The Wordtracker Academy

How to beat Wikipedia to the top of Google...and CNN, the BBC, USA Today, ABC News...

Posted by on

Illustration for How to beat Wikipedia to the top of Google...and CNN, the BBC, USA Today, ABC News...

Key Points

  • Your competition won't stop optimizing.
  • Your priorities will change.
  • There are always new keyword niches to find.
  • Look for the keywords of the future, including personalities, products, shows and ideas.

With permanent search engine optimization (SEO) you can secure and defend the keywords you are successful for and find new keyword niches to target. Mark Nunney explains why SEO never stops and how you can use this to beat the toughest of competition.

The competition will never stop optimizing

Inbound links from other sites to yours are a crucial part of optimizing your site for search engines (SEO). The more competitive a keyword is, the more important inbound links are for achieving success.

You can be sure that your competitors will never stop increasing their own inbound links.

Therefore, even if you currently dominate search engine results pages (SERPs) for your target keywords, either continue link building or eventually get beaten. As a wise man once said: you are never more vulnerable than at the peak of your success.

There are always new keywords and niches to find

The universe of all searches in any market is vast and you will never find all the keywords and keyword niches that you might exploit. So it’s always worth looking for more.

New keywords to target emerge all the time as, for example, new products and new ideas become popular. Using Wordtracker, you can dig ’deep’ and ‘wide’ for new keywords to target.

Dig Wide for new keywords using Wordtracker’s Related Keywords Tool (the Orange Tool) which looks for, well, keywords related to the ‘seed’ word you enter. For example, if you have a sports injury site, you might enter sports injury. See the first 18 of 300 results on the following image:

Dig Deep for new keywords using Wordtracker’s Keywords Tool (the Blue Tool) which looks for keywords containing the ‘seed’ word you enter. For example, on that same sports injury site, you might enter sports medicine, a keyword I found from the Related Keyword Tool search shown above. See the first 12 of 987 results – all keywords containing sports medicine - on the following image:

Each time you do a Wordtracker search you aren’t just finding keywords to use in your content, you’re staying in touch with the zeitgeist of your industry and its niches.

You’ll see new phrases emerge and get popular - write content for them and get to the top before your competitors do.

Priorities always change

Your SEO strategy should prioritize the most lucrative of your target keywords. But your priorities – and therefore your SEO strategy - will change as response rates, marketing material, prices, product ranges, stock levels and fashions change. Each shift in priorities needs more keyword research to find appropriate target keywords.

Some ways to stay ahead of your competition with permanent SEO

Here is a list of specific jobs you can make part of your process of permanent SEO:

  • Set up your favorite feed reader and Twitter to show you all stories containing your most important seed keywords.
  • If you see anything interesting, write a quick article about it. As an amalgamator of the best and most interesting news, you’ll be providing a service to your readers.
  • Always have Wordtracker open and enter any relevant words to find more keywords to use in your copy. I now use SEO Blogger for this – it’s a firefox add-on that you can use for keyword research without leaving your browser window. Any keywords I find with SEO Blogger that I like, I move to the Wordtracker Keywords Tool for deeper research; and to save.
  • Just as important as the pages you write are the categories you allocate your pages to. Those category pages will become filled with lots of relevant articles and will be a treasure trove for those interested in the subjects.
  • If you see anything worth a more detailed article, write it and optimize it.
  • Once a week revisit your main niches' seed words. Put them into the Wordtracker Keywords Tool and check out not just if you’ve missed anything, but if the relative importance of your usual suspects has changed. Edit your site content accordingly. This is easier with a subscription to Wordtracker because you can save your target niche’s seed words in a List and then manage and develop the List over time.
  • Look for news about product launches and future events, shows and competitions. Find the keywords in those stories and put them into Wordtracker. Even if the number of searches shown is small, create content ready for increases in popularity. Make sure that content contains other keywords that will be used with the main target keywords.
  • Personalities can become popular overnight, but if you’ve spotted that young talent in an earlier news story you can have a page ready for the searches that will follow their time in the limelight.

Here’s a good example from a sports injuries site:

Encouraged by some success for searches related to Tiger Woods' knee injury, during the Beijing Olympics Sports Injury Bulletin created a new Olympics injuries category. They wrote articles for athletes with injuries who were expected to make the news. One example being Serena Williams' knee injury and the following grab shows the site coming No.1 on Google for a search with Serena Williams injury.

That Serena Williams page still delivers traffic and it will deliver a lot more when Serena’s injury makes the news again.

Beats Wikipedia too … and CNN, the BBC, USA Today and ABC News

Interestingly, if you search for Serena WiIliams injury, you’ll see that Little Guy Sports Injury Bulletin beats pages from Big Guys including wikipedia.org, encyclopedia.com, cnn.com, bbc.co.uk, usatoday.com, and abcnews. Which is nice. See the following image of the relevant Google results page:

With permanent search engine optimization (SEO) you can secure and defend the keywords you are successful for and find new keyword niches to target.

More Kick-Ass keyword tactics from Aaron Wall

You can find many more money-making keyword strategies in Aaron Wall's book: 50 Kick Ass Keyword Strategies.

What do you think about this article and using permanent SEO to stay ahead of your competition, find new keywords and beat the competition?

Use the comments form below to share your thoughts and ask questions about this article.

About Mark Nunney

has been a successful professional SEO since 2000. He is CEO of The Website Marketing Company and he publishes Leadership & Management Review from ThinkingManagers.com, the business management website.

Mark wrote SEO for Profit, Wordtracker Masterclass: Keyword Research book and co-wrote Wordtracker Masterclass: Link Building with Ken McGaffin. He is also the founder and project manager of Wordtracker Strategizer.

You can follow Mark Nunney's SEO on Twitter, LinkedIn and Google+ and read a Q&A here.