{"id":148814,"date":"2022-11-15T02:00:00","date_gmt":"2022-11-15T07:00:00","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=148814"},"modified":"2024-12-03T11:37:03","modified_gmt":"2024-12-03T16:37:03","slug":"keyword-optimization","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/keyword-optimization\/","title":{"rendered":"How to Do Keyword Optimization for SEO (3&nbsp;Steps)"},"content":{"rendered":"\n<div class=\"intro-txt\">Keyword optimization is the process of increasing the relevance of a webpage\u2019s content to a given search query.<\/div>\n\n\n\n<p>It\u2019s a fundamental process in SEO because Google aims to serve the most relevant content to its&nbsp;users.<\/p>\n\n\n\n<p>In this post, you\u2019ll learn how to optimize your new and existing content for any keyword.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Step 1. Make sure you\u2019re optimizing for the right keyword\" data-section=\"make-sure-youre-optimizing-for-the-right-keyword\">\n\n\n\n<h2 class=\"wp-block-heading\">Step 1. Make sure you\u2019re optimizing for the right keyword&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Whether you\u2019re optimizing existing or new content, you need to make sure that keyword optimization is worth the effort and that your chances of ranking are&nbsp;good.&nbsp;<\/p>\n\n\n\n<p>This step is arguably the hardest part of the process, so here are some considerations to think about right from the&nbsp;start.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Search traffic potential<\/h3>\n\n\n\n<p>Measuring the potential of a keyword to bring you traffic can be tricky. Most SEO tools try to solve this with search volume, but that\u2019s not enough:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Some searches don\u2019t result in clicks on pages <\/strong>\u2013<strong> <\/strong>For example, clicks on ads or searches that provide sufficient answers right on the&nbsp;SERP.&nbsp;<\/li>\n\n\n\n<li><strong>Pages can rank for hundreds of keywords while being optimized just for one <\/strong>\u2013 So you can actually get more traffic than the search volume indicates.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>A better way is to estimate the traffic that the ranking pages get. In <a href=\"https:\/\/ahrefs.com\/\">Ahrefs<\/a>, this is automatically calculated with the Traffic Potential (TP) metric.&nbsp;<\/p>\n\n\n\n<p>The TP metric sums up traffic estimations from <em>all<\/em> keywords that the top-ranking page for your target keyword ranks for. This shows you how much traffic you could be looking at if you outranked this&nbsp;page.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1214\" height=\"719\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/1-traffic-potential-metric-ahrefs.png\" alt=\"Traffic Potential metric in Ahrefs\" class=\"wp-image-148827\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/1-traffic-potential-metric-ahrefs.png 1214w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/1-traffic-potential-metric-ahrefs-680x403.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/1-traffic-potential-metric-ahrefs-768x455.png 768w\" sizes=\"auto, (max-width: 1214px) 100vw, 1214px\"><figcaption class=\"wp-element-caption\">The TP for the keyword \u201csubmit website to search engines\u201d is almost 10 times higher than the search volume.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Value to your website&nbsp;<\/h3>\n\n\n\n<p>Optimize for keywords that can bring you valuable traffic.&nbsp;<\/p>\n\n\n\n<p>When picking a target keyword, ask yourself what is the practical use of attracting searchers. Is it direct sales, or maybe brand awareness, or building a readership?&nbsp;<\/p>\n\n\n\n<p>You can map each keyword on a scale that matches your overall goal. For example, your strategy may be to create content that helps the reader solve their problems using your product (aka <a href=\"https:\/\/ahrefs.com\/blog\/product-led-content\/\">product-led content<\/a>). Then, your scale can look something like&nbsp;this:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1565\" height=\"1600\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/2-business-potential-score.png\" alt=\"Business potential score\" class=\"wp-image-148829\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/2-business-potential-score.png 1565w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/2-business-potential-score-416x425.png 416w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/2-business-potential-score-768x785.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/2-business-potential-score-1502x1536.png 1502w\" sizes=\"auto, (max-width: 1565px) 100vw, 1565px\"><\/figure>\n\n\n\n<p>So while there will be no harm in generating traffic with 0 business value from time to time, you may want to focus on optimizing content with a high business potential score.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Keyword difficulty&nbsp;<\/h3>\n\n\n\n<p>Some keywords will be harder to rank for than others.&nbsp;<\/p>\n\n\n\n<p>To get a quick overview of the ranking difficulty of a keyword, look at the number of unique domains linking the top 10 ranking pages. The more linking domains, the harder it will likely be to rank because backlinks are still one of the <a href=\"https:\/\/ahrefs.com\/blog\/impact-of-links\/\">most impactful ranking signals<\/a> for Google.