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SEO: How to classify against heavyweights

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Merchants want to rank number one in Google for search terms that are apparently important to their business, such as "dog food" or "office supplies" or any other common term describing their products.

The problem, however, is that not all companies can rank for keywords with high demand. The solution is to be realistic about ranking potential and develop search engine optimization strategies accordingly.

Relevance and authority

Properly categorizing in a search engine requires a combination of relevance and authority. Relevance is determined by matching the search phrase with the context and authority of your site. The authority is based on the quality and quantity of links from other sites to yours, as well as mentions in the relevant content communities.

Suppose you want to classify yourself as "auto parts". Is your brand known for auto parts or does it only sell replacement wheels and hubcaps? If you do not use all types of auto parts and instead focus on a few sub-types, your site will certainly not be considered relevant for a broader search for "auto parts". Do not fight him. Work with your strength.

Conversely, suppose you sell all kinds of auto parts. Your site could, therefore, be considered relevant for a broader search. Evaluate the content of your site Do you have critical text content outside the navigation structure of your header and footer?

Descriptive and plain text content is essential to relevance. And it must be unique, high quality content that buyers want to read. This is not easy, but it is necessary.

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Which brings us to authority. You can not buy authority without risking penalties. You can not manufacture it either. You have to learn it. That's why authority is so precious. It is difficult to accumulate and requires the agreement of others in the news community.

Links and endorsements from any source (reputable) will have some value, such as that of the Chamber of Commerce of your hometown, or a random blog with a single car restoration message linking your wheels and hubcaps. The most valuable links, however, will come from sites with great authority in a news area.

The relevance and authority you need depends on your competitors. If their sites are very relevant to high-demand keyword phrases, you will need more than what they have. And if their number of backlink portfolios is between five and six digits, yours will also need more.

Be realistic. What is the strength of your competition – the real competition, not the one you prefer?

Realism required

It is important to be realistic. If you are a fly boxer, it will be impossible to win against a heavyweight on the head. Instead, look for the opening to dodge this powerful punch and quickly attack where it is not protected.

Maybe you are a flyweight SEO. Amazon, eBay, and other category leaders are the heavyweights. Can you really win the top rankings for keyword phrases of highest demand? They have the power of ranking, but you can have the advantage of targeting smaller opportunities faster.

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After all, 0% of high-demand keywords, such as "laptops," account for less than 20% of long-lag keywords, such as "notebooks with backlit keyboard."

In November 2017, Google searched 10,000 searches for this phrase: "laptops with a backlit keyboard". That represents 10,000 impressions and thousands of opportunities to sell laptops to people who know exactly what matters to them. In addition, these long-tail customers are converting more strongly because they are further into the buying cycle.

It took me 15 seconds to find this example ("laptops with backlit keyboard") in Google's automatic search bar search list. It took another 45 seconds to sign in to AdWords Keyword Planner to check the search volume to see if it was worth writing anything. This is not difficult, in other words. And it's fast enough for an on-site audit, for content ideas.

However, use a more concerted effort if you create a content strategy for your site or plan to attack a major SEO competitor.

Make sure you have seized as many opportunities as possible with sufficient demand for your business, with little expenditure on resources.

This requires an organized keyword search. Learn more about planning and executing a keyword research project in my "SEO" series, "Keyword Research Concepts" and "Keyword Research in Action". It will guide you through the process of brainstorming keyword ideas and using the Keyword Planner to extract and analyze keyword data.

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Searching for keywords in the mining industry is a useful exercise no matter the size of your business. We all have competitors. Some we want to attack and others we want to maintain our prospects. Content that targets long-tail keyword themes will achieve both goals.

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