Episode 433: How to Use RankIQ in Different Ways to Grow Your Blog with Alexis Leonhardt

EBT433 – Alexis Leonhardt

Intro: Food bloggers, hi, how are you today? Thank you so much for tuning in to the Eat Blog Talk podcast. This is the place for food bloggers to get information and inspiration to accelerate your blog’s growth and ultimately help you to achieve your freedom, whether that’s financial, personal, or professional.

I’m Megan Porta and I’ve been a food blogger for over 12 years. I understand how isolating food blogging can be at times. I’m on a mission to motivate, inspire, and most importantly, let each and every food blogger, including you, know that you are heard and supported. 

I know you guys hear me talk about RankIQ all the time in the podcast episodes and I have some ads sprinkled throughout as well. But in this episode with Alexis Leonhardt from Fancy Apron Cooking, this is totally natural. Nobody asked me to do this. Alexis brought this topic to the table, and I absolutely loved it because, you guys, I truly love using RankIQ. It is my favorite keyword research tool. We dig into all the perks and gems and hidden little features inside of the tool that you can explore if you haven’t already. Listen to this full episode. We talk about so much and how this can help you streamline your business, make blog post writing easier, make keyword researching easier. It is just such a great tool. I love it for a reason. I hope you enjoy this episode. It is number 433 sponsored by Rank IQ. 

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Megan Porta: Alexis at Fancy Apron shares upscale recipes that everyone can make. She cooks a lot of Traeger recipes, weeknight dinners, and she shares tips for shopping at Costco. Fancy Apron is three years old now, and although it’s had a little bit of a slow start, 2023 is bringing big growth. Hello, Alexis. So happy to have you on Eat Blog Talk. How are you doing today? 

Alexis Leonhardt: I am doing so good. I’m so excited to be here. How are you? 

Megan Porta: I’m good too. Thank you for asking. And as I love this topic. It’s one of my favorite topics. We’re going to talk about your awesome experience using RankIQ, but before we get into all that great stuff, what fun fact do you have to share with us? 

Alexis Leonhardt: So I’m actually really excited about this. I got an email. So my kids and I, we do Taekwondo and we had belt testing over the weekend and we all passed. So now I’m a red belt in Taekwondo. 

Megan Porta: Ooh, that’s awesome. When did you start Taekwondo? 

Alexis Leonhardt: About a year and a half ago. I wanted a good physical activity for my kids and one that I could do with them. One of my kids has some special needs, so it had to be something that I could help with. Now I just love it. We all love it. 

Megan Porta: Oh, good. Did they latch onto it and they loved it right away or did it take some time? 

Alexis Leonhardt: No, they pretty much loved it right away. Where else do you get to go and kick and punch stuff and… 

Megan Porta: Yes. Ha. 

Alexis Leonhardt: It’s encouraged.

Megan Porta: Oh, that’s awesome. I have dreams to do that. I should do that, too, because I love the family aspect. Anyone can try it, right? 

Alexis Leonhardt: Absolutely. Yeah, it’s good for all of us. It’s social. It’s physical. It’s… 

Megan Porta: Mental, too, right? 

Alexis Leonhardt: Yeah. Like all of the things. It’s really fun for us. 

Megan Porta: Cool. Congrats on your red belt. That’s awesome. 

Alexis Leonhardt: Thank you. 

Megan Porta: Okay, let’s talk about RankIQ. It is such an awesome keyword research tool. I use it for so many things, and I think we’ll get into some of that as we start talking. But where do you want to start? So you use it, I know, for just plain old keyword research. So do you want to start there? 

Alexis Leonhardt: Yes. One of the reasons I’m so passionate about this is because keyword research used to be my absolute least favorite task, and now it is my most favorite task. Because it’s gone from being really cumbersome and not knowing, that indecisiveness and being unsure to now with RankIQ, as I’m going through the process, I am 100% certain that this is the right thing for me to write about, writing it the right way so that it’s going to actually rank and it’s going to be seen. So that’s why I like it so much. It’s effective. 

Megan Porta: It saves time. With other keyword research tools, I feel like I can find a keyword and think it’s okay, but I don’t know for certain, because it hasn’t been handpicked. It’s just part of a massive database of keywords. But with RankIQ, I’m like, okay it’s already here. It’s been selected. So I know it’s has potential.