<\/p>\n\n\n\n<p>In Ahrefs, Keyword Difficulty (KD) is calculated automatically based on backlinks on a scale of 0 to&nbsp;100.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1142\" height=\"517\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-keywords-with-shoes.png\" alt=\"Keywords with shoes, different keyword difficulty\" class=\"wp-image-148831\" style=\"width:571px;height:259px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-keywords-with-shoes.png 1142w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-keywords-with-shoes-680x308.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-keywords-with-shoes-768x348.png 768w\" sizes=\"auto, (max-width: 1142px) 100vw, 1142px\"><\/figure>\n\n\n\n<p>So for example, if your website is new and doesn\u2019t have a strong backlink profile yet, you may want to focus on <a href=\"https:\/\/ahrefs.com\/blog\/low-competition-keywords\/\">low-competition keywords<\/a> below KD&nbsp;20.<\/p>\n\n\n\n<p>There may be other factors that can come into play, such as familiarity with the brand. Learn more about estimating keyword difficulty <a href=\"https:\/\/ahrefs.com\/blog\/keyword-difficulty\/\">here<\/a>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Search intent&nbsp;<\/h3>\n\n\n\n<p>Search intent is the reason behind the search. Usually, searchers either want to learn something, buy something, or find a specific website.&nbsp;<\/p>\n\n\n\n<p>Search intent matters for keyword optimization because Google tends to rank content that matches the dominating intent behind the&nbsp;query.&nbsp;<\/p>\n\n\n\n<p>Your task here is to identify what searchers are after and decide whether you can offer that and whether it\u2019s worth it for&nbsp;you.&nbsp;<\/p>\n\n\n\n<p>To illustrate, it could be tough for a \u201cnon e-commerce\u201d website to break the mold for a query like \u201cwomen\u2019s shoes.\u201d It\u2019s product pages from top to bottom.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1362\" height=\"936\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/4-top-ranking-pages-same-intent.jpg\" alt=\"Top-ranking pages with the same search intent\" class=\"wp-image-148833\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/4-top-ranking-pages-same-intent.jpg 1362w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/4-top-ranking-pages-same-intent-618x425.jpg 618w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/4-top-ranking-pages-same-intent-768x528.jpg 768w\" sizes=\"auto, (max-width: 1362px) 100vw, 1362px\"><figcaption class=\"wp-element-caption\">The entire first page for \u201cwomen\u2019s shoes\u201d shows product&nbsp;pages.<\/figcaption><\/figure>\n\n\n\n<p>We\u2019ll talk about search intent more in the next step of this&nbsp;guide.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Your expertise&nbsp;<\/h3>\n\n\n\n<p>In Google Search, the messenger is<em> <\/em>at least as important as the message.&nbsp;<\/p>\n\n\n\n<p>Google expressed philosophy on that through <a href=\"\/blog\/eeat-seo\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/eat-seo\/\">E-A-T principles<\/a> (expertise, authoritativeness, and trustworthiness). E-A-T is known to have a significant impact on queries in the Your Money or Your Life domain (i.e., health, financial topics, safety, etc.).<\/p>\n\n\n\n<p>Google further emphasized the role of the authority of the website (maybe even gave it more significance) in the recent <a href=\"https:\/\/developers.google.com\/search\/blog\/2022\/08\/helpful-content-update\">\u201chelpful content\u201d core update<\/a>:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a&nbsp;place)?<\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you\u2019d get search traffic?<\/p>\n<\/blockquote>\n\n\n\n<p>Google wants to show quality content to its users. Knowing that something comes from a trusted source simply makes it easier for a search engine to recognize quality content.&nbsp;<\/p>\n\n\n\n<p>So for example, a blog on health should ideally be written or at least reviewed by someone with formal medical training. Also, it should be reviewed and updated on a regular basis.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"797\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/5-article-with-eat-signals.png\" alt=\"Health article reviewed by an expert\" class=\"wp-image-148835\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/5-article-with-eat-signals.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/5-article-with-eat-signals-680x271.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/5-article-with-eat-signals-768x306.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/5-article-with-eat-signals-1536x612.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> Learn more about <a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">finding keywords<\/a>, or <a href=\"https:\/\/ahrefs.com\/blog\/how-to-choose-keywords-for-seo\/\">choosing keywords for SEO<\/a>, by reading our dedicated guides.<\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Step 2. Align with the search intent\" data-section=\"align-with-the-search-intent\">\n\n\n\n<h2 class=\"wp-block-heading\">Step 2. Align with the search intent&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Let\u2019s ask Google what kind of content searchers want to see. We call this analyzing the three Cs of search intent.