Verticalizing keywords across industries — Steve Toth // SEO Notebook

Show Notes

• 01:54
  The value of doing keyword verticalization

  There are a variety of ways that people can search for different keywords. Its important to create pages that target those different intents in order to gain topical relevance around a particular topic or keyword.
• 05:24
  Identifying subset topics within your business parent topic

  Topics can be sourced via Google Search Console data and search volume data can also be used, but its much better to use impressions. Look at internal data to see how people identify themselves when they sign up for our product or service.
• 07:30
  Refining vertical keywords

  Look at pages monthly in terms of optimization. You want to prioritize pages that are getting the most conversions based on integrated Search Console data.
• 09:18
  How to approach your internal linking structure

  Ensure that when people click on a link, they can access more information about that topic. Link related topics together so that users can have a positive experience on your website throughout their customer journey.
• 11:43
  Customizing subset topics

  Google wont penalize you for duplicating content that is already on your pages. Essentially, Google is looking at your page in relation to the other content that exists, and if your content for a keyword is more relevant than other content on the web, Google will rank yours.
• 14:53
  Googles approach to duplicate content

  If youre copying content from other websites, this content can be taken down via a DMCA take down request. But, you are able to duplicate your own content and make the necessary adjustments to address the user's different needs and get content live quickly.
• 16:13
  Handling indexation issues

  Indexation has been a difficult task over the last four years, even in the case of high-quality pages. Ideally, you want to get content live as quickly as possible to get it indexed as quickly as possible.
• 17:39
  Recommendations for addressing keyword verticalization

  Hire a CRO consultant to help you maximize your traffic if you don't have CRO capabilities in house. Run A/B tests on high volume keywords, and focus on your conversions if youre running paid searches on your keywords.