Alexis Leonhardt: A hundred percent. So when I start, I like to go into the keyword library for a lot of reasons. So the main component is probably the optimizer. So say you have a key phrase you want to use, but before you get there, there is a keyword library that has things that people are searching Google for that there is either not a lot of answers like low volume or the competition is low because the content is very thin. So right now, if you go into the keyword library and just look at food, there’s over 121,000 keywords that are low competition, that have good volume. 

Megan Porta: That’s a lot. And it’s not a billion. It’s manageable a lot, right? So it’s doable for me. It’s approachable. 

Alexis Leonhardt: Yes, because then within there, there’s plenty of subcategories, whether it’s drinks, coffee, leftovers, so many different other categories. So whatever your niche is, I make a lot of recipes on my trigger. So smoked, grilled stuff like that. So within my niche, I have a couple of different directions I can go, but it’s really easy to sift to find immediately words that are low competition. Then next to the competition, it’ll give us visits per year. So I’ll know that 35,000 people per year are searching dot. That helps me decide really quickly okay, this is what I should be focusing on because this will get me results really quickly. 

Megan Porta: Is there a number that you try to stay under for competition? 

Alexis Leonhardt: I do because I don’t have a huge domain authority. So I’ve been using this since January, and I noticed that when a word with a competition of six or eight, it will rank within days.

Megan Porta: Yeah. It’s magic. You’re like, wait a second. I did one that I posted on a Sunday and on Monday it was ranking. I was like, no, this is crazy. It was so fast. 

Alexis Leonhardt: It’s true. It continues to grow. That’s just the fact that it’s just there the day and then, it takes six months to a year for something to grow to its full potential. I did that. I published a blog post on an airplane and two days later it ranked.

Megan Porta: Yeah. It’s crazy. It seems like no way that couldn’t happen. I was showing my mastermind group. Look at my published date. I just published it yesterday. Today is Monday. One day later. I’m not saying that will happen all the time. That was an anomaly, but it was really cool. I haven’t gone back to check that one, but I’m sure it’s probably risen even more. But I try to stay under 20 just as a general rule. I have a pretty good domain authority, but I still try to stay under 20 competition. But like you said, if you’re under 10, oh, even better if you can find those gems. 

Alexis Leonhardt: Yeah, it’s fast, it’s effective. I also happen to find that the things with the lower competition also require less content to rank. It can be shorter, like a thousand word goal for the blog post versus a 2,500 with some of these things that people are searching for. So it’s just faster all around. 

Megan Porta: Do you select only keywords from RankIQ or do you get keywords from other places and then run it through the optimizer?

Alexis Leonhardt: Mostly when I am updating old content. So for example, I had a wedge salad recipe on my blog and I wanted to update it. So then I started sifting through. I put that into the search for the keyword library and then I picked one that made way more sense that was a much longer tail keyword. So I have done both, but right now I have so many words saved in my library. I don’t need to. I’m good with what’s in the library because there’s so much for my niche. 

Megan Porta: Do you spend a lot of time going through them and just perusing the keywords and saving them? 

Alexis Leonhardt: I do. It’s too much. It’s too fun. For one thing, it’s funny to see what people are searching for in great volume on the internet. So that’s entertaining. But then also it’s fun. It’s exciting to say, Oh my gosh, I have a recipe for that, or I could write about that. So it is really motivating when you go from, gosh, what do I want to write next week? What’s seasonal and you’re searching for all these other things. So I do go through the library quite a bit and save plenty of words. 

Megan Porta: As you’re going through. 

Alexis Leonhardt: Yeah. More than what I’m going to be able to write. 

Megan Porta: Which is good. That’s a good problem to have. 

Alexis Leonhardt: It’s true. 

Megan Porta: I’m like you, Alexis. I used to hate keyword research. Now I love it. I find that I’m actually inspired when I look through the database of words. Like you said, you’ll find things that you’re like, Oh, I didn’t even realize that this would light me up, but I actually want to write about this. So I’ll save it. By the way, there’s a handy little plus button next to each keyword that you can click on and it saves it to your own personal keyword library. So it’s like your library, your keywords. So you don’t have to run a report because you get a limited number of reports every month. So if you click on the orange plus button, it saves it to your library so you can go through your library and it’s more condensed. So you don’t have to wade through all of the keywords. Just a little tip there. 

