Keyword targeting has long been married with the concept of delivering content. If your business specializes in making rabbit hats, then your SEO list might look something like this:
Hat for rabbits
And so on
A popular method of attack has traditionally been to assign a blog or article to every keyword and systematically address each one. This has been an approach to achieve maximum benefits from each search phrase.
Part of why this has been popular is in the past, search engines focused on just the search being made. Since the late 2000’s and early 2010’s, SEO has changed to where it makes concessions for each word. Phrases are now based on apparent user intent, or why they are making their search. Others are valued based on location relevance, especially for mobile users.
The Argument for Multiple Keywords
Since many blog posts tend to satisfy user knowledge or meet a need (e.g. “How do I get rid of rats in my house?”), SEO experts now find it prudent to funnel several different search phrases into a single post. It increases the chance people see it. Google rankings favor high retention and traffic volume. A well-written post wants to attract as many people as possible, not a single search group.
Now SEO experts are left asking different questions:
How many keywords should be on each page?
How often should I target the best search phrases?
How relevant are the old link-building practices?
Should I group similar pages?
The Rules for Targeting Keywords
Organizing a site’s SEO strategy is slightly more complex than before. Luckily there are some basic rules that make the process easier. As it turns out, articles focused on a single keyword are more effective when that search phrase is popular and competitive. Here are some others:
- Pages should not target any keyword or phrase related to your industry; it has to address some sort of problem and redirect web traffic. The more click-throughs for your site, the better your site rank.
- Keywords must only be combined if they all relate to one another and they relate to the topic. Sneaking in phrases willy-nilly does not equate to optimal keyword use.
- The content must be helpful to the reader. Visitors that do not find value on your page will turn away and increase your bounce rate, which hurts your ranking. If you manage to push an article to the top of a phrase through dubious means, the victory will be short-lived.
More questions about keywords? Discuss with us at SteerPoint.