The Importance of Keyword Optimisation for SEO
It’s fair to say that the importance of optimisation has changed over the years, but keywords are still very much a relevant signal in the world of SEO. Here’s a guide on how to maximise your keyword conversion rate.
Once upon a time, if you wanted to rank well on Google, keyword optimisation was all about keyword density and keyword proximity. However, this soon led to keyword stuffing, with poor quality spam sites jumping up the SERPs, simply by engineering their sites to game the Google system.
Google subsequently tightened their search algorithms to favour sites with better written content and hey presto, Google Panda was born.
Google Panda clamped down on sites that sacrificed quality of content for the sakes of overpopulating the site with keywords. Anyone could do that. It favoured websites that promoted well researched, well-written content, with natural use of keywords.
Nowadays, the search algorithms have evolved to be even more complex. And whilst the keyword signal is still relevant, Google looks at your keywords in a whole new way.
Forget keyword density and proximity and think keyword semantics. Google’s content algorithm is like one giant thesaurus. It looks for content that matches your assigned keyword and associated buzzwords. This indicates more natural, more descriptive copy. More deeply, it is looking at the context of a search query.
No longer does Google look at one specific keyword to return a result for a user. It looks at the keywords and the associated semantics in your copy that gives that keyword some context. The aim is to match the user search more closely. This especially works for longer tail search terms that are more specific and less generic.
How Can I Use This to Get a Greater Keyword Conversion?
By keyword conversion, we refer to sales or goal completions. This is single-handedly, the hardest part of online marketing.
Rankings and visits are only two stages in a three-stage process. Keywords that convert to sales are what you should be building into your content strategy. Good rankings and visits
1 – Choosing Your Keyword
When conducting keyword research, choose keywords that are likely to convert by targeting consumers in ‘buy-mode’. A local seafood restaurant for example might select“seafood restaurant offers” rather than “seafood restaurants” as their converting keyword.
2 – GEO Targeting
Make the keyword relevant to the geo location of your target users, for example:“seafood restaurant offers in Folkestone”. This creates a longer tail keyword that may have less searches than a more generic term, but will carry a higher chance of ranking and a better chance of a CTR and conversion at the end of it.
Ensure your listing is optimised fully for local search by submitting your page to local listings and citations.
…..are more appealing than listings that look like this:
3 – Optimisation and Semantics
Be sure to include your long-tail keyword in your page signalling as you did before, such as your meta data, page headings and URL. Now write the page content descriptively and informatively with contextual information that is well referenced, well linked and contains semantics.
Semantic buzzwords could include, for example“fish”, “dining”, “Kent”, “food”, “special offers”, “deals”, “discounts”, “gourmet”, “shellfish”, “bookings”, “occasions”, “meal”, “courses”.
If you are interested in finding out more about conversion rate optimisation or SEO, our friendly representatives will be happy to discuss your requirements with you. We are a Kent based digital marketing agency, highly experienced in helping businesses to grow their revenue.
Call us on 01303 720 288.