Targeting KWDs
-
Hi
I'm looking into competitors for a high volume keyword and reviewing their top ranked page to see what else they rank for in this category.
How is it possible that one page of theirs ranks for over 500 key phrases?
They have a little bit of content at the bottom http://www.homebase.co.uk/en/homebaseuk/homeware/storage-and-shelving/storage-boxes-and-drawers
-
Hi Andrew
This is very helpful thank you, I have already put together a case for improving our page speed so it's something I'll push harder with the developers.
I am also working on a section for the site which will include user guides and helpful articles so this is great
Thank you!
-
Just to add, I had thought Google did not class anything after # in the URL as new page?
-
Thanks again, I am putting together some ideas for quality articles so I am glad I'm on the right track with this
-
Hi Everette
This is great feedback so thank you, pagination isn't something I have gone into detail with so it's definitely something I will look into a lot more.
Are there any other articles you'd recommend I read?
Becky
-
You have some great feedback already from the group. I'd start with the article writing and non-aggressive link building mentioned already.
If you do write articles, you might want to also consider doing a stylized RSS feed pointing back to the storage container posts you make. A small section like Helpful Articles might be useful for customers. That's really more about looking at UX than the rankings though.
For http://www.poundstretcher.co.uk/home-furniture/storage-organisation/plastic-storage vs. http://www.key.co.uk/en/key/plastic-storage-boxes, I'm wondering how much the content at the top of Poundstretcher is helping them. While the Key page is much better in terms of UX with the way it displays the content, my thought is that the content could be discounted by Google a little bit because of how low it is on a page. I would consider testing that by maybe bringing it to the top of the page if you can. Maybe try putting some content above-the-fold in a UX-friendly way and see if that helps, even if it's just some bullet points. Or move the content you have now to the top, show an abridged version, and give the user a More button to expand the section to read the full content.
Lastly, I ran the URLs through https://developers.google.com/speed/pagespeed/insights, and you might want to look at their recommendations. Just comparing the two URLs mentioned above, it looks like http://www.poundstretcher.co.uk/home-furniture/storage-organisation/plastic-storage is faster on Desktop by about 20 points.
Again, I'd start with the content generation and link building tactics mentioned already, but that's some additional food for thought.
Best of luck.
- Andrew
-
Also, both pages have similar metrics. Yours has higher page authority because you have far more internal links (mostly from those paginated pages, which are very low value internal links). Your competitor has higher domain authority though.
Neither page has any external links found by Open Site Explorer. In addition to figuring out the pagination for your site as a whole, I would work on getting a few high-quality, organic links into that page. Here's an idea:
Write an awesome article about Home Organization Strategies and pitch it to some Home Organization blogs that rank well on Google. Only place it on 1 site though. This is not an article distribution situation. Place it on the highest quality site you can get it on. I'd start by pitching it to the top three, wait for a response, and then move down the list.
This article should be about Home Organizing Strategies in general. It should mention several great ideas that have nothing at all to do with this page, other than being about organizing and/or storage. However, ONE of your tips should be about storage containers, which will give you the opportunity to provide a meaningful, helpful link to this page. Don't use anchor text. Just the domain name or "click here" will do.
You don't need many external links to this page to compete. It's a category page, and your competitors don't have a lot of links into those deep category pages either. So don't go overboard. If it works and you move up a page or two, don't assume that repeating the same tactic will make you rank even better if you do it over and over again. There are plenty of other eCommerce link building strategies and tactics you can use.
-
Becky,
Your competitor uses a javascript framework of some sort to change the products on the page when you click pagination links. There is only ONE page, as far as the URL is concerned (the only think that changes is addition of #2 in the URL, which isn't considered a new "page") by Google.
There are pros and cons to this approach, but the cons can be alleviated with solutions like those discussed in Built Visible's guide to javascrpt framework SEO.
On the other hand, your site uses standard pagination in which each paginated set is a new URL. There are pros and cons to this as well, but the way you have it set up will magnify the cons. For example, each paginated URL has their own self-referencing rel = canonical tags. This is fine, but if you're going to allow them to represent themselves as completely new pages, you need to get rid of that SEO text at the bottom of all but the very first page. Otherwise it's duplicate content.
