May 21, 2013
Occasionally a client asks why they are not appearing number one for a certain keyword. There was a time when you would optimise for a specific keyword to a specific page, however over time (some times in a matter of weeks) the Google algorithm changes and what once got you to number one no longer cuts the mustard.
The recent changes in the Google Algorithm has meant that when we optimize for one specific keyword or phrase, we have to ensure the phrase appears to be a natural part of the page content. If you target just the one phrase the page content looks unnatural to Google and you can be penalised. So we aim to create "topics" in page content which include similar keyphrases.
Google likes to return results on pages that are relevant to the search query, so when we develop client pages around keyword ‘topics’ and "similes", we can indirectly optimize the content for the target keyword without solely concentrating on that keyword.
For example, if "widget" is one of your target keywords, the phrases "widgets online" and "buy green widgets" also present some opportunity for ranking and driving organic search traffic. Both of these terms are relevant to the target keyword, so optimizing the content with these phrases in mind will likely improve rankings for the target keyword/phrase.
This means - as we optimise not only to the target keyword but also keywords relating to the target keyword we see a holistic growth in generic SEO terms, not just the target terms. The success of SEO is measured on keyword position and generic growth as a whole, not just the keyword SERPs position.
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