Tuesday, May 6, 2014

How to Find Striking Distance Keywords in HubSpot

by Derek Smith

HubspotAs you’re developing a content strategy, you perform keyword research and select which keyword phrases you’re going to target in your marketing campaign.

Part of developing a keyword strategy involves looking at your rankings to see what’s already within striking distance – meaning phrases for which you already rank fairly well. This post will explain how to find and track striking distance keywords in HubSpot.


Adding Keywords

When you first start using HubSpot, you can add up to 1,000 keyword phrases to track. You perform research in AdWords and see what your competitors rank for in SEMrush.

Then it's time to start putting keywords in HubSpot. Select "Keywords" from the Reports drop-down menu. Then click “Add Keywords” and start typing or pasting in the keywords you've selected.

Next click “Add Keywords” again and they’re in HubSpot and you can track the rankings going forward. (HubSpot also allows you to click "Get Suggestions" to find additional related keywords.)


Sorting keywords by ranking

Once you’ve got all your keywords loaded into HubSpot, click the “Sorted By” drop-down menu and sort by Rank. This will give you a list of all the keywords you rank for from Position 1 on down.

Now click the “All Keywords” drop-down menu and sort by “Ranking Opportunities.” This gives you a list of all the phrases for which you rank 11-60 and have a HubSpot Difficulty score under 70. HubSpot shows the recent upward (green arrow) or downward (red arrow) movement of these keywords. Hover over the arrow to see how much a particular keyword has moved up or down.

All the keywords for which you rank 11-29 (Google results pages 2 and 3) are truly “striking distance” and a first-page ranking could be within reach with some on-page optimization and inbound links.


Assessing the ranking pages

When evaluating these striking distance keywords, start with the phrases for which you rank 11-19 and work your way on down.

Perform a Google search for these phrases to assess the level of competition for a first-page ranking for that particular phrase. Make an honest assessment: do you think an optimized page on your site deserves to be on this first page of results? If so, you’ll want to further optimize your ranking page. (Click on the keyword phrase itself to see what the ranking page is on your site.)

Factor in these striking distance keywords as you create your content marketing strategy. Click “Export these Keywords” to export them into an Excel file.

Track the rankings of these keywords over time. Take a quick glance each day to see how you’re doing in moving more phrases into the Top 10.

At the top left of the Keywords report, you can see at a glance how many keyword phrases you have ranked in the top 3 and top 10. Hopefully, you’ll see these numbers increase as a result of your content marketing and optimization efforts.

So how do you go about tracking keywords? Have you ever used HubSpot for tracking?




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