I’ve been working on a keyword project. The idea is to identify high-volume keywords in areas where my company is invested. Specifically, we put on a bunch of events and each of these events aligns with a technical area. These areas revolve around unique technologies and techniques, and technologies and techniques just happen to map beautifully with keywords.

So, we’re building original content that’s constructed to rank well for target keywords. And we’re doing this in a non-sleazy way that’s editorially sound and won’t make my journalism degree burst into flames.

I’ve been using Google’s Search Console with this project. While poking around in this tool, I’ve discovered there’s sometimes a significant gap between the keyword I think I’m ranking for and the keyword I’m actually ranking for. Continue reading →