SEO
Google Tag Manager Contains Hidden Data Leaks & Vulnerabilities
Researchers uncover data leaks in Google Tag Manager (GTM) as well as security vulnerabilities, arbitrary script injections and instances of consent for data collection enabled by default. A legal analysis identifies potential violations of EU data protection law.
There are many troubling revelations including that server-side GTM “obstructs compliance auditing endeavors from regulators, data protection officers, and researchers…”
GTM, developed by Google in 2012 to assist publishers in implementing third-party JavaScript scripts, is currently used on as many as 28 million websites. The research study evaluates both versions of GTM, the Client-side and the newer Server-side GTM that was introduced in 2020.
The analysis, undertaken by researchers and legal experts, revealed a number of issues inherent to the GTM architecture.
An examination of 78 Client-side Tags, 8 Server-side Tags, and two Consent Management Platforms (CMPs), revealed hidden data leaks, instances of Tags bypassing GTM permission systems in order to inject scripts, and consent set to enabled by default without any user interaction.
A significant finding pertains to the Server-side GTM. Server-side GTM works by loading and executing tags on a remote server, which creates the perception of the absence of third parties on the website.
However, the study showed that this architecture allows tags running on the server to clandestinely share users’ data with third parties, circumventing browser restrictions and security measures like like the Content-Security-Policy (CSP).
Methodology Used In Research On GTM Data Leaks
The researchers are from Centre Inria de l’Université, Centre Inria d’Université Côte d’Azur, Centre Inria de l’Université, and Utrecht University.
The methodology used by the researchers was to buy a domain and install GTM on a live website.
The research paper explains in detail:
“To conduct experiments and set up the GTM infrastructure, we bought a domain – we call it example.com here – and created a public website containing one basic webpage with a paragraph of text and an HTML login form. We have included a login form since Senol et al. …have recently found that user input is often leaked from the forms, so we decided to test whether Tags may be responsible for such leakage.
The website and the Server-side GTM infrastructure were hosted on a virtual machine we rented on the Microsoft Azure cloud computing platform located in a data center in the EU.
…We used the ‘profiles’ functionality of the browser to start every experiment in a fresh environment, devoid from cookies, local storage and other technologies than maintain a state.
The browser, visiting the website, was run on a computer connected to the Internet through an institutional network in the EU.
To create Client- and Server-side GTM installations, we created a new Google account, logged into it and followed the suggested steps in the official GTM documentation.”
The results of the analysis contain multiple critical findings, including that the “Google Tag” facilitates collecting multiple types of users’ data without consent and at the time of analysis it presented a security vulnerability.
Data Collection Is Hidden From Publishers
Another discovery was the extent of data collection by the “Pinterest Tag,” which garnered a significant amount of user data without disclosing it to the Publisher.
What some may find disturbing is that publishers who deploy these tags may not only be unaware of the data leaks but that the tools they rely on to help them monitor data collection don’t notify them of these issues.
The researchers documented their findings:
“We observe that the data sent by the Pinterest Tag is not visible to the Publisher on the Pinterest website, where we logged in to observe Pinterest’s disclosure about collected data.
Moreover, we find that the data collected by the Google Tag about form interaction is not shown in the Google Analytics dashboard.
This finding demonstrates that for such Tags, Publishers are not aware of the data collected by the Tags that they select.”
Injections of Third Party Scripts
Google Tag Managers has a feature for controlling tags, including third party tags, called Web Containers. The tags can run inside a sandbox that limits their functionalities. The sandbox also uses a permission system with one permission called inject_script that allows a script to download and run any (arbitrary) script outside of the Web Container.
The inject_script permission allows the tag to bypass the GTM permission system to gain access to all browser APIs and DOM.
Screenshot Illustrating Script Injection
The researchers analyzed 78 officially supported Client-side tags and discovered 11 tags that don’t have the inject_script permission but can inject arbitrary scripts. Seven of those eleven tags were provided by Google.
They write:
“11 out of 78 official Client-side tags inject a third-party script into the DOM bypassing the GTM permission system; and GTM “Consent Mode” enables some of the consent purposes by default, even before the user has interacted with the consent banner.”
The situation is even worse because it’s not just a privacy vulnerability, it’s also a security vulnerability.
The research paper explains the meaning of what they uncovered:
“This finding shows that the GTM permission system implemented in the Web Container sandbox allows Tags to insert arbitrary, uncontrolled scripts, thus opening potential security and privacy vulnerabilities to the website. We have disclosed this finding to Google via their Bug Bounty online system.”
Consent Management Platforms (CMP)
Consent Management Platforms (CMP) are a technology for managing what consent users have granted in terms of their privacy. This is a way to manage ad personalization, user data storage, analytics data storage and so on.
Google’s documentation for CMP usage states that setting the consent mode defaults is the responsibility of the marketers and publishers who use the GTM.