Furthermore, I would mark all paginated pages with a Robots Noindex,Follow tag so they don't bloat Google's index.
-
Great thanks for the feedback
-
I don't worry about "ranking them". I worry about creating a fantastic article that people will share. I try to make it the best on the web for its topic. I don't promote these articles, I just display them on my site and they slowly get shared, tweeted, linked to... and that is what powers my sites.
I forget about metrics, and worry about making a good website.
-
I can start writing articles, but if they're based around popular topics aren't they going to be just as hard to rank?
-
why aren't these sites doing these kinds of articles?
Maybe because most managers think that they are "expenses" instead of viewing them as "advertising" or "customer support investments".
I guess their domain authority means they don't have to
Maybe, but when (if) they figure it out and start doing it in a big way, their competitors are going to feel it.
-
Thank you,
Yes this is one of my recommendations, I am also wondering whether it's worth working on outreach/PR to the main domain/ also.
The question I have is why aren't these sites doing these kinds of articles? I guess their domain authority means they don't have to
-
If I wanted to improve the traffic into these kinds of pages, I would be writing articles with lots of good photos that give ideas for how to use these products. For me, articles get my site into the difficult short tail rankings, pull in lots of traffic, help my product pages rank better, and some of the traffic that enters them goes to product or category pages that convert the customer. That's what I do, it takes lots of work that some managers might not consider to be "retail".
-
Thanks for the feedback.
This example is a little more specific in it being plastic storage with 33 products, but they still rank for about 136 keywords on page 1-2 of Google
http://www.poundstretcher.co.uk/home-furniture/storage-organisation/plastic-storage
Ours is similar to this in that it focuses on plastic storage, we show 30 products and have 51 in the category.
We stuggle to rank and I am trying to research what we can do, I know we can add content but ultimately do we need to work on our Domain Authority to ever have a chance?
-
I am not surprised that this page ranks for a lot of different keywords because there is a tremendous diversity of search for boxes, drawers, baskets, etc. SEMrush reports that it ranks in the top 100 for about 1100 keywords. Going down 100 queries deep is a bit excessive but if you compare Page A to Page B it can be a good relative metric.
There are lots of pages on the web that appear in the top 100 for several thousand keywords. These tend to be long-content pages that blend a lot of different topics.
If you have your retail category pages set to show 10 items at a time that will rank for a certain number of keywords. However, if you change that to 30 or 50 items at a time the number of keywords will go up dramatically if there is a lot of word diversity in your product names. So, I am all about showing a LOT of items on a page. I like that as a shopper but I like it even better as an website owner.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Two sites targeting same keywords (but with different owners)
Hi Guys So we manage a client website doing their seo and ppc The site has become a success so the client has now asked if we would like to create our own site and become an affiliate of theirs The idea is target the same set of keywords etc. My question is - in the world of google is this ok? I know about google penalising same business owners for having two websites targeting the same keyword.... But in this case - the websites are owned by different owners, different hosting, different domain ownership, different analytics code, different code development, different about us Everything is different but I am just a little paranoid that google knows we SEO the clients website Does anyone have any advice? Thanks Duncan
Intermediate & Advanced SEO | | CayenneRed890 -
Targeting two search terms with same intent - one or more pages for SEO benefits?
I'd like some professional opinions on this topic. I'm looking after the SEO for my friends site, and there are two main search terms we are looking to boost in search engines. The company sells Billboard advertising space to businesses in the UK. Here are the two search terms we're looking to target: Billboard Advertising - 880 searches P/M Outdoor Advertising - 720 searches P/M It would usually make sense to make a separate page to target the keyword "billboard advertising" on its own fully optimised landing page with more information on the topic and with a targeted URL: www.website.com/billboard-advertising/ and the homepage to target "outdoor advertising" as it's an outdoor advertising agency. But there's a problem, as both search terms are highly related and have the same intent, I'm worried that if we create a separate page to target the billboard advertising, it will conflict with the homepage targeting outdoor advertising. Also, the main competitors who are currently ranked position 1-3, are ranking with their home pages and not optimised landing pages to target the exact search term "billboard advertising". Any advice on this?