Alexis Leonhardt: Once you build up some things and okay, you have all this potential, then it shows you your domain authority. So here, right up at the top. So once you know where you should be targeting, and then you can do further searches there. If you want to stick with one topic, and maybe batch work a little bit, you can go ahead and run reports out of just your saved keywords and then know that this week or the next two weeks, I’m going to focus on asparagus, for example. Because there’s multiple recipes for your topic that might need to be written. You can get a lot of photography done and a lot of recipe writing done and get those filled much quicker, I think.

Megan Porta: So it’s a really good way to plan batching. 

Alexis Leonhardt: Yes, for sure. 

Megan Porta: Yeah. So do you do that often? Just plan by category or month or season and then go from there? 

Alexis Leonhardt: Yes. So I’ll do two things. So may, for example, I wrote four new blog posts and I updated four old blog posts. So I just got into a really good routine where I was able to write. So I was able to look at, okay, things coming up for the summer, for father’s day and take that into account and then update similar things. So that if I could modify a picture here or a picture here, my brain was focused on one concept that I could knock out for several topics. Like smoked chicken. People need to know how long to smoke chicken at 250, at 300, at 350. So they’re totally different searches with totally different volume, but a question that I can answer all of those times.

Megan Porta: You could even think about it during the holidays. So I’m just thinking of Thanksgiving coming up. You could do what Thanksgiving sides or any sort of meal that you’re gonna be serving, and then group together that way. So it doesn’t necessarily have to be by ingredient, but it could be by holiday season. We can think about other themes too. 

Alexis Leonhardt: Yeah, that’s a really good point. For me it’s photography. So if you’re building something out, a main dish, a side dish, a vegetable, a drink, get all those photographed at once. That’s awesome if you can do all that and then have all of these gorgeous pictures at the end and pull that many posts out of it, which is possible. Looking at what’s in here, it’s certainly possible. 

Megan Porta: Yeah. Oh my gosh. Yes. There’s a lot. It’s been growing too. I remember when I, like a couple years ago, first went in, there’s so much more volume now, as far as food keywords. 

Alexis Leonhardt: Yes. The creator for Rank IQ continues to add new features. So one of my newest favorite parts is you pick a keyword and you choose to actually run your report. Now you get to go in and you have all this information on what the world wants to see when it comes to this keyword. So recently, maybe in the last month and a half or two, they added the feature to help you choose your title. So a title grader that lets you know what words are the most popular to include, how long it should be, how you can cover maybe more than one search in your topic. Then also lets you know the top 10 posts that are ranking for this keyword. Separate from that, the best three graded content inserts it’ll let you know, this is what has the most information or the most complete information just to make sure that when you go to answer this question, that you are producing the absolute best piece of content for your readers slash Google. 

Megan Porta: Yeah. Yes. If you dig a little bit, you’re like, Oh gosh, I didn’t know this was here and this was here. There are little hidden gems within the tool. It’s not just a keyword library. It’s so much more than that. Then you can do the rankings audit as well, which I always dig into. It just summarizes for you your pages with the most traffic in the last, I think it’s 28 days with most traffic in the last three months, I think. Then you can also see which pages experienced traffic growth recently and also traffic decline, or I think he calls it contraction or something like that. That’s really helpful because then you see what’s falling off, what’s doing better, and you can plan accordingly. 

Alexis Leonhardt: Yes. Which, when it comes to optimizing or updating old content, that’s the perfect place to look to see where I should be focusing? 

Megan Porta: Exactly. Yeah, because Google Search Console is great, but we don’t always know what we’re looking for there. But this just summarizes it real time for you, and you can run your audit and it does a real time audit. So it’s super handy. So yeah Keyword Library, yes, save your keywords, yes, peruse through there, save them. But there’s so much more. I love the new title naming. Did I say that right? Title naming recommendations that he gives and then also there are sub themes. I hope I’m saying all of this right. I am not a keyword research analyst or SEO expert, but I am trying to do my best here. But yeah, it is very helpful if you dig into that part as well. 