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Content type<\/h3>\n\n\n\n<p>Content type refers to the goal the searcher is after. The content type will usually be one of the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Blog post\/article<\/li>\n\n\n\n<li>Product page<\/li>\n\n\n\n<li>Category page<\/li>\n\n\n\n<li>Landing page<\/li>\n<\/ul>\n\n\n\n<p>The task here is to take top-ranking pages for your keyword and look for the dominating type of content among them. The top three ranking pages and SERP features (People Also Ask box, featured snippet) will be most impactful here. Then match that with your content.&nbsp;<\/p>\n\n\n\n<p>For example, for \u201cbest all season car tires,\u201d we see almost only articles (except for the #1 result). So if you were to compete for this keyword, your best chance to do so would be with an article too because that\u2019s the dominating content type.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1534\" height=\"1502\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/6-serp-all-season-tires.png\" alt=\"SERP for &quot;best all season car tires&quot;\" class=\"wp-image-148836\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/6-serp-all-season-tires.png 1534w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/6-serp-all-season-tires-434x425.png 434w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/6-serp-all-season-tires-768x752.png 768w\" sizes=\"auto, (max-width: 1534px) 100vw, 1534px\"><figcaption class=\"wp-element-caption\">9\/10 results are articles.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Content format&nbsp;<\/h3>\n\n\n\n<p>Content format refers to how users seemingly prefer information served to them. The content type will usually be one of the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cHow-to\u201d guide<\/li>\n\n\n\n<li>Step-by-step tutorial<\/li>\n\n\n\n<li>List post<\/li>\n\n\n\n<li>Opinion piece<\/li>\n\n\n\n<li>Review<\/li>\n\n\n\n<li>Comparison<\/li>\n\n\n\n<li>Product page (homepage or subpage)<\/li>\n<\/ul>\n\n\n\n<p>For example, \u201chome decor tips\u201d is dominated by listicles; most of them have numbers in titles and\/or the main content is structured in ordered lists.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1450\" height=\"1448\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-serp-home-decor-tips.png\" alt=\"SERP for &quot;home decor tips&quot;\" class=\"wp-image-148838\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-serp-home-decor-tips.png 1450w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-serp-home-decor-tips-426x425.png 426w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-serp-home-decor-tips-768x767.png 768w\" sizes=\"auto, (max-width: 1450px) 100vw, 1450px\"><\/figure>\n\n\n\n<p>Analogically to the other Cs of search intent, the idea is to identify what content format dominates the SERPs and use it for your&nbsp;page.&nbsp;<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">TIP<\/div><div class=\"recommendation-content\">Note: SERPs are not always this obvious. Sometimes, Google ranks different types and formats of content.&nbsp;\n\n\n\n<p>One reason for this may be that Google moves to serve <a href=\"https:\/\/www.blog.google\/products\/search\/helping-you-along-your-search-journeys\/\">search journeys<\/a> rather than search queries.&nbsp;<\/p>\n\n\n\n<p>In SEO, this is called mixed or fractured search intent. See what you can do in such a situation:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube\"><div style=\"display: contents;\">\n\n<div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-kgm17ergqtw\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-kgm17ergqtw\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/KGm17ERgqTw?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/KGm17ERgqTw?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n<\/div><\/figure>\n\n\n\n<p>You may come across a chance to rank a different type of content from the dominating one. This usually happens in broad terms where people can look for different things. Indications of this can be found&nbsp;in:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Questions in the PAA&nbsp;box.<\/li>\n\n\n\n<li>Presence of certain rich search results, such as the \u201cThings to&nbsp;know.\u201d&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>There\u2019s an interesting analysis<a href=\"https:\/\/www.searchenginejournal.com\/enterprise-seo-whos-winning\/448305\/#:~:text=%5BCoffee%5D%20SERP%20Insights\"> of the \u201ccoffee\u201d keyword by Kayle Larkin<\/a>. I highly recommend it if you want to get a hint on how to spot these kinds of opportunities. A bet on that tactic, however, may be riskier.<\/p><\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Content angle&nbsp;<\/h3>\n\n\n\n<p>Content angle is the unique selling point of a page. It should catch the attention of the searcher and indicate what is special about the&nbsp;page.<\/p>\n\n\n\n<p>To illustrate, consider the query \u201chow to become rich.