The defaults can be set to deny ad personalizaton by default, for example.
The documentation states:
“Set consent defaults
We recommend setting a default value for each consent type you are using.The consent state values in this article are only examples. You are responsible for making sure that default consent mode is set for each of your measurement products to match your organization’s policy.”
What the researchers discovered is that CMPs for Client-side GTMs are loaded in an undefined state on the webpage and that becomes problematic when a CMP does not load default variables (referred to as undefined variables).
The problem is that GTM considers undefined variables to mean that users have given their consent to all of the undefined variables, even though the user has not consented in any way.
The researchers explained what’s happening:
“Surprisingly, in this case, GTM considers all such undefined variables to be accepted by the end user, even though the end user has not interacted with the consent banner of the CMP yet.
Among two CMPs tested (see §3.1.1), we detected this behavior for the Consentmanager CMP.
This CMP sets a default value to only two consent variables – analytics_storage and ad_storage – leaving three GTM consent variables – security_-storage , personalization_storage functionality_storage – and consent variables specific to this CMP – e.g., cmp_purpose_c56 which corresponds to the “Social Media” purpose – in undefined state.
These extra variables are hence considered granted by GTM. As a result, all the Tags that depend on these four consent variables get executed even without user consent.”
Legal Implications
The research paper notes that United States privacy laws like the European Union General Data Protection Regulation (GDPR) and the ePrivacy Directive (ePD) regulate the processing of user data and the use of tracking technologies and impose significant fines for violations of those laws, such as requiring consent for the storage of cookies and other tracking technologies.
A legal analysis of the Client-Side GTM flagged a total of seven potential violations.
Seven Potential Violations Of Data Protection Laws
- Potential violation 1. CMP scanners often miss purposes
- Potential violation 2. Mapping CMP purposes to GTM consent variables is not compliant.
- Potential violation 3. GTM purposes are limited to clientside storage.
- Potential violation 4. GTM purposes are not specific nor explicit.
- Potential violation 5. Defaulting consent variables to “accepted” means that Tags run without consent.
- Potential violation 6. Google Tag sends data independently of user’s consent decisions.
- Potential violation 7. GTM allows Tag Providers to inject scripts exposing end users to security risks.
Legal analysis of Server-Side GTM
The researchers write that the findings raise legal concerns about GTM in its current state. They assert that the system introduces more legal challenges than resolutions, complicating compliance efforts and posing a challenge for regulators to monitor effectively.
These are some of the factors that caused concern about the ability to comply with regulations:
- Complying with data subject rights is hard for the Publisher
For both Client- and Server-Side GTM there is no easy way for a publisher to comply with a request for access to collected data as required by Article 15 of the GDPR. The publisher would have to manually track down every Data Collector to comply with that legal request. - Built-in consent raises trust issues
When using tags with built-in consent, publishers are forced to trust that Tag Providers actually implement the built-in consent within the code. There’s no easy way for a publisher to review the code to verify that the Tag Provider is actually ignoring the consent and collecting user information. Reviewing the code is impossible for official tags that are sandboxed within the gtm.js script. The researchers state that reviewing the code for compliance “requires heavy reverse engineering.” - Server-side GTM is invisible for regulatory monitoring and auditing
The researchers write that Server-side GTM blocks obstructs compliance auditing because the data collection occurs remotely on a server. - Consent is hard to configure on GTM Server Containers
Consent management tools are missing in GTM Server Containers, which prevents CMPs from displaying the purposes and the Data Collectors as required by regulations.
Auditing is described as highly difficult:
“Moreover, auditing and monitoring is exclusively attainable by only contacting the Publisher to grant access to the configuration of the GTM Server Container.
Furthermore, the Publisher is able to change the configuration of the GTM Server Container at any point in time (e.g., before any regulatory investigation), masking any compliance check.”
Conclusion: GTM Has Pitfalls And Flaws
The researchers were gave GTM poor marks for security and the non-compliant defaults, stating that it introduces more legal issues than solutions while complicating the compliance with regulations and making it hard for regulators to monitor for compliance.
Read the research paper:
Google Tag Manager: Hidden Data Leaks and its Potential Violations under EU Data Protection Law
Download the PDF of the research paper here.
Featured Image by Shutterstock/Praneat
SEO
25 Snapchat Statistics & Facts For 2024
Snapchat, known for its ephemeral content, innovative augmented reality (AR) features, and fiercely loyal user base, is a vital player in the social media landscape.
While it sometimes flies under the radar – as other platforms like TikTok, YouTube, and Instagram tend to dominate the cultural conversation – Snapchat is an incredibly powerful marketing tool that holds a unique place in the hearts and minds of its users.
In this article, we’ll explore what you need to know about Snapchat, with insights that shed light on what audiences think of the app and where its strengths lie.
