Keyword Optimization: Just as finding the correct keywords is a crucial task in SEO, so is optimising those keywords effectively.
While finding the appropriate keywords (which we refer to as keyword research) is the most important step, incorporating those keywords into the content correctly is the second most important step.
Keyword Optimisation is the process of using selected keywords in a website’s content in a strategic manner.
In keyword research, we identify the most beneficial terms and phrases for our website based on a variety of keyword metrics. In keyword optimisation, we use these terms strategically throughout the website’s content. In the title, heading, meta, etc., for instance. This indicates to search engines that our website is relevant to the query.
By strategically integrating the appropriate keywords into your website’s content, you can increase its visibility in search engines.
In this article, I will discuss seven essential keyword optimisation strategies. Learning these techniques and implementing them accurately on your website can skyrocket your website’s search engine optimisation (SEO) efforts.
Effective Keyword Optimisation Methods
Co-Occurrence
Co-occurrence in SEO refers to the relationship between various keywords and phrases that surface naturally together on a page.
For instance, if a webpage contains information about “dog food,” it may also contain terms such as “dog health,” “pet nutrition,” “healthy diet,” etc.
Note that these keywords are distinct, but they help search engines better comprehend the page’s topic.
By analysing the co-occurrence of keywords, search engines identify patterns and relationships between various keywords and then use this information to provide searchers with more relevant results.
Numerous specialists assert that co-occurrence is a ranking signal because it enables search engines to comprehend the relationships between terms and concepts.
Co-occurrence helps your website rank not only for keywords but also for an idea.
Keyword: Cannibalism
When two or more web pages target the same keyword, this is known as keyword cannibalization.
For instance, a website may contain two pages, one of which discusses the “best running shoes for women” and the other, the “top athletic shoes for women.” Now, if both of these pages target the same keyword, such as “women’s running shoes,” keyword cannibalism will occur.
When keyword cannibalization occurs, search engines are unable to determine which page is more valuable and should rank higher on the SERP. In this case, none of these pages ranks higher because, rather than complementing one another, they are competing with one another.
To avoid keyword cannibalization, ensure that each page has its own set of keywords. If multiple pages target the same keyword, it is a good idea to combine them under one page.
Keyword Optimization: Keyword Clustering
It is an SEO technique to combine keywords that are related in order to create targeted content.
For instance, suppose you are designing a webpage about “digital marketing” Then, you might create a cluster of keywords such as “search engine optimisation,” “Pay-Per-Click,” and “Content Marketing,” etc., to create a targeted series of web pages on your website that provide valuable content about “digital marketing.”
Properly clustering keywords on your website allows you to create a niche in the views of search engines, which in turn assists you in attracting targeted audiences.
Keyword Density
Keyword density refers to the proportion of times a target keyword appears relative to the total number of words on a page.
This metric helps determine a page’s relevance to a particular keyword.
Suppose you have a website titled “best running shoes for women.” This page contains a total of 1000 words, and your target keyword — let’s say “women’s running shoes” — appears 10 times. Then, the keyword density for your target keyword — in this case, “women’s running shoes” — is 1%.
Keyword density is an essential metric because it aids search engines in determining a page’s relevance for a particular keyword.
Although keyword density is a significant metric, it shouldn’t be overused because it makes the content less appealing to users and, as a result, harms the ranking of the page.
Keyword Optimization: Keyword Overuse
Keyword stuffing is the practice of overusing a particular keyword on a webpage to manipulate its search engine ranking. By manipulating, I mean inserting keywords into content that does not make the logic or add value. Previously, when search engines determined the ranking of a web page based on the number of keywords, people concealed keywords by making them the same colour as the background, using tiny fonts, etc. To combat this, search engines have upgraded their algorithms to detect filled content.
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Keyword Stemming
The process of identifying the root form of a keyword in order to expand its reach is known as keyword stemming.
To appeal to a wide variety of audiences, we employ various forms of a keyword, such as its various tenses, plurals, and singulars.
If your target keyword is “run,” then keyword stemming is the process of identifying the various forms of this keyword, such as “running,” “runner,” and “runs.”
Keyword stemming improves your website’s visibility because it allows you to target a broad spectrum of keywords. However, make sure to use derived keywords naturally in your content, as excessive use will cause search engines to penalise your site for spam promotion.
Keyword Optimization: Keyword Instances
Keyword frequency is the number of occurrences of a keyword relative to the total number of words on a webpage.
For instance, if a web page contains 1,000 words and the target keyword appears 20 times, the frequency of the target keyword on that page is 2%.
It is a useful metric for determining a web page’s relevance for a specific keyword.
Keyword Importance
Keyword prominence is the degree to which a keyword appears conspicuously on a webpage.
The prominence of a keyword is determined by its placement on the page and its aesthetic allure to users.
The closer a keyword is to the page’s beginning, the more conspicuous it is.
For instance, keywords that appear in the page’s title, headings, paragraphs, etc., are more prominent.
Well, keyword prominence is an essential factor to consider, but you must also consider relevance, legibility, and the user experience.
It is detrimental to the user experience and search engine rankings to utilise it.