\u201d Some angles for this query&nbsp;are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Before 30<\/li>\n\n\n\n<li>In a smart&nbsp;way<\/li>\n\n\n\n<li>Fast&nbsp;<\/li>\n\n\n\n<li>According to experts<\/li>\n\n\n\n<li>Best<\/li>\n\n\n\n<li>From nothing&nbsp;<\/li>\n\n\n\n<li>In five&nbsp;years<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1452\" height=\"1688\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-serp-how-to-become-rich.png\" alt=\"SERP for query &quot;how to become rich&quot;\" class=\"wp-image-148840\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-serp-how-to-become-rich.png 1452w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-serp-how-to-become-rich-366x425.png 366w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-serp-how-to-become-rich-768x893.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-serp-how-to-become-rich-1321x1536.png 1321w\" sizes=\"auto, (max-width: 1452px) 100vw, 1452px\"><\/figure>\n\n\n\n<p>Makes sense, right? That\u2019s why the content angle should be tightly matched with the topic. A topic may require the freshest view of said topic, while another may require a list of free online tools. SERPs are again the best place to look for that information.<\/p>\n\n\n\n<p>For example, it won\u2019t make sense to use \u201cbefore 30\u201d or \u201cin five years\u201d for a query like \u201chow to peel a banana.\u201d We can see on the SERPs that what seems to be valuable to users is learning how to do it the right way (i.e., like a monkey).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1270\" height=\"1234\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/9-serp-how-to-peel-a-banana.png\" alt=\"SERP for &quot;how to peel a banana&quot;\" class=\"wp-image-148842\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/9-serp-how-to-peel-a-banana.png 1270w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/9-serp-how-to-peel-a-banana-437x425.png 437w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/9-serp-how-to-peel-a-banana-768x746.png 768w\" sizes=\"auto, (max-width: 1270px) 100vw, 1270px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Step 3. Follow on-page SEO best practices\" data-section=\"follow-on-page-seo-best-practices\">\n\n\n\n<h2 class=\"wp-block-heading\">Step 3. Follow on-page SEO best practices&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Once we have picked our target keyword and identified the search intent for it, it\u2019s time to write our content with SEO in&nbsp;mind.&nbsp;<\/p>\n\n\n\n<p>For this, we need the so-called on-page SEO. In other words, tried and tested things that you can do on the page itself to help Google and searchers better understand and digest your content.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re optimizing old content, it\u2019s a good idea to go through the process with a tool like Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a> (also available for free in <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>). It will help you catch all the missing tags, unoptimized images, and&nbsp;more.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"932\" height=\"660\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-content-report-site-audit.png\" alt=\"All issues from the Content report in Site Audit\" class=\"wp-image-148844\" style=\"width:559px;height:396px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-content-report-site-audit.png 932w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-content-report-site-audit-600x425.png 600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-content-report-site-audit-768x544.png 768w\" sizes=\"auto, (max-width: 932px) 100vw, 932px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Give searchers what they&nbsp;want&nbsp;<\/h3>\n\n\n\n<p>You may have a completely unique opinion on your topic. You may want to approach it in an unconventional fashion. That\u2019s all fine because Google wants unique content. But if you want your content to rank, you need to meet searchers\u2019 expectations too. Google is <a href=\"https:\/\/developers.google.com\/search\/docs\/fundamentals\/seo-starter-guide#provide-an-appropriate-amount-of-content-for-your-subject\">quite clear about it<\/a>:&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Provide an appropriate amount of content for your subject \u2026 . So, for example, if you describe your page as a recipe, provide a complete recipe that is easy to follow, rather than just a set of ingredients or a basic description of the&nbsp;dish.<\/p>\n<\/blockquote>\n\n\n\n<p>You can get a pretty good idea of what searchers want by looking at the topics covered by the top-ranking pages. The more commonalities between pages, the higher the probability that a given subtopic is important to the searchers.<\/p>\n\n\n\n<p>You can automate this process using Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/content-gap\">Content Gap tool<\/a>. Simply enter the URLs of top-ranking pages and get the keywords that they rank for. The keywords will indicate subtopics that you should consider including in your content.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1332\" height=\"828\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/11-content-gap-tool-ahrefs.png\" alt=\"Content Gap tool in Ahrefs\" class=\"wp-image-148846\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/11-content-gap-tool-ahrefs.png 1332w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/11-content-gap-tool-ahrefs-680x423.