Boosting your Generic Keyword Ranking
Keyword optimisation has evolved over the years. We’ve gone from websites competing on highly popular terms and adopting practices such as keyword stuffing to manipulate the SERPs, to targeting long tail keywords and localised terms that are more specific and have a higher conversion rate. Although a tougher game, generic keyword optimisation is still a really important part of SEO. Here’s now you can rank for wider terms.
Generic keywords are terms that broadly describe your products or services. They have a wider reach and they help to target people who search for something without a specific brand or location in mind.
Long tail keywords and localised keywords are more specific terms that users search on, to get much more precise results.
Generic keywords are harder to rank for because they have a higher monthly search volume than specific terms. Their conversion rate is also lower because your content might not quite match the user’s search intent – although Google is now much more sophisticated when it comes to understanding user mindset, thanks to advances in AI and machine learning. But, if you can rank well for these terms, you will have a higher level of traffic to your site and therefore a higher chance of converting from volume.
Optimising Your Site for Generic Terms
If you have experience of keyword optimisation, you’ll understand the process of keyword mapping. Whilst Google is now a semantical search engine that looks at topics rather than individual keywords, content relevance is still important. Keywords are still important signals, to tell search engines and users what the page topic is about.
Before you conduct your keyword research, map and optimise, you want to ensure your content is structured, with a particular topic per page. You can then link up your content with a tight internal link strategy.
When looking at the terms that relate to your content, you should include research for related keywords, topics, and themes that resonate with your audience. This should incorporate exact keywords users might search on and broad terms as well as more specific terms.
Free keyword research tools include:
Most of these tools allow you to start with a generic term and extract a list of more specific sub-terms that people search under that particular topic. This helps to give you a steer on what you can use. You want to ensure you target words that carry some search volume, even if low.
Mapping your keywords to relevant pages on your website is still very much a recommended practice. Deciding which keywords fit which pages will help give structure and relevance to your content.
Optimise for both generic and specific keywords for each topic you publish. Whilst your longer tail keywords should be the priority, you should include a generic keyword in your content.
How to Optimise
Optimisation isn’t just about ensuring your keywords are included in your copy. You also need to include them in your page title, headings and URL too. Here is an example of how a local builder might optimise for generic and long tail keywords:
Page: Building Control Systems
Page Title: Building Control Systems in Kent | Building Services | Brand Name
Header: Award Winning Building Control Systems in Kent
By optimising for “building services” as a generic keyword, you increase the chance of ranking for this broader term. Google factors in the location of the user searching and so might naturally serve your website to a user, without necessary needing a location in the search.
So, to summarise on the importance of generic keyword optimisation, consider keyword optimisation as covering all bases. You want to go for the low hanging fruit by optimising your content for specific terms, but you also want to optimise for generic terms to go for the volume.
Do you need help with your keyword optimisation?
Whitefish Marketing is a Kent based digital agency with a plethora of experience in search engine optimisation. Call us on 01303 720 288.