From user growth trends to advertising effectiveness, let’s look at the state of Snapchat right now.
What Is Snapchat?
Snapchat is a social media app that allows users to share photos and videos with friends and followers online.
Unlike other social platforms like Facebook, Instagram, and TikTok – where much of the content is stored permanently – Snapchat prioritizes ephemeral content only.
Once viewed, Snapchat content disappears, which adds a layer of spontaneity and privacy to digital interactions.
Snapchat leverages the power of augmented reality to entertain its audience by creating interactive and immersive experiences through features like AR lenses.
Users can also explore a variety of stickers, drawing tools, and emojis to add a personal touch to everything they post.
What started as a small collection of tools in 2011 has now expanded to a massive library of innovative features, such as a personalized 3D Snap Map, gesture recognition, audio recommendations for lenses, generative AI capabilities, and much more.
Creating an account on Snapchat is easy. Simply download the app on Google Play or the App Store. Install it on your device, and you’re ready!
25 Surprising Facts You Didn’t Know About Snapchat
Let’s dive in!
1. Snapchat Has 406 Million Daily Active Users
That number, released by the company in October 2023, represents an increase of 43 million year-over-year – a 12% increase.
Here’s a chart from Statista showing Snapchat’s user growth from 2014 to 2023:
And with 750 million monthly active users (MAUs), Snapchat is the fifth-biggest social media network in the world.
2. Users 18-24 Years Old Account For The Biggest Chunk Of Snapchat’s Audience
According to Snapchat’s own advertising data, the platform has 243.5 million users aged 18 to 24 – representing 38.6% of its total ad audience.
The second largest group of users are between the ages of 25 and 34, followed by 13-17-year-olds – proving that Snapchat is reaching young people around the world.
On the flip side, the platform isn’t huge with older users; people aged 50 and over account for only 3.8% of Snapchat’s total ad audience.
As a marketer, you can take a hint on what your campaign should focus on if you use Snapchat. As Snapchat’s own report puts it:
“From its inception, Snapchat has inherently created a frictionless space where Gen Z creatives can experiment with their identities, yet not have to feel like they’re ‘on brand’ in communicating to their close friend groups.”
3. Snapchat Reaches 90% Of The 13 To 24-Year-Old Population
It also reaches 75% of people between the ages of 13 and 34 in over 25 countries, according to Snapchat’s estimates.
In the US, 59% of American teenagers (between the ages of 13 and 17) report using Snapchat. This number amounts to roughly six in 10 US teens.
4. Snapchat Users Open The App Nearly 40 Times A Day
According to the company, this means people interact with their social circles on Snapchat more than any other social network.
In the US, about half of teenagers (51%) report using Snapchat at least once a day – making it slightly more popular than Instagram, but not quite as popular as YouTube or TikTok.
5. Taco Bell Paid $75,000 For 24 Hours Of The Taco Filter/Ad
To boost sales, Taco Bell launched the taco filter on Snapchat. Here’s what it looked like.
Today only: turn yourself into a taco using our @Snapchat lens. Because Cinco de Mayo. pic.twitter.com/P4KwLdFNFZ
— Taco Bell (@tacobell) May 5, 2016
The filter is humorous, relevant, and unique. Users adored it, and it got 224 million views.
That’s great, considering Taco Bell paid $75,000 for the ad – which actually proved to be a great investment for the exposure the brand received.
6. More Than Half (50.6%) Of Snapchat Users Are Female
In contrast, 48.7% of the platform’s global users are male.
While there is not a huge discrepancy between the demographics here, it’s helpful information for any marketers looking to put together Snapchat campaigns.
7. Snapchat Is The No. 1 App People Use To Share What They Bought
Is your brand looking to reach young social media users around the world? Snapchat could be the perfect platform for you.
People are 45% more likely to recommend brands to friends on Snapchat compared to other platforms.
They’re also 2X more likely to post about a gift after receiving it – making Snapchat a powerful tool for influencer marketing and brand partnerships.
8. Snapchat Pioneered Vertical Video Ads
Once a novelty in the social media industry, vertical video ads have become one of the most popular ways to advertise on social media and reach global audiences.
What are vertical video ads? It’s self-explanatory: They’re ads that can be viewed with your phone held vertically. The ad format is optimized for how we use our mobile devices and designed to create a non-disruptive experience for users.
You’ve definitely seen countless video ads by now, but did you know Snapchat pioneered them?
9. You Can Follow Rock Star Business Experts On Snapchat
Who knew Snapchat could be a powerful business tool? Here are the top three experts you should follow right now:
10. More Than 250 Million Snapchatters Engage With AR Every Day, On Average
Snapchat was the first social media app to really prioritize the development of AR features, and it’s paid off.
