When developing a keyword strategy for a website it’s easy to look at basic keyword research (search volume, competition and trends) and stop there. Unfortunately, when you just look at these basic factors, a lot of opportunity is missed.

One great insight that is often overlooked is current site rankings. I’m not referring to traditional ranking tools where you input your keywords and it tells you where you rank. I am referring to more advanced tools such as Data Cube, which is a part of BrightEdge. In Data Cube all you need to do is input a URL and it will return every keyword the site ranks for, including search volume and the specific landing page. After you have your export you should also layer in competition from the Google keyword planner tool. This is a great way to uncover low hanging fruit you may be ranking on and didn’t even know.