“If You Don’t Know the User Intent Behind the Keywords, You’re Optimizing for Then You’re Doing It Wrong. Also, If You Are Optimizing for Keywords vs the Needs of the User Then You’re Doing It Wrong.” – Jordan Kasteler
Search Engine Optimization (SEO) is made up of several elements. And each aspect plays both an individual role in driving traffic to the brand’s target audience, and it plays a role in supporting the collective digital marketing efforts. These individual elements are summarised into two major categories: On-Page SEO and Off-Page SEO.
Succinctly stated, On-Page SEO deals with the optimization of the brand’s web copy, web page structure and design, and the site’s User Interface (UI) and Usability (UX). All these aspects impact whether or not the visitor to the site responds to the site’s CTA (call-to-action). As an aside, the CTA is designed to convert the visitor into a returning customer.
Additionally, Off-Page SEO concerns itself with all of the digital marketing efforts that not directly linked to the brand’s website development and maintenance.
It includes elements like social media marketing, content marketing, and video marketing. And, it’s main aim is to drive the brand’s visibility to the top of the Search Engine Results Page (SERP). The brand’s goal is to feature in the top three-pack on the SERP for all the related keywords, both short and long-tailed keywords.
The importance of tracking keyword rankings
The essence of the Google search is to find brands and products that are associated with a specific keyword or keyword phrase. For example, if I’m a consumer and would like to buy a new pair of sunglasses, all I need do is google “sunglasses” and the search engine will return all the brands that are linked to the search word or phrase.
Thus, it stands to reason that brand marketers place a high priority on associating their brands and products with related keywords and keyword phrases. And, it is equally important to use strategies like content marketing to ensure that when a consumer searches for the brand on Google, or one of the other search engines, that the search engine returns the brand, product name and a linking URL to the product’s web page in the top three-pack on the SERP.
Ways to keep track of your brand’s keyword rankings
Now that we have established the rationale behind the value of tracking and managing your brand’s keyword rankings, let’s look at a few simple ways to track the essential keywords.
Work with a professional keyword rank manager
In order to ensure reliable statistics, it’s worth engaging with professional agencies like SERPreme. It is possible to manage and track your brand’s keyword ranking progress yourself. However, there is also merit in hiring specialists to perform their individual function; rather than trying to do everything yourself.
Design a comprehensive keyword growth strategy
An essential part of your brand’s keyword management strategy is to continually increase the number and length of keyword phrases associated with your brand. This will ensure that you catch as wide an audience as possible.
However, there is a caveat here. It is not worth associating your brand with keywords that are not relevant as there will be negative consequences for the brand. Google’s natural language ranking algorithms are intelligent enough to pick up keyword phrases that should not be associated with the brand.