Over 70% of users engage with AR on the first day that they download the app – and, to date, there have been more than 3 million lenses launched on Snapchat.
11. People Are 34% More Likely To Purchase Products They See Advertised On Snapchat
When compared to watching the same ad on other social media platform, Snapchat proves to be an effective way to reach and convert.
12. Snapchat Is The King Of Ephemeral Content Marketing
Ephemeral content marketing uses video, photos, and media that are only accessible for a limited time.
Here are three reasons it works:
- It creates a sense of urgency.
- It appeals to buyers who don’t want to feel “sold.”
- It’s more personalized than traditional sales funnel marketing.
Guess who’s one of the kings of ephemeral content marketing? That’s right: Snapchat.
Consider that if it weren’t for Snapchat, Instagram Stories would likely not exist right now.
13. More Than 5 Million People Subscribe To Snapchat+
Snapchat+ is the platform’s paid subscription service that gives users access to exclusive and pre-release features on the platform.
Subscribers also receive a range of other perks, including options to customize their app experience and the ability to see how many times their content has been rewatched.
The fact that so many millions of users are willing to pay for special access and features to Snapchat should be a sign to brands and marketers everywhere that the platform has a strong pull with its audience.
Beyond that, the fact that Snapchat+ drew 5 million subscribers within just a year or so of launching is impressive on its own.
14. Snapchat Reaches Nearly Half Of US Smartphone Users
According to Statista, approximately 309 million American adults use smartphones today.
Snapchat’s ability to reach such a considerable portion of US smartphone users is notable.
15. Snapchat Users Spend An Average Of 19 Minutes Per Day On The App
That’s 19 minutes brands can use to connect with people, grow brand awareness, and convey their message.
16. Snapchat’s Original Name Was Picaboo
In fact, Snapchat did run as Picaboo for about a year.
17. Snapchat Was Created After 34 Failures
Snapchat creators Evan Spiegel, Bobby Murphy, and Frank Reginald Brown worked on the Snapchat project while they were studying at Stanford University.
After 34 failures, they finally developed the app as we know it today.
18. Snapchat’s Creators Had A Major Falling-Out Before The App Was Released
Frank Reginald Brown was ousted from the Snapchat project by his friends.
Although no one knows the real story, Brown claims Spiegel and Murphy changed the server passwords and ceased communication with him a month before Snapchat was launched.
19. Snapchat Downloads Doubled After The Launch Of The Toddler & Gender Swap Filters
Users downloaded Snapchat 41.5 million times in a month after the release of these filters!
20. Mark Zuckerberg Tried To Buy Snapchat
Snapchat’s owners refused to sell Snapchat to Zuckerberg (even though the offer went as high as $3 billion!).
21. Snapchat’s Mascot Is Called Ghostface Chillah
The mascot was inspired by Ghostface Killah of the Wu-Tang Clan – and when you consider that the app was once called “Picaboo,” the ghost logo makes more sense.
Apparently, Snapchat co-founder and CEO Evan Spiegel has said that he developed the mascot himself and chose a ghost based on the ephemeral nature of Snapchat content.
22. Facebook And Instagram Borrowed Ephemeral Content From Snapchat
As we mentioned above, we have Snapchat to thank for Facebook and Instagram Stories, which have since become integral to the social media experience.
Snapchat also pioneered the use of AR filters, which were adopted by Instagram and paved the way for the filters that dominate the world of TikTok today.
23. 75% Of Gen Z And Millennials Say Snapchat Is The No. 1 Platform For Sharing Real-Life Experiences
Social media is all about authentic moments and human connection – and social media marketing is no different.
With such a large number of young people preferring Snapchat over other platforms for sharing their life experiences, marketers should follow suit.
Find ways to share behind-the-scenes moments with your team and company, and emphasize the humans behind the brand.
24. Snapchat Users Have Over $4.4 Trillion In Global Spending Power
That’s nothing to sneeze at.
25. In 2022, Snapchat Generated $4.6 Billion In Revenue
It is currently valued at over $20 billion.
Looking Ahead With Snapchat
Snapchat’s ephemeral content, intimacy, and spontaneity are strong points for everyday users, content creators, and businesses alike.
Marketers should keep a keen eye on emerging trends within the platform, such as new AR advancements and evolving user demographics.
Those looking to reach younger audiences or show an authentic, human side of their brand should consider wading into the waters of Snapchat.
By harnessing the power of ephemeral content and engaging features, brands can effectively use Snapchat to grow their brand awareness, engage with audiences on a more personal level, and stay relevant in the fast-paced world of digital marketing.
More resources:
Featured Image: Trismegist san/Shutterstock
SEO
Google Defends Lack Of Communication Around Search Updates
While Google informs the public about broad core algorithm updates, it doesn’t announce every minor change or tweak, according to Google’s Search Liaison Danny Sullivan.
