Search Engine Optimization (SEO) has become a crucial part of any website’s marketing strategy. Keywords play an important role in getting your website to rank on search engines.
Gone are the days when people used to play with keywords to get a good ranking on Google. These days, context is more important than keywords.
Still, when it comes to measuring the performance of a website, it all comes down to specific keyword terms and phrases searched by a user.
It is still pretty important to have the relevant and authoritative keywords, rather than just specific terms or variations of phrases to score a better position against competitors.
The discrepancy between individual keyword approach and the relevance of content to the subject matter have increased a greater demand for on-page optimization.
While Google is trustworthy enough to understand the context of your content on the website, it is up to you to build a strong brand and satisfying user experience by:
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- Defining the hierarchy of your content
- Organizing your content
- Building a context that can rank for multiple keywords, and yet meet the conversion goals
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Even though there have been a lot of changes in the importance of certain optimization techniques, optimizing keywords is still as important as ever.
- Know your Current Content
The fourth step after establishing conversion goals, arranging the analytics, and conducting keyword research is to organize the keywords into relevant topics.
You can group together a set of terms for the same topic. There is no need to derive different variations of the terms; rather the focus must be on the relevancy of the set of terms with a topic.
Like for an e-commerce website, keywords can be grouped together based on the top-searched general terms, industry of business, categories of products, brands of products, other filtering options, and similarity of products.
Majority of the B2B websites start with creating a group of top-level business industry terms, then on the basis of product or service categories, and ultimately by the products or services respectively.
Once the keywords are grouped into a topic, the next important step is to map those keywords into the content on the existing pages of the website.
You can even draw inspiration (without copying) from the top websites in the SERPs of that particular topic.
- Optimize Site Architecture
The content on your website shouldn’t just be high in quality and relevance, but it must also be organized in a proper hierarchy.
From top to bottom, your site hierarchy must follow the general topic first and then moving down to specific. It must balance the user experience by prioritizing the product or service offerings and focusing on topical keyword search volume in the content.
Your content approach must treat every page of your website as a landing page for one or more topical keywords. This will help you reach better rankings and visibility.
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- On-Page Optimization
On-page optimization is one of the basic practices of SEO, which many SEO campaigns tend to ignore.
Producing a great content and organizing it in the designated hierarchy isn’t enough. You have to go deeper than that with proper categorization, while building context for the user and Google.
The last thing you want is to provide a bad user experience. Proper categorization on your website will help the user to navigate your website and find what they exactly want, increasing the time spent on your website.
The on-page variables still matters a lot. With proper architecture and on-page optimization, you provide a strong and relevant content on a particular topic.
This gives you ample time to look into the finer details of optimization and check how the impact the rankings.
When your content is aligned with your business context along with proper on-page optimization, you can focus on testing the changes and their impact on your website in terms of SEO.
The above mentioned are primary aspects of SEO but they are not everything. A proper SEO strategy must be followed with aspects of authority and relevancy that you want to display.
When there will be a balanced website with hierarchical content, it’s the right time to attract links to other pages than your homepage.
This will be in-par with your off-page ranking strategies, targeting to specific topic lying deeper within your site other than the homepage.
This will also help search engines determine the intent of page from one topic or subtopic to another.
About Guest Author: Ashish Sharma is the Chief Marketing Officer at WeDigTech, a Mobile App Development Company. He is responsible for marketing activities that have to do with creating, communicating and delivering offerings that have value for clients or business partners.