Intermediate & Advanced SEO | | Jseddon920 -
Website URL Structure - keyword targeting on homepage vs internal pages
I have developed a few websites before where the homepage contains the content for the keywords I was targeting. This has been reasonably successful as I have found it easy enough to get links to the homepage. I am considering a new site in a totally different industry that I am thinking about structuring like this: mybrand.com (not necessarily targeting any keywords) mybrand.com/important-keyword-1/ (definitely want to target) mybrand.com/important-keyword-2 (equally important as 1st keyword) There will be several (30-ish) other pages targeting keywords but they are not as significant as the two mentioned above, more so they are about publishing informative information. The two important keywords are quite different but industry related. My questions are: should I be careful targeting keywords away from the homepage when the homepage gets the most links? Would I be better off building 2 different websites where the keyword content is captured in the homepage? Thanks,
Intermediate & Advanced SEO | | BGu0 -
ECommerce keyword targeting: Blog post vs Category page
I'm targeting short head and chunky middle keywords for generating traffic to an ecommerce website. I guess I have two options both with great content: blog posts category pages with content (essentially the blog post). On the basis that it is great content that gets links, I would hope that I could garner links into the heart of the eCommerce website by doing this through option 2: category pages. Any thoughts on blog vs ecommerce category pages for tageting keywords?
Intermediate & Advanced SEO | | BruceMcG0 -
How would you target three synonymous phrases for the same product?
I have a site that I'm working on that sells waste oil heaters, and I'm beginning to run into an issue. As one would assume, our primary keyword phrase is "waste oil heaters" for which we're doing rather well. The issue is that there are two other phrases that are directly synonymous to our primary term that users are actively searching for (i.e. the product can accurate be called three different things). Phrases are listed below w/ phrase match search volumes "waste oil heater" - 6600 "waste oil burner" - 2400 "waste oil furnace" - 1900 I'm not one who likes to engage in trying to "trick" anything, so I'm fairly opposed to listing all three of these in the title tag or something similar. This is being done by our competitors, but only one outranks us as this point for the primary phrase. My initial thoughts are that we should be targeting our home page and category page for "waste oil heater(s)", and then lightly pepper our content with the use of these synonyms. Then from there we can focus on other term variations w/ our blog posts and try to vary up the anchor text coming into the site when we launch link building. What do you guys think? Have you guys been a situation like this with three phrases describing the same product? I appreciate any feedback or advice. Thanks guys!
Intermediate & Advanced SEO | | CaddisInteractive0 -
Geo-targeting Content Based On IP address?
What are the benefits / disadvantages of geo-targeting content based on IP address. A client is interested in serving up different content on their homepage based on what area the user is coming from. This seems like an SEO nightmare to me as search engine spiders could potentially see different content depending on when they visit. Is there a best practices here? Or is it looked down upon in regards to SEO? Any information would be helpful.
Intermediate & Advanced SEO | | MichaelWeisbaum0 -
Keyword Question: How to Target my Niche
Hello, I'm a health coach helping people with multiple sclerosis. Here's my website: bobweikel(dot)com What do you think the top 4 local keywords would be for my niche? I'm in Boise ID. I'm thinking MS Boise MS Boise Idaho Multiple Sclerosis Boise Multiple Sclerosis Boise Idaho With your intuition, do you think these are valuable keywords for a coaching site? Also, can you think of any other keywords? I want this 100% white hat.
Intermediate & Advanced SEO | | BobGW0 -
Which page to target? Home or /landing-page
I have optimized my home page for the keyword "computer repairs" would I be better of targeting my links at this page or an additional page (which already exists) called /repairs it's possible to rename & 301 this page to /computer-repairs The only advantage I can see from targeting /computer-repairs is that the keywords are in the target URL.
Intermediate & Advanced SEO | | SEOKeith0