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/11-content-gap-tool-ahrefs-768x477.png 768w\" sizes=\"auto, (max-width: 1332px) 100vw, 1332px\"><figcaption class=\"wp-element-caption\">Step 1. Make sure to leave the last input&nbsp;blank.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"930\" height=\"730\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-content-gap-keywords.png\" alt=\"Results from Content Gap tool\" class=\"wp-image-148848\" style=\"width:558px;height:438px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-content-gap-keywords.png 930w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-content-gap-keywords-541x425.png 541w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-content-gap-keywords-768x603.png 768w\" sizes=\"auto, (max-width: 930px) 100vw, 930px\"><figcaption class=\"wp-element-caption\">Step 2. Look at the keywords to spot topics and patterns.<\/figcaption><\/figure>\n\n\n\n<p>You can then also adjust the \u201cIntersect\u201d settings to pick only the biggest commonalities.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"944\" height=\"664\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/13-content-gap-intersect-options.png\" alt=\"&quot;Intersect&quot; settings to filter Content Gap report results\" class=\"wp-image-148850\" style=\"width:566px;height:398px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/13-content-gap-intersect-options.png 944w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/13-content-gap-intersect-options-604x425.png 604w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/13-content-gap-intersect-options-768x540.png 768w\" sizes=\"auto, (max-width: 944px) 100vw, 944px\"><\/figure>\n\n\n\n<p>This report also makes it easier to optimize existing content. You can add your page in the last field to see keywords that your content doesn\u2019t rank for compared to your competitors.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1330\" height=\"806\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/14-content-gap-tool-ahrefs-2.png\" alt=\"Content Gap tool, comparing to existing content\" class=\"wp-image-148852\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/14-content-gap-tool-ahrefs-2.png 1330w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/14-content-gap-tool-ahrefs-2-680x412.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/14-content-gap-tool-ahrefs-2-768x465.png 768w\" sizes=\"auto, (max-width: 1330px) 100vw, 1330px\"><\/figure>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Recommendation<\/div><div class=\"recommendation-content\">Sometimes, you can smell an \u201coptimized\u201d text from a mile through keywords shoehorned into every second sentence. This kind of quasi-optimization is something you should avoid, as it\u2019s based on two SEO myths: <a href=\"https:\/\/ahrefs.com\/blog\/lsi-keywords\/\">LSI<\/a> and <a href=\"https:\/\/www.searchenginejournal.com\/ranking-factors\/tf-idf\/?itm_source=site-search&amp;itm_medium=site-search&amp;itm_campaign=site-search#close\">TF-IDF<\/a> keywords.&nbsp;\n\n\n\n<p>Here\u2019s the thing. You don\u2019t need to tactically sprinkle closely related keywords (the idea behind LSI), nor do you need to repeat them a certain number of times (TF-IDF).&nbsp;<\/p>\n\n\n\n<p>But mentioning related keywords, phrases, and entities in your text can boost your SEO. It has nothing to do with gaming the system. Rather, it\u2019s about understanding what type of information searchers may be looking for. The difference may sound subtle, so feel free to <a href=\"https:\/\/ahrefs.com\/blog\/lsi-keywords\/#can-related-words-boost-rankings\">learn more here<\/a>.<\/p><\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Make your content easy to digest&nbsp;<\/h3>\n\n\n\n<p>Easy-to-digest content in the SEO world means these three things:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Writing in simple words, avoiding complex sentences<\/strong> \u2013 Of course, you can and probably should use technical terms when the topics require them.&nbsp;<\/li>\n\n\n\n<li><strong>Making content skimmable <\/strong>\u2013<strong> <\/strong>Two reasons: (1) Most people aren\u2019t here for the whole thing\u2014just specific info, and (2) people skim content to decide whether it\u2019s worth their&nbsp;time.<\/li>\n\n\n\n<li><strong>Using images <\/strong>\u2013<strong> <\/strong>They make content more comprehensive and break walls of&nbsp;text.&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>Imagine Google serving results that most people can\u2019t digest. If you were Google, that\u2019s the kind of results you\u2019d like to&nbsp;avoid.&nbsp;<\/p>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/flesch-reading-ease\/\"><em>Flesch Reading Ease: Does It Matter for SEO? (Data Study)<\/em><\/a>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Optimize page&nbsp;title&nbsp;<\/h3>\n\n\n\n<p>Both searchers and Google use the title of the page to understand the context of the page. So you need to optimize the page title for both parties:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Make your target keyword part of the title<\/strong> \u2013 Just to be clear, Google is advanced enough to rank relevant pages that don\u2019t use the search query in the title. But including the keyword in the title tag is your best bet&nbsp;here.