ranking 1 on google is overrated with timestamps YoutubeScribe.com

[0:00] We studied the top-ranking pages for 100,000
keywords
[0:03] and found that the top-ranking page gets the most search traffic only 49% of the time.
[0:08] So is ranking #1 on Google just a vanity metric?
[0:11] I mean, isn’t your job as an SEO, blogger,
or content marketer to generate top ranking
[0:17] results so you can get organic traffic?
[0:19] More importantly, what are you going to say
to your clients when all they seem to care about
[0:23] is ranking #1 for their desired keyword?
[0:26] Well today, I’m going to break down the
data and give you actionable tips on what
[0:29] you should start focusing on right now.
[0:31] More importantly, you’ll learn how to increase
organic traffic even when you’re not ranking #1.
[0:36] Stay tuned.
[0:37] [music]
[0:41] What’s up SEOs?
[0:42] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic,
[0:45] research your competitors, and dominate your niche.
[0:48] First and foremost, I don’t want you to think
that I’m not saying to go for position 1.
[0:52] That’s obviously a great achievement.
[0:55] But I want to argue that it’s not the most
important KPI you should use
[0:58] to measure your SEO success.
[1:00] A better indication of a successful SEO campaign
is total search traffic a page gets.
[1:06] Now, before we dig into the data and some
actionable takeaways,
[1:09] I want you to leave a comment and let me know which KPI you use to measure "success" in SEO.
[1:14] So is your main metric ranking position,
traffic, or something else, anything goes.
[1:19] Now let’s dig into the results of our study
and some actionable tips
[1:22] to drive more search traffic to your pages.
[1:24] So in our study, we took over 100,000 non‐branded search queries
[1:28] with at least 1,000 monthly searches in the US.
[1:31] We then pulled the top ranking pages for each query
[1:34] and the total monthly US search traffic each page gets.
[1:38] Finally, we calculated how often the top ranking
page gets the most search traffic.
[1:42] And according to our data, over half of the
#1 ranking pages did not generate the most
[1:48] search traffic out of the top 10 results.
[1:51] And the simple reason is because of the depth
and breadth of a topic.
[1:54] For example, if we search for "keyword research"
in Keywords Explorer,
[1:58] you’ll see that it gets around 12,000 monthly searches
in the US.
[2:01] Now, if we scroll down to the top 10 ranking pages,
you’ll see a couple of interesting things.
[2:06] First, you’ll see that even though Ahrefs
blog is ranking in the third position,
[2:10] we get significantly more traffic than the top
2 ranking results.
[2:14] And if you look further down, you’ll see
a result from Google that’s getting significantly
[2:18] more traffic than any of the top ranking pages.
[2:21] So what gives?
[2:23] Well, there are a couple basic things to consider.
[2:25] First: the top ranking page won’t necessarily
rank for the most keywords.
[2:29] If you look at result #8, you’ll see that
they rank for more keywords than any other
[2:33] page in the top 10.
[2:35] Second is the position of all keywords a page ranks for.
[2:39] For example, you could rank for a million
keywords, but if all of them are ranking
[2:43] in position 100, you probably won’t get any clicks, meaning traffic.
[2:47] Bottomline: if you want to generate more search traffic
[2:50] without necessarily ranking #1 for your target query,
[2:53] you should aim to cover the topic
in as much depth as possible.
[2:57] But rather than leaving you with some
vague advice like "cover the topic"
[3:00] or something arbitrary like "write at least 2000 words,"
[3:04] let’s dive into some actionable techniques you can use to actually put this in action.
[3:08] The first thing you can do is use keyword
modifiers that do not change search intent.
[3:13] Now, there are two parts to this statement
that you might not be familiar with.
[3:16] First are keyword modifiers, which are add-ons
to a base keyword.
[3:21] This might be "best," the current year, "how to,"
[3:24] or anything else you would add on to a "main" keyword.
[3:27] The second part is search intent.
[3:29] And this basically means the reason behind
a searcher’s query.
[3:32] And Google is good at determining that for
you.
[3:34] For example, if you look at the top ranking
pages for the keyword, "lose weight,"
[3:38] you’ll see that the search results are dominated by
"how to" guides.
[3:42] So Google is showing you that in order to rank,
you’ll need to create informational content
[3:47] rather than a landing page, tool,
product page, or something else.
[3:51] A way to quickly and accurately tackle both
of these is in Keywords Explorer.
[3:56] So I’ll search for my base keyword, "lose weight."
[3:59] Then I’ll go to the Phrase match report,
which lists all keywords that contain our
[4:02] target keywords in the same order.
[4:05] At this point, we just want to perform a quick scan of these 3 columns:
[4:09] Keyword, Search volume, and Parent topic.
[4:12] The first two are self-explanatory, but the Parent topic 
is a pretty unique feature we have in Keywords Explorer.
[4:18] To identify Parent topic we take the #1 ranking page 
for the keyword
[4:22] and look for the best keyword that this page ranks for.
[4:25] So in this case, we can see that targeting
the phrase, "how to lose weight,"
[4:29] can also result in rankings for all of these other keywords too.
