Rankshaper optimizes your content and suggests newly discovered keywords. This helps your pages rank better inside the SERPs – the Search Engine Result Pages. By adding the newly discovered keywords, your pages will start ranking higher for those keywords.
The way Rankshaper discovers your keywords is unique. It receives its keyword data straight from Google. It shows you which pages rank for which queries and presents your data such as CTR, amount of clicks and impressions for that query.
Rankshaper goes on to compare this data with the actual content on your website and shows you which keywords are missing inside the content, the meta-description, title, sub-headers and images-descriptions. By following up our recommendations, your ranking should increase automatically.
Optimizing Content for SEO
What our tool does is help you with so-called technical SEO (or on-page SEO) and content optimization. Keywords that are present inside your content are signals to Google to let you appear on the SERPs for those keywords. Generally, if those keywords are present inside your content, your ranking will be higher compared to the ranking you get with those keywords not being present.
In order to know this, you can either go through the content yourself and compare this with the keyword data Google Webmaster provides you with. Or you just let our tool do this job for you. The Rankshaper tool gives you a straightforward overview of this data and hence it gives you a worksheet that you can use as your content task-manager.
The idea of the Rankshaper tool is simple: it helps you to identify those keywords that still can be integrated inside your text. The idea is that you find a natural way to integrate these keywords inside your text. It’s not about keyword stuffing, but it is mostly about adjusting your text in such a way that these keywords can be integrated. See the below Screenshot and the difference of “before” and “after” to get a good idea of what this is about.
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New Content and keywords
Apart from integrating keywords inside your existing content, Rankshaper will also discover for you new type of keywords that you rank for. These keywords present to you the opportunity to come up with new content. This new content based on the new keywords is related to what you have written before, but significantly different.
The main question we get from our users is: when do you know this? The answer is very straightforward: it is when you notice your keywords cannot rank higher. So if the new keywords our outside of the top 10, you will have more chance to rank those keywords with a new page than with your current page.
All of this can be regarded as pure guesswork, especially while there are also other factors at work that can determine your ranking. In our experience we discovered that creating new content based around the new and significantly different keywords, helps us to rank more and get more organic visitors.
But not all content creators follow this process. Many others focus on corner stone content. If that’s what you do, then you can choose to continue like this and integrate the new content inside your corner stone pages. Keep in mind that when it comes down to new content creation, there should be a good dose of experimentation, and testing involved.
In our experience pages that branch off, and that have good internal links, have a better potential to rank high than the original page.
Reading the data
Rankshaper does not only let you focus on the keywords and new content ideas, it can also help you to tweak your positions by looking at the click through rate you receive. There are many factors Google looks at, but CTR or click through rate is definitely one of them.
This is part of the user feedback it receives from Google users. The total set of user feedback is one or the most important factors that Google uses to help determining the ranking of webpages.
Let’s say that you have a new webpage with good quality content and good on-site/ technical SEO. Google will give you a chance to rank and it probably will drop one or more of your pages somewhere between spot 50 and 100.
It will give your pages a good amount of time to see first of all if someone clicks on it, and second of all, if someone also sticks to your webpage. If this happens, and with some queries, 1 click can be enough, than your ranking will go up instantly.
So how can you know if you’re doing a good job here? Well that’s very simple, because this is where your meta-description comes in place. If Rankshaper gives you a red signal at CTR percentage, this means that your webpage is not getting enough clicks, compared to what it should receive considerig the position it has in the SERPS.
This basically means that you have an action item. This action item focuses on your meta-description, and it is vital here that your meta-description jumps out compared to the meta-descriptions of your direct competition.
Factors that determine your ranking
Important stuff to keep in mind: it is not the keyword itself that makes you rank. Or external links for that matter. Google ultimately looks at user feedback that it receives from its visitors. This is why Google tells you to always think in terms of quality: The better the information that you provide, or the products that you sell, the higher Google perceives user feedback.
It is this type of quality, combined with other factors (including links and technical implementation of the website), why websites move up or down in the rankings, stay up or continue its downtrend.
Therefore, in the end, the quality of the content is what matters most to Google. So, if your content is good, you can choose the extra keywords based on Rankshaper’s data that you want to include and identify the new opportunities for your content.
