Most people who are somewhat familiar with search engines and the web understand that implementing keywords and key phrases in online content enhances search engine optimization (SEO). However, there is much more to SEO than simply jamming important words and phrases into a homepage, social media or blog content. SEO has become increasingly complicated in the last half-decade. This is a dynamic field with all sorts of subtleties that matter a great deal. The companies that make an effort to understand SEO in-depth have an important competitive advantage.

Keyword Frequency Matters But Not as Much as Most Think

Plenty of people are unaware that littering web content with important keywords and key phrases can backfire. Google and other search engines now penalize websites that are overloaded with specific keywords and key phrases. It is clear that stuffing lots of trending words and phrases into online content to generate a traffic spike is no longer permissible. Keywords must be used at a limited frequency and placed in captivating content. Otherwise, the site’s search engine ranking will be dramatically lowered due to keyword spamming.

An Appropriate Keyword Frequency

Every business stands to benefit from identifying the keywords and key phrases that are the most important for SEO purposes. Once these terms have been identified, they should be used at a reasonable frequency in order to stay off the radar of search engines’ keyword spam police. No, they aren’t really called that but search engines are programmed to toss keyword spammers to the end of the results. Aim for a keyword frequency between 1.5 percent and 5 percent to ensure online web sleuths can find your business when searching for such keywords.

Search Engines are Getting Smarter

Well, not exactly. It is more accurate to say the masterminds behind search engines are perfecting their techniques. Google’s web aficionados have developed highly intricate algorithms that scour online content for a wide array of information. Nowadays, content that is optimized with words and phrases that are important to those in the business’s local area will rank higher on search engine results, for example, a company in Orchard Park, New York that sells picture frames will enjoy a significant SEO boost by mixing in local identifiers in its online content. This includes the homepage, sections of the website, the blog and even social media.

Such a business should include the name of the city in which it conducts business along with nearby street names like Baker Road and Jewett Holmwood. The local zip code of 14127 should also be included in online content. Even adding the nicknames of neighborhoods by the business can help with SEO. The bottom line is that people searching for local suppliers of goods and services will stand a better chance of finding a business when conducting an online search if these key local identifiers are included in its online content.

Strive for an Overarching Web Presence

Too many companies make the mistake of thinking a website will suffice for SEO purposes. You need much more than a homepage to succeed at SEO. Make sure you add a blog to your website. Regularly update the blog with content containing the keywords and key phrases you have identified as the most important to your business and industry. Do the same with your social media posts on Facebook, Twitter, LinkedIn and beyond. Seek out opportunities to guest blog on other websites to establish yourself and your company as an industry authority. Provide a steady stream of insightful, keyword-laden content and your target audience will find you.

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1 Comment

  1. Michael LaRocca, Technical Editor on August 12, 2017 at 11:07 am

    There’s the way SEO used to be, and the way it is now. I much prefer the way it is now. Write for humans, and the search engines will recognize the usefulness of your site and rank it accordingly. Articles like this one help debunk the snake oil being peddled by those who prey on people unaware that SEO has changed.

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