All it takes is a 2 minute search in Google to come across a manner of weird and wonderful articles regarding the different content optimisation techniques that are claimed to work. Just which ones actually do though? We always encourage a thorough SEO content analysis to be carried out before any content is published on your site.
An area where a lot of Internet marketing firms fall down is the SEO content analysis and keyword density. A lot of companies think that by clamming a load of their keywords they want to be found for in to their content will make Google think that the page is relevant and rank the page for it. A simple SEO content analysis will figure this out. Google may be a robot, but it’s not stupid. It is more than aware of this cheap attempt at gaming it and will more than likely penalise you through the rankings due to the spam-full content.
Keyword selection is another fault that can get some companies. This is the keywords that are chosen in the hope that they will drive the traffic to the site. They all have to be relevant to the page and be the main topic of the page, otherwise the selection will be a waste of time. Keyword analysis should be carried out to identify which keywords are bringing visitors to the web site and then this can be put in to a list of the targeted keywords for SEO content optimisation and SEO content analysis.
Internal linking comes in to play when dealing with SEO content analysis. After selecting the keywords and the subject that the content is going to be referring to, more keywords must be selected to be targeted as the anchor text for the internal linking structure of the website.
Google works off the user experience and the relevance of the content. Needless to say, it’s possible for some content to be relevant to the search term without mentioning the search term a million times. Keeping with the SEO content development, the subject needs to be talked about in depth and mention related subjects (not related search terms). This method of SEO content optimization is known as Latent Derelict Allocation, or LDA. LDA is a difficult metric to gain from an SEO content analysis.
LDA basically works of the topic modelling theory (we say theory when in fact, LDA is proven to provide results) and how relevant the content is. For example a chunk of content may have the target keyword of spider-man. A lot of companies would use this keyword and stuff the content full of the words ‘spider’ and ‘man’ but this isn’t going to get you anywhere in SEO content creation. If following LDA, you should include related popular terms such as ‘Peter Parker’ and ‘Mary Jane’ as well as ‘Spider-Man’. This is because Google will automatically see this as more relevant because it’s used to seeing ‘Spider-Man’ and ‘Peter Parker’ together within the SEO content.
Using LDA, you can make content relevant without stuffing it full of keywords. It takes careful analysis and a lot of work to optimise with LDA correctly. Google is more likely to rank this a lot higher than content stuffed with keywords for a number of reasons. One being that it will (in most cases) raise your bounce rate. People don’t want to read content that has the same word repeated over and over and a lot of users will just leave if this is the case. LDA is designed to keep the user interested in the point you’re attempting to make and they’re more likely to remain on that page.
Another method that some companies use in their SEO content development is the related searches. This is where you look at the related searches of the keyword you’re targeting and include these within the content. More often than not, this will lead to content that isn’t enjoyable to read as a lot of the related searches don’t make sense to the same keyword. Using the same example, if you search the keyword “Spider-man”, these are the related searches:
Now if the topic of the content is all about spider-man and the characters and such within, then including bat man, super man, ben 10 and the hulk aren’t going to fit in well, no matter how well you reword the content. Google will instantly recognise this. This theory is something that a lot of Internet marketing companies go with and suffer in the rankings for.
You’ve also got to make sure to identify the audience you are targeting. Meaning, how specialist is the content you are writing? Knowing your audience and ensuring your content is rich in information can make a lot of difference to your bounce rate. Ensure that your readers know that you know what you are talking about while using all the correct terminology. There’s nothing worse than reading something and finding that you know more about the product than the seller does.
Not stuffing your content full of keywords doesn’t mean that you shouldn’t include them at all. There is no absolute and ultimately correct number of times you should mention a keyword on any one page, although there are a few rules of thumb.
Although Google is constantly updating the algorithms it uses to rank pages, it is always through improving the user experience on the site. If you ensure that your site is relevant and a good read then this shouldn’t be a problem. It is still important though to keep on top of the Google updates though in case a major one such as the Panda update happens again.
SEO Content optimisation is an important area of search engine optimisation that Weblinx include in our SEO services. This is because of all the articles on the Internet offering different methods when only few actually work. It’s important to combine the right techniques if you want to actually be successful in the rankings and keeping users on your site. The best way to see if a technique actually works is through your own testing. There are a lot of tools on the Internet that can create simulations and provide relevancy information.