Once the holy grail of SEO, attaining top organic SERPs results has lost some of its luster in favor of social media currency.
People seem to forget that keyword optimization is still a worthwhile pursuit that can make a big difference.
While the basics of keyword optimization haven’t changed much over the years, there are a few new developments worth knowing about. Keep these keyword optimization tips in mind when crafting content.
Make It Semantic, Folks
A lot of people are still set in their ways with regards to keyword selection and frequency within their content.
You can’t game the system simply by using an optimal density of major and minor keywords anymore. Focus instead on titling your posts to better reflect how people search the web.
After all, many Google users phrase their queriesin the form of a question nowadays.
Don’t Over-Optimize Anchors
While hyperlinks are still a great place to slip in keywords, quite a few marketers over-optimize anchor text. Don’t try to make every snippet of anchor text include a keyword that you’re looking to rank highly for.
Ensure that your links increase the value of the content in which they’re placed and point towards resources that make sense. Phrase your anchor text appropriately to avoid false advertising.
Lay Off the Homepage Redirection
One of the ugliest attempts to meld keyword optimization with internal linking is the use of keyword-laden anchor text that points at one’s own homepage.
While a lot of internal linking from one post to another found on the same site is a good idea, you can’t be too brazen about it. Don’t view every hyperlink as an excuse to funnel readers to your primary landing page.
Incorporate High-Profile Author Attribution
Some of the most powerful keywords you can use nowadays are the names of high-profile authors and experts.
In recent years, Google’s ranking algorithms have evolved to include digital name-dropping as an ingredient in the overall equation. Google’s own Authorship feature allows anyone to establish a singular digital identity for search purposes and link their work to it.
Work some big names into your content in a subtle way to boost keyword strength and build credibility.
Ditch Top-Heavy Keyword Profiles
Search algorithms have gotten pretty advanced when it comes to “understanding” the intent of a web page. You don’t need to hammer the point home by repeating main keywords over and over.
Doing so will make Google and Bing more likely to penalize you. Just use your top keywords a few times where it makes sense, then start working your way down a list of secondary LSI keywords.
Yes, They Still Matter
There’s a lot of garbage advice floating around the SEO world nowadays, though that’s pretty much always been the case. The notion that keywords don’t matter anymore is one of the latest myths to wash over the SEO landscape.
The truth is that keywords and their optimization still matter. Use the tips and tricks laid out above to improve your content’s organic standings in the SERPs.