In an effort to improve online authority and visibility, marketers and SEOs often find themselves asking a lot of “What if…?” questions. For example, what if you were able to improve your search engine rankings for a particular group of high volume keywords? These types of questions are regularly posed to help define desired outcomes. Digital marketing is very much a create, test, measure, repeat process; with the tests generally centred around keywords, content and/or channels. In terms of organic search, the goal is generally to focus on and establish authority for relevant keywords, or more specifically topical groups of keywords, which are used in a relatively high volume of search queries in order to generate optimal amounts of targeted traffic to owned pieces of content.
In gShift, the process begins with creating focused groups (or as we affectionately call them, klusters) of relevant keywords with relatively high average monthly search volumes. Of course, not all keywords within a kluster will necessarily have significant monthly volumes, however, the aim of leveraging the long tail is putting enough targeted keywords together which in aggregate will drive meaningful amounts of traffic. These days the long tail is critical as voice-based search and semantically generated results are rooted in multi-keyword questions.
Once a focused kluster of keywords has been created and current keyword positions are identified, gShift users can test the effect of optimizing for one or the entire kluster of keywords and see the boost in traffic they should expect for each and across all.
Beacon Type – Keyword
Question Answered – What keywords should I be focusing on related to those I am already following and/or optimizing for?
This standard Beacon automatically provides any unfollowed keywords, which are related to a chosen kluster of keywords within a specific search engine. These keywords are gathered from the related searches listed at the bottom of any search result. Users may sort the list of keywords returned alphabetically, by Search Volume or by Competition (as defined by Google Adwords Keyword Planner). The keywords to which each discovered keyword is related is also displayed so users can quickly identify those words with higher topical relevance. Any keywords in this list may be Followed to see whether or not any content is already ranking for them or Ignored if they are deemed by the user to be irrelevant. This data beacon offers a quick way to build out a long tail group of relevant, related keywords.
Predictive Traffic Boost Analysis Beacon
Beacon Type – Keyword, Premium
Question Answered – How much additional traffic can I expect to generate, by improving the rank of a keyword or entire kluster of keywords?