Ranking on the first page of Google’s search results is every entrepreneur’s dream.
Here are 2019 SEO strategies from SEO experts Brian Dean and Eric Enge.
Brian Dean – How to rank 1st in Google search results – The Opportunity Keywords
Brian Dean is a widely-known SEO expert and the founder of Backlinko.com, one of the most valuable resources of SEO tips and tricks for many entrepreneurs and marketers.
Recently Brian managed to get his article on video SEO to rank #1 in Google search results. In an article following his success, he shows exactly how he did it. His article is thorough but quite lengthy. If you don’t have the time to read Brian’s article now, save it for later and read the following abridged version.
1. Find opportunity keywords
You’ve heard of keywords, but you’ve never heard of opportunity keywords.
Opportunity keywords are keywords with a high organic click-through-rate (CTR) which means a high volume of monthly searches yet a low number of competing pages. If you do keyword analysis (and you should!), look also for niche keywords.
If you don’t know how to find them, there are many resources on the web which provide you with a step-by-step process of unearthing opportunity or niche keywords so go ahead and google it.
2. Analyze Google’s first page
Now that you have found your opportunity keyword, go to Google and see what’s already working for that particular keyword.
Type the keyword into Google, scan the top 10 results and look for patterns.
What are the search results? Are they articles? Videos? What kind of articles: lists, guides, how-tos etc?
3. Create different content for your chosen keyword
Now that you know what type of content your competitors are feeding into Google, you can create content that is different than theirs.
Because your goal is to stand out and creating a different piece of content is a good way to draw attention.
If the search results consist of lists (i.e.: 5 gardening tools, 10 tips & tricks to improve your productivity, 3 dog breeds great with kids etc), consider writing a guide or publish a research report or curate statistics etc.
4. Create better content for your chosen keyword
If the content of your competitors is made of lists and you feel there is room for improvement than go this way.
An article with the title 100 recommendations to write great copy will beat the article that mentions only 10.
BuzzSumo implements this strategy on a current base. Here are two of the most successful articles published by BuzzSumo and you will see what I mean:
We analyzed 100 Million Headlines. Here’s what we learned (new research)
How to write engaging b2b headlines: analysis of 10 million articles shared on LinkedIn
5. Add a hook to get backlinks
Give your readers a good reason to share your content or link back to it.
Content that mentions statistics or other numbers represent a great source of information. So make sure your content includes statistics, graphs, research reports, e-books, guides, in-depth case studies etc.
Take a different approach to your topic, one that is fresh and different from anything else on the internet.
6. Focus on one specific result
To get backlinks (which are a contributing factor to Google’s ranking algorithm) Brian Dean recommends something else: that your content focuses on one specific result.
So instead of listing 20 results, write an in-depth piece of content which illustrates one result. Instead of writing one article which includes 20 results, write a piece of content for each result.
7. Content design
Now that you have gained the attention of your readers and had them click on your link, make sure you provide them with a pleasant reading experience.
Keep in mind that reading a piece of content on the web is not like reading a book; it’s more like reading a magazine.
So make it easier for your readers to consume your content by inserting paragraph headlines, high-quality images, illustrations, videos, screenshots, infographics etc.
Eric Enge – How to rank 1st in search results – The User Discovery Experience
Eric Enge is the founder and CEO of Stone Temple, a digital agency which was acquired last year by Perficient Digital. He was awarded 2016 Search Marketer of the Year and 2016 & 2018 Search Personality of the Year.
Are you familiar with this graph?
Well, the Google user discovery helps people with the “stuff you don’t know you don’t know”.
It’s easy to search for a topic or subject you can name, but what about concepts, terms related to your topic of choice that you can’t name?
The name of a physical phenomenon or a movie. It’s like Shazam for music: when you come across a piece of song and you don’t remember its title or the name of the singer who performs it.
In recent months, Google increased its shift from being a search engine to a discovery engine.
Here is Eric’s explanation of the Google discovery engine:
Traditionally a search engine provides the user with a large number of links to web pages that might satisfy the user’s query. A discovery engine is more about helping users to find or explore things that they may not have been explicitly searching for, but which have a good chance of being of interest to the user.
The discovery engine relies on neural matching which is an AI method that connects words to concepts.
Google says neural matching impacts 30% of the queries. That is why we see search results that don’t include the phrase of the query but are related to it.
Discovery is not query-based; discovery is all about a journey–a user journey–while search is the quest for a single best answer. Winning businesses in the future will be high performers in both search and discovery.
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