Ben Shapiro, Schrafft, Jeffery Coyle discussed on Voices of Search by Searchmetrics
Seo content strategies including why you need to both consider your leads and your customers with your content and today we're going to continue the conversation talking about the difference between keywords and topics this podcast is brought to you by search metrics. You know last year was rough. Seo ended life for a lot of people and now that we're more than halfway through twenty twenty one. Most of us are just starting to shake the rust off from twenty twenty. So if you or your seo. Performance need a boost search. Metrics has a new offer for you. If you sign up a search metrics now you can get twenty percent off not just a search metric sweet but the whole range of search metrics is supported services until you grow your performance by twenty one percent as an industry leading seo software solutions partner. Search metrics is confident that their platform an expert support will help you reach your seo targets before the end of twenty twenty one. 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So you'll know the most linked to pages and how those links are affecting the rankings and awt shares what keywords your website ranks for and compares how you stack up against competitors for key metrics like search volume keyword difficulty and traffic value. Look monitoring your website used to require multiple expensive tools and now thanks to eight schrafft's that's not the case anymore because awt will help you monitor your seo. Health back links and keywords for free and no. It's not one of those fourteen day. Free trial offers. It's a powerful sight audit tool that will keep working for you for free so check out. Hfs webmaster tools at a tress dot com. Slash awt t. That's a h. R. e. f. s. dot com slash a. w. t. on with the show. Here's the second part of my conversation. With jeffery coyle co founder and chief strategy officer at market beuys. Jeffrey welcome back to the voices search podcast. I'll thanks for george fish excited to have you back on the show. Yesterday we were talking. Broadly about content strategy and we landed the plane talking about how you need both depth and breadth. You can write the greatest piece of content ever right and i use the example of i can write a piece of content optimize to get me to rank for the keyword benjamin shapiro and they're still a political podcast her. That's going to outrank me. Because he's got links coming from fox news. Life is rough folks. You just gotta deal with these things. But the point. That i'm making is. I might have depth with a piece of content but i don't have breath right. I don't have not only coverage of all the different topics. But all these sort of external factors pointing the my website that show that i have the reputation that merits me ranking top for my name. Life is rough. That said talk to me a little bit about the the difference between keywords topics and wire breath depth important in the both of those or so. A topic is more like a concept so it can be an entity. It's a group of concepts and a keyword will typically live inside that pool of topics right so good way to think about a somewhat higher. But i like to connect key words to intent as well in addition to talking about topics keywords so semantic relatedness typically relates to the saying if you are going to cover this one topic. It's highly likely or these are other related topics to that core topic and keywords can live at it within those like. I always joke around. It's like there's keywords that a live within a topic it's the square rectangle thing. There's sometimes you don't know the difference between a keyword as how great Approach all of those things similarly to say. I want to cover this really well. I want to achieve goals for the user. That i'm gonna write against and if i'm going to build on a topic that is general right. I one hundred. Are there different meanings for this specific topic. How fractured is the specific topic for intense. So if people are searching for this specific topic are they at different stages of the funnel that's intent fracture but they also could be meaning descended. Uation i mean right. So if it's an acronym if somebody's typing in crm a might be talking about customer like you should management. That might be talking about you. Know some other for that thing in your case. When you're talking about ben shapiro versus benjamin shapiro. We're talking about two person entities. That have different needs right so it's a little bit different there but the topics that you cover you wanna be covering them so that it tells the story that you actually know what you're talking about so you have all the intense covers. You have all those keyword variants covered. But you're telling that story the same way you use the example crm. I wanna dive into that as an example when somebody is searching for crm. Just broadly right. That's a head term. So reputation probably really matters for the what i would say as query which is a key word but like i guess the question here is is sierra topic or is it a keyword when the user is searching for crm great question this is absolutely what will be references ahead term. It also has some ambiguity in meaning because it's an acronym that can have other acronyms means so what you're seeing in a search. Rizzo is google's favored intent. It isn't the true and of that topic. So what does that mean. Oftentimes google will recognize that if someone searching for something they could want content from a particular stage. Say it's i like to call it. Simple knowledge is it'd be like was the capital of north dakota bismarck. That's simple you know you also could have informational content impressive off the head knowing the capital of north dakota but gray early-stage awareness. What is right or furrow. Hiller contents the guy to see the big beginner's guide to sierra. You could be in the middle could be list your top one hundred. Crm vendors it could be late stage. How do i price. So google trying to figure out amongst all of the content that makes up their cool of everything they have about that all the intense and they're trying to make an educated decision. About what the favored intense should be on that search result so the true intent are ads is question mark because you need coverage across the entire is like i. Use the hashtag rank brag. I used to rank pace to have a number one ranked age for crm. It was early stage awareness. It was what is crm. It was a definition comprehensive definition page. That was supported by an entire site about crm content. Was that site. Salesforce dot com. Because that's what is the now it is in a incognito window what shows up for what for crm befor now this would be searched crm on target that no longer there but then again i have been there for for seven years. So that's their problem. But you know the the whole thing is you. When you're focusing. I was speaking with a customer. Remind for half how he can't achieve head term success and it's like an entire mountain of of effort all collects such.