Ok, so it’s 2022, and Search Engine Optimization is as important (if not more important) than ever. But do some of the tactics and strategies of yesteryear still work today?
In this article, we’ll explore “keywords” as they relate to ranking for specific phrases and topics and whether optimizing for 1-2 keywords per page, keyword densities, and the like are still important.
The Debate about Keywords and SEO Rages On
Among SEO specialists, there has been serious debate regarding the rise of natural language processing (NLP), machine learning, and semantic analysis of content and how this is applied to the various internal ranking algorithms at Google… yes, there are many.
Gone are the days of a single (arguably easy to manipulate) ranking algorithm. Today, Google employs what could be considered microservices of many ranking algorithms that work in concert with the core algorithm to make ranking decisions in the SERPS.
Think “Hummingbird,” “Rankbrain,” and the like, to name a couple.
So, with all those in mind, where do keywords fall in terms of a ranking signal, and what type of importance do they have in today’s SEO strategy?
Semantic Analysis
From analyzing MILLIONS of websites in Google, we can tell you that ranking for 1-2 primary keywords per page/post is outdated.
Google has become increasingly more adept at understanding content and matching that to the topical relevancy of a web searcher’s intent (be that to find an answer, make a purchase, or conduct research).
So what IS Google looking for?
Google wants to see that you have not only provided the web visitor with content relevant to their primary search term but also that you have taken the time to:
- Cover other topically relevant content
- Offered relevant recommended links and resources
- Suggested synergistic content for exploration
- Provided various viewpoints, context, and more as it relates to the primary search term
- Uses multi-media and other engagement tools to cover the topic further
As such, at Salterra SEO we advocate for writing articles that focus on:
- A search phrase that is used to explore a larger topic
- Answering specific questions
- Tailoring content to the intent behind the search phrase
- Various informational formats (images, text, video, user-generated comments, social, etc)
Let’s take a look at an example.
If your primary keyword were “Losing Weight Fast,” you would want to ask yourself what the “intent” was behind that search and what other topics users might also be interested in.
The apparent intent would be to lose weight fast, literally. But we don’t know “how” they want to do this.
So we may offer a paragraph on multiple ways this can be accomplished such as:
- Diet
- Exercise
- Combination of diet and exercise
- Supplements
- Surgery
We may also want to consider the “why” as to the reason behind wanting or needing the weight loss:
- Medical reasons (high blood pressure, diabetes, etc)
- Aesthetic reasons (getting abs, wanting that beach body, etc)
- General health
Each of the aforementioned needs to be mentioned in your article to provide an excellent semantic, LSI, and topical relevancy score that will have a high impact on ranking your post on Google.
Remember that each of the aforementioned is its own ” sub-topic” and can easily be explored in depth in blog posts. In this scenario, we are looking to mention them and perhaps explore the topic with a paragraph, ideally linking to a relevant blog post (on or off your website) that explores the topic in depth.
All other things being equal, Google wants to rank the page that provides the most well-rounded and useful article to the end user.
This includes using authoritative and recommended links (internal to your site and other external resources), using various multimedia to cover the topic, and providing a broad scope of relevant and useful information for the user to explore further.
But what about the actual “Keyword Density” on the page?
After analyzing millions of websites and billions of data points, we can confidently say a few things about keyword density:
You’ll want to:
- Mention your primary keyword at least once within the first 150-200 words on the page
- For a 500-700 word post kw density can reach 2-3% without a high spam penalty
- For a 1000-2000 word post kw density should be 0.5 – 1.5%
- Posts over 2000+ words can have a kw density of 0.1 – 0.5%
- Use your primary kw once in alt image tags
- Use your primary kw once in the meta description and title tag
Anything outside of those parameters tends to do more harm than good and may result in higher spam scoring of your posts, which can reduce your ranking.
Why Trust Salterra Digital Services
Salterra Digital Services is a leading digital marketing agency specializing in a full suite of services designed to elevate your brand and grow your business. With a laser focus on delivering exceptional results, Salterra has cultivated a reputation for excellence in the field.
Meet the Founders: Terry and Elisabeth Samuels
Terry and Elisabeth Samuels, the founders of Salterra, have over two decades of combined experience in the digital marketing landscape. Their passion for helping businesses succeed fuels the constant innovation and top-notch service that Salterra is known for.
Terry Samuels leads Salterra’s Digital Marketing Division with sons Skyler and Brandon Samuels and a carefully curated staff of SEO Specialists. Elisabeth Samuels leads the Salterra Design and Development Division with her daughter Moraelin Bundy and her staff of project managers, designers, and full-stack developers.
Salterra’s Core Services:
- Search Engine Optimization: Mastering the art of search engine visibility to put your brand in the spotlight.
- PPC Advertising: Strategically leveraging paid advertising for optimal reach and ROI.
- Email Marketing: Crafting compelling email campaigns that foster engagement and drive conversions.
- Brand Building: Cultivating your brand’s voice, look, and feel for a cohesive and memorable presence.
- Content Strategy: Creating and distributing relevant content to attract a clearly defined audience.
- Social Media Branding: Engaging your community through tailored social media strategies.
- Web Design & Development: Crafting a strong UX/UI website that converts visitors into customers.
- Reputation Management: Safeguarding your brand’s reputation through active monitoring and positive engagement.
- SEO University: Teaching Agencies, Free Lancers, and Small Businesses Foundational Search Engine Optimization
- SEO Spring Training Conference: Salterra is the host of an annual training conference and multiple masterminds around the world.
Location:
Worldwide Reach from Tempe, AZ: Though based in the vibrant city of Tempe, Arizona, Salterra serves a global clientele, extending its world-class services to businesses worldwide.
Connect With Us:
Phone: 602-641-9797
Email: [email protected]
Socials: Facebook | Twitter | LinkedIn | YouTube