The comments were in response to Glenn Gabe’s question about why Google doesn’t provide information about volatility following the March core update.
OK, I love that Google informs us about broad core updates rolling out, but why not also explain when huge changes roll out that seem like an extension of the broad core update? I mean, it’s cool that Google can decouple algorithms from broad core updates and run them separately… https://t.co/2Oan7X6FTk
— Glenn Gabe (@glenngabe) May 9, 2024
Gabe wrote:
“… when site owners think a major update is done, they are not expecting crazy volatility that sometimes completely reverses what happened with the major update.
The impact from whatever rolled out on 5/3 and now 5/8 into 5/9 has been strong.”
Sullivan explained that Google continuously updates its search ranking systems, with around 5,000 updates per year across different algorithms and components.
Many of these are minor adjustments that would go unnoticed, Sullivan says:
“If we were giving notice about all the ranking system updates we do, it would be like this:
Hi. It’s 1:14pm — we just did an update to system 112!
Hi. It’s 2:26pm — we just did an update to system 34!That’s because we do around 5,000 updates per year.”
This is covered on our long-standing page about core updates: https://t.co/Jsq1P236ff
“We’re constantly making updates to our search algorithms, including smaller core updates. We don’t announce all of these because they’re generally not widely noticeable. Still, when released,…
— Google SearchLiaison (@searchliaison) May 9, 2024
While Google may consider these minor changes, combining thousands of those tweaks can lead to significant shifts in rankings and traffic that sites need help understanding.
More open communication from Google could go a long way.
Ongoing Shifts From Web Changes
Beyond algorithm adjustments, Sullivan noted that search results can fluctuate due to the nature of web content.
Google’s ranking systems continually process new information, Sullivan explains:
“… already launched and existing systems aren’t themselves being updated in how they operate, but the information they’re processing isn’t static but instead is constantly changing.”
Google focuses communications on major updates versus a never-ending stream of notifications about minor changes.
Sullivan continues:
“This type of constant ‘hey, we did an update’ notification stuff probably isn’t really that useful to creators. There’s nothing to ‘do’ with those types of updates.”
Why SEJ Cares
Understanding that Google Search is an ever-evolving platform is vital for businesses and publishers that rely on search traffic.
It reiterates the need for a long-term SEO strategy focused on delivering high-quality, relevant content rather than reacting to individual algorithm updates.
However, we realize Google’s approach to announcing updates can leave businesses scrambling to keep up with ranking movements.
More insight into these changes would be valuable for many.
How This Can Help You
Knowing that Google processes new information in addition to algorithm changes, you may have more realistic expectations post-core updates.
Instead of assuming stability after a major update, anticipate fluctuations as Google’s systems adapt to new web data.
Featured Image: Aerial Film Studio/Shutterstock
SEO
How to Use Keywords for SEO: The Complete Beginner’s Guide
In this guide, I’ll cover in detail how to make the best use of keywords in three steps:
- Finding good keywords: keywords that are rankable and bring value to your site.
- Using keywords in content and meta tags: how to use the target keyword to structure and write content that will satisfy readers and send relevance signals to search engines.
- Tracking keywords: monitoring your (and your competitors’) performance.
There’s really a lot you can do with just a single keyword, so at the end of the article, you’ll find a few advanced SEO tips.
Once you know how to find one good keyword, you will be able to create an entire list of keywords.
1. Pick relevant seed keywords to generate keyword ideas
Seed keywords are words or phrases that you can use as the starting point in a keyword research process to unlock more keywords. For example, for our site, these could be general terms like “seo, organic traffic, digital marketing, keywords, backlinks”, etc.
There are many good sources of seed keywords, and it’s not a bad idea to try them all:
- Brainstorming. This involves gathering a team or working solo to think deeply about the terms your potential customers might use when searching for your products or services.
- Your competitors’ website navigation. The labels they use in their navigation menus, headers, and footers often highlight critical industry terms and popular products or services that you might also want to target.
- Your competitors’ keywords. Tools like Ahrefs can help you discover which keywords your competitors are targeting in their SEO and paid ad campaigns. I’ll cover that in a bit.
- Your website and promo materials. Review your website’s text, especially high-performing pages, as well as any promotional materials like brochures, ads, and press releases. These sources can reveal the terms that already resonate with your audience.
- Generative AI. AI tools can generate keyword ideas based on brief descriptions of your business, products, or industry (example below).
Here’s what you can ask any generative AI for, whether that’s Copilot, ChatGPT, Perplexity, etc.
Next, paste your seed keywords into a tool like Ahrefs Keywords Explorer to generate keyword ideas. If you’re using Ahrefs, you can go straight into Keywords Explorer, get AI suggestions there, and start researching right away.
Next, make sure you’ve set up the country in which you’ll want to rank and hit “Search”.
