. You will find that no matter what industry you are in, there are keywords that are there for the taking. In fact, you would be surprised at the sheer number of keywords that sites rank for yet have never been optimised for that term, these kinds of keywords can be looked at as less competitive therefore you can certainly target them for yourself through SEO.
So what sort of things do we look at for on page SEO? Well for our SEO Edinburgh keyword there are a few things we looked at but they are mainly the following:
- Meta Data
- Keyword Usage
- Internal Link Structure
Once the above areas have been researched and covered, it is then time to look at what off page SEO our competing websites have implemented so that they are at the top of the search engine results pages (SERP’s). Again, there are many individual aspects we dig into when doing keyword research but they main areas that cover the key individual parts are as follows:
- External Incoming Link Popularity
- Relevance of External Incoming Links
- Anchor Text Used In External Incoming Links
After we have done the above work we are in a much better position to determine whether or not we have a chance with whatever keyword it is we, or our clients, are aiming to rank for. Of course for us, in this case and the case of this guide, we are looking to rank for the keyword SEO Edinburgh, however no matter what keyword we are targeting, the work relating to the keyword research will always be the same.
It is by employing this research phase we can identify easy keywords to rank for as well as avoiding any potential impossible keywords. After all, if you are a brand new software development company, wouldn’t it be nice to rank for the keyword “software development”? The fact is however that this term will likely be very competitive to the point where it is next to impossible to rank for. If that is the case then think smaller and go for some other related keywords that WILL be possible to rank number one for and will still bring in many targeted visitors to your site.
At the end of the day, I have found that doing extensive and thorough keyword research will again and again save our clients time, money and a lot of heartache in the long run.
We hope you have enjoyed our second part of this guide and are already working on part three of our SEO Edinburgh experiment/series, until next time …