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Website Organization Best Practices For Law Firms

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Website Organization Best Practices For Law Firms

Reaching the top of the law firm search results can be intimidating. Focusing on site architecture is an essential step toward creating a top-ranked search presence.

Virtually every aspect of search optimization, from content to user experience, depends on a site architecture that makes it easy for site visitors to find what they’re looking for and is flexible enough to accommodate adding more topics should the need arise.

Accomplishing this requires a deep consideration of site navigation to make the important sections of the site one click to two clicks away from the homepage.

Website architecture is a part of what’s known as the internal linking structure and can also include how information is organized, which means the content.

Google’s John Mueller emphasized that internal linking is important.

Mueller said:

“…internal linking is super critical for SEO.

…it’s one of the biggest things that you can do on a website to kind of guide Google and guide visitors to the pages that you think are important.”

Mueller also said that internal linking is an opportunity to tell Google which pages are important, thereby indicating what the site should rank for.

“You can decide to make things important where you earn the most money or you can make things important where you’re the strongest competitor or maybe you’re the weakest competitor.”

This article will introduce three fundamental elements of site architecture that can contribute to higher search performance.

Website Architecture: Page Organization And Links

Let’s take a few moments first to discuss website architecture and why the user experience (UX) segment is important for getting ranked.

The Importance Of Website Architecture To SEO

You already know that SEO content and your website structure should be constructed for people over search engines.

However, it just so happens that what is good for users is also good for Google.

So, all the most important aspects of an expertly crafted site architecture will contribute to a better user experience and make the site easy to understand for Google.

A well-organized website will be easy for users to get around.

From the homepage, they will be able to access a host of other resources that are located just a few clicks away.

And that point is important.

You don’t want to bury important webpages multiple clicks away from the homepage or not have anything on the homepage that links to them at all.

Google’s web crawler will have a hard time finding those pages, and the pages will likely not rank very well (and probably no one will ever actually see them).

Another benefit of well-organized website architecture is that the internal linking spreads PageRank around the website.

If your local service pages all link up one level to your main service page for bankruptcy, business, or whatever kind of law you practice, you are telling Google that that primary service page is important, optimized, and worth ranking highly.

So, now you know why you need to put the time into organizing a straightforward and tidy website architecture.

Aspects Of Effective Law Firm Website Architectures

It’s important for any business in any industry, but now, let’s look at how law firm websites should structure themselves for maximum organic results.

Main Navigation

Your website’s main navigation must be concise and clear in its layout since that is what potential clients will use to get around your site to see your services.

You must organize the navigation in a logical, top-down way. A “Services” or “Practice Areas” tab should drop down to a menu showing organized columns of your legal specialties.

Any kind of “About Us” or “Our Firm” tab can break down into a few sections that perhaps provide a history of the firm or state your organization’s mission.

Law firms are known as service-based organizations.

Instead of hundreds of product pages with little descriptions, your website should ideally feature:

  • A homepage.
  • As many main service pages as necessary to describe what your firm does.
  • An informational content section.
  • A contact page.
  • An “About Us” section where you profile your attorneys and profess your firm’s values and mission statement.

Those are the essential elements of a quality law firm website, but how do you structure them on the site itself and link among them?

URL Naming Conventions And Structure

I have reviewed the importance of getting your main navigation and internal links correct.

Next is an overview of the importance of creating a simple but informative URL structure for the pages on your website.

It is vital to get this right because you aim to tell human users and search engines alike what your pages are about through the structure of your pages’ URLs.

The general advice on creating URLs is to remove excess words and include some keywords to be as descriptive as possible in the least amount of words.

Your URLs should reveal what will be found on that page.

Keep it simple.

Look at these examples:

For a blog post, make the URL a simpler version of the actual title.

So, your post entitled “10 Great Ways To Succeed In Business On A Budget” might be:

While you’re at it, be sure to add canonical tags to your URLs on the back end.

That way, if there’s a chance a page could be picked up using multiple terms, Google knows where to direct people.

Information Architecture: Content Organization

Create A Descriptive And Helpful Homepage

The homepage needs to do many things, such as inspire trust, make it easy to contact the business, plus serve as an effective entrance to the rest of the website.

How is this accomplished?

Focusing on what will help users the most is the best approach to creating the best home page.

There are four communication goals:

  1. Communicate what the general topic of the law practice is (i.e. of the entire site)
  2. Describe what the top major topics of the business are
  3. Make it easy to reach all the major specific sections of the website
  4. Use keywords that users would use

General Topic of the Law Practice

Businesses are said to be organized by verticals. A vertical market is simply what kind of business it is serving.

So the first goal of the homepage is to communicate what vertical market the law firm serves.

