Traditional keyword research methods often miss the mark when it comes to driving real business results. Using his expert experience in SEO, Nathan Gotch developed a new approach that goes beyond basic search volume metrics to find keywords that actually convert. I am going to examine Nathan Gotch’s strategy to determine how he successfully conducts his keyword research.
Nathans foundation of effective keyword research starts with examining what’s already working. By analyzing existing rankings and identifying opportunities within his current keyword portfolio, he can maximize ROI without reinventing the wheel.
Maximizing Current Keyword Performance
Nathan realized the most overlooked opportunity in SEO lies in optimizing existing rankings. Rankings between positions 2-15 represent immediate opportunities for traffic growth. Consider this: moving from position 2 to position 1 can double your click-through rate from 15% to 30%.
To capitalize on these opportunities:
- Audit content relevance and freshness
- Build supporting content around main topics
- Strengthen backlink profiles for key pages
- Update outdated information and statistics
Mining Competitor Data
Rather than competing head-on with industry giants, Nathan recommends focusing on finding untapped opportunities. Start by identifying keywords where competitors rank in the top 10, but filter for lower difficulty scores. This approach allows you to build authority gradually while targeting valuable traffic.
When analyzing competitor keywords:
- Focus on keywords with commercial intent
- Look for topics with high CPC values
- Target informational queries that support commercial pages
- Identify content gaps in competitor coverage
Leveraging User Intent
Understanding user intent helps create content that serves the right purpose. When Nathan examines keyword rankings between positions 16-50, he looks for intent mismatches. These often indicate opportunities to create more targeted content that better serves user needs.
Creating dedicated pages for specific search intents can dramatically improve rankings. For example, a generic “Los Angeles SEO” page won’t perform as well as dedicated pages for specific areas like “Beverly Hills SEO.”
Data-Driven Content Creation
Customer data provides useful insights for content creation. By analyzing customer feedback, questions, and pain points, Nathan can take steps to develop content that resonates with his target audience. This approach ensures your content addresses real needs rather than assumed ones.
Key areas to focus on:
- Customer survey responses
- Support ticket themes
- Sales call feedback
- Social media discussions
Building Topic Authority
Creating content clusters strengthens your site’s authority on specific topics. When you find keywords ranking between positions 51-100, treat them as clustering opportunities. These keywords often indicate areas where Google recognizes your relevance but needs more supporting content.
For each main topic, develop:
- A comprehensive pillar page
- Supporting articles addressing subtopics
- Internal linking structures
- Related case studies or examples
Frequently Asked Questions
Q: How do you determine which keywords to prioritize first?
Start with keywords ranking in positions 2-15, as these represent immediate opportunities for traffic growth. Then focus on commercial intent keywords with manageable competition levels. Consider factors like search volume, competition, and conversion potential to create a balanced approach.
Q: What makes a keyword cluster effective?
An effective keyword cluster combines a main topic page with supporting content that addresses related subtopics. The key is creating comprehensive coverage while maintaining clear topical relationships through internal linking and consistent messaging.
Q: How often should keyword research be updated?
Review your keyword strategy quarterly, but monitor rankings monthly. This allows you to identify new opportunities while maintaining focus on existing priorities. Market changes and competitor movements may require more frequent adjustments.
Q: What role does user intent play in keyword selection?
User intent should guide your keyword selection and content creation strategy. Match your content type to the search intent – whether informational, commercial, or transactional. This alignment improves rankings and conversion rates.