Alexis Leonhardt: Yes. I like the title analysis because it helps me to decide which direction, specifically, I want to come at this when I’m trying to teach a reader somewhere else. Yes, this is based on Google, but then also it helps give me a flashlight at where I should be looking. Because, there could be some very general terms. Okay. I’m looking right now at smoker recipes, beef. That’s something that people search for very often. There’s a lot in here that I can go after. So within the title analysis, it’s looking at different cuts. Is it barbecue? Is it pulled? Is it Texas? So it helps me know, okay, this is how I’m going to focus and then get started in writing. Because for me, the hardest part is getting started. Once I get going and I have my headers in, it’s much much quicker. 

Megan Porta: Yeah, so true. So you use it for both new and old content. So you comb through your old and create new, but you run it all through the optimizer, I’m assuming, because it’s incredible. So talk about the optimizer a little bit if somebody doesn’t know about that.

Alexis Leonhardt: So once you own your report and get your title, then it’s almost like a workspace. It’s a place that you can physically type in or copy and paste your blog post into. It’s going to show you all of those other LSI words or topics that the most popular blog posts are already featuring. As you go through, it’s going to give you a grade. One blog post will say it needs a thousand words to probably outrank all of the other posts or get up there into the top ten. While word count isn’t actually a ranking factor, it’s a recommendation that this is probably what you’re going to need in order to cover all of those LSI words. Then, as you go through in your writing, and you’re using all of those other LSI words, it’ll check them off that list and it’ll tell you right now you’ve gotten it. It’s like the red light, orange light, green light from Yoast, but better and more accurate. It’s you’re getting closer, you’re getting closer. Then you’ll have a piece of A content by the time you get done. Writing with your headings and all of your paragraphs and breaking it down.

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Alexis Leonhardt: I have taken old content and copy and pasted it over from my blog and then I’m like, Oh, it’s an F. No wonder it’s not ranking. Then I rewrote it. Then within a week, then it starts pulling in traffic. So the optimizer is definitely the most useful part of RankIQ. 

Megan Porta: Most powerful, I would say, too. Yeah, I do the same. I’ll be like, why isn’t this doing well? Then once I paste it in, it’s red F. Okay, it gives you a recommendation too, so it’s not always like you have to get an A++. It recommends like B- or something, but I always try to get to A++. It doesn’t always happen because sometimes this is not natural anymore. So you do like to keep it as natural as possible. No keyword stuffing. You just want to make it yours while including these keywords if possible. 

Alexis Leonhardt: That’s another thing. Keyword stuffing is a great point. With some of the recent updates from Google and even looking at chat GPT, it needs to sound fluid and it needs to sound natural. Most of these words that are recommended to include are not just your keyword at all. So now sometimes I will work in the optimizer. I’ll move it over into my blog post and my Yoast will tell me that I didn’t cover this enough and I don’t even look at it anymore really because I trust what I’m doing over in RankIQ and it’s working. So I think my writing has actually gotten better since I started to use this because it is more natural. It’s funner, I’m having more fun with it because I’m more confident with it.

Megan Porta: Yeah, that’s a really good point. When you do it enough, you, I feel the same way, Alexis. I feel like I do become a better writer and a quicker writer too. Like I’m, I can do it so much faster. Wow. I can do it so much faster than I could before. So the whole blog writing process or updating process goes so much more quickly now that I’ve been using RankIQ for a while. Whereas before it was like not knowing where to start, not knowing what my title should be, not knowing how to format my post or what keywords to put in there really. So now it’s just okay, I know exactly what to do. So I think I’ve cut my post writing process in half or more within the last couple of years.

Alexis Leonhardt: Yeah, it’s really eye opening how helpful the title and the optimizer can be. Because of that, I did more work in May than I have ever since I started my blog. So it was so motivating and so exciting to see that I was able to update. The post that I updated was like an entirely new post with a really old URL. So it was just very natural for it to start pulling in traffic because it had been there for long. Some of the pictures had been indexed, I think. So Brandon Gaille, the Blogging Millionaire podcast he talks quite a bit about how to update and if you should be updating photos or not, which is helpful. But by the time I got done just copying, pasting and rewording, it was like an entirely new post in such a small fraction of the time. 