In the legal profession, typical verticals can be:

  • Bankruptcy law.
  • Corporate law.
  • Criminal defense.
  • Estate planning.
  • Family law.
  • Etc.

A law firm that is focused on family law can use that as the description for the topic of the entire site. Because most law firms serve a geographic region, that information is also used as part of the general description, the overall topic of the website.

So if the website is a family law attorney based in Springfield, Massachusetts, then the home page of that site should communicate that information from the title tag of that webpage what that vertical market is.

Family Law Attorneys - Springfield MA - Example Law Firm

The job of the homepage is to rank for that general term. It’s the job of the inner pages to rank for the more specific areas like child custody, divorce, pre-marital agreements, etc.

Describe Major Topics of the Business

The second goal is to describe the different areas that the business serves, for example:

For example, suppose the website is about personal injury in City A.

But now, it must also describe very briefly (and even link to) the specialties within that personal injury vertical.

Examples of Specialties Within the Personal Injury Vertical

  • Motorcycle injury.
  • Medical malpractice.
  • Car accidents.
  • Brain injury, etc.

Link to Major Sections of Site From Homepage

Third, it’s super important to link to as many of the inner sections of the site that correspond to the specialties within the legal vertical that the law firm serves.

This can be done from the top of the page navigation menu. And it can also be accomplished from somewhere within the body of the homepage.

Keywords

Top takeaways about keywords and the homepage:

  • Always use the words that your potential clients tend to use.
  • Organize the webpage according to the most popular reasons why clients tend to call. If most calls are about slip and fall, list that as the first practice area. If the next most popular reason for calling is a brain injury, then make that the second section. This makes it easy for most site visitors to find what they’re looking for.
  • Use images that contribute to communicating your message (this breaks up the page and makes it easy to scan).
  • If possible, A/B test using user experience analytics like Microsoft Clarity to identify pain points that site visitors might encounter. An example of a pain point can be if site visitors are “rage-clicking” certain links or areas where they expect to find links.

More reading on keyword research:

Client Reviews

Next, remember that you are a service-based company that must rely on customer reviews to gain traction in your geographic area.

You should devote a block of your homepage to displaying five-star customer reviews with brief blurbs praising the legal services you provided.

Those reviews will help to generate trust among new visitors to your site.

Homepage Internal Links

Related to the main navigation is the internal linking you do in your homepage content.

You already know that homepages should not be loaded with written content, but small blocks can briefly describe your service areas and link to them using keywords.

That internal link structure is vital. Everyone knows homepages are important; Google does, too.

The pages you link to from there are going to be easily crawlable. They will also be easy for actual human users to get to.

Color Scheme

Colors matter on a website.

The use of colors can affect the choices that site visitors make.

  • Visually contrasting colors are best for call-to-action elements.
  • Blue conveys trustworthiness and authority.
  • Always check if the color choice has sufficient contrast for color-blind site visitors.

Law firm websites looking to convey auras of professionalism should avoid bold, vibrant colors in favor of lighter schemes.

Create Above-The-Fold Content

Website architecture is generally considered internal linking, but I include information organization into the site’s architecture as well.

Above the fold is a way of saying in the main block of visible content.

With a law firm website, you don’t want to get too fancy or obtuse with presenting your content.

Users come to your site for help with their legal troubles, and those people are probably worried and hoping they can trust you to help them.

Reward their effort in visiting your site by making it clear that you are there for them.

Do this by presenting your most important content in the first block of content that is visible to site visitors.

Don’t make users dig around to find the information they need, like that service page explaining how you have helped thousands of people declare bankruptcy or that blog post showcasing your knowledge of recent tax-resolution cases.

Depending on how your homepage is organized, present some links to those service pages, a contact form, or some reviews to establish trust right away.

Sticky content is a good idea, as well.

Videos, forms, and surveys get people to stick around your homepage longer than they otherwise might, so don’t rule out those elements.

Whatever you feel is most important to your firm, make it one of the first things users see upon arriving on your homepage.

Essential information presented above the fold is necessary for well-made website architecture.

Final Thoughts

A law firm that performs quality work on behalf of clients needs to be able to reach every site visitor and convert them into a client.

The best way to accomplish that is to organize the information on the website in a manner that makes it easy for site visitors to quickly scan the homepage and find the exact topic.

That makes it easy for search engines to identify what the entire site is about and, consequently, may begin ranking the inner pages for the more granular search queries.

Identifying the best user experience for site navigation will always make it easier for the site to achieve maximum search performance.

More Resources:


Featured Image: fizkes/Shutterstock



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Google’s Mueller Criticizes Negative SEO & Link Disavow Companies

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Google's Mueller Criticizes Negative SEO & Link Disavow Companies

John Mueller recently made strong statements against SEO companies that provide negative SEO and other agencies that provide link disavow services outside of the tool’s intended purpose, saying that they are “cashing in” on clients who don’t know better.

