Have reading the news story on Search Engine Watch about Google moving its keyword data to secure search I realise that change in the world of SEO is now almost a daily event.
Keywords – it used to be so easy…
Put together a page to use the best key phrase, sprinkle it into the title tag, the description, in the text and get a result. This no longer works. The good news is that we can now write copy for humans and not just for google.
A themed vocabulary
Keywords still count, but Google is now looking for a themed vocabulary. If we are talking about a Spa, there are going to some phrases, and more importantly words, that you would expect to see. The more of these keywords and phrases there are, the more authority the page will have. This in turn means that more people will share the content or comment on it. Some subjects could have three sets of themed words, ‘Spa Break, Spa Treatments, Spa Hotel’ for example.
Know your customers’ needs
With google making it harder to get access to organic keywords, how do we get hold of these themed keywords? I believe it means looking for trends in social media, undertaking more competitor analysis and understanding where your traffic is going once it arrives at your website. It also means knowing your customers’ needs, researching your subject, and finding your voice within it.
The return of the 50ft webpage?
We had a maxim of saying that a page should have 300 words of copy. This seems very old now and articles of 1000 + words are becoming more common, and so webpages are getting longer again. This is why having a Blog is now even more important. You can talk in more depth about subjects and include images / videos and work towards creating a real buzz around your content.
Talking to your customers and asking how they found you also works well.