Megan Porta: Really good point. You mentioned the Blogging Millionaire. So I think it would be worth just mentioning if you have old content that needs to be updated, I highly recommend going through Brandon’s four part, I think it’s four part series where he goes through the different quadrants. Have you done that, Alexis? 

Alexis Leonhardt: So I did listen to that. He did that quite a while ago, right? Now that’s what I’m doing. I’m looking at, I have a lot of, I have a lot of opportunity though. So there’s plenty for me to work on. But yeah, he does have a really good system, and he actually just did a recap on it going through, because I think 13 point parts on different things to look at, but they’re really short, like 7 to 10 minute podcasts. He does go through there a little bit again on updating old content and how to choose. 

Megan Porta: Yeah. It’s really helpful because for a while, I was trying to do it on my own. Oh, I know exactly what I’m looking for. Not. So I would go into the search console and pull out what I thought should be updated. But then I did his series and I was just telling some people in my Mastermind, it was like magic. There were two URLs that came up that according to his strategy I should update and they were old. I was like, I don’t really want to update these. It doesn’t seem right, but I did it anyway. Those two URLs shot up in Google within two to three weeks. They were old URLs, but like you said, I didn’t do anything to the photos, and I just basically gave it a total facelift, the copy. They’re doing really well right now. They’re bringing me a ton of traffic. So it is really worthwhile to just trust the process and do what he recommends and just see how it goes.

Alexis Leonhardt: Yeah, because that’s so awesome. How fulfilling it is when, it makes those undesirable tasks way better. When you don’t really want to do this, but then when it turns out it works, then it’s worth it. 

Megan Porta: Oh my gosh. Yes. 100%. Yeah. The outcome is the payoff. So just keep remembering you could have really good rankings if you just go through it. But it is arduous getting through there sometimes, especially if it’s not lighting you up. Some rice cakes recipe that I had written a long time ago about toppings, and that doesn’t align with my niche at all. So I’m thinking like, what, why, I am not going to update this. The pictures were okay, not great, but I did it anyway, and. Yeah. Now I’m number three for this keyword, which is pretty miraculous because I never would have thought that. So how do you handle non recipe content and also roundups? 

Alexis Leonhardt: Yes. So for one thing, I do roundups and I do like to put one or two in my monthly calendar because all of those non recipe posts are faster than writing a recipe because you don’t need a recipe card. You don’t have to test it out multiple times and make sure that it’s right. So a couple that I’ve done lately, I’ll get my headings done, and then I just slowly work on it. So probably, two a month maybe with one roundup and then one just non-recipe post, like a support post, whether it’s a shopping guide for grills or something like that. There’s also quite a bit on how to freeze things, how to save things, how to clean things, how to clean your Traeger Grill. So I will do one of those a month. Did I answer your question? 

Megan Porta: Yeah and comparison posts, I’m trying to think of others, how to store food in the fridge or… outside of the fridge, or when does food go bad? These are all questions that people are asking on Google sometimes. Depending on the category of food a lot of people can be asking these questions, and they need to be answered by people who know what they’re talking about. So you, bloggers. So if you have a food category that you like, I know everything about asparagus, how it should be stored, what you should do with the end, if you know all of that, then put it out there because it would probably be super easy for you to write. Clearly it’s valuable and people need this information. You can do interlinking as well with all of your other amazing asparagus recipes. 

Alexis Leonhardt: That is a great point. One thing I forgot about is interlinking with batchworking. So as soon as you write one post, you want to go to an older one and link back to it to build that up. If you’re focused on one topic, say, asparagus. How to freeze it, how to use up the leftovers. So you have two non-recipe support posts that you can probably write pretty quickly that you’re going to be able to link to in your current two posts and build up this little net. 

Megan Porta: Yeah, it’s true. Other bloggers or other URLs will pick up that informational style article too. Oh, this is really valuable, like how to get into an artichoke, for example. I think I wrote one on that recently. That’s something that a lot of people don’t know about. So if someone else finds that I’m an expert in cooking and eating artichokes, they’re going to link to me. So backlink opportunities as well. I do agree. I recommend that all bloggers should be putting roundups and non-recipe posts into their content calendar, like you’re doing like two a month, probably one each a month.