While many frequently say that Mueller and other Googlers are ambiguous, even on the topic of link disavows.

The fact however is that Mueller and other Googlers have consistently recommended against using the link disavow tool.

This may be the first time Mueller actually portrayed SEOs who liberally recommend link disavows in a negative light.

What Led to John Mueller’s Rebuke

The context of Mueller’s comments about negative SEO and link disavow companies started with a tweet by Ryan Jones (@RyanJones)

Ryan tweeted that he was shocked at how many SEOs regularly offer disavowing links.

He tweeted:

“I’m still shocked at how many seos regularly disavow links. Why? Unless you spammed them or have a manual action you’re probably doing more harm than good.”

The reason why Ryan is shocked is because Google has consistently recommended the tool for disavowing paid/spammy links that the sites (or their SEOs) are responsible for.

And yet, here we are, eleven years later, and SEOs are still misusing the tool for removing other kinds of tools.

Here’s the background information about that.

Link Disavow Tool

In the mid 2000’s there was a thriving open market for paid links prior to the Penguin Update in April 2012. The commerce in paid links was staggering.

I knew of one publisher with around fifty websites who received a $30,000 check every month for hosting paid links on his site.

Even though I advised my clients against it, some of them still purchased links because they saw everyone else was buying them and getting away with it.

The Penguin Update caused the link selling boom collapsed.

Thousands of websites lost rankings.

SEOs and affected websites strained under the burden of having to contact all the sites from which they purchased paid links to ask to have them removed.

So some in the SEO community asked Google for a more convenient way to disavow the links.

Months went by and after resisting the requests, Google relented and released a disavow tool.

Google cautioned from the very beginning to only use the tool for disavowing links that the site publishers (or their SEOs) are responsible for.

The first paragraph of Google’s October 2012 announcement of the link disavow tool leaves no doubt on when to use the tool:

“Today we’re introducing a tool that enables you to disavow links to your site.

If you’ve been notified of a manual spam action based on ‘unnatural links’ pointing to your site, this tool can help you address the issue.

If you haven’t gotten this notification, this tool generally isn’t something you need to worry about.”

The message couldn’t be clearer.

But at some point in time, link disavowing became a service applied to random and “spammy looking” links, which is not what the tool is for.

Link Disavow Takes Months To Work

There are many anecdotes about link disavows that helped sites regain rankings.

They aren’t lying, I know credible and honest people who have made this claim.

But here’s the thing, John Mueller has confirmed that the link disavow process takes months to work its way through Google’s algorithm.

Sometimes things happen that are not related, no correlation. It just looks that way.

John shared how long it takes for a link disavow to work in a Webmaster Hangout:

“With regards to this particular case, where you’re saying you submitted a disavow file and then the ranking dropped or the visibility dropped, especially a few days later, I would assume that that is not related.

So in particular with the disavow file, what happens is we take that file into account when we reprocess the links kind of pointing to your website.

And this is a process that happens incrementally over a period of time where I would expect it would have an effect over the course of… I don’t know… maybe three, four, five, six months …kind of step by step going in that direction.

So if you’re saying that you saw an effect within a couple of days and it was a really strong effect then I would assume that this effect is completely unrelated to the disavow file. …it sounds like you still haven’t figured out what might be causing this.”

John Mueller: Negative SEO and Link Disavow Companies are Making Stuff Up

Context is important to understand what was said.

So here’s the context for John Mueller’s remark.

An SEO responded to Ryan’s tweet about being shocked at how many SEOs regularly disavow links.

The person responding to Ryan tweeted that disavowing links was still important, that agencies provide negative SEO services to take down websites and that link disavow is a way to combat the negative links.

The SEO (SEOGuruJaipur) tweeted:

“Google still gives penalties for backlinks (for example, 14 Dec update, so disavowing links is still important.”

SEOGuruJaipur next began tweeting about negative SEO companies.

Negative SEO companies are those that will build spammy links to a client’s competitor in order to make the competitor’s rankings drop.

SEOGuruJaipur tweeted:

“There are so many agencies that provide services to down competitors; they create backlinks for competitors such as comments, bookmarking, directory, and article submission on low quality sites.”

SEOGuruJaipur continued discussing negative SEO link builders, saying that only high trust sites are immune to the negative SEO links.

He tweeted:

“Agencies know what kind of links hurt the website because they have been doing this for a long time.

It’s only hard to down for very trusted sites. Even some agencies provide a money back guarantee as well.

They will provide you examples as well with proper insights.”

John Mueller tweeted his response to the above tweets:

“That’s all made up & irrelevant.