&nbsp;<\/li>\n\n\n\n<li><strong>Make the title informative yet attractive to the reader&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>Not too short, not too long<\/strong> \u2013 Use a tool like <a href=\"https:\/\/www.highervisibility.com\/seo\/tools\/serp-snippet-optimizer\/\">SERPsim<\/a> to check your titles before you publish.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/title-tag-seo\/\"><em>How to Craft the Perfect SEO Title Tag (Our 4-Step Process)<\/em><\/a>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Match the H1 tag with the title&nbsp;tag<\/h3>\n\n\n\n<p>The consensus among SEOs seems to be that your H1 tag should be consistent with the title tag. This means two things.<\/p>\n\n\n\n<p>First, these tags can be slightly different. However, it\u2019s best if the H1 also contains the target keyword.&nbsp;<\/p>\n\n\n\n<p>For example, a product page can have a title tag that describes the value proposition of the product, while the H1 tag can be just a heading for the content that follows below.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1338\" height=\"951\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/15-similar-title-h1.png\" alt=\"Similar title and H1 shown by Ahrefs' SEO Toolbar\" class=\"wp-image-148854\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/15-similar-title-h1.png 1338w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/15-similar-title-h1-598x425.png 598w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/15-similar-title-h1-768x546.png 768w\" sizes=\"auto, (max-width: 1338px) 100vw, 1338px\"><\/figure>\n\n\n\n<p>But it\u2019s perfectly fine if both the H1 and title tag are the same. This is a rule you may want to go with for blog&nbsp;posts.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Write a compelling meta description<\/h3>\n\n\n\n<p>In case you\u2019re wondering, what you put inside the meta description tag most probably won\u2019t impact rankings.&nbsp;<\/p>\n\n\n\n<p>But it\u2019s still a good idea to give that little piece of content some thought because it may entice readers to choose your page among others on the&nbsp;SERP.<\/p>\n\n\n\n<p>Here are a few tips on crafting your meta descriptions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Think about what searchers expect from a page found on the #1 page of Google <\/strong>\u2013 This comes back to search intent. It helps if you check your meta description on a mobile device. It\u2019s more prominent there, so you\u2019ll instantly know if the meta is enticing and helpful.<\/li>\n\n\n\n<li><strong>Mind the length<\/strong> \u2013 Use something like SERPsim.&nbsp;<\/li>\n\n\n\n<li><strong>Write in newspaper headlines<\/strong> \u2013 For instance, compare this \u201cTireHeaven has a wide variety of tires and wheels in stock. We have all of the top brands of passenger and truck tires, along with lawn, trailer, and tire \u2026\u201d to \u201cTires and wheels for all vehicles. Top brands. Fast and free shipping to an installer near&nbsp;you.\u201d&nbsp;<\/li>\n\n\n\n<li><strong>Take cues from descriptions on search ads<\/strong> \u2013 Marketers actually spend a lot of time tweaking those.&nbsp;<\/li>\n\n\n\n<li><strong>Have a unique meta description for each&nbsp;page<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>Learn more: <\/strong><a href=\"https:\/\/ahrefs.com\/blog\/meta-description\/\"><em>How to Write the Perfect Meta Description<\/em><\/a>&nbsp;<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> Google may still replace your title tag (<a href=\"https:\/\/ahrefs.com\/blog\/title-tags-study\/\">study<\/a>) and meta description (<a href=\"https:\/\/ahrefs.com\/blog\/meta-description-study\/\">study<\/a>) with something that, according to the system, fits the search query better. But writing your own title and meta is your best bet for displaying what you want and not what Google wants.<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Use H2\u2013H6 tags for subheadings<\/h3>\n\n\n\n<p>Here, the solution is straightforward: The best use you can make of tags H2\u2013H6 is for subheadings.&nbsp;<\/p>\n\n\n\n<p>Subheadings are good for creating a skimmable hierarchy in a document. A good hierarchy should allow the reader to understand what they can find in the text just by skimming through the&nbsp;page.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Create a user-friendly URL<\/h3>\n\n\n\n<p>Although John Mueller said <a href=\"https:\/\/www.searchenginejournal.com\/ranking-factors\/urls\/\">not to worry about URLs<\/a>, I think Google said it all with this in its SEO&nbsp;guide:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1648\" height=\"234\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/16-google-seo-guide-quote.png\" alt=\"Quote from Google's SEO guide\" class=\"wp-image-148857\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/16-google-seo-guide-quote.png 1648w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/16-google-seo-guide-quote-680x97.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/16-google-seo-guide-quote-768x109.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/16-google-seo-guide-quote-1536x218.png 1536w\" sizes=\"auto, (max-width: 1648px) 100vw, 1648px\"><\/figure>\n\n\n\n<p>Bad URLs are a slant against Google\u2019s grand design of serving helpful results.