Getting Meaningful Results Using SEO

 The allure of ranking on the front page is universal. Location, location, location. Ask anyone with a store in a high-traffic neighbourhood.

Once you’re in this coveted “neighbourhood”, the foot-traffic is free! Who wouldn’t want that?

The value of this exposure comes first from the intent of the searcher, and also the terms they use in their search. It’s what brings them to your neighborhood. If their intent matches your offer, you have a chance to pitch your services.

I’m sure you know how this works; at least from the perspective of a searcher.

So how can you get compete for ranking for the terms that real buyers are using?

I’m about to share exactly what you have to do succeed in your SEO. This will first involve picking strong, relevant key phrases. Then you will need to structure your content for human visitors and the SEO spiders.

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Claim your 30 minute introductory  strategy session.  We’ll help you identify the most profitable keywords to rank for and design
an affordable plan to help you compete for these terms.

 If you’re trying to figure out how to do it yourself, read on!

How to identify the most profitable keywords 

Every business and industry has its own specialized language. Is your target audience outside your industry? You’ll have to figure out what phrases and euphemisms are used to describe their problem.

How can you figure this out?

Talk to your sales people and customer services staff. What terms are being used in a discussion of your products and services? , What are the problems and experiences your prospects are having? Write down the phrases, butchered pronunciations, and euphemisms your prospects are using. These phrases may be quite different from what you’re expecting.

Next go online and research phrases which are being targeted across your industry. We use tools like SPYFU to discover these. This allows you to rank these phrases by the intent of the searcher. SPYFU will also tell us exactly how difficult these terms are to rank for.

Pivotal or core phrases
To get started, try taking a pivotal key phrase. A pivotal key phrase is a simple or obvious term someone might use to find you. In our example of the dentist, the most obvious phrase would be “dentist” or “dentist office” .

Secondary key phrases
Secondary key phrases that might include synonyms of the primary key phrase. You might include phrases and terms which are are not correct but are in common use by your customers.

Google autocomplete suggestions

Autocomplete terms are the terms Google suggest to searchers as they use the search form. This shows the history of actual searches related to your core term. They are a useful starting point in your research. Visit to use this tool.

The list will give you all the variations of searches around the core phase you are targeting.

The terms Google suggests are ones that are ALREADY getting search volume from. Copy and paste these terms into a spreadsheet.

Next we get rid of low-intent phrases.

Low intent phrases are not used by your ideal prospect. You don’t want to worry about ranking for them and you don’t want to pay for these phrases in Pay Per Click campaigns.

As you review the list of keywords you will find terms that have irrelevant or “fuzzy” intent. An example of “fuzzy” intent might be the term “dentist”. The searcher could be looking fo looking for a dentist for themselves. They could be looking for how to become a dentist. They could be looking for a history of dentists. It’s not clear. A high intent phrase might be “emergency dental help”, “broken crown” or “terrible tooth pain”.

Geographic qualifiers
If you are targeting a limited geographical area, you should include geographical qualifiers. Here’s an example. If you own a shoe store in Kingston Ontario you might target a phrase like, “shoe store Kingston Ontario”.

Brand qualifiers
Unless you are a manufacturer of goods, it is quite likely that you stock more than one product brand. As such, it is useful to include key phrases product lines that you sell. For example, “Nike shoes Kingston Ontario”.

Use SPYFU to identify phrases used by competitors

This step requires a SPYFU account. SPYFU is a great investment as it will save your hours of wasted time in your marketing.

Visit Google and perform a search using a relevant, high-intent key phrase.  There will be search results which Google identifies as paid ads. The rest of the results are organic. Copy and paste the website addresses of organic results into a text file for later reference.
Limit your list to the top 10 results for now.

Open a new spreadsheet in Google Docs or Excel.

  1. For each website address perform the following steps:
  2. On SPYFU, click on the SEO Research / SEO Keywords
  3. Click on SEO keywords and paste the website address
  4. Sort the results by volume from high to low.
  5. Click the Export All / Copy table to clipboard
  6. Paste the text into a tab in your spreadsheet.
  7. Label the tab with the website address the keywords came from.
  8. Create a new tab for the next url in your list
  9. Return to step one.

Now you have a list of keywords used by top-performing competitors in your space. Go through each tab and remove “fuzzy” or irrelevant phrases.

Pick the top 100 unique phrases from the 8-10 competitor sheets. Choose those with the highest intent and the highest volume. Record these in a MASTER spreadsheet for later reference.

We’ll set up free monitoring of you your search terms in our search ranking tool

Contact us with your list of keywords, and we’ll send you updated rank reports each week on Monday.

Need some help creating your keyword list?

Book an SEO Strategy call and we’ll walk you through this process.
We’ll provide a complete set of keywords from the top 10 competitors in your space.
We’ll walk you through identifying high-intent terms in the research.
Following the call, we’ll email you the complete report.