These agencies (both those creating, and those disavowing) are just making stuff up, and cashing in from those who don’t know better.”

Then someone else joined the discussion:

Mueller tweeted a response:

“Don’t waste your time on it; do things that build up your site instead.”

Unambiguous Statement on Negative SEO and Link Disavow Services

A statement by John Mueller (or anyone) can appear to conflict with prior statements when taken out of context.

That’s why I not only placed his statements into their original context but also the history going back eleven years that is a part of that discussion.

It’s clear that John Mueller feels that those selling negative SEO services and those providing disavow services outside of the intended use are “making stuff up” and “cashing in” on clients who might not “know better.”

Featured image by Shutterstock/Asier Romero



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Source Code Leak Shows New Ranking Factors to Consider

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Source Code Leak Shows New Ranking Factors to Consider

January 25, 2023, the day that Yandex—Russia’s search engine—was hacked. 

Its complete source code was leaked online. And, it might not be the first time we’ve seen hacking happen in this industry, but it is one of the most intriguing, groundbreaking events in years.

But Yandex isn’t Google, so why should we care? Here’s why we do: these two search engines are very similar in how they process technical elements of a website, and this leak just showed us the 1,922 ranking factors Yandex uses in its algorithm. 

Simply put, this information is something that we can use to our advantage to get more traffic from Google.

Yandex vs Google

As I said, a lot of these ranking factors are possibly quite similar to the signals that Google uses for search.

Yandex’s algorithm shows a RankBrain analog: MatrixNext. It also seems that they are using PageRank (almost the same way as Google does), and a lot of their text algorithms are the same. Interestingly, there are also a lot of ex-Googlers working in Yandex. 

So, reviewing these factors and understanding how they play into search rankings and traffic will provide some very useful insights into how search engines like Google work. No doubt, this new trove of information will greatly influence the SEO market in the months to come. 

That said, Yandex isn’t Google. The chances of Google having the exact same list of ranking factors is low — and Google may not even give that signal the same amount of weight that Yandex does. 

Still, it’s information that potentially will be useful for driving traffic, so make sure to take a look at them here (before it’s scrubbed from the internet forever).

An early analysis of ranking factors

Many of their ranking factors are as expected. These include:

  • Many link-related factors (e.g., age, relevancy, etc.).
  • Content relevance, age, and freshness.
  • Host reliability
  • End-user behavior signals.

Some sites also get preference (such as Wikipedia). FI_VISITS_FROM_WIKI even shows that sites that are referenced by Wikipedia get plus points. 

These are all things that we already know.

But something interesting: there were several factors that I and other SEOs found unusual, such as PageRank being the 17th highest weighted factor in Yandex, and the 19th highest weighted factor being query-document relevance (in other words, how close they match thematically). There’s also karma for likely spam hosts, based on Whois information.

Other interesting factors are the average domain ranking across queries, percent of organic traffic, and the number of unique visitors.

You can also use this Yandex Search Ranking Factor Explorer, created by Rob Ousbey, to search through the various ranking factors.

The possible negative ranking factors:

Here’s my thoughts on Yandex’s factors that I found interesting: 

FI_ADV: -0.2509284637 — this factor means having tons of adverts scattered around your page and buying PPC can affect rankings. 

FI_DATER_AGE: -0.2074373667 — this one evaluates content age, and whether your article is more than 10 years old, or if there’s no determinable date. Date metadata is important. 

FI_COMM_LINKS_SEO_HOSTS: -0.1809636391 — this can be a negative factor if you have too much commercial anchor text, particularly if the proportion of such links goes above 50%. Pay attention to anchor text distribution. I’ve written a guide on how to effectively use anchor texts if you need some help on this. 

FI_RANK_ARTROZ — outdated, poorly written text will bring your rankings down. Go through your site and give your content a refresh. FI_WORD_COUNT also shows that the number of words matter, so avoid having low-content pages.

FI_URL_HAS_NO_DIGITS, FI_NUM_SLASHES, FI_FULL_URL_FRACTION — urls shouldn’t have digits, too many slashes (too much hierarchy), and of course contain your targeted keyword.

FI_NUM_LINKS_FROM_MP — always interlink your main pages (such as your homepage or landing pages) to any other important content you want to rank. Otherwise, it can hurt your content.

FI_HOPS — reduce the crawl depth for any pages that matter to you. No important pages should be more than a few clicks away from your homepage. I recommend keeping it to two clicks, at most. 

FI_IS_UNREACHABLE — likewise, avoid making any important page an orphan page. If it’s unreachable from your homepage, it’s as good as dead in the eyes of the search engine.

The possible positive ranking factors:

FI_IS_COM: +0.2762504972 — .com domains get a boost in rankings.