Alexis Leonhardt: It’s satisfying because it grows pretty quickly. I know we’re all here probably because we love to cook and we like writing recipes, but sometimes people just want their questions answered. So it’s helpful to just help them. 

Megan Porta: Yeah, as boring as it might seem. You have the knowledge, so share it, right? All right, we have covered a ton. I hope this is super helpful for people, whether they’re in RankIQ or not, to just give them inspiration to dig more into the tool. Honestly, like you’re saying, Alexis, this makes your life more streamlined. It makes blog post writing faster, whether it’s new or old content. It’s hand delivered keywords on a silver platter that are going to work for you. I just feel like it’s a no brainer, especially now when things are so competitive and there’s so many people trying to get keywords. Yes, I think everyone should be exploring this.

Alexis Leonhardt: It really is. I think that using an optimizer and going through this list, it might feel like a little less natural, almost an AI is writing it for you, but it’s not. It’s such a great guide. Like I said, it’s made my least favorite task when it comes to blogging, but probably one of the second most important, right? The first important being that you can cook. Then the second one that you can write and get your information out there where it needs to be seen. So it’s just the best. It really remotivated me this last year to keep going to see results. I have watched a lot of growth in the last two months by really knuckling down and having a good system with RankIQ.

Megan Porta: That is awesome. I’m so glad that it reinvigorated you. It did the same for me. I’ve been blogging for a million years and I was just at the point where honestly, I don’t know what I can cook. I’ve cooked so many recipes over the years that I just got to that point where I was stuck a little bit. This really did give me a new life as well. I want to touch on what you said just a little bit, like the idea that It’s maybe not as natural, what to substitute for asparagus in this meal. Something like that just seems, really? This seems forced and not something that I would write about. But when you get into it and you start writing, you find that you’re more passionate about this than you thought and the results that it delivers to you. For me, that’s so inspiring to see how quickly you can rank and how valuable it is for people. I love that piece of it. So just a little encouragement there that it may seem forced, like Alexa said, but the payoff is so worth it.

Alexis Leonhardt: Yes. It’s a great filter. 

Megan Porta: Yes. So true. I’m glad we shared this passion. Alexis, I just love this tool. I talk about it all the time and I’m sure everyone’s yes, we hear you, Megan. But it’s good to hear it from other people too. So I am so grateful that you joined me in this episode and shared your passion for it and all the things that work for you as well. So thank you so much for being here. 

Alexis Leonhardt: Thank you for having me. 

Megan Porta: It was a pleasure to talk to you, Alexis. Do you have either a favorite quote or words of inspiration to leave us with today? 

Alexis Leonhardt: So lately one thing, it’s not really a quote, but it’s just something that I’ve been trying to remind myself of is that I can do anything, but I can’t do everything. I’ve been reminding myself a lot of it, a lot lately, because there’s all of these things that I want to do, and I know that I can. And the reason I’m trying it now is because I could do my own keyword research, but I cannot do it better than RankIQ. So just reminding myself of that keeps me on track sometimes.

Megan Porta: It helps that it’s such a great idea, concept, because it helps you streamline too, and that’s exactly what we’re talking about today. If there’s something that’s going to help you streamline your business, heck yes, do it. 

Alexis Leonhardt: Absolutely. 

Megan Porta: Yes. Great way to end. Thank you so much. We’ll put together show notes for you, Alexis. If you want to go look at those, go to eatblogtalk.com/fancyaproncooking. Tell everyone where they can find you. 

Alexis Leonhardt: So yep, fancyaproncooking.com is the name of my blog. Then on my socials on Instagram and Facebook, you can find me at Fancy Apron. 

Megan Porta: Everyone go check Alexis out. Thank you so much for being here again. Thank you for listening today, food bloggers. I will see you in the next episode.

Outro: Thank you so much for listening to this episode of Eat Blog Talk. If you enjoyed this episode, I’d be so grateful if you posted it to your social media feed and stories. I will see you next time.