Use other top performing pages to find keyword targets


Hey guys, and welcome to another edition of Zupo SEO Talk & Tea. 

Today's conversation, using top performing pages, and I mean competitive top performing pages to identify keyword targets. This is an important conversation because oftentimes when you're doing SEO, you can get tunnel vision with some keywords you're only focusing on, but SEO is a [inaudible 00:00:22] there's infinite amounts of keyboards that you really can be going for. And, I'm going to talk today about how to broaden your scope by using your competitors, not even necessarily competitors, but top performing pages in search results.

Before we begin, I do want to introduce the tea we have today. Today, we have a Jasmine Green Tea. I'm particularly fond of Jasmine Green Tea. It gives me really good nostalgic feelings to when I used to drink a lot of Boba, and I used to get Jasmine Green Milk Teas, Jasmine Green Teas, they just have this scent that when you drink them and smell them, it just smells soothing. I will say that sometimes Jasmine Green Teas, because they're more commoditize in the Boba market, the scent's strong, but sometimes the finish isn't always there. But I admit man, sometimes the green tea is really good. Let's get brewing and get chatting.

Talking about keyword research, a lot of times people, when they do keyword research, the first thing they think about is jumping onto a keyword research tool, and starting to look up keywords that come up to their mind. Well that's great, but I will say that the limitation in that is that, you are limited by your imagination at that point in time. And we've all been there where we have writer's block. We're just sitting in front of the screen, and we just can't think of anything. What I've often done before is, I have looked at competing top performing pages, but before I jump into that, I do want to describe exactly what I'm talking about.

Oftentimes, when I'm doing a SEO campaign, we have keywords that we're targeting. But sometimes, we'll find in parallel or just in adjacent to some of the keywords that we're looking at, there are high point blog posts set up here. This can be in the people also ask boxes or just neighboring some of the search results that we have. What I'll often do is I'll take, even if we're on the first page already, I will take other search results on the first page. I will take that search result, and go look up what that search results already ranking for. I'll use some of my SEO tools, and say, "Okay, these sister search results are next to us." Or, even ones that were not on the first page, but we want to get there, I'll go look at those pages, and I'll see exactly what that page ranks for. And the reason why that's important is because then, you can identify not only keywords, but keywords that you can reasonably rank for because another competing page is also ranking for them.

Therefore, I want to slow down on this one. I want to make sure that we understand it. The reason why this is important is because, if you are identifying search results and pages on the first page, and let's just keep it simple right now. You rank on the first page and that's great, but you have sister sites on the search results... Not sister sites, just other search results that are also ranking on the first page. If you take a look at those search results, and you find one page. And then, you look at what they're ranking for.

Obviously, they rank for the same keyword that you're going for. But what you're looking for, to see is if that other page you're researching is ranking for other keywords that you're not ranking for. Because then, this is where the real value is. That page, if it's ranking on the first page adjacent to you and your site, then you guys must be going for the same keyword. But if that other page is starting to rank for other keywords that you're not, you can follow their path. And you know that if they're ranking for those other keywords, you should be able to too, because you're both on the first page. But this one keyword, you can easily probably pivot and make adjustments or create a new page to get to those other keywords, right?

The clear delineation is it's the page, not the domain. If you go and look at another website that is ranking on the first page, and you go research what keywords they're ranking for, if you look at the domain, you're going to find too much data. It's specifically down to the page level. And then, here's where you can find really great targets. You don't always find it every single time, but you got to do your due diligence in that. Because you are now looking at other players on Google or similar to your website, but ranking for keywords that you may not, you know already one, my company is like theirs. Second, my website's like theirs. Third, SEO wise, we're already crossing paths. There's no reason why I can't go for some of the keywords that they're going for. This is a great way to not do keyword research from scratch, but actually do keyword research in the field where you can already see what industry players and competitive people who are like your business are going for. I hope that made sense.

As I was saying, that I wanted to slow down, and make sure that it was simply explained as possible. The example I just gave, is for keywords and search results that you are already on the first page, but this doesn't mean that you can't do this for keywords that you don't rank on the first page. I do that all the time. We will research search result pages for keywords that we don't rank on the first page, but we have a plan to, or we're just interested in, and we'll look at, and see what all of those pages also rank for.

When doing that, I would encourage you to use some of the SEO tools. Personally, for our firm, we use [inaudible 00:05:14] and SEMrush. They both have great tools of finding ranking keywords a page is ranking for. That's what I would do, in terms of identifying new targets. We do that all the time. Actually, my firm's been doing that a little bit more recently, and it can be a great way for your own business to find new targets when you're doing your own SEO.

All right, hopefully that was valuable, guys. I'm going to pour my tea out. If you found the video helpful, please like and subscribe, and I hope to see you guys again soon.

Thanks everybody. Oh, it's good.

Jason Khoo

Jason is founder and CEO of Zupo, which is an Orange County based SEO consulting agency helping construct powerful long term SEO strategies for our clients. Jason also enjoys multiple cups of tea a day, hiding away on weekends catching up on reading and rewatching The Simpsons for the 20th time.