FI_YABAR_HOST_VISITORS — the more traffic you get, the more ranking power your site has. The strategy of targeting smaller, easier keywords first to build up an audience before targeting harder keywords can help you build traffic.

FI_BEAST_HOST_MEAN_POS — the average position of the host for keywords affects your overall ranking. This factor and the previous one clearly show that being smart with your keyword and content planning matters. If you need help with that, check out these 5 ways to build a solid SEO strategy.

FI_YABAR_HOST_SEARCH_TRAFFIC — this might look bad but shows that having other traffic sources (such as social media, direct search, and PPC) is good for your site. Yandex uses this to determine if a real site is being run, not just some spammy SEO project.

This one includes a whole host of CTR-related factors. 

CTR ranking factors from Yandex

It’s clear that having searchable and interesting titles that drive users to check your content out is something that positively affects your rankings.

Google is rewarding sites that help end a user’s search journey (as we know from the latest mobile search updates and even the Helpful Content update). Do what you can to answer the query early on in your article. The factor “FI_VISITORS_RETURN_MONTH_SHARE“ also shows that it helps to encourage users to return to your site for more information on the topics they’re interested in. Email marketing is a handy tool here.

FI_GOOD_RATIO and FI_MANY_BAD — the percentage of “good” and “bad” backlinks on your site. Getting your backlinks from high-quality websites with traffic is important for your rankings. The factor FI_LINK_AGE also shows that adding a link-building strategy to your SEO as early as possible can help with your rankings.

FI_SOCIAL_URL_IS_VERIFIED — that little blue check has actual benefits now. Links from verified accounts have more weight.

Key Takeaway

Yandex and Google, being so similar to each other in theory, means that this data leak is something we must pay attention to. 

Several of these factors may already be common knowledge amongst SEOs, but having them confirmed by another search engine enforces how important they are for your strategy.

These initial findings, and understanding what it might mean for your website, can help you identify what to improve, what to scrap, and what to focus on when it comes to your SEO strategy. 

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Topp 7 SEO sökordsforskningsverktyg för byråer

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Top 7 SEO Keyword Research Tools For Agencies

All successful SEO campaigns rely on accurate, comprehensive data. And that process starts with the right keyword research tools.

Sure, you can get away with collecting keyword data manually on your own. But while you may be saving the cost of a premium tool, manual keyword research costs you in ot

her ways:

  • Efficiency. Doing keyword research manually is time intensive. How much is an hour of your time worth?
  • Comprehensiveness. Historical and comprehensive data isn’t easy to get on your own. It’s too easy to miss out on vital information that will make your SEO strategy a success.
  • Competition. Keyword research tools allow you to understand not only what users are searching for but also what your competition focuses on. You can quickly identify gaps and find the best path to profitability and success.
  • Knowledge. Long-time SEO experts can craft their own keyword strategies with a careful analysis of the SERPs, but that requires years of practice, trial, and costly errors. Not everyone has that experience. And not everyone has made enough mistakes to avoid the pitfalls.

A good SEO keyword research tool eliminates much of the guesswork. Here are seven well-known and time-tested tools for SEO that will get you well on the way to dominating your market.

1. Google Keyword Planner

Screenshot from Google Keyword Planner, January 2023

Cost: Free.

Google Keyword Planner is a classic favorite.

It’s free, but because the information comes directly from the search engine, it’s reliable and trustworthy. It’s also flexible, allowing you to:

  • Identify new keywords.
  • Find related keywords.
  • Estimate the number of searches for each variation.
  • Estimate competition levels.

The tool is easy to access and available as a web application and via API, and it costs nothing; it just requires a Google Ads account.

You must also be aware of a few things when using this tool.

First, these are estimates based on historical data. That means if trends change, it won’t necessarily be reflected here.

Google Keyword Planner also can’t tell you much about the SERP itself, such as what features you can capitalize on and how the feature converts.

Because it’s part of Google Ads, PPC experience can help you gain more insights. You’ll find trends broadly across a demographic or granular level, like a city, region, or major city.

Google Keyword Planner also tends to combine data for similar keywords. So, if you want to know if [keyword near me] is better than [keywords near me], you’ll need a different tool.

Lastly, the tool uses broad definitions of words like “competition,” which doesn’t tell you who is ranking for the term, how much they’re investing to hold that ranking, or how likely you are to unseat them from their coveted top 10 rankings.

That being said, it’s an excellent tool if you just want to get a quick look or fresh ideas, if you’d like to use an API and create your own tools, or simply prefer to do the other tasks yourself.

2. Keyword.io

Cost: Free, $29 per month, and $49 per month.

If Google’s Keyword Planner isn’t quite enough, but you’re on a tight budget, Keyword.io may be the alternative you need. It also has different features.