&nbsp;<\/p>\n\n\n\n<p>URLs do appear in the search results, and some users may read them to make sure they\u2019re clicking on legit pages. But since Google doesn\u2019t always show the full URL on the SERPs, I guess this is not something to ponder too much about. Just a clear, simple, and human-readable structure is all you&nbsp;need.&nbsp;<\/p>\n\n\n\n<p>So do&nbsp;this:<\/p>\n\n\n\n<p><code>\/how-to-peel-a-banana<\/code><\/p>\n\n\n\n<p>Instead of&nbsp;this:<\/p>\n\n\n\n<p><code>\/how-to-peel-a-banana-like-a-monkey-the-right-way-10-2022&nbsp;<\/code><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Optimize images (filenames and alt&nbsp;tags)<\/h3>\n\n\n\n<p>It isn\u2019t just text that\u2019s important for keyword optimization. Images help Google understand what a page is about&nbsp;too.&nbsp;<\/p>\n\n\n\n<p>Makes sense if you think about it. If Google finds a lot of images about dogs on a page, it has a very good reason to think that the page is about&nbsp;dogs.&nbsp;<\/p>\n\n\n\n<p>Moreover, images can rank in Google Image Search. Additionally, your images may show up as previews in Search or in <a href=\"https:\/\/ahrefs.com\/blog\/google-discover\/\">Google Discover<\/a>.&nbsp;<\/p>\n\n\n\n<p>Google looks at a number of things when it comes to images. You can find the entire list <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/google-images\">here<\/a>. In&nbsp;short:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Use relevant images <\/strong>\u2013 It\u2019s best if they\u2019re original.&nbsp;<\/li>\n\n\n\n<li><strong>Use descriptive, succinct filenames and alt tags <\/strong>\u2013 Avoid generic names, and don\u2019t make them too long. Something like \u201chouse-on-a-hill.jpg\u201d is better than \u201cimage1.jpg\u201d.<\/li>\n\n\n\n<li><strong>Place your images close to relevant text&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/alt-text\/\"><em>Alt Text for SEO: How to Optimize Your Images<\/em><\/a>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Link to relevant internal and external resources<\/h3>\n\n\n\n<p>When the content demands a link to some other page, don\u2019t hold back. Both internal and external links help Google understand the context, and that\u2019s a good thing for keyword optimization. They can also help establish E-A-T\u2014just make sure you link to pages that you&nbsp;trust.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1768\" height=\"713\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/17-healthline-linking-to-sources.png\" alt=\"Healthline linking to sources\" class=\"wp-image-148859\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/17-healthline-linking-to-sources.png 1768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/17-healthline-linking-to-sources-680x274.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/17-healthline-linking-to-sources-768x310.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/17-healthline-linking-to-sources-1536x619.png 1536w\" sizes=\"auto, (max-width: 1768px) 100vw, 1768px\"><\/figure>\n\n\n\n<p>But where you link to is not just about the context. Internal links can be used tactically to boost rankings because they are known to pass link equity.&nbsp;<\/p>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/internal-links-for-seo\/\"><em>Internal Links for SEO: An Actionable Guide<\/em><\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Optimize for featured snippets&nbsp;<\/h3>\n\n\n\n<p>Featured snippets are bits of content that Google pulls from pages to answer search queries.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1422\" height=\"1166\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/18-featured-snippet-example.png\" alt=\"Featured snippet example\" class=\"wp-image-148861\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/18-featured-snippet-example.png 1422w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/18-featured-snippet-example-518x425.png 518w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/18-featured-snippet-example-768x630.png 768w\" sizes=\"auto, (max-width: 1422px) 100vw, 1422px\"><\/figure>\n\n\n\n<p>Basically, when Google thinks there is a short and sweet answer to the question, it tends to show it right on the SERPs without making people click on anything.&nbsp;<\/p>\n\n\n\n<p>Optimizing for featured snippets is basically about:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Providing the answer to the main question early in the&nbsp;text.&nbsp;<\/li>\n\n\n\n<li>Making the answer succinct.<\/li>\n\n\n\n<li>Structuring your content in an organized, clear&nbsp;way.<\/li>\n\n\n\n<li>Using easy-to-understand language (avoiding jargon too).&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>If you plug in your target keyword in Google, you will see right away if there\u2019s a featured snippet you can optimize for. But if you\u2019re working with a bigger list of keywords, you may want to use a tool like Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>. Simply enter all your keywords and set the \u201cSERP features\u201d filter to \u201cFeatured snippet.