We all know that getting onto the first page is important if you want to succeed in search engine marketing – after all, results from the second page onwards tend to drop into single digits and plummet downwards.
When considered from an absolute perspective, it’s easy to think that anything beyond the first page is meaningless to your company – but that’s wrong. Having a ranking keyword beyond the first page could actually be beneficial for your company, and today I’m going to show you why.
Content is King – and most companies make use of one or more content writers to produce their content. Unfortunately, there’s one major problem with this approach, and it plagues a lot of agencies.
In short, content writers should not spend too much time trying to perfectly optimize each piece of content they’re given. Instead, content writers should be able to choose and work with topics that are already ranking beyond the first page.
When they know how things are performing, content writers understand which topics are most likely to rank well – and can write more of that content.
When a single writer can use a ranking keyword and produce multiple articles focused on a particular subject, Google will recognize that writer as an authority in the niche… and the rest of their content will move up the rankings in response.
What all of this comes down to is that creating great content isn’t as easy as it seems – especially if writers are never given the opportunity to see how a given article performs and adjust the content to help it perform better when tied to given ranking keywords. Without communication and feedback, great content is hard to come by.
Are you absolutely sure you know which keywords your website is ranking for and how they’re performing? If not, you should be using RankReveal – one of the best programs on the planet for monitoring the overall performance of your site.
The program itself is simple enough to use – all the content you publish on your site is added to its database, and the program will automatically notify you when your results appear in search engine results.
All of this matters because you can’t improve the position of a ranking keyword until you understand why it’s at a certain level.
If your keyword is ranking a page or two back from first, chances are it’s still good content. The problem is that it’s not great content, and there are things you could do better.
This is where most companies get caught up – all they see is a problem that’s not bringing them visitors, rather than an opportunity to do even better and start attracting more leads.
There’s no point in throwing out content and deleting it from your servers just because it’s not on the front page. Instead, take a look at all of the websites that are ahead of yours and try to figure out why they’re doing better. These are some of the most likely reasons:
Once you’ve examined all of these, you need to determine whether or not it’s actually work focusing on that ranking keyword. Some keywords simply don’t have enough traffic to be worth pursuing – your time would be spent more profitably looking for high-value, low-competition keywords to build your plans around.
Websites do not get high rankings in the results page because of luck. Google – like other search engines – has a specific algorithm that calculates the value of each ranking keyword you’re using and assigns a position to your site.
If you truly want to have a ranking keyword that brings visitors to your site, your goal should be to create content that’s worth putting at the top of a results page. If you understand how others are better, you can work to improve your own content.
Remember, Google wants to improve the user experience of the people who come to it for help. Think about results beyond the second page as opportunities to learn more about what great content and high-ranking pages truly consist of – and the more you work on improving them so they can get onto the front page, the easier it will be to create better pages in the future.
Content Marketing is a long-term project, and it often takes several months to truly succeed. Spending several days – or even several weeks – examining individual pages and learning how to improve them is completely reasonable given the magnitude of the task you’ve undertaken.
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