After hitting the “Search” button, go to the Matching terms report. You will see a big list of keywords.
The list you’ll get will be quite raw — not all keywords will be equally good and the list will likely be too big to manage. Next steps are all about refining the list because we’ll be looking for target keywords — the keywords that will become the topic of your content.
2. Refine the list and cluster
The next step is to refine your list using filters.
Some useful basic filters are:
- KD (Keyword Difficulty): how difficult it would be to rank on the first page of Google for a given keyword.
- Traffic potential: traffic you can get for ranking #1 for that keyword and other relevant keywords (based on the page that currently ranks #1).
- Lowest DR (Domain Rating): plug in the DR of your site to see keywords where another site with the same DR already ranks in the top 10. In other words, it helps to find “rankable” keywords.
- Target: one of the main use cases is excluding keywords you already rank for.
- Include/Exclude: see keywords that contain specific words to increase relevancy/hide keywords with irrelevant words.
For example, here’s how to find potentially rankable keywords with traffic potential above 300 monthly visits. Go to the Matching terms report in Keywords Explorer and set filters: keyword difficulty filter (KD) to your site’s Domain Rating, Traffic potential, and Volume filters to a minimum of 300.
Clustering is another step to refine your list. It shows you if there is another keyword you could target to get more traffic (aka parent topic). At the same time, it shows which keywords most likely belong on the same page.
For example, here are some clusters distilled from low-competition topics about marketing.
Pro tip
Take keyword trends into account when choosing keywords.
For example, the keyword “is affiliate marketing legit” is at 8.8k monthly search volume right now, but based on our forecast in Keywords Explorer (the orange part of the chart), if it continues its current growth rate it should be more than triple next year.
The graphs will also show you if the search volume is affected by seasonality (fluctuations in search volume throughout different times of the year).
4. Identify search intent and determine value for your site
Before investing time in content, make sure you can give searchers what they want and that the keywords will attract the right kind of audience.
To identify the type of page you need to create to satisfy searchers, look at the top-ranking pages to see what purpose they serve (are they more informational or commercial), or simply use the Identify intents AI feature in Keywords Explorer.
So, for example, if the top-ranking pages are ecommerce pages and you’re not offering products on your site, it’s going to be very hard to rank.
Then, ask yourself if visitors attracted by a keyword will be valuable to your business — whether they’re likely to subscribe to your newsletter or make a purchase. At Ahrefs, we use a business potential score to evaluate this.
Finally, if a keyword checks all boxes, add it to a keyword list.
Now you’ve got a list of relevant, valuable target keywords with traffic potential ready for content creation. You can repeat the process as many times as you like with different seed keywords or different filters and find new ideas.
There’s one more great source of keywords — competitors.
5. Enrich the list with your competitors’ keywords
In this step, we’ll do a content gap analysis to find keywords your competitors already rank for, but you don’t.
First, let’s find your competitors.
- Enter your domain in Ahrefs’ Site Explorer and go to the Organic competitors report.
- Select the most relevant competitors and click on Copy (this copies URLs — we’ll use them in another tool).
Next, we’ll see which keywords you’re missing.
- Go to Ahrefs’ Competitive Analysis tool, paste the previously copied URLs, enter your domain on top and hit Show keyword opportunities.
- In the Content gap report, use filters to refine the report.
- Select keywords and add them to your list.
Pro tip
If you stumble across two similar keywords there’s an easy way to determine if they belong on the same page.
- Enter the keyword in Keywords Explorer.
- Scroll to SERP overview, click Compare with, and enter the keyword to compare with.
- Fewer common results and low SERP (Search Engine Result Page) similarity mean separate pages should target the two keywords.
Once you have your target keyword, you can include it in relevant places in your on-page content, including:
- Key elements of search intent (content type, format, and angle).
- URL slug.
- Title and H1.
- Meta description.
- Subheadings (H2 – H6).
- Main content.
- Anchor text for links.
And, just so we’re on the same page, the target keyword is the topic of the content and the main keyword you’ll be optimizing for and tracking later on.
Use the target keyword to determine the search intent
Search intent is the reason behind the search. Understanding it tells you what users are looking for and what you need to deliver in your content.
To identify search intent, look at the top-ranking results for your target keyword on Google and identify the three Cs of search intent:
- Content type – What is the dominating type of content? Is it a blog post, product page, video, or something else? If you’ve done that during the keyword research phase (highly recommended), only two elements to go.
- Content format – Some common formats include how-to guides, list posts, reviews, comparisons, etc.
- Content angle – The unique selling point of the top-ranking points, e.g., “best,” “cheapest,” “for beginners,” etc. Provides insight into what searchers value in a particular search.
For example, most top-ranking pages for “avocado seed” are blog posts serving as how-to guides for planting the seed. The use of easy and simple angles indicates that searchers are beginners looking for straightforward advice.
