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Why One Keyword Won’t Do

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Filed under: Keyword Research and Search Engine Optimisation by Daniel Taylor on November 4th, 2008 @ 11:08 am

An SEO campaign requires the identification of beneficial keywords for each page of your website, and then the optimisation of that page to meet those keywords. Thanks to the changing face of search engine indexing, with particular attention to semantically related keywords, using a single keyword for each page and then using that keyword over and over again is unlikely to yield the most beneficial SEO results. Search engine optimisation has changed, and in many respects for the better good of you, your web pages, and your visitors as well as the search engines.

Semantic Indexing

LSI, or Latent Semantic Indexing, is the indexing of documents (in this case web pages) according to the keywords found within that document as well as topically related keywords. It is often safe to assume that when a page is deemed relevant to an individual keyword it can also be deemed relevant to a list of topically related keywords and this is how LSI and modern search engine indexing is believed to work.

Topically Related Keywords

Search engines don’t just consider LSI in the actual indexing process, either. They will consider the use of semantically related keywords in your SEO content and other SEO efforts. Those sites that offer a good selection of semantically related keywords within the content and within their link profile are more likely to enjoy beneficial SEO results than those that rely entirely on the use of a single keyword. By using related keywords in this manner you are showing the search engines that your page has been written naturally, or more naturally than it would appear if it did not contain topical keywords.

Building SEO Links

When building links we also need to consider the implication of keywords. Effective link building means the generation of inbound links that include your most important keywords in the anchor text of those links. With semantically related keywords playing an important part in the indexing and ranking process it is safe to assume that they will also be considered when judging the quality and merit of your link profile. Not only, then, should you use your most important keyword in writing SEO content but also in the generation of inbound links.

The Changing Face Of SEO

SEO is constantly changing in line with the changing face of search engine indexing. Using semantically related keywords is one such change that has been brought about by a significant shift in the indexing procedures employed by major search engines. As such, using a single keyword in your content and in your link building campaigns is not likely to generate the same positive results that it once did.

Search Engine Research

Researching the search engines and determining how they index pages is a major facet of the work of an SEO. If you intend to complete your own SEO campaign on the pages of your site then you need to fully research and stay on top of the latest indexing techniques and news. Researching SEO portals and resources will play a big part in this but the most recent and advanced techniques can be found in other areas such as patent applications and search engine releases.

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Using Keywords In On Page SEO

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Filed under: Keyword Research and Search Engine Optimisation by Daniel Taylor on October 14th, 2008 @ 9:23 am

Having conducted thorough keyword research you should have a good list of relevant keywords. This list will usually combine highly targeted keywords with very little competition with some more competitive keywords in a bid to generate greater levels of traffic. Once you have a strong selection of keywords and have determined the page titles and topics where you will use those keywords it’s time to implement them in such a way that they will benefit your SEO campaign. Keyword research, though an important part of SEO, is only the beginning of your online marketing journey.

The Major Aspects Of SEO

There are two basic aspects to SEO that will require the use and consideration of your keyword research. Off page optimisation is the building of a strong link profile. A link profile consists of a measurement of the number and quality of links that direct to your web pages. Search engines don’t just count the number of link a web page has but they also consider the relevance of the page providing the link, the perceived quality of that page, and the relevance of the anchor text that is used in the code of that link.

On Page Optimisation

On page optimisation includes, among many other aspects, the addition of high quality, keyword optimised page content. It also considers the addition of meta tags and other HTML tags and there are many areas to consider the proper use of your keywords. While keyword placement is important to on page SEO, so too is ensuring good navigation, quick page load, effective code to content ratio, and much more.

The Diminishing Importance Of Meta Tags

Meta tags are far less important than they were several years ago. Initially, adding a list of keywords into the keywords tag and reinforcing this with a keyword rich title and description tag, as well as adding keyword rich content meant a web page was virtually guaranteed to perform very well in search results. This is no longer the case and search engines consider many more aspects in the evaluation of your web pages and your on page SEO. Meta tags are still used to compile a search engine’s results and it is widely believed that meta tag spam will be penalised so care is required.

Keyword Optimised Website Content

Website content should use a handful of related SEO keywords for each page. Each of these keywords should be introduced several times throughout that page’s content as well as in image alt tags and various other HTML elements on the page. Including the primary keyword for a page in the web page URL or title will also help improve your overall SEO performance.

SEO Keyword Research

Keywords and keyword research are vital to SEO performance. Using the right keywords and adding them to the appropriate parts of a web page will help to improve rankings; they shouldn’t detract from the value your web page offers to human visitors, however, and can actually further improve your visitor’s experience through the provision of relevant, easy to understand website content.

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