Keyword.io uses autocomplete APIs to pull basic data for several sites and search engines, including Google, Amazon, eBay, Bing, Wikipedia, Alibaba, YouTube, Yandex, Fiverr, and Fotolia. This is perfect for niche clients and meeting specific needs.

It also has a Question/Intent Generator, an interactive topic explorer, and a topical overview tool.

In its user interface (UI), you’ll find an easy-to-use filter system and a chart that includes the competition, search volume, CPC, and a few other details about your chosen keywords.

It does have some limits, however.

You can run up to 20,000 keywords per seed with a limit of 100 requests per day (five per minute) or 1,000 requests per day (10 per minute) on its paid plans.

Its API access, related keywords tool, Google Ad data, and other features are also limited to paid accounts.

3. Semrush

Semrush's keyword toolScreenshot from Semrush

Cost: $119.95 to $449.95 per month.

In its digital marketing suite, Semrush offers a collection of six keyword tools and four competitive analysis tools with a database of more than 21 billion keywords.

You can get a full overview of the keywords you’re watching, including paid and organic search volume, intent, competition, CPC, historical data, SERP analysis, and more.

You’ll get related keywords and questions, as well as a ton of guidance, ideas, and suggestions from the Semrush Magic, Position Tracking, and Organic Traffic Insights tools.

The Keyword Planner, however, is where much of the magic happens.

The organic competitor tab makes it easy to spot content and keyword gaps. Expand them and develop clusters that will help you grab traffic and conversions.

You can also see long-tail keyword data and other data to see what Page 1 holds regarding competition, difficulty, and opportunities at a broad or hyperlocal level.

The full suite of tools is a huge benefit. Teams can collaborate, share insights, and plan.

The seamless integration allows you to integrate your data, meaning teams can easily collaborate, share insights, and strategize.

And when you’re done, it can track everything you need for a successful digital marketing strategy.

Some of the tools they offer include:

  • On-page SEO tools.
  • Competitive analysis suite.
  • Log file analysis.
  • Site auditing.
  • Content marketing tools.
  • Marketing analysis.
  • Paid advertising tools.
  • Local SEO tools.
  • Rank tracking.
  • Social media management.
  • Link-building tools.
  • Amazon marketing tools.
  • Website monetization tools.

Semrush’s best features when it comes to keyword research are its historical information and PPC metrics.

You can deep dive into campaigns and keywords to unlock the secrets of the SERPs and provide agency or in-house teams with priceless information they don’t usually access.

4. Moz Keyword Explorer

Keyword Research Tool From MozScreenshot from Moz, January 2023

Cost: Free for 10 queries per month. $99-$599 per month.

With a database of more than 500 million keywords, Moz Keyword Explorer may be a great option if you’re looking to build a strategy rather than get a quick view of the data for a few keywords.

Moz has long been a leader in the SEO space.

Constantly updating and improving its Keyword Explorer Tool and its other core services, Moz keeps up with the trends and is well known for providing SEO professionals with the latest tools. And it has done so for more than a decade.

Like the Google Keyword Tool, Moz’s keyword planning tool provides information on the difficulty and monthly search volume for terms. It also lets you drill down geographically.

When you start, you’ll find the Keyword Overview, which provides monthly search volumes, ranking difficulty, organic click-through opportunities, and an estimated priority level.

You can also:

  • Find new relevant keywords you should be targeting but aren’t.
  • Learn how your site performs for keywords.
  • Find areas where you can improve your SEO (including quick wins and larger investments).
  • Prioritize keywords for efficient strategy creation.
  • Top SERP analysis and features.
  • Competitor analysis.
  • Organic click-through rates.

Unlike the Google Keyword Tool, however, Moz supplies you with data beyond the basics. Think of it like keyword research and SERP analysis.

Moz does tend to have fewer keyword suggestions. And like Google’s Keyword Planner, it provides range estimates for search data rather than a specific number.

However, the database is updated frequently, so you can feel confident that you’re keeping up with the constant change in consumer search habits and rankings.

Plus, it’s easy to use, so teams can quickly take care of marketing tasks like finding opportunities, tracking performance, identifying problem areas, and gathering page-level details.

Moz also offers several other tools to help you get your site on track and ahead of the competition, but we really like it for its keyword research and flexibility.

5. Ahrefs Keyword Explorer

Cost: $99-$999 per month.

If I had to describe Ahrefs med ett ord, det skulle vara makt.

Skriv in ett ord i sökrutan och du kommer att presenteras med flera paneler som kan berätta allt du vill veta om det nyckelordet.

Total sökvolym, klick, svårighetsgrad, SERP-funktionerna och till och med en fördelning av volymsvårigheter. Och även om det kan se mycket ut, är all information välorganiserad och tydligt presenterad.

