How Keyword Research is Changing and How to Embrace it – Maros Kortis


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Today I’m sharing a conversation that I had with Maros Kortis of Mangools. We discussed how relevant keyword research is in 2020 and how it has changed in the past 2-3 years. If you have a new website or a website with a low domain authority, we’re going to give you everything you need to start ranking for your target keywords.


Show Notes


How important is keyword research now that Google is valuing brands more than ever and it is becoming harder and harder to rank?

  • Keyword research is more important than ever before
  • As long as the process of submitting search queries to Google exists, keyword research will be relevant
  • Keyword research affects more than just SEO because it helps you to better understand what your customer is searching, what pain points they have and who your competitors are. Don’t look at the changing landscape as a bad thing but rather as a good thing


How do you do keyword research today versus how you did it maybe 2-3 years ago?

  • When we started our blog we attacked long-tail keywords
  • Now we hunt for topics with high search volume without worrying so much about keyword difficulty
  • However, we also analyze the competition in the search results more than ever before


How do you do SERP analysis?

  • Check the content of the top-ranking results
    • Content length
    • Content depth
    • Comments discussed below
  • Check the number of referring domains
  • Checking PA and DA
  • Don’t be afraid to go after a keyword that has giants in the SERPs


How do you go after keywords that have Giants in the SERPs?

  • It may be cliche but just create a better piece of content – skyscraper technique


What are some steps you recommend someone with a low DA website take to rank for a high difficulty keyword?

  • Having a tool helps
  • Look at your backlink profile


What kind of goals/KPIs do you use if you are going after a high KD word as it’s going to be very difficult to reach the first page immediately

  • Scale back to long-tail words and try to get them on the first page of Google
  • Instead, focus on content promotion and do what you need to do to get to the top of Google
  • Keep testing and learning
  • If you publish a post and it doesn’t rank first, keep driving social shares and backlinks to the post until you get it where you want it


What kind of content promotion strategies do you use?

  • Depends a lot on the content – publishing ultimate guides still works
  • Start with a social campaign – Facebook, Instagram, Twitter – sometimes promoting them through paid ads
  • Target your email subscribers – they are already your fans
  • Reach out to people that you mentioned in the post
  • If you did a roundup, make sure that you reach out to everyone included in the roundup
  • If you used tools within a case study, reach out to those software companies
  • Old school blogger’s outreach

~The point of content promotion is not just backlinks. Truly provide value to the other person~


Do you do a lot of competitive backlink profile analysis focused content promotion?

  • If you are in the marketing industry this might not work but it will work better if you are in for example of the interior design space. Every industry is different


So a lot of SEOs are overdoing the ultimate guide thing. Are there any other types of content that you think are very helpful?

  • He just started doing interview based posts. So for example, he did a Get To Know an SEO Pro series of posts. These help drive backlinks and add credibility


How often do you recommend publishing to a brand new blog?

  • Start with a content calendar and be organized
  • Focus on keeping the quality high but focus on long-tail keywords


Using Content Clusters Helps

  • This is where you have one pillar page that is long and in-depth and then multiple other pages interlinked to that


How do you create a content cluster? What does the internal linking look like so that it is helping your SEO?

  • It’s pretty simple. When you have a more long tail piece of topic, internally link it back to your big broader guide.
  • You should do this even if you are just starting out
  • You can also do the opposite of the topic cluster and combine multiple posts to create a Skyscraper post


Use Content Cluster

Continue to Target Longer Tail Keywords

Stay Organized

Create a Content Calendar

Content Promotion


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