Keyword extension, weaving a web in organic search

Competition for popular SEO keywords is fierce, but by strategically extending keywords , it is still possible to find new avenues, create new keyword traffic surges and open up new traffic channels on the same topic.

Brand Introduction

Beauty has countless definitions, but the most cherished memories of one’s youth are singular. This client sought a customized aesthetic treatment clinic with the core concept of restoring youth. In addition to commonly available radiofrequency and ultrasound treatments, the clinic also develops its own exclusive technological products. The aim is to break free from the blind pursuit of fleeting trends and help each client rediscover their unique youthful appearance.

• Customer needs

The client already had a fairly comprehensive marketing plan and had been managing their own SEO for two years, and their products already had a certain level of brand recognition in the medical aesthetics industry. However, their ability to work alone was limited, making it difficult to break through the ceiling of word-of-mouth search and expand their online presence . Therefore, they partnered with Ranking to leverage Ranking’s experience in cultivating SEO presence in healthcare and medical aesthetics marketing , and to guide the brand in further optimizing its SEO strategy.

• Target Strategy

Ranking first conducted a “website system health check” and an “SEO content health check” for the client’s brand website, and provided suggestions for each. Regarding website technology, Ranking adjusted the website’s reading structure based on SEO optimization logic. As for SEO content, Ranking identified blind spots in the client’s self-managed SEO practices and planned two directions for content optimization: ” extending the SEO keyword network ” and ” content article construction guidance .”

• Solution 1: Extend the SEO keyword website

Well-known keywords are already too mature; by analyzing consumer stories, we can create a new keyword landscape and connect it with brands.

1. The client’s intended medical aesthetic products have been bestsellers on the market for many years, with similar items used by various medical aesthetic brands. When consumers simply search for “OOO products,” the organic search results do not directly link to the client’s brand and lack any standout features. Ranking’s analysis indicates that SEO optimization targeting only the term “OOO products” will not bring organic search benefits to the brand.
2. After communicating with clients, Ranking focuses on the stories and needs that users of “OOO products” experience throughout a series of treatments. Through analysis of consumer behavior, they plan 15 sets of extended keywords related to OOO products and another 15 sets of extended keywords that fit the usage scenarios of other products. These are used as materials for SEO operations to create new content articles and forum discussion threads.

• Solution 2: Content Article Construction Guidance

Reconstruct and repackage knowledge articles, correctly leveraging the brand’s past achievements in medical aesthetics to enhance content SEO.

In the past, clients have already written many articles sharing their medical aesthetic treatments online, waiting to gain traction. Ranking offered optimization suggestions for the writing style and provided guidance to clients on article construction:

1. The original brand SEO article was rich in content, but because it was written from the perspective of a “medical aesthetics expert,” it was in-depth yet not easy to understand. Ranking revised it from the perspective of a “marketing expert,” incorporating easily understandable and relatable medical aesthetics knowledge into the article and establishing a golden writing structure that attracts readers. This allows readers to easily understand the product’s advantages, naturally boosting Google search traffic and reducing the article’s bounce rate , effectively promoting the brand’s already impressive professional achievements.
2. The newly written articles in this collaboration incorporate the aforementioned 30 sets of proposed keywords, and also plan to embed keywords “related to the online usage patterns of potential consumers” into the article layout to increase the chances of organic search results.
3. We guide clients to differentiate between the concepts of “content SEO keywords” and “advertising keywords .” For brand marketing, the operational methods differ between long-term, in-depth content SEO and short-term, broad-based advertising marketing.

• Results

1. Ranking has a good working relationship with its clients. During the six-month SEO operation, 22 out of the 30 keywords planned by Ranking ranked on the first page of Google, with a keyword hit rate of over 70% .
2. Of the 15 sets of OOO product-related keywords that the client expected to focus on, 12 sets ranked on the first page of Google, achieving a keyword hit rate of 80% .
3. The brand’s official website’s total click-through rate increased to 15 times that before the operation .
4. The brand’s official website’s domain authority score increased from 14 to 51, exceeding the average score of typical commercial websites (40 points), and it was recognized by search engines as one of the most authoritative websites in the medical aesthetics field. Further reading: What is domain authority?

• Key to success

Even for highly competitive SEO keywords, a well-structured keyword extension can still create new keyword traffic surges and open up new traffic channels on the same topic.

Brands that delve into content creation must communicate in language that readers can understand; by connecting professional knowledge with readers’ life experiences , they can accurately match the value of their products to customer needs and resonate with them.

Further Reading

Success Story: Segmenting operations to different customer groups to strengthen brand trust

Digit Spark, part of the Zhenhao Internet Media Group, integrates its six sub-brands offering data application services to provide enterprises with comprehensive and precise optimization services across five key areas: “Industry Customer Targeting,” “Performance Optimization Strategies,” “Digital Tool Integration,” “Online Voice Cultivation,” and “Brand Value Promotion.” It drives brand success through data technology.