Ahrefs tillhandahåller termer i ett föräldra-barn-ämneformat, vilket ger termerna sammanhang, så att du enkelt kan lära dig mer om termerna, till exempel avsikt, samtidigt som du identifierar överlappning och gör det hela lätt att hitta och förstå.

Dessa ämnen visas när du söker efter en relaterad term, inklusive termens rankning i SERP, SERP-resultattyp, svårighetspoäng för första sidans rankning och en ögonblicksbild av den användarlevererade SERP. Du kan hålla dig bred eller begränsa det hela efter stad eller språk.

Ahrefs kan bli lite dyra. Byråer kan ha svårt att skala om de föredrar flera användar- eller kundkonton, men det är fortfarande ett av de bästa och mest pålitliga sökordsforskningsverktygen på marknaden.

Det jag verkligen gillar med Ahrefs är att det är grundligt. Den har en av de största databaserna med alla tillgängliga verktyg (19,2 miljarder sökord, 10 sökmotorer och 242 länder i skrivande stund), och den uppdateras regelbundet.

Det gör internationella SEO-strategier till en lek och inkluderar data för allt från Google och Bing till YouTube och Amazon.

Dessutom förklarar de tydligt sin statistik och databas. Och den nivån av transparens betyder förtroende.

Andra verktyg i sviten inkluderar:

  • Site Explorer.
  • Site auditing.
  • Rank tracking.
  • Innehållsutforskaren.

6. SERanking

SERanking's Keyword Research ToolSkärmdump från SERanking, november 2022.

Cost: $23.52-$239 per månad, beroende på rankningskontroll och betalningsfrekvens.

SERanking lyser som ett sökordsforskningsverktyg i en allsidig SEO-verktygslåda. SERanking hjälper dig att hålla nere kostnaderna samtidigt som den erbjuder funktioner som gör att byråer kan möta kunders unika behov.

En av de första sakerna du kommer att märka när du loggar in är dess intuitiva användargränssnitt. Men det här verktyget är inte bara ett annat vackert onlineverktyg.

Dess databas är robust.

SERankings amerikanska databas innehåller 887 miljoner sökord, 327 miljoner amerikanska domäner och 3 biljoner indexerade bakåtlänkar. Och detta inkluderar inte dess expansiva europeiska och asiatiska databaser.

Översiktssidan ger en solid titt på data, som inkluderar sökvolym, CPC och en svårighetspoäng.

SERanking tillhandahåller även listor med relaterade sökord och nyckelord med låg volym om du behöver inspiration eller förslag, såväl som långa sökordsförslag med information om SERP-funktioner, tävlingsnivåer, sökvolym och andra detaljer du behöver känna till för att identifiera nya möjligheter.

Att identifiera nyckelord är naturligtvis bara början på mysteriet. Hur förvandlar du sökord till omvandlingar? SERanking tillhandahåller nyckelordsverktyg som hjälper dig att svara på den här frågan.

Du kan ta reda på vem konkurrenterna är i de organiska resultaten och se vem som köper sökannonser, samt detaljer som uppskattade trafiknivåer och kopior av annonserna de använder.

Detta låter dig se vad som fungerar, få insikter om användarna som söker efter dessa termer och generera nya idéer att prova.

SERanking erbjuder byråfunktioner, såsom white labeling, rapportbyggare, leadsgenerator och andra funktioner som du kan ha nytta av.

En av de funktioner som byråer kan ha mest nytta av i sökordsforskning är SERankings bulk sökordsanalys, som låter dig köra tusentals sökord och ladda ner fullständiga rapporter för alla termer som är viktiga.

Andra verktyg i SERanking Suite inkluderar:

  • Sökordsrankningsspårare.
  • Keyword Grouper.
  • Sökordsförslag och sökvolymkontroll.
  • Index Status checker.
  • Backlink Checker.
  • Övervakning av bakåtlänkar.
  • Verktyg för konkurrenskraftig forskning.
  • Verktyg för webbrevision.
  • SEO Checker på sidan.
  • Övervaka sidaändringar.
  • Analyser av sociala medier.
  • Trafikanalys.

SERanking är billigare än några av de andra verktygen där ute, men det kostar pengar.

Det är inte lika robust som vissa av sina konkurrenter och blir inte lika detaljerat på samma sätt, men det ger fortfarande de funktioner och data du behöver för att skapa en framgångsrik SEO-strategi.

Och med sin flexibla prissättning är det här verktyget väl värt att överväga.

7. BrightEdge Data Cube

Cost: Anpassad prismodell.

Om du letar efter en AI-driven svit med digitala marknadsföringsverktyg som inkluderar ett kvalitetsverktyg för forskning, kan BrightEdge vara rätt alternativ för dig.

