You can win a ton of SERP real estate by optimizing your headline and h2s for multiple keywords
This is tricky because you don't want to be caught with your pants down doing keyword stuffing
But you also don't want to write more content than you need
So, how do you make the decision?
First, look at the SERP
Are there any sites ranking for multiple keywords by optimizing their headline?
In the first example, you'll notice that Wordstream is ranking for two keywords by optimizing the H1 headline for it
They mention the words:
Startup
Lead generation
Strategy
This means that if they rank for "Lead generation strategy" which has more difficulty, they'll also rank for "Startup lead generation".
If you're learning how to write title tags, I've got a piece on @Wix that explains how to use heading tags to improve SEO
However, another interesting way to rank for multiple keywords is when you rank for similar keywords associated with the intent of the primary keyword
For example, most of the pages ranking for "Lead generation strategy" are also ranking for "Lead generation tactics"
So, your goal is to identify the main keyword you need to rank for (Which is usually the more competitive keyword) to win SERP for all the associated keywords.
But this mostly works for websites with high authority like Word Stream and HubSpot.
For smaller websites still chasing big wins, I would split the intent and create two different pieces for "startup lead generation" and "SaaS lead generation" if there are enough sites with unique content showing up on page 1
I'm not saying it can't be done. I'm saying, know when to
- Group multiple keywords with dissimilar intent based on domain strength
- Group keywords with similar intent based on keyword ranking data
- Split content for smaller websites to optimize your chances of winning at SERP
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Most times, the competitive edge you need with blog content is to write every H3 like a mini-article
- Define the concept
- Explain the problem
- Use a stat or quote to back up words
- Throw in an example with screenshots
- Add a bullet list of solution
- End with recommended further reading on the h3
Obviously, not every H3 will follow this exact format and you'll have to switch it up or leave out a few steps, but where possible, this is how I write h3 subheadings
How do you choose which keywords go into the cluster when working on a competitive topic with a ton of searches?
A big ass thread😎
A bit of a background information
The client is an agency. They hired me to build four clusters for some of the services they offer such as paid ads, SEO, lead generation and content marketing
These are massive keywords and the cluster they paid for only had space for ten topics each