\u201d You can do the same with your existing content and Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"1194\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/19-featured-snippet-filter-ahrefs.png\" alt=\" &quot;Featured snippet&quot; filter in Ahrefs\" class=\"wp-image-148902\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/19-featured-snippet-filter-ahrefs.png 1140w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/19-featured-snippet-filter-ahrefs-406x425.png 406w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/19-featured-snippet-filter-ahrefs-768x804.png 768w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\"><\/figure>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/featured-snippets\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/find-featured-snippets\/\"><em>How to Optimize for Google\u2019s Featured Snippets<\/em><\/a>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Optimize for rich results&nbsp;<\/h3>\n\n\n\n<p>Rich result is any type of visually enhanced search result with information pulled from relevant structured data. It likely doesn\u2019t impact rankings. But it can make your page more eye-catching.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1352\" height=\"280\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/20-rich-results-example.png\" alt=\"Rich results example\" class=\"wp-image-148903\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/20-rich-results-example.png 1352w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/20-rich-results-example-680x141.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/20-rich-results-example-768x159.png 768w\" sizes=\"auto, (max-width: 1352px) 100vw, 1352px\"><\/figure>\n\n\n\n<p>Some content formats are eligible for special types of search results, such as this recipe carousel.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1360\" height=\"1366\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/21-rich-results-carousel.jpg\" alt=\"Rich results carousel\" class=\"wp-image-148904\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/21-rich-results-carousel.jpg 1360w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/21-rich-results-carousel-423x425.jpg 423w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/21-rich-results-carousel-768x771.jpg 768w\" sizes=\"auto, (max-width: 1360px) 100vw, 1360px\"><\/figure>\n\n\n\n<p>To make a page eligible for rich results, you need to add some simple code called <a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\">schema markup<\/a>. Each content format that supports rich results has its own set of markup properties.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s the process. You should:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Check available properties for your content in <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/article\">Google\u2019s documentation<\/a>.<\/li>\n\n\n\n<li>Deploy the code. Use a markup generator or write it yourself.<\/li>\n\n\n\n<li>Test the code using this <a href=\"https:\/\/search.google.com\/test\/rich-results\">Rich Results Test tool<\/a>.<\/li>\n\n\n\n<li>Use the URL Inspection tool in Google Search Console to see if the site looks OK. If there are no issues, Google recommends using the request indexing tool to let it know about changes.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts&nbsp;<\/h2>\n\n\n\n<p>Keep in mind that the aim of keyword optimization is not to game the system in some cyberpunk fashion. The goal is to help Google and searchers find and understand your content.<\/p>\n\n\n\n<p>So once you\u2019re done with all the points from this guide, it\u2019s a good idea to circle back and take this <a href=\"https:\/\/developers.google.com\/search\/docs\/fundamentals\/creating-helpful-content\">self-assessment test<\/a> to make sure your content is \u201chelpful, reliable and people-first.\u201d<\/p>\n\n\n\n<p>Once your content is live, here are two things you can do&nbsp;next:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Build links to your content to boost rankings. Check our <a href=\"https:\/\/ahrefs.com\/seo\/link-building\" data-ahr=\"https:\/\/ahrefs.com\/blog\/link-building\/\">guide to link building <\/a>to start off on the right&nbsp;foot.&nbsp;<\/li>\n\n\n\n<li>Monitor your ranking progress to check if your tactics are working or when to update the content. But don\u2019t do it manually on Google; rather, use a rank tracker. <a href=\"https:\/\/ahrefs.com\/blog\/best-rank-tracker\/\">Here\u2019s why.<\/a><\/li>\n<\/ol>\n\n\n\n<p>Got questions? Ping me <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s a fundamental process in SEO because Google aims to serve the most relevant content to its&nbsp;users. In this post, you\u2019ll learn how to optimize your new and existing content for any keyword. &nbsp; Whether you\u2019re optimizing existing or new<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":148901,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[328,413],"tags":[],"coauthors":[412],"class_list":["post-148814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-keyword-research","category-on-page-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Do Keyword Optimization for SEO (3 Steps)<\/title>\n<meta name=\"description\" content=\"If you want content to rank, match search intent and follow some on-page best practices. 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