Keywords are the foundation of any solid Search Engine Optimisation (SEO) strategy, but they can often become confusing. Throughout I’m going to explain the GrowTraffic keyword pyramid, and hopefully your confusion will be untangled, and you’ll crawl down, or up to our pyramid.
To untangle the confusion, a strategy needs to be in place so you and I can wrap our heads around the concept. Creating a campaign and structure for SEO is the easiest way to organise your keywords in the right way.
The most common method for keyword organisation is the use of a pyramid, where specific keywords hold more weight /authority than others. Let’s look at the structure of our GrowTraffic keyword pyramid so you can create one for your website.
What Is A Keyword Pyramid?
The keyword pyramid is as the name suggests, a multi-layered structure with a solid foundation, a supporting middle, and a pinnacle to work towards. The three layers consist of low, average, and high traffic volume keywords which vary in difficulty in terms of ranking.
Primary Keywords: The Top Of The Keyword Pyramid
The pinnacle of keywords, the top of our GrowTraffic pyramid and authority that comes with them, is everything SEO guru’s desire.
As the name suggests, these keywords are hard to rank for and can take several years to reach. There are cases in which websites needed a decade to get to page one for high competition keywords. High competition keywords should be displayed on your home page and the most important pages like parent pages. Blog posts can also be used to support your primary keywords. Choose 3-5 separate keywords which will generate the highest amount of traffic to your website.
If you’re a small-medium sized business, don’t get caught up with trying to get your primary Keywords to the top of the search engine rankings. Let’s say you’re a niche company selling beer. If you have a look at your competition and a potential consumer searching for beer in Google. I know, and you should know the outcome. Consider the fact that there are huge organisations that have the highest of domain authority who pay millions in-house and out-house to capture the best and peak of SEO. You can’t compete, that’s why we at GrowTraffic and what you should incorporate going forward is capturing choirs and more niche searches.
Secondary Key Words: The Middle Of The Pyramid
The middle of the GrowTraffic pyramid is secondary keywords. They’re filled with medium competitions word and average traffic volumes. More specific than primary keywords. For instance, if your keyword is SEO Consultant your second keyword may be What Does An SEO Consultant Do? The concept is the same the lower down the pyramid you get, the only difference is these keywords are easier to rank higher for as they’re more niche and less competitive.
I would say secondary keywords generate on average 50% more search volume than long-tail keywords but may vary. Secondary keywords are often targeted through your product pages, landing pages and the title of your blog posts. Your middle consists of three to five mid competition keywords.
Choose another 3-5 secondary keywords to make up the middle section of your keyword pyramid.
Synonyms & Semantic Keywords
Just above the foundation step of our pyramid is synonyms and sematic keywords. Sematic keywords are keywords that are more niche, but often aren’t exactly your keyword, they’re synonyms surrounding your sector or initial query.
These phrases are used at GrowTraffic in our H2’s when creating blogs (H2’s are the secondary titles in your blog post that address different questions around the main topic) and the content within or differing pages on your website.
As you funnel down the pyramid it can be seen as harder to incorporate the longer search queries into your website, but with either SEO experience or training, you will find it’s the opposite way round. Our Sematic keyword example would be ‘Website Traffic Growth Expert’.
Long-Tail Keywords: The Bottom Of The Pyramid
The bottom and the foundation of the GrowTraffic pyramid are long-tail keywords. Long-tail keywords are keywords that are very niche, with high search intent and a lower competition rate.
We’d more so say they’re phrases. Long-tail keywords focus on the search queries consumers ask search engines. They’re more like sentences rather than just one to two words.
Sticking with our SEO scheme here’s an example of a long-tail keyword – SEO Consultant Conversion Specialist. The average search volume for long-tail keywords is lower and therefore often ignored by the bigger competitors because standalone they do not generate significant traffic but combined can generate serious search traffic and intent to convert.
Incorporating these phrases into your content can be tricky, but a good writer will know how to do this without sounding obnoxious and forced. Long-tail keywords take less time to rank for than any other keyword category. Long-tail keywords are mostly targeted through your content in your blog posts, they serve as evergreen SEO content.