Posts Tagged ‘search engines’

Don’t Let SEO Ruin Your Content

Wednesday, November 10th, 2010

When it comes to keyword research, every person who has ever looked at keyword suggestions knows that there’s a million ways people search for the same thing.  There are regional differences – here in the U.S. some regions called canned soft drinks “pop” others call them “soda”.  And still others call them by a brand name, while some segments use the term “soft drink”.

If you check your server stats or other analytics, you can see what people use to find you. It’s eye opening and mind boggling. I always end up saying “huh I never would have thought of that ONE” when I see what real people use to find a particular site or product.

Most of the phrases are similar, and often highly competitive. Check out rental cars versus car rental for example. So the problem search optimization experts have is organizing and optimizing content for similar, yet different keyterms without making content pages read like a forced exercise in keyword research.

Ideally you would have one page that focuses on just one or maybe two keyterms. But when they are as similar as car rental and rental cars, that’s hard to do. You could take an existing page for car rental and change every instance of that term to rental car, but then you’d loose your ranking for rental car.

The best way to look at similar keyterms is to group them into “themes”. For example, let’s take a typical car rental (or rental car) location. Their themes could be discounts, locations, amenities, etc. Within each theme set up groups. Let’s take discounts. How many types of discounts are there? Each one and each way of saying that term becomes a key phrase.

Develop a page for each theme. Sprinkle the keyterms from that theme throughout the page. Be sure to add a few to other pages as well. Here’s how I do it.

  1. Set up the themes for the site
  2. Add the theme keywords, listed from best to worst according to traffic
  3. Add the #1 keyterm from each theme to the front page
  4. Use the #1 keyterm in the title and description for the theme page – trying to get the #2 and #3 in there also
  5. Use all of the keyterms for that theme on the theme’s page

Add the #2 or #3 term to other pages as appropriate

Your lower ranked keyterms will probably not have as much traffic as your top theme words. But they also probably won’t have as much competition either. Thus you get those other words into your site, but the spiders always know which theme words are #1 because of where they are placed – on the first page and in the title and descript of the theme page.

This method means you won’t be trying to shoehorn in phrases that don’t really match the page content. You will be writing for the Search Spiders but also writing for people – the most important element of search.

The very best way to make search friendly, customer ready, themed keyword rich pages is to blog. I love blogs – although for the record I”m not a fan of Word Press but that’s my techy side grumbling. If I see that people are finding me with some weird new combination of words I hadn’t thought of – no site rewrite required – I just start dropping those terms into my blog posts. If they are really good, I add them as categories.  And of course I get them into titles and tags.

Don’t put your blog somewhere else. Make it a part of your site. It will help your site in the rankings and it can’t do that if it is somewhere else in the web universe.

So there you have it – theme your keyterms, make pages for those themes and don’t try to jack in too many dis-similar words on a page. Your content will flow better, your rankings will improve, and both your customers and your banker will be happy.

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