Welcome to our newest installment of our educational Next Level
series! In our last episode, Jo Cameron taught you how to whip up intelligent SEO reports
for your clients to deliver impressive, actionable insights. Today, our
friendly neighborhood Training Program Manager, Brian Childs, is here
to show you an easy workflow for targeting multiple keywords with a
single page. Read on and level up!
For those who have taken any of the Moz Training Bootcamps, you’ll know that we approach keyword research with the goal of identifying concepts rather than individual keywords. A common term for this in SEO is “niche keywords.” I think of a “niche” as a set of related words or concepts that are essentially variants of the same query.
Let’s pretend my broad subject is: Why are cats jerks?
Some niche topics within this subject are:
- Why does my cat keep knocking things off the counter?
- Why does my cat destroy my furniture?
- Why did I agree to get this cat?
I can then find variants of these niche topics using Keyword Explorer or another tool, looking for the keywords with the best qualities (Difficulty, Search Volume, Opportunity, etc).
By organizing your keyword research in this way, it conceptually aligns with the search logic of Google’s Hummingbird algorithm update.
Once we have niche topics identified for our subject, we then dive into specific keyword variants to find opportunities where we can rank. This process is covered in-depth during the Keyword Research Bootcamp class.
Should I optimize my page for multiple keywords?
The answer for most sites is a resounding yes.
If you develop a strategy of optimizing your pages for only one keyword, this can lead to a couple of issues. For example, if a content writer feels restricted to one keyword for a page they might develop very thin content that doesn’t discuss the broader concept in much useful detail. In turn, the marketing manager may end up spreading valuable information across multiple pages, which reduces the potential authority of each page. Your site architecture may then become larger than necessary, making the search engine less likely to distinguish your unique value and deliver it into a SERP.
As recent studies have shown, a single high-ranking page can show up in dozens — if not hundreds — of SERPs. A good practice is to identify relevant search queries related to a given topic and then use those queries as your H2 headings.
So how do you find niche keyword topics? This is the process I use that relies on a relatively new SERP feature: the “People also ask” boxes.
How to find niche keywords
Step 1: Enter a relevant question into your search engine
Question-format search queries are great because they often generate featured snippets. Featured snippets are the little boxes that show up at the top of search results, usually displaying one- to two-sentence answers or a list. Recently, when featured snippets are displayed, there is commonly another box nearby showing “People also ask” This second box allows you to peer into the logic of the search algorithm. It shows you what the search engine “thinks” are closely related topics.
Step 2: Select the most relevant “People also ask” query
Take a look at those initial “People also ask” suggestions. They are often different variants of your query, representing slightly different search intent. Choose the one that most aligns with the search intent of your target user. What happens? A new set of three “People also ask” suggestions will populate at the bottom of the list that are associated with the first option you chose. This is why I refer to these as choose-your-own-adventure boxes. With each selection, you dive deeper into the topic as defined by the search engine.
Step 3: Find suggestions with low-value featured snippets
Every “People also ask” suggestion is a featured snippet. As you dig deeper into the topic by selecting one “People also ask” after another, keep an eye out for featured snippets that are not particularly helpful. This is the search engine attempting to generate a simple answer to a question and not quite hitting the mark. These present an opportunity. Keep track of the ones you think could be improved. In the following example, we see the Featured Snippet being generated by an article that doesn’t fully answer the question for an average user.
Step 4: Compile a list of “People also ask” questions
Once you’ve explored deep into the algorithm’s contextually related results using the “People also ask” box, make a list of all the questions you found highly related to your desired topic. I usually just pile these into an Excel sheet as I find them.
Step 5: Analyze your list of words using a keyword research tool
With a nice list of keywords that you know are generating featured snippets, plug the words into Keyword Explorer or your preferred keyword research tool. Now just apply your normal assessment criteria for a keyword (usually a combination of search volume and competitiveness).
Step 6: Apply the keywords to your page title and heading tags
Once you’ve narrowed the list to a set of keywords you’d like to target on the page, have your content team go to work generating relevant, valuable answers to the questions. Place your target keywords as the heading tags (H2, H3) and a concise, valuable description immediately following those headings.