Transcript
Hi, everybody, and welcome to another edition of Zupo's SEO Talk & Tea.
Today's conversion: when growing your SEO scope, your site must grow as well. The reason why this is important is because a lot of times when Zupo's working with our clients we are hired and tasked to start ranking a site for one keyword group or two keyword groups or even five to 10. But at a certain point, we will get our clients ranks and then we want to go for more keyword groups. That's what we mean by increasing our SEO scope. And often, there's implications about widening it. We can definitely do so, but there are things that we must understand when we do so.
But before we dive into this topic, I want to introduce the tea we have today. We have this green tea that was gifted to my family. I know it's a green tea ... or I believe it is a green tea but I'm actually not exactly sure what it is. I just know it was gifted to us. I was about to say it's kind of not as soft as a green tea, so that's what makes me wonder if it's green tea. But it's kind of got a tang to it. It's like bigger and tangy, which is interesting in a tea. But it's something that I like to pull out every so often just to have something a little bit different.
Let's go ahead and get back into the topic of increasing your SEO scope. Again, increasing your SEO scope, meaning that, in the sense you're trying to go for more keyword groups. Understand ... Let's say ... Let's make this very simple. Let's say you're trying to rank for one keyword group. You add more content. You add more referring domains and now your site's ranking for that one keyword because your content library, your referring domain library, has grown to a point where it matches your competitors if not surpasses them and then you're good to go. You're ranking on the first page above your competitors.
Where it's different is if you're trying to increase your SEO scope and you go for a second keyword group, the difference is now you're going to for a second keyword group. That second keyword group might have its own unique competitors and its own implications. Therefore, you have to match the content of your competitors at that level and also the referring domains cat. And it's not like your SEO metric are one to one transferrable. Remember, when you're writing content for your website for a certain keyword optimization, the content you're writing needs to be in the same conceptual entity or semantically related to the topic at hand. If you go for a second keyword group, arguably all the content you have originally made is not the most matched related to the new keyword group you're going for.
Why am I saying all of this? The reason why I'm saying all of this is when you're increasing your SEO scope and you're trying to go for more keywords, you often need to grow your site size. So, you need to go and add more content that addresses that new topic so that your site can be considered for that keyword. But not only be considered, but if your competitors in that new keyword group have more content ... have a bigger content library, more content ... you need to start matching it because at the end of the day, why would Google rank your site over theirs if their website has more content that's relevant and actionable?
Second, your referring domains needs to grow as well. All your referring domains probably were driven to the first original keyword group in the sense that you were driving links into your site, into a strategic blog posts that have keywords you're trying to rank for or service pages. Now you got to do that for the second site. All your referring domains are more strategically placed in the site for the first keyword group. If you're going to go for the second one, not only does your content library have to go ... the site of your size ... but the referring domains need to grow, too, to help water and grow that second layer of the keyword groups.
Where I think a lot of people go wrong is that they think of SEO as something where ... Oh, we ranked for one keyword group. We're great. Let's just crossover and we'll rank tomorrow for the next one. Every keyword group has its own SEO strategy. There's different metrics, there's different content areas, so growing requires more investment. It's not something that will grow without you touching it. Yes, SEO and your keywords can grow without you looking at it at times, but if you want to do it strategically and you want to go for specific topics it's like ... It's so archaic and traditional, but it's like any military text or movies you've seen before. With every new territory you want to go invade and conquer, you need an army to go do that. Just because you conquered one doesn't mean all the other ones capitulate and surrender to you. You need to go conquer one, muster up your strength, go for the next one, go for the next one and so on and so forth.
What I'm trying to get at is if you're trying to grow your company's site, I'm not saying ... I'm not trying to be pessimistic about it. By no means am I being pessimistic. I want your site to grow. But your understanding of the context must be there. It is a continual campaign to grow bigger and bigger. It is not something where once we get to the first milestone, we're done. If that's the case ... If you just want to rank for one keyword group then you're fine. But if you want SEO to continually bring you return, and at a large level, you have to continue to invest more content, more referring domains to keep improving your ability to get your SEO profile bigger and to grow into more territories. Sorry, not territories. SEO keywords. I'm still in the military metaphor.
But again, I think that's what people need to understand when it comes to a mature SEO strategy. I'm going to go ahead and leave it at that. If you have any questions, please feel free to reach out to us. This is something I talk to a lot of our potential customers about, so happy to go into more detail. I'm going to go ahead and pour out my tea, but if you guys have any questions please feel free to reach out, again. And if you found the video valuable, please like and subscribe and I hope to see you guys again soon. Thanks, everybody.