We all strive to achieve high rankings, but it sometimes feels nearly impossible to attain that goal.
There can be numerous reasons for ranking challenges, and as previously mentioned, it may occasionally seem that Google is simply not inclined to rank businesses like yours for a specific query.
This can be quite frustrating, which is why a prior article offered a method to evaluate if your target keyword phrase aligns well with the terms you aim to rank for.
At times, it is more effective to pursue keyword phrases with higher chances of ranking success rather than those you desire to rank for.
Today, we will discuss the factors Google might consider to ascertain if a site is suitably relevant for the targeted keywords.
### Creating a Webpage is Not Enough
Merely crafting webpages aimed at a particular keyword phrase or topic does not ensure you will rank for those terms. Simply put, we cannot be certain if Google is “convinced.”
Here’s the situation:
1. You aim to rank for a specific search phrase but are currently not achieving this.
2. Google ranks your competitors’ content in the top ten search engine results pages (SERPs) but not yours.
3. You want to understand if Google perceives your webpage as a potential relevant match.
Now that we have set the scene, let’s delve into the matter.
### Ranking Analysis
Assessing the ranking potential for a webpage can be effectively accomplished by examining what it currently ranks for.
While this may seem straightforward and apparent, it is valuable to dive a bit further than just reviewing the top keywords for your site.
It’s insightful to explore not only your current rankings but also the competition’s rankings and the composition of the words within those phrases.
The initial step is to identify the phrases you presently rank for.
Upon acquiring the basic ranking data, the next step is to manipulate this data to uncover additional keyword sets.
This involves concentrating on the phrases for which your site ranks well (in the top ten) and analyzing all individual words included in those keyword phrases.
Suppose you wish to rank for “manufacturer’s blue widgets.” The outcome should resemble something like this:
Now, replicate this process for your competitors ranking for the target phrase “manufacturer’s blue widgets.” Upon completion, it should look similar to this:
At this juncture, there is ample information indicating what Google considers concerning your site’s relevance.
Do you appear for various related phrases? If so, then your target keyword might be reasonably attainable for you to rank, even if you’re not currently in the top 50 for it. If you’re ranking for related terms, Google acknowledges your relevance at some level.
### Scenario #1: We Need Help
However, there’s an issue with the previously shown data. Notice that the site on the left only ranks for keywords including the company’s name.
This is problematic since we aim to rank for the phrase “manufacturer’s blue widgets,” and that term is absent. This indicates that Google doesn’t associate this website with our target phrase. That’s a setback!
If your target keywords are not visible in the search results, it might signal a challenging ranking path. You could be facing significant content issues related to the target keyword or a general authority issue related to the topic area.
### Scenario #2: Much Better
Now, let’s examine a more favorable scenario:
The data suggests we are in a much better position, and the prospects look promising.
### Tuning and Tweaking
If you find yourself ranking for several related terms, the next steps are relatively straightforward. You should aim to enhance the content related to the target page by improving the depth of supporting content across other pages on your site.
You may also need to engage in public relations or related link-building that establishes your site as a relevant resource. This process is akin to fine-tuning and tweaking, rather than a complete overhaul.
### When to Do an Overhaul
If ranking for relevant terms seems sparse, the measures needed are essentially the same as fine-tuning but with more intensity. You’ll need an overhaul because Google doesn’t recognize your pages as relevant to the topic or phrase.
This means the program will be more expensive to implement and will take longer to yield results. If the budget or patience for this is lacking, you might have to consider a different keyword target.
### Some Cost Perspective
Let’s contextualize this and explore what each scenario might cost you.
In the first scenario, where ranking for relevant terms was non-existent, the expenditure required might be around $250K, with a campaign duration of ten to twelve months to achieve desired outcomes.
In the second scenario, where relevant terms are already ranking, ongoing costs might be approximately $50K, taking three to four months to see results.
The analysis is relatively straightforward, yet the benefits can be substantial. When Google links keywords to your webpages, your search engine optimization (SEO) costs can be lower.
Concentrating on your existing rankings enables more precise budgeting for campaigns and allows focus on strategies that help achieve objectives.