[4:33] And for good measure, you can click on the
SERP dropdown to analyze the total traffic
[4:37] for the top 10 results for each of these queries
as well as search intent.
[4:41] On the other hand, you’ll see this keyword,
"how many calories to lose weight,"
[4:45] which has a different Parent topic.
[4:47] So to me, it shows that this is a different
topic and would require a separate page.
[4:52] So use keyword modifiers in your title, URL,
and throughout your content where relevant.
[4:57] The second thing is to do a content gap analysis
at the page level.
[5:00] The most common way SEOs do a content gap
analysis is to find keywords that your competitors
[5:05] websites rank for, where yours doesn’t.
[5:07] But when you do a page level content gap analysis,
you can find subtopics that you might have missed.
[5:13] To get started, search for your target keyword
in Keywords Explorer.
[5:17] Then scroll to the bottom of the page to see
the top 10 ranking results.
[5:21] And since the results all appear to have the
same search intent,
[5:24] we know that we should probably create a guide 
on this topic.
[5:27] So I’ll copy the top 3 results in my text editor.
[5:30] Now, since I don’t actually have a post on
this topic,
[5:32] let’s pretend that our web page is this one that doesn’t get a ton of search traffic
[5:36] or rank for a whole lot of keywords comparatively speaking.
[5:40] Next, I’ll take this URL and put it into Site Explorer.
[5:43] From here, we want to go to the Content Gap tool.
[5:46] Finally, I’ll paste in the top 3 ranking pages 
in the top section.
[5:51] Now what this is saying is, show us keywords
that any of these pages are ranking for,
[5:55] where at least one of the pages ranks in the top 10, 
but our URL doesn’t rank at all in the top 100.
[6:02] Before I run the search, I’m going to make
sure the last option is set to "Prefix"
[6:06] so we’re going to do an apples to apples comparison
at the page level rather than domain.
[6:12] And if we run the search, you’ll see a huge
list of keywords worth investigating.
[6:16] Now we can just skim through the keywords and look for subtopics to add to our content.
[6:20] This one is a perfect example where we could
add a section on 40-liter backpacks
[6:25] which seems to be a popular query.
[6:27] The next thing you can do to get more organic traffic
[6:30] is match search intent for your target keyword better than your competitors.
[6:34] It’s best I lead with proof of concept.
[6:36] Last year, we were analyzing our pages and
found that we weren’t ranking in the top 3
[6:40] for our target keyword, "backlink checker."
[6:42] We added internal links, did outreach, and
optimized the page to be lightning fast.
[6:47] But for whatever reason, our rankings and traffic
stayed stagnant.
[6:51] Since you are now a master of analyzing search intent,
[6:54] check out the top 5 ranking pages and tell me
what you notice.
[6:58] They are all free tools.
[7:00] So we updated the page and added a free version
of our backlink checker tool.
[7:04] And the result?
[7:06] A significant increase in search traffic.
[7:08] A significant increase in organic keyword rankings.
[7:11] And the number one ranking spot for our
target keyword.
[7:14] But hey. I get it.
[7:15] We’re a software company and you might not be. 
So a tool may not work for you.
[7:20] Here’s one more example.
[7:21] A few years ago, we created an epic study
around on-page SEO ranking factors.
[7:27] And we even earned links from over 
400 unique websites.
[7:30] Now, despite having a ton of quality links, our
rankings were declining over time
[7:35] and we got stuck around position 40 for our target keyword, "on page SEO."
[7:40] And again, search intent was the culprit.
[7:42] Google clearly shows that people want how-to
guides when searching for this keyword.
[7:46] So we turned that data study into a guide
[7:48] and almost instantaneously jumped from 
position 40 to the top 5.
[7:53] And can you guess what else happened?
[7:55] Both our organic traffic and number of organic
keyword rankings skyrocketed.
[7:59] Now two important takeaways.
[8:01] #1. If you want to get traffic from Google, then
you need to match search intent.
[8:06] Otherwise your pages will likely be nowhere
to be found.
[8:09] And #2. Search intent can change.
[8:11] I’ve seen cases where the majority of search
results show informational content.
[8:15] But then all of a sudden, the results change
to product and category pages.
[8:19] So if you see ranking drops all of a sudden
at the page level, then it’s worth checking
[8:23] to ensure your page matches search intent.
[8:25] Alright! If you have search intent down and you’ve
covered the topic in depth,
[8:29] the last thing you’ll want to consider is building more quality links to the page.
[8:33] In another video, I covered how to rank for
thousands of keywords in Google.
[8:37] Long story short, after studying 3 million
searches, we found that backlinks do help
[8:42] a page rank for more keywords.
[8:44] Rather than getting into various link building strategies, I’ll leave links for you in the description
[8:48] to show you how to scale your link building and create these so-called ‘authority’ pages.
[8:53] Now I’d love to hear your take on this topic.
[8:55] Do you think that ranking #1 in Google should
still be your main goal for SEO?
[9:00] Leave a comment below and if you enjoyed this
video, make sure to like, share and subscribe
[9:04] for more actionable SEO and marketing tutorials.
[9:08] So keep grinding away, and I’ll see you
in the next tutorial.

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