Keyword Value Data in SEMrush: Its Basics and Use for the Logistics Marketer

Defining a successful search engine optimization (SEO) content strategy is difficult at best. There is a literal universe of unique keywords, and it can be tempting to try different words that do not have anything to do with your service. That’s especially true in #logistics, where a single keyword, such as freight broker, can quickly spiral into a nightmarish hellscape of words with difficulties in the 90s and competition through the roof. Rather than getting lost in the noise and choosing keywords simply for the sake of choosing keywords, the right SEO strategy should start by understanding the basics of keyword data and value.

Search Volume

Search volume is the most commonly used keyword value metric. It indicates how many people actively search for a given phrase in a country and globally. But that doesn’t mean you should choose the highest-volume keywords and go from there.

Google is smart and will recognize content written solely for the purpose of search engines. In recent months, helpful updates from Google have been released to show that Google favors content written for people, not search engines.

In other words, content needs to make sense. It needs the natural flair found in quality content and copywriting. It shouldn’t be stuffed with too many keywords, and the best rankings will come from an organic, natural and flowing piece of content.

Keyword Difficulty

After assessing search volumes, it’s equally important to consider the keyword difficulty. #Keyword difficulty is closely correlated to a keyword’s competition, but ultimately, it measures how many backlinks are needed to rank for that keyword.

Remember that backlinks come from outreach and getting the attention of other companies that want to link back to your site. Higher difficulty scores mean you’ll need both SEO-rich content, written for people first and ample backlinks.

Competition

There will be times when keyword difficulty may be low, but competition is higher. In these cases, the actual ranking for the keyword will be easier to attain. However, if you should choose to pursue a paid ad campaign on Google Ads, you’re more likely to pay a higher CPM.

Keyword Variations

In SEMrush, there are two core areas for finding similar and related keywords. The Keyword Variations section shows keywords that are of a similar nature and will help to drive ranking for that keyword.

For example, the keyword ",SEO action," has variations of "SEO action plan, actionable SEO tips, actionable SEO techniques that work, and action plan template." These semantic variations should appear at least once within your content to support the primary keyword.

Related Search Keywords

Related search keywords are additional keywords to target in your content. Think of these as the secondary keywords to your primary keyword. They’re not quite variations, but rather, they’re additional keywords that your content should try to rank for and use.

For those applying SEO tools, the related keywords will appear as secondary keywords, and variations are often used as keyword synonyms.

Keyword Intent

A relatively new aspect of SEO research is the intent behind the keyword. Intent shows what searchers are actively looking for when reviewing a given phrase.

For instance, an informational search intent is researching a topic, such as a possible customer looking at freight broker solutions. But other intents, including commercial, navigational, and transactional, also exist.

• Commercial keywords are generally used as brand identifiers that customers want or need. It’s often highly specific and targeted with a specific industry or company name.
• Navigational keywords reveal the specific site or page associated with a keyword, such as the Jason’s Creations Inc Services Page, as well as the specificity of commercial terms.
• Transactional keywords are the most actionable of keywords, meaning they’re more applicable to users at the bottom of your funnel.

Let’s take a look at the relationship between keywords for a root keyword, #freightbroker.

• Freight brokerage is an informational term.
• Freight broker is a commercial term.
• Cargo brokers is a navigational term.
• Freight broker near me is a transactional term.

These keywords are all related, but how they’re used will make a difference. Organic marketing should have a clear mix of all intents, and where possible, it should follow the data for search volume and difficulty to get the easiest rank and reach the most people in your funnel.

CPC

The cost per click is the final metric in assessing a keyword. It’s the literal cost associated with each click for a campaign running in Google Ads that target a given keyword. However, CPC is a problematic metric to use when running LinkedIn ads. It corresponds to the Google Ads cost, not the LinkedIn Ads cost. Since LinkedIn Ads are more expensive and do not rely on keyword selection (unless you have a unique and extensive audience created), it’s almost irrelevant to users.

In other words, if you’re pursuing a truly organic strategy, focus on the search value points and exclude the CPC until you’re ready to begin digging into paid ads.

Stop Struggling to Find Keyword Value by Letting Jason’s Creations Inc Handle Your SEO Strategy

SEO strategy will always be a complex part of digital marketing, and rather than attempting to sort through thousands of unique words, start by understanding the topics and words that are relevant to your audience. Keep your eye on the prize while considering the data, and continuously brainstorm new topic ideas while researching. Of course, that’s much easier when you’ve had plenty of time to see and work with keyword data. And in fact, Jason’s Creations Inc has been leveraging keyword data, particularly in SEMrush, since 2017.

Skip the hassle and cost of running your own instance of SEMrush and instead, let JCI Marketing handle your SEO strategy and #contentmarketing in one step. Want to learn more about how we do it?

Book a meeting with Jason’s Creations Inc now, or send your queries to [email protected].?