We'll start with a disclaimer. It's rare that one blog post can build enough authority quickly that it increases your rank for the right keywords and produces leads. However, if you work the right SEO strategy it's possible to uncover missed opportunities where one, strategic blog post can increase your traffic and conversions.
Although uncommon and hard to find, we occasionally stumble upon a keyword or set of keywords that have low competition, good monthly search volume, and high value to our clients. These are diamonds in the rough, but to an SEO nerd like me, this is what I love about the work we do. The chance at identifying a quick-win is exhilarating. Here’s how we begin to find those quick wins where one blog post can bring our clients tons of leads.
How To Identify the Right Keyword
In order to strike gold and find one of these keyword opportunities, you need to do keyword research on the products and services you offer.
We use SEMRush to do keyword research. We start by entering one of our clients’ services or products into the Keyword Magic Tool.
Specifically, you should look at the questions people ask Google that include the keyword of your product/service. Then, you should look at your competition and see how well they answer all of these questions. Visit their site, or do a Google search with their name included or use SEMRush’s available tools.
If you start noticing that your competition doesn’t answer many questions, or they don’t answer them well, you might be on to something.
This tends to be more common for local businesses, but many organizations fail to provide relevant, thorough and useful content on their website about their service/product. In fact, we’ve seen businesses that mention a service they offer just one time on their entire site.
That’s not enough for Google. Google wants to see more helpful, relevant information.
If you find that you have a specific service or product page with thin content and your closest competition doesn’t have much better content, you might have found a one-blog post opportunity.
Writing Your Blog Post
Once you identify the right keyword(s) you need a well-researched, strategic blog post. You should answer any and all related questions your customers ask about your product/service and you shouldn’t just guess. Use a keyword research tool to identify exactly what questions people ask.
You could also use a free tool like Answer the Public to get ideas for what people search for related to your service.
The goal of this blog post is to write the absolute best content or skyscraper content on your topic. Write the definite guide that answers any and all questions, related topics and subtopics.
This blog post should, if implemented correctly, support your authority for the product/service you are writing about. It’s helpful to the searcher and Google loves that. They want to provide the most relevant, trusted, and helpful web page that matches the intent behind their search term.
Once the blog post is published there are many ways to optimize it to increase your rank: