Opportunism and SEO Keywords - how to get traffic faster? 

SEO takes time, and I have adopted the following adage: "What you do today will bear fruit next year." However, with a bit of experience, curiosity, and some good tools, it is possible to add an opportunistic approach to an SEO strategy. Why? Because while it's important to have a long-term vision, "quick wins" are possible and useful in an SEO project.

The prerequisite is to have a properly launched site, meaning it loads quickly, is indexable by Google, and has a correct structure. From there, it's almost certain that after a few months, the site will have indexed keywords. This is where an opportunistic approach can save you time!

Already in SERPS  but you don't know it!?

When working on a website through SEO software, we tend to focus on known keywords or those suggested by the tool, using the keyword tracking tool or the Cocolyze keyword suggestion tool. This is a good approach, but it can be complemented by working on keywords you haven't thought of yet. In a tool like Cocolyze, you can discover keywords on which you are already positioned without having integrated them into your keyword tracking.

Identifying keyword opportunities Simple and fast: the Positioned Keywords tab in Cocolyze.

If your site has been launched for some time or if you have taken over an existing site, you are already positioned on keywords that you haven't necessarily worked on. I really enjoy the feeling when finding a keyword in fithteenth position for a client, whithout him beeing aware of this position.  It could be a synonym, a strategic long-tail expression, and quite relevant to the company's activity but still not worked on a SEO level.

The ideal is to find keywords with interesting potential, low competition, and a page on your site that is positioned without having been optimized for SEO.

Optimizing a "quick win" keyword

Be careful, before optimizing your page for the opportunity keyword, make sure that the page hasn't been worked on for other strategic keywords for the company. To do this, go to the "Pages" tab, on the page already positioned on the opportunity keyword, and look at the possible positions of the page in the SERPs at the bottom of the analysis.

Once the keyword is identified, you can optimize the page content, for example, by working with the Writing tool. Optimizing meta tags, page structure, and its content can be done relatively simply and allow you to see results. To maximize your chances, it is wise to also work on netlinking, internal linking of your site, and associated content (for example, if you're doing e-commerce, with a blog post on the subject pointing to your page to be referenced) to further increase the chances of success. Sometimes, however, just doing this can easily gain positions and qualified traffic – real "quick wins."

Seasonality and keyword opportunity

Another example of opportunity is working on keywords related to seasonal products or even geographically localized ones. It’s almost off-topic but sharing real-life experiences is often useful.

I worked for a wellness online store, linked to a physical one. A 'star' product sold in-store (offline) was only used in autumn and winter. The company was struggling to get a tiny turnover online. Every year, depending on various factors, its formula evolves but its name does not change. By looking at the 'Positioned Keywords' tool, we realized that our site was on the fourth page of the SERPs for the 'product name' (with high competition and moderate potential) but on the second page for 'product name + year,' which had huge potential and less competition. Indeed, since the composition evolves, users tend to specify the year when searching for the product!

On the site, the team had just mentioned the current year's composition in the text body...there was a real opportunity!

We decided, instead of working on the 'product name,' to work on 'product name + upcoming year' from spring, with an adapted product sheet as explained above (meta, structure, content), ensuring to include a note explaining that the product would only be available with the new composition in autumn. When it became available again with the new composition, we immediately added the new composition and ranked first in the SERPs for the selected keyword. Sales followed, and we successfully repeated the operation the following spring.

This is just one example among many, but perhaps it will give you some ideas?

Conclusion on keyword opportunities

There are opportunities for every sector. Semantic opportunity, seasonal opportunity, or even based on your competitors' sites and strategies. By being curious and exploring the Cocolyze tool suite, you can quite easily identify possibilities that you hadn't considered and integrate them into a global SEO strategy.