Use the target keyword in the URL slug
A URL slug is the part of the URL that identifies a specific page on a website in a form readable by both users and search engines.
If you look at the URL of the page you’re on, that will be the last part, “how-to-use-keywords-seo”.
https://ahrefs.com/blog/how-to-use-keywords-seo
Google says to use words that are relevant to your content inside page URLs (source). Usually, the easiest way to do that is to set your target keyword in the slug part of the URL.
Use the target keyword in the title and match it with the H1 tag
A title tag is a bit of HTML code used to specify the title of a webpage.
<title>How to Use Keywords for SEO: A-Z Guide For Beginners</title>
The H1 tag is an HTML heading that’s most commonly used to mark up a web page title.
<h1>How to Use Keywords for SEO: A-Z Guide For Beginners</h1>
Both are very important to Google and searchers. Since they both indicate what the page is about, you can just match them, like I did in this article.
Titles help Google understand the context of a page. What’s more, even a slight improvement to your title can improve your rankings.
Google advises focusing on creating good titles, which should be “unique to the page, clear and concise, and accurately describe the contents of the page” (source). It’s hard to think of a better way to accurately describe the contents other than using the target keyword.
If it makes sense for the title, aim for an exact match of the keyword. But if you need to insert a preposition or break the phrase, this won’t make Google think your page is less relevant. Google understands close variations of the keyword really well, so there’s no need to stuff in similar keywords, misspellings, etc.
To illustrate, my old article on how to see keywords that Google Analytics won’t show ranks #1 for many variations of the phrase in the title.
Use the keyword in meta description
However, don’t write meta descriptions solely for Google; Google rewrites them more than half of the time (study) and doesn’t use them for ranking purposes. Instead, focus on crafting meta descriptions for searchers.
These descriptions appear in the SERPs, where users can read them. If your description is relevant and compelling, it can increase the likelihood of users clicking on your link.
Including your target keyword in the meta description is usually natural. For instance, consider the description of the article mentioned earlier. Incorporating the keyword into the sentences simply provides a comprehensive way to describe the issue.
Use the target keyword to find secondary keywords
Secondary keywords are any keywords closely related to the primary keyword that you’re targeting with your page.
You can find them through your primary keyword and use them as subheadings (H2 to H6 tags) and talking points throughout the content. Here’s how.
Go to Keywords Explorer and plug in your target keyword. From there, head on to the Related terms report and toggle between:
- Also rank for: keywords that the top 10 ranking pages also rank for.
- Also talk about: keywords frequently mention by top-ranking articles.
Now, to know how to use these keywords in your text, just manually look at the top ranking pages and see how and where they cover the keywords.
For example, looking at one of the top articles for “digital marketing”, we can see right away that some of the most important aspects are the definition, a template and importance. You can use the free Ahrefs SEO Toolbar to break down the structure of any page instantly.
Another place you can look for inspiration is the People Also Ask Box in the SERPs. Use it to find words and subtopics that may be worth adding to the article.
Pro tip
Optimizing an existing article?
Use the Content Gap tool to find subtopics you may be missing. The tool shows keywords that your competitors’ pages rank for, and your page doesn’t.
- Go to Keywords Explorer and enter your target keyword.
- Scroll down to the SERP overview, select a few top pages, and click Open in Content Gap.
- In Content Gap, click on Targets and add the page you’re optimizing in the last field.
Use primary and secondary keywords in the main content
To rank high on search engines, it’s important to include your keywords in your text. Even though Google is good at understanding similar words and variations, it still helps to use the specific keywords people might search for. Google explains that in their short guide to how search works:
The most basic signal that information is relevant is when content contains the same keywords as your search query. For example, with webpages, if those keywords appear on the page, or if they appear in the headings or body of the text, the information might be more relevant.
When writing, it’s important to incorporate keywords naturally. Start your content with the most relevant information that people are likely to search for. This ensures that key points are immediately visible to your readers and search engines.
If you have a secondary keyword that’s less critical but still relevant, consider giving it a dedicated section. This approach allows you to explore the topic in detail, rather than briefly mentioning it at the end of your content.
However, avoid overemphasizing the frequency of your keywords. Effective SEO involves more than just repeating keywords. If SEO were simply about keyword density, it would be straightforward, but such strategies don’t lead to long-term success and can make your content feel spammy.
For instance, if ‘content strategy’ is a central theme of your discussion and you mention it only once, Google might perceive your content as incomplete. On the other hand, stuffing your article with the term ‘content strategy’ more than necessary won’t outperform your competitors and could potentially lead to your site being flagged as spam.
Use the target keyword in link anchor text and/or surrounding text
The anchor text or link text is the clickable text of an HTML hyperlink.
Google uses anchors to understand the page’s context. There even seems to be a consensus that anchor text is a ranking factor, although, according to our study, it is likely a weak one.
