How to Rank for “Blogspot” (SEO Case Study #5)

Today I’m going to explain how I rank for navigational keyword phrase “blogspot” which gets 127,000 searches per month (according to Ahrefs).

Gotch SEO has hovered between the #2 – #5 spot for a few months now.

First, I’ll explain how I reached the first page.

Then, I’ll explain the one action you need to take BEFORE you rank to ensure that your rankings actually stick.

Here we go:


Step #1 – Extract Ideas from Your Competitors

My favorite way to gather keyword and content ideas is extract them from competitors. The best way to do this is use Ahrefs or any backlink analyze tool.

For this case, I extracting the keyword idea “blogspot” from Shout Me Loud’s organic keyword footprint.

I figured this keyword would be too competitive because A) it’s a head keyword and B) it’s a branded keyword with navigational intent. But since I enjoy analyzing SERPs (strange, I know), I decided to dig in.

Step #2 – Identify “Weaknesses”

Most SEOs spend their time thinking and comparing about metrics.

I do that as well, but there’s one thing I do differently: I study the SERPs and try to find weaknesses on a qualitative basis.

It’s easy to eliminate keyword targets because they’re too competitive using traditional quantitative metrics. But sometimes these metrics can lead you astray.

For example, “blogspot” has a Keyword Difficulty (KD) of 72:

Most “rational” people would avoid this keyword right off the bat.

But I decided to dig deeper and realized that all the non-branded results targeting this keyword were about “how to start a blogspot blog”.

Sure. I could have create a super epic guide on how to start a blogspot blog, but A) I’m super over those types of generic guides and B) it wouldn’t perform as well because it’s missing the most important ingredient, which is to:

Step #3 – Create Something Different

I hammered this point in my SEO content guide and it’s a key part of the strategy I teach in Gotch SEO Academy. In short, you need to focus on being different than better.

Different doesn’t have competition.

But jumping on the vicious cycle of trying to create longer pieces of content on the same topic makes your SEO life much harder.

With that said, it was easy to identify a unique angle because I already had experience with blogspot. Mostly a negative experience.

So, what did I do?

I decided to outline the reasons why someone SHOULDN’T use blogspot.

I used a combination of storytelling and practical SEO information without being overly technical. But another big reason why I wanted to create something “off the wall” was CTR reasons.

Step #4 – Build for CTR

Before I explain this, I want to be clear about a few things.

First, I don’t always structure content for CTR at the onset. Lastly, I don’t always let click metrics dictate my keyword targeting decisions.

With that out of the way, my decision to structure this page for maximum CTR was based on data. According to Ahrefs, 81% of searches for the keyword phrase “blogspot” result in a click.

That’s because it’s branded and has navigational intent. I also knew that ranking for navigational keywords produces low CTR compared to other types of intent.

So, I wanted to create a page that could counter these effects as much as possible.

That’s how I decided to do an “oppositional” type of content.

After the content was completed, I then moved into link acquisition.

Step #5 – Use This Anchor Text “Hack”

I’ve said for a very long time that you need to be extremely selective with your anchor text selections. My favorite way to “hack” anchor text optimization is isolate my exact or partial match anchors on the best opportunities.

Using that thought process I acquired a contextual link on a relevant DR 63 website.

Then from there, I just waited.

I say this frequently to the members of Gotch SEO Academy, but I only push for more backlinks when my page has stalled. I try to go as far as I possibly can with only content development, on-page SEO, UX optimization, and internal linking.

These efforts (along with patience) can get you to the first page, but in most cases, you’ll need backlinks.

The Results

The page went live on 7/10/2018 and it reached the first page (for the first time) for “blogspot” on 8/7/2018.

It’s held pretty strong since August 16th though. Here are the organic traffic numbers:

And here’s some CTR and traffic data from Google Search Console:

One big takeaway from this data is that keywords with navigational intent produce low click through rates. I’ve seen this demonstrated across many keywords I’ve ranked for.

I should mention that low CTR is only for the non-branded result.

Branded searches have incredibly high CTR when it’s your brand. Here’s an example:

The last big idea I hope you’ll take away from this is that writing more words isn’t the key to ranking well.

One of the most effective ranking methods you can use is to produce content that’s different than what exists. You essentially eliminate competition when you do this.

Next Steps

That’s all I have for you today.

I hope this SEO case study was helpful for you. If you have any questions whatsoever, please leave a comment below.

17 thoughts on “How to Rank for “Blogspot” (SEO Case Study #5)”

  1. It was a great read. But I was also trying to understand what you are doing with this article. This seems to me to be not keyword targetted. The keyword could have been something like “how to rank for navigational keyword”, and how to rank for blogspot – I don’t think you want to target that, also “SEO casestudy”, in the URL, is not the keyword as the article is not targeted for it and it would create keyword cannibalisation as you have several casestudies. So my question is it really targeting any keyword? If not, how this type of articles help when SEO is concerned?
    Thanks for the article though. All of your articles are amazing.

  2. Great study – I had noticed you were ranking for blogspot and was curious on the impact. Totally makes sense that it was all kind of an experiment.

    Did you happen to pick up any subscriptions from that traffic?

  3. Hii
    Thanks for the information it helped me to know which one is better. now I can choose the best when I will go with paid plugins.

  4. Feeling happy and proud to say that this is my favorite Blog. The postings are very unique and also outstanding performance with the new creativity and Excellency with the new different ideas and concepts. Really I am waiting for some more new posts from you. Keep up your Excellency and efficiency in these same levels.

  5. How about the high bounce rate? It’s around 92%.
    2nd thing, you’ve updated that post “11 Huge Reasons to AVOID Blogspot” by mid October, but, used the screenshot here from the old post.

    • Hey Peter,

      Thanks for the comment. What about it? Bounce on it’s own isn’t bad. The page satisfies the intent and therefore a higher bounce rate is normal. Plus, the average time on page is extremely high, which indicates high engagement. That would off-set any bounce rate-related UX issues.

      Not sure what you’re saying about the second part? The post was published on July 10, 2018. I updated the hero image relatively recently, but haven’t touched the copy or content itself since publishing.

      Anyway, thanks for the strange comment.

  6. Are you saying that you should provide unique content or different content to the searches instead of right information?
    I mean, just for the sake of being different, you could take liberty in telling the public what you may not yourself believe? But you are doing that because you think it makes you different.
    Like that Blogspot post, if a person believes that BlogSpot is good for starting bloggers, but that person should write a post how BlogSpot is not worth it because that will make him unique.
    Is not it a crying for attention? By saying what goes against the trend, and you get attention.
    Like saying Game of Thrones is the worst show ever, you will get the attention, but there are lots of risks to look stupid.
    This is the same thing that happens on GoodReads a lot. Any popular book, like The Giver, and the review you will find on the top would be the negative one.

    PS: I am not a hater, I read your posts during my college classes, sir, I love your posts, and this is the only reason I am taking time to write this comment.

    • Thanks for the comment Faizan. Not sure how you came to that conclusion? Your aim should be create unique content instead of regurgitated information. There are many ways to make your content different outside of oppositional angles (like the example in this case study). I recommend reading my guide on SEO content creation for further clarification:

  7. Interesting that you say that you rely mainly upon OnPage SEO and internal linking initially; is that because your Domain Ranking is so strong that your new page ‘feeds’ off that, or do you consider OnPage SEO to be the major ranking factor?

    • Thanks for the comment Nick. Both (IMO). My website’s authority is more than to push keywords up on its own, but effective on-page SEO and internal linking add another level

  8. That was very nice said!

    I don’t think of creating something different from my competitors.

    Now you enlighten me on what to do to be above them.

    Thank you


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