You might disagree, but I see Search Engine Optimization as both an art and a science.You need to be creative in your approaches to please search engines and outsmart competitors while also applying solid research and analytics-based strategies.

Following are some of the significant — but sometimes forgotten — levers you can pull to enhance your SEO efficiency.

Keyword grouping

Keyword grouping refers to the organization of keywords into clusters for a variety of purposes — to inform your site’s information architecture, to optimize landing pages, to identify potential areas of content development opportunity and more.But organizing your search keywords into the most valuable groups can be a difficult task,even for a seasoned guru.While different SEOs and tools take a variety of approaches, I find it best to unite keywords into clusters based upon whether queries using them results in similar URLs appearing in the top 10 results in Google.

Benefits of keyword grouping

*A keyword grouping strategy allows you improve your SEO and PPC workflow and get a better understanding
of how each type of a keyword is working for you.

*It helps with on-page SEO optimization, copywriting, topic selection and organizing your website architecture.

*You can prioritize your landing page creation based on what seem to be the most promising keywordgroups.
Page change monitoring

Monitoring page changes is a new tactic for me, but I find it’s absolutely crucial to SEO.With page change monitoring tools, you can receive alerts about any changes on the pages you are optimizing.If you’re a small business owner who is the only one touching your pages, this tip isn’t for you.But it will be invaluable for those who work within large marketing teams and agencies on projects where the website is accessed by many webmasters, marketing experts or clients.When you monitor pages, you will always know when your client or a webmaster make a website change that will impact your rankings — and you’ll be able to make any necessary adjustments before your rankings drop or you get penalized by Google.

Competitor SEO research
Staying smart on the competitive landscape is critical for SEOs and marketers.Inform yourself by keeping track of your competitors’ marketing activities, starting from search rankings down to new content and links.As I mentioned briefly above, one often-overlooked tactic is to use a monitoring tool to spy on the changes (like new links or new content) competitors are making on their sites.This will allow you to discover what they are doing to generate quality traffic and let you develop your own outsmarting strategies based on those findings.

Long-tail keyword variations
Embracing long-tail keywords is vital for online businesses that want to get high rankings in organic Google searches.Long-tail keywords are often neglected because they initially get less traffic, but by cultivating those who search for these terms, you will get better results in the long run.That’s because these searchers — with their very specific lower-funnel queries — are exactly the target audience you are seeking.The challenge is to find profitable and useful long-tail keyword variations for your niche and your website.

Mobile rank tracking
It’s impossible to ignore the incredible impact mobile devices are having in everyone’s daily lives, so mobile metrics are growing increasingly important.Using Google Search Console, you can check mobile rankings using the Search Analytics report.There, you can compare desktop and mobile rankings, looking at time frames, impressions and clicks for mobile rankings.

Local keyword ranking
If your products or services are of interest to folks in your geographical area, make sure you’re also optimizing for local searches.As people carry around their smartphones and perform searches while out and about, local search — like mobile — is becoming increasingly important.

SEO is a dynamic marketing field, which makes it both challenging and exciting.The good news is that you can gain a competitive advantage if you keep up with the latest tools and techniques, such as the ones I’ve detailed here.


Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.