Ah, the keyword game. One of the greatest achievements for a search engine optimizer is to get their web pages to appear on the first page of Google search results for their desired keywords.
As Google ages, more and more of the optimal slots for these prized keywords are taken. And the more a web page ages, the more links from around the web will point to it and the harder it becomes to unseat.
For instance, when someone wants to reference or link to a certain topic, it’s a typical habit for someone to do a quick Google search and link to one of the top results. This just further cements the positions of those already at the top. I personally think this is a fundamental, although perhaps small, flaw with Google, and with popularity-based search results in general.
So what’s a content marketer supposed to do these days if most of the top keywords have been taken? Here’s what I say:
- Don’t worry about keywords or rankings. Just create content that needs to be created for whatever you’re doing. Make a list and stick to it. You might need FAQ content, content to help your customers out, content to help your sales team. Think about how you can help.
- Don’t forget to optimize in other areas. Do an on-page SEO audit, focus on PR, do some internal linking that may have been glossed over. Be sure your website is mobile-friendly and provides a good user experience. You never know, if you work on your other SEO areas, you may start ranking!
- Keep producing content… and prepare for the next economic downturn (if there is going to be one). I’m not trying to say there is doom and gloom on the horizon – but there are business cycles, so just think about how that will affect your organization. In some spaces there may be a future “shake-out” and some websites might cease to exist. That means your content will have a chance to take those top spots.
Today’s infographic is a shocking look at how hard it is to rank for top keyword results in certain categories. Check it out below and feel free to share it.