This video introduces a free, quick technique called the "Low-Hanging Fruit Content Refresh" to significantly boost organic search traffic by optimizing existing content for specific keywords.
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in this video I'm going to show you how
to get three five even 10 times more
traffic to your site from organic search
with a free technique that only takes a
couple minutes and no this is not
clickbait I perform this technique for a
client and their rankings not only shot
up in a matter of weeks but they also
snagged some featured Snippets for their
target keywords I call this technique
the lwh hanging fruit content refresh
but before we get into the details of
the technique if we've never met before
my name is Matt and for the last 10
years I've been helping Brands get more
leads traffic and sales to their website
now I run a digital marketing
consultancy where I do just that for
Brands all over the world specifically
when it comes to SEO content marketing
and go to market strategy so if you want
more free advice From The Trenches be
sure to hit that subscribe button and
the Bell so you can be updated every
time I post a video now back to the
technique the lwh hanging fruit content
refresh really involves only three steps
the first is to identify keywords for
which your site ranks between positions
5 and 15 the second is to choose or
identify your target keyword and the
third is to inject that Target keyword
into what seos call the three kings now
the three kings are three key spots that
Google looks to to detect what your page
is all about and those are one the title
tag two the H1 tag and three the first
sentence or first paragraph of your body
copy you can also choose to include your
keyword in the URL as well as the meta
description but those aren't necessarily
ranking factors since Google rewrites a
lot of metad descriptions anyway but if
you're going to change it in the title
tag in H1 you might as well do it there
too now once you understand this concept
you'll start to see this kind of
optimization everywhere for example if I
go on Google and I search what is the
stock market the first result is this
page from Investopedia which is no big
surprise they pretty much dominate this
space let's take a look and see if
Investopedia is doing the three kings so
here we have the word stock market
inside of the URL then we have what is
the stock market inside of the H1 tag
inside of the title tag which is when
you hover over the tab you can see the
title tag here we have what is the stock
market and how does it work if we scroll
down we have a definition right off the
bat now this is something that a lot of
people especially bloggers when they're
first getting into SEO a big mistake
they make they think they need to have
this sort of big flowery epic
introduction and while sometimes you do
want to hook people in with an intro
depending on the content you're writing
a lot of times it's better just to give
them the answer upfront and that's
exactly what Investopedia does here and
they don't just do it one time either
they give a definition here here and
here the whole point is to make sure
that Google and people who are reading
this post are super clear about what
this is about and that is defining what
the stock market is and if we look at
the the page Source we can also see that
they're giving a very clear definition
of what the stock market is here let's
try it with another query like how to
design a logo from here we can see that
Wix is the number one result and if we
click this we can see aha how to design
a logo in the
URL how to design a logo in the H1 how
to design a logo in the title tag and
then if we go down we can see in the
first paragraph of the body copy how to
design a logo right there now at this
point you might be saying okay Matt are
you saying that if I put the keyword in
these spots that somehow my page is just
going to shoot up the Google rankings
and the answer is of course no I can't
guarantee that but what I can say with
confidence is that if you don't have
your target keyword in these crucial
spots you're likely confusing the Google
algorithm and you're likely leaving lots
of clicks and lots of Impressions on the
table unnecessarily so like I mentioned
in the intro a few years back I worked
with a client and had you know mediocre
content I would say on their site it was
written by you know some outsourced
independent contractors and I knew that
we would probably need to refresh every
page on the site eventually but being
that you know it was month one month two
and I really wanted to make a good first
impression I said well I need to do
something so I performed this technique
across all of their Pages just adjusting
these three kings just putting the
target keyword in these key spots and
like I said their rankings shot up they
got got some featured Snippets and it
bought us enough time to then go back
and do a full content Refresh on all of
the pages so let's do this together
first off we're going to need to go to
Google Search console Google search
console is completely free and I have a
video which I'll link here as well as in
the description on how to install Google
search console it's super easy to avoid
putting out any sensitive client
information I am going to be using my
own Niche site as an example I have a
niche site called composer code.com
which is all about composing music for
video games and yes I do Moonlight as a
music composer for video games so
there's that so anyway once we're in
Google search console what we're going
to do is we're going to go uh click
search results under
performance and then from here we're
going to make want to make sure this
average position box is ticked this is
going to tell us our average position
for each keyword in page now if we
scroll down here we're going to want to
