Determining an ongoing strategy for SEO doesn’t have to be a daunting task. With a little direction and the right tools, it can take less than 30 minutes.
What you’ll need:
Google Chrome or similar web browser
Subscription to SEMRush
Subscription to Ahrefs
Cook time:
15 minutes per kw / kw category
Instructions:
1. Setup
First step in determining an ongoing SEO strategy for an existing client is to get set up. To do so, open up Google chrome or related web browser, and navigate to semrush.com, ahrefs.com, [clientsite.com], a blank Google sheet, and google.com. Note a five tab scheme is ideal.
Populate the blank Google sheet with current strategy or information and research related to. This includes keyword focus, landing page, any multi-channel activity and previously assigned parameters (e.g. anchor text and/or placement tactics)
2. Login
Login to Semrush and ahrefs. Note – An entry level paid plan is required for both.
3. Sip Tea
4. Enter data
Punch [clientsite.com/target-page] into both Semrush and Ahrefs.
Navigate to ‘organic research → positions’ on Semrush, and ‘anchors’ on Ahrefs. See example below:
SEMRush
Ahrefs
5. Organize data
On SEMRush, sort positions data descending by CPC. Note – CPC provides glimpse into competition on paid search.
On Ahrefs, select ‘Live’ and toggle ‘link type’ to Dofollow.
Make sure the client site is on the right page.
6. Analyze data
Use a combination of SEMRush and Ahrefs to evaluate the category / landing page against previous strategy and key variables. These include:
CPC
Look at CPC first and foremost. The more expensive, the more likely the ROI.
Keyword volume
Key in on search volume in addition to CPC. While more competitive, terms with both high search volume and CPC are more viable long term targets.
Ranking
Don’t exclude ranking. Terms with high CPC, search volume and poor ranking can be key targets.
Landing page & content
Use the URL field and drop down (see below) option for reassurance on the target page. Click through and ensure content aligns with perceived keyword intent.
Category permutations
During a landing page & content evaluation, use Google combined with [clientsite.com/target-page] to find areas that may need improvement. It’s possible further LSI analysis, expansion and/or consolidation is required.
Note – oftentimes cannibalization issues are found here. This step in the process can lead to a more sophisticated content audit.
Note – Google constantly retools on permutations. Stick with 1 – 3 broader high impact terms per page.
Anchor text
Navigate to Ahrefs and ‘anchors’ and compare/contrast with SEMRush data to mitigate potential risks with over-optimization. A proper SEO strategy usually warrants 15 – 23% exact match for high impact terms. With a few exceptions, terms that fall below this range are generally okay to target.
Note – these are guidelines and not rule of law. Still, pump the brakes on anything in this range or over. Also, bear in mind the most recent strategy. Pivoting regardless of ratio can be a great way to keep a backlink profile looking natural.
Trends
Trends can impact one or all of the above.
For example, trending keywords can sometimes be more or less adherent to percentage guidelines, while content / messaging can be affected by swift industry swings.
Keep an eye on the latest news around high impact terms for potential adjustments in content, keyword focus and/or anchor text.
Conclusion
With these factors in mind, a little organization and the right setup, an SEO program can easily manifest itself into something great. For SEOs seeking less expensive options, please substitute SEMRush for GSC performance, and key in on CPC data from Google Adwords Keyword Planner. Note – you must begin a website ad campaign for access.
