Although keyword research is vital when undertaking any SEO project, we do not encourage the practice of “chasing keywords” (solely focusing on ranking for a strict set of keywords rather than including broad phrases, context and content), website content should be written in such a way that delivers user friendly, SEO Training Coursesinformative and relevant content. However there are ways of structuring the content that delivers this whilst giving the page a good chance of being indexed and ranked within the top search engine results pages.
The web page content should be ‘relevant’. If you look at a web page and struggle to see what the page is about, then what chance do the search engines have of categorising the page content? Your content should be written carefully with primary keywords being used where possible. The careful use of synonyms can help search engines understand the ‘theme’ of the page.
The ‘keyword’ tag was a place where you could organise keywords and list them in the page with a view to telling the search engines what the page is about. The use of the keyword tag is no longer relevant and is not used by the search engines any longer.
Google has further developed the way it delivers content to its users and in recent years we have seen the development of semantic search optimisation. When delivering results to the searcher, Google has to deliver the best results to each of us depending on what we are and have been looking for. Someone for instance searching for ‘Panda’ maybe looking for information about the animal whilst someone else searching for the same maybe looking for a make and model of a car.
When looking to deliver the best results to its users Google will consider:
- Location: Depending where the user is located, Google is able to deliver highly relevant search results
- Global search history
- Query characteristics: spelling and variations
- Domains linked from documents on the same topic
- Co-occurrence of terms and distance between them