click this upside down pyramid and we're
going to click position once we've set
up a filter for position we're going to
click this drop down and we're going to
say greater than and then we're going to
type in
4.9 and this is going to give us all
positions greater than 4.9 so let me
explain the purpose behind this
seemingly arbitrary range of positions 5
through 15 so the chart that you're
seeing on this screen is a chart of CTR
or click-through ratio based on position
in Google so you can see obviously the
result in the first position is you know
very clearly going to dominate
45.8% click-through ratio meaning
45.8% of all people who see this are
going to click it then we get a pretty
steep drop off for number two number
three and then by the end of number four
and five it's pretty much all the same
it's not great so let's think about this
for a second let's say you have a page
and it's in position 10 and position 10
as you can see here has a CTR of 1
42% if you were to get that page to
position five and let's also say that
this page that you have in position 10
gets around 10 clicks per month if you
were to get that page to position five
you would then be getting 68 clicks per
month theoretically which is 7 Xing your
traffic and if you have truly won favor
with the Google gods and you're able to
get to position one you'd be getting 318
clicks per month all things being equal
which is 32 Xing your traffic and then
when you compound this across all of
your pages that hit that 5 to 15
position range well you can see how
powerful that can be so let's do this
together as you can see here I have my
filter set up and I'm just going to
scroll down until I see something that
catches my eye I can expand the rows
here I'm going to scroll down okay so I
think I want to go with this one how to
write a good song now we're on to step
two which is all about figuring out your
target keyword now this opens up another
big conversation about keyword research
which is beyond the scope of this video
but I will be dropping a full keyword
research tutorial in video soon so be
sure to subscribe so that you see that
when it drops however here's what I'll
say in the meantime if you click the
keyword in Google search console it will
reveal the page that all of those
queries are leading to and then if we
click the
page and we go over here and we disable
this query filter we can then go down
and we can see all of the queries that
people are searching to get to this page
now why do I show you this is because
this is an excellent idea for finding
your target keyword the reason I like
finding Target keywords from Google
search console is because unlike other
keyword research tools you're getting it
straight from the source and you know
beyond a shadow of a doubt because you
have the clicks and Impressions to prove
it that there is traffic Behind These
keywords so this is a bit of a balancing
act because we don't just necess
necessarily want to go for the keyword
that has the highest Clicks in
Impressions if it doesn't fully
encapsulate the scope of what's on the
page or if it doesn't align with our
business goals now in this particular
case things are pretty straightforward
how to write a good song does
encapsulate what's on this page which is
a blog post that I wrote and it has the
highest clicks and Impressions so it's a
great fit so this is my target keyword
this is what I want to tweak this page
to rank for so now if I go back over to
the pages Tab and then I click this
button here to open open this page in a
new tab I can see that I'm not
optimizing for my three kings my title
tag doesn't have how to write a good
song My H1 doesn't have how to write a
good song and neither does my opening
paragraph but thankfully how to write a
song which is the original keyword I was
going for and how to write a good song
are very similar so editing this will be
pretty straightforward I'm just going to
click edit post and I'm literally just
going to change this how to write a good
song how to write a good song I'm going
to scroll down I'm going to add it to
the meta description here because why
not I have it set up so that my H1
automatically mirrors my title tag so
I'm good there and I'm just going to
click save and that took me all of what
20 seconds 30 seconds so you can see how
powerful this is and you can see why
this is usually the first thing I do
with any new client because you can
immediately start seeing traffic gains
now once I've made my changes I'm just
going to go back copy the URL come back
to Google search console click URL
inspection and I'm going to inspect this
URL now the reason I'm doing this is
because while Google does have a crawl
schedule where it goes and it basically
checks for new changes on my site I want
to them to hurry up I don't know what
that crawl schedule is it could be
several weeks it could be whatever so
what I'm going to do is I'm going to
request indexing see where it says page
changed request indexing what this does
is this asks Google hey I've made some
changes can you please send your robots
back and recrawl my site and if you want
more information about how Google crawls
sites be sure sure to check out this
video here where I explain all about how
Google works and then you're just going
to rinse and repeat for all of those
keywords in that 5 to 15 position range
so let's say you submit your url to
Google and then you come back in a week
or two weeks and you're not noticing any
changes well that may be a sign that you
need to take a step back and really go
back to the drawing board with your
content to make sure it's the best it
can be now this opens up another big
conversation I know I've said that a lot
in this video about onpage optimization
which I will make a full video on very
soon but for now here's what I'll tell
you about onpage optimization probably
the most important thing that you can do