Till skillnad från andra verktyg som fokuserar på att förse dig med data och sätt att analysera dessa data, ser BrightEdge ut att göra mycket av den tidskrävande analysen åt dig.

Bland dess sök-, innehålls-, sociala, lokala och mobila lösningar hittar du Data Cube – ett AI-stödt innehålls- och sökordsverktyg som använder naturlig språkbehandling för att hitta relaterade ämnen och nyckelord.

Du kommer också att stöta på DataMind, en AI som hjälper dig att hitta söktrender, förändringar i konsumentbeteenden och viktiga konkurrentrörelser som du behöver veta om.

De två tillsammans gör det snabbt och enkelt att utföra sökordsforskning, bygga ut ämnen, skapa innehållsstrategier och stärka dina SEO-planer.

När du anger ett ämne eller ett brett sökord kommer verktyget att förse dig med relevanta sökord, sökvolym, konkurrensnivåer, nyckelordsvärde, dess universella lista och antalet ord i frasen.

Filtrera resultaten efter en anpassad uppsättning kriterier för att begränsa listan och få nödvändig information.

När du har en lista, välj de du vill behålla och ladda ner dem eller använd dem med BrightEdges andra verktyg för att skapa fullständiga strategier och få fler insikter.

Detta kan inkludera konkurrentanalys, analysera SERP-funktioner, avsikt eller andra uppgifter.

För byråer som tillhandahåller lokal SEO erbjuder BrightEdge även HyperLocal, som hjälper dig att hitta och spåra sökord och sökordsprestanda på lokal nivå.

När du är klar, ge möjlighetsprognoserna och spårningsverktygen ett försök för att övervaka dina framsteg och ge kunderna den information de bryr sig om.

Den kanske trevligaste funktionen för byråer är dess Storybuilder – ett rapporteringsverktyg som låter dig skapa rika kundrapporter som ger kunderna riktade översikter och den data de är mest intresserade av.

Om detta låter som rätt verktyg för dig ger företaget demos, men det finns några saker du bör tänka på.

För det första uppdateras den bara en gång i månaden. Och även om företaget håller sin prissättning nära bröstet, är denna svit med digitala marknadsföringsverktyg en betydande investering. Det kanske inte är det bästa valet om sökordsforskning är det enda du behöver.

För det andra, medan verktygen är mycket sofistikerade och förfinade, finns det en inlärningskurva att komma igång.

Du kommer också att upptäcka att det finns begränsningar för funktioner som sökordsspårning, och det kan vara tidskrävande att ställa in, med vissa justeringar som kräver teknisk support.

Slutligen, BrightEdges sökordsforskningsverktyg låter dig inte komma för långt in i ogräset och inkluderar inte PPC-trafik.

Bortsett från det kommer byråer och större varumärken att upptäcka att det skalas lätt, har ett vackert designat användargränssnitt och får dig att se bra ut för kunder.

De bästa verktygen för sökordsforskning för byråer

Den här listan innehåller bara sju av de många verktyg som finns tillgängliga idag för att hjälpa dig att få din sökordsforskning gjord till en expertgrad.

Men oavsett hur många av verktygen vi delar med dig eller vilka, är det viktigt att förstå att ingen är felfri.

Varje verktyg har sina egna unika styrkor och svagheter, så valet av plattform är mycket beroende av vilken typ av klienter du vanligtvis arbetar med och personliga preferenser.

I verkligheten kommer du förmodligen att upptäcka att du föredrar att arbeta mellan några få verktyg för att åstadkomma allt du vill.

Google Keyword Planner och Keyword.io är de bästa valen när du vill ha en snabb titt på data, eller om du vill exportera data för att arbeta med någon annanstans. Du kanske till och med vill använda dessa data med de andra verktygen som nämns i det här kapitlet.

Ahrefs, Moz, Semrush och BrightEdge är mycket mer robusta och lämpar sig bättre för byråers SEO-uppgifter.

Även om de inte är gratis (även om de erbjuder gratisplaner eller en provperiod förutom BrightEdge), låter de dig verkligen gräva i sökutrymmet, vilket i slutändan resulterar i högre trafik, fler omvandlingar och starkare SEO-strategier. Dessa fördelar kräver mer tid och kommer ofta med en inlärningskurva.

Det absolut viktigaste sökordsforskningsverktyget du har tillgång till är du.

Sökordsforskning är mer än att bara välja sökorden med störst sökvolym eller frasen med lägst kostnad per klick (CPC).

Det är din expertis, erfarenhet, kunskap och insikter som omvandlar data till digital marknadsföring du kan vara stolt över.


Utvald bild: Paulo Bobita/Search Engine Journal



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