In situations like these, it’s just best to stick with Google’s advice:
Good anchor text is descriptive, reasonably concise, and relevant to the page that it’s on and to the page it links to. It provides context for the link, and sets the expectation for your readers. (…)
Remember to give context to your links: the words before and after links matter, so pay attention to the sentence as a whole.
So use the target keyword in the anchor text and or surrounding text but keep it natural — add only on pages that are related to the page you’re linking to and use text that will help the readers understand where and why you’re linking.
Rank tracking refers to monitoring the positions of a website’s pages in search engine results for specific keywords.
It’s pretty much an automated process; everything can be handled by a tool like Ahrefs’ Rank Tracker. No need to check rankings manually and note them down in a spreadsheet.
If you have a keyword list ready, all you need to do is add that list to Rank Tracker.
The keywords will appear in Rank Tracker’s Overview report.
Another way to add keywords is to hit Add keywords in the top right corner (best for adding single keywords or importing a list from a document).
Now to compare your performance against competitors, just go to the Competitors report. The metric I recommend tracking is SOV (Share of Voice). It shows how many clicks go to your pages compared to competitors.
One of the key advantages of SOV is that it accounts for fluctuations in search volume trends. Therefore, if you notice a decrease in traffic but maintain a high SOV, it indicates that the drop is due to a decrease in the overall popularity of the keywords, not a decline in your SEO effectiveness.
But not only can you track your competitors’ keywords, you can also monitor them. Use a tool like Ahrefs Alerts to get notifications whenever your competitors started working for a new keyword.
Just to go Alerts tool in Ahrefs and fill in the details.
There’s even more you can do with keywords and a bit more you should know to avoid some common mistakes.
1. Use keywords to find guest blogging opportunities
Guest blogging is the practice of writing and publishing a blog post on another person or company’s website.
It’s one of the most popular link building tactics with a few other benefits like exposure to a new, targeted audience.
Here’s how to find relevant, high-quality sites to pitch:
- Go to Ahrefs’ Content Explorer.
- Enter a broad keyword or phrase related to your niche.
- Select In title from the drop-down menu.
- Run the search.
Next, refine the list by applying these filters:
- Domain Rating (DR) from 30 to 60.
- Click the One page per domain filter.
- Click the Exclude homepages filter.
- Click the Exclude subdomains filter.
Finally, click on the Websites tab to see potential websites you could guest blog for.
2. Use keywords to find internal link opportunities
Internal links take visitors from one page to another on your website. Their main purpose is to help visitors easily navigate your website, but they can also help boost SEO by aiding the flow of link equity.
Finding new internal link opportunities is also a time-consuming process if done manually, but you can identify them in bulk using Ahrefs’ Site Audit. The tool takes the top 10 keywords (by traffic) for each crawled page, then looks for mentions of those on your other crawled pages.
Click on the Internal link opportunities report in Site Audit.
You’ll see a bunch of suggestions on how to improve your internal linking using new links. The tool even suggests exactly where to place the internal link.
3. Use keywords to find link building opportunities
Link building is the process of getting other websites to link to pages on your website. Its purpose is to boost the “authority” of your pages in the eyes of Google and help your pages rank.
A good place to start is to pull up the top-ranking pages for your target keyword and research where they got their links from.
Put your keyword into Keywords Explorer and scroll down to the SERP overview. You’ll see the top-ranking pages and their number of backlinks (and linking domains).
Once you click on any of the backlink numbers, you’ll be redirected to a list of backlinks of a given page in Site Explorer.
From that point, the typical process involves identifying sites with the highest potential to boost your SEO and contacting their owners if you think they’d be willing to link to your content. We’re covering the details of this process and everything else you need to know to start with link building in this guide.
4. Avoid common keyword pitfalls
Four big don’ts of using keywords.
- Don’t use the same keyword excessively on a page. Repeating a keyword too frequently within a single page can lead to keyword stuffing, which is treated as spam by Google.
- Don’t use the same focus keyword across multiple pages. Each page on your website should have a unique focus keyword. Using the same keyword across multiple pages can lead to keyword cannibalization, where pages compete against each other in search results.
- Don’t sacrifice quality content for keyword usage. While keywords are essential for SEO, prioritize high-quality, informative content above all else. Don’t make your content read unnatural or too long by cramming in keywords. This won’t help you rank and will decrease content quality.
- Don’t use keywords just for the sake of using them. This means two things. First, don’t target keywords not related to your website or business — this will only bring you useless traffic. Second, don’t try to hit some keyword frequency goal which is often suggested by content optimization tools by just mentioning the keyword without any substance — SEO doesn’t work that way anymore.
Final thoughts
This article focused on general SEO for text-based content. For using keywords in other types of content and SEO, see these guides:
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