in onpage optimization is to make sure
your page intent matches the Ser intent
or search engine results page intent for
example let's say you're building a
business a SAS business and it's a
cloud-based unified environment for
Developers for coding and testing and
deployment and you want to rank say one
of your features Pages for integrated
development environment IDE which is the
common term for where programmers do all
their coding however there's a big
problem with that because if we go to
Google and we search integrated
development environment we can see that
all of the top ranking posts are
informational in nature meaning they're
basically telling beginners what an IDE
is and why people use it you can you can
see all of these things what is an IDE
what is an IDE what is an IDE so if your
page is a features page about your IDE
and this keyword is about people wanting
to know what an IDE is then there's a
pretty big mismatch in your serp intent
and your page intent and you pretty much
have to either number one completely
reformat your content to match this
intent or number two scrap the keyword
and go for a different Target keyword
unless you're a highly authoritative
site I would not try to go up against
the search intent that Google presents
for a particular keyword because well
you're kind of swimming against the tide
and the next thing that I'd recommend
for onpage optimization is to really
study like a scientist the top three
ranking results in Google and when I say
study I mean every pixel every aspect of
these Pages study why they're so good
what makes them tick what do they have
on the page do they have images do they
have charts what are they covering in
their H2S and h3s you want to make sure
that your content is just as good if not
better Just as thorough if not more
thorough so that might mean going
through looking through each of these
looking even through the Wikipedia
article and I'm I'm assuming you want to
rank for integrated development
environment you're looking through all
of these and you're basically looking
and saying okay what do they have that I
don't have and you want to make sure
that yours is just as good if not better
if there's is 2,000 words that's
probably a sign that it takes 2,000
words to completely cover the topic if
theirs has subject matter expert quotes
then you probably need to go out and
find some subject matter expert quotes
now this whole process can be done for
free just by analyzing this but if you
want a really fast really efficient and
way more scientific way to do this I
highly recommend using a tool like
Surfer SEO now Surfer SEO is an
all-in-one onpage optimization tool and
quite frankly I I just couldn't live
without it I mean I discovered it a
couple years ago and I use it every
single day for all of my clients without
fail essentially what you can do is you
can type in a Target keyword like I'll
do how to write a good song because
remember that's my new Target keyword
then I can import content from URL so
what it's doing is it's basically
pulling in my content and it's also
analyzing all of the competitor's
content for this particular keyword and
it's going to give me a road map on how
I can improve it so this is the surfer
SEO content editor first of all we can
see that we have an overall content
score now it is saying that mine is
fairly high it's 79 and we can actually
look at all of the other competitors by
clicking the customize and we can see
okay these are the other competitors so
let's say I want to rank I want to try
to beat Master Class I don't want to
compete with Reddit necessarily but
maybe I do want to compete with this
song you can actually select your
competitors that way and then refresh it
and so it is still saying that my on
page score is 79 but it could be better
you can see my word count is a little
high on the topic and I am lacking some
images so it says try to use more images
ideally you should use 9 to 34 images
and what this is doing is it's looking
at all the images on all the top ranking
pages and basically aggregating that and
saying Okay Google seems to like it when
you use this many images but this is
where the real secret sauce comes in and
that's when you come down here click NLP
which is natural language processing
keywords I'm going to hit adjust and I'm
going to uncheck these two things which
basically shows me these are all the
words all the key terms that other pages
are include on their site all the top
ranking pages that I don't for example I
don't even have the phrase chord
progression on my site on this page
which is super important if you know
anything about songwriting so here I'm
getting a bunch of ideas and what I
could do is go through and basically
find out where I can not keyword stuff
or not keyword stuffing here please put
that out of your mind but we are looking
for ways to sort of naturally inject the
these terms into the copy in a way that
flows nicely and is helpful for the
users in doing so we can bump that score
up and ideally become even more
appealing to Google's eyes and to our
readers so I'm not paid or sponsored by
surer to say any of this stuff I just
genuinely love this software and I could
not live without it I can't even imagine
the hours that this has saved me over
the years I use this for every single
client almost every single day without
fail if you want want to try it out I do
have a link in the description of this
video where you can check it out for
yourself now if you've done everything
that I've said in this video and you're
still not ranking for your Target
keywords well there's a high chance you
need more backlinks and that's a very
big topic which you can learn all about
by watching this video next thank you so
much for watching this video I genuinely
hope these tips help you rank higher in
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