Google Keyword Research & Ranking Guide

1. Keyword Selection

1.1 Target Keywords: Dominant keywords for the website (homepage optimization)

  1. Selection criteria:

  • New, with search volume, low competition, and not branded by others.

  • Use SEO tools (SEMrush, Ahrefs, Google Trends, SimilarWeb, etc.) + direct Google searches to analyze and finalize choices.

2. Stable and sufficient search volume:

  • Check via Google Trends (relative values only).

  • For exact search volume:

    1. Create a Google Ads account and run a small paid campaign.

    2. Non-ad accounts show a range (e.g., 10K–100K monthly searches).

    3. Tools like Keywords Everywhere display the upper limit of this range (e.g., 100K), but actual data from active ad accounts may be higher.

    4. Google Ads data is delayed (up to the previous month).

3. Learn from competitors:

  • Analyze their meta tags or use third-party tools to identify their ranking keywords.

4. Multilingual keywords:

  • Search for translated terms (e.g., term “A”) and study top-ranking sites in that language.

  • Use SEMrush/SimilarWeb to identify their traffic sources.

  • Prioritize user search intent over direct translation.

  • For high-traffic keywords in language “A,” adapt to language “B”’s local expressions (use GPT for localization guidance).

1.2 Long-Tail Keywords: Contextually relevant terms

  • Lower optimization difficulty, higher conversion rates, stable rankings, and low maintenance.
  • Optimize via dedicated category pages.

  • Research user needs in industry forums.

1.3 Keyword Sourcing: Contextually relevant terms

  1. Identify high-traffic competitor sites.
  2. Expand the keyword pool by analyzing related sites iteratively.

  3. Use SimilarWeb/SEMrush/Ahrefs to extract their traffic-driving keywords.

1.3.1 Keyword library application:

  • Tag user-generated content with keywords.

  • Create a dedicated page when a keyword has ≥3 related pieces of content.

  • Optimize pages around the core keyword, linking to relevant content.

  • Prioritize quality pages tailored for exposure/clicks over arbitrary content generation.

1.3.2 Site structure:

  • Hierarchical tree layout (e.g., homepage → subdirectories → pages).

  • Implement breadcrumb navigation to clarify page hierarchy.

  • Top navigation bar for root-level keywords (internal linking boost).

  • List sibling/subpages at each level.

  • Add multiple entry points for critical inner pages.

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2. Keyword Optimization Step-by-Step Guide

2.1 When Keywords Enter Top 100

  • Ranking 50-100: Unstable, fluctuating positions.
  • Action: Avoid major changes (including TDKH—Title, Description, Keywords, H-tags). Maintain consistent content publishing frequency.
  • Duration: Typically 7–30 days.

2.2 Boosting Keywords from Outside Top 20 to Top 20

  • Social Media Promotion: Post long-form content on Twitter, Reddit, Quora, YouTube to drive clicks.

  • Backlink Building: Acquire high-relevance backlinks (e.g., guest posts, niche-related exchanges).

  • Optimize Headlines: Include trending terms to attract clicks, increase pageviews (PV), and reduce bounce rate.

2.3 When Keywords Reach Top 20

  • Goal: Push to Top 3-5 (Critical Phase)

    • Rankings are highly unstable—top positions receive most traffic.

    • User behavior impacts Google’s judgment:

      • If users stay (don’t return to search results) → High-value content.

      • If users bounce back → Google may downgrade ranking.

    • Action: Pause backlink efforts; focus on improving content quality.

  • If Stuck at ~10th Position:

    • On-site SEO is sufficient, but content fails user expectations.

    • Re-analyze keyword intent and enhance content depth.

  • If Stuck at ~20th for 15+ Days:

    • Increase keyword density on the landing page.

    • Adjust the title tag to include the exact keyword.

2.4 When Keywords Stay in Top 10 Without Movement

  • If ranking stalls despite quality improvements:

    • Use “Site-within-a-Site” Strategy (dynamically display fresh content on the homepage).

    • Purpose: Regain search engine attention + boost indexed pages.

2.4 1 What is a “Site-within-a-Site”?

  • A sub-site under the main domain (subdirectory or subdomain) with independent content/structure.

2.4.2 Implementation by Site Type:

  1. Community/Brand Sites (Industry Leaders)

    • Add a forum (under a main directory) to increase engagement & indexed pages.

  2. Corporate/Business Sites

    • Expand beyond basic product pages by adding:

      • Industry insights, expert blogs, event coverage (under a /blog/ or /news/ directory).

2.4.3 If Keywords Drop from Page 1 to Page 2:

  • Cause: User behavior signals declining relevance (e.g., high bounce rate).

  • Solution:

    • Revise the page with more engaging, user-centric content.

    • Re-optimize for search intent.