Keyword Analysis in your Website Check

Impact of Google Algorithm Updates on your website.

This post draws on the content of an earlier post by SEO Synovation on Algorithms but updated for 2016.  It starts with examining the requirments of the Hummingbird algorithm changes and suggests ways of imrpoving the keyword analysis in your content to focus upon a better user experience - a  goal close to Google's heart.

Algorithms affect all of the above features of SEO. If any feature offends thens expect your website to be blocked.

The consequence of updates is that offending websites loose ranking.

Hummingbird Update was launched in September 2013.  Its most recent update of August 2014 focused upon thematic keyword phrases and a higher emphasis on the intent of the search term.  This update had a major impact of search engine optimisation (SEO) and keyword analysis in general.

The Impact of Google Hummingbird Update on Content

Hummingbird Update was launched in September 2013. The updates primary responsibility was illustrated by Matt Cutts a Google Engineer as:

“Hummingbird will take a search engine query either in the form of a short or long tailed keyword phrase and try to decipher the context or intent of the phrase rather than chase the specific keywords  of the phrase.  Google goal is to match the search engine results to users queries that actually answer the keyword phrase”.

What must be done to Websites to meet Hummingbird Goals

 Broadly speaking SEO concerns three main areas: the technical part of the website, the formation of the content on a website page, and the quality of the content itself.  Follow these steps:

i. Technical Site Features – Create an internal link structure and architecture that facilitates the customer moving through your site. Fast page loading, optimised images and sitemaps all contribute to the end-user experience.

ii. On-Page Elements - Basic on-page elements still play a huge role in SEO ranking. Title tags, page URLs, ALT image tags and appropriate H1 tags are taking on new levels of importance.

iii. Content - Make sure your content is never duplicated, always high quality and is relevant and useful to your audience.

Keywords

I suggest you use specific short tailed (2 word keyword phrase) and long tailed (3 or more word keyword phrase) on you webpage.  I have used an example of a reat estate company selling homes in Italy. You should create a structure that resembles this:

Using Google Keyword Create Silos of Keuwords

• ·     ROOT Keyword phrase– a 1 or 2 keyword that creates awareness
• ·     INTERST Keyword Phrase – a 2 -3 keyword that indicates INTEREST
• ·     LEARN Keyword Phrase – 2 or 3  keyword phrase that creates LEARNING
• ·     SHOP Keyword Phrase – 3 or 4 keyword that indicates a willing to buy.
• ·     BUY Keyword Phrase – 3 or 4 keyword that indicates a willing to buy.

The Commercial Intent of Keyword Phrases - Categorisation

Buy Now Keyword Phrases Use

·         Buy

·         Coupon

·         Discount

·         Deal

·         Shipping

Informational Keywords Use

·         How To

·         Best Way To

·         Ways To

·         I need To

Product Keywords Use

·         Review

·         Best

·         Top Ten

·         Specific Brand Product Name

·         Cheap and Affordable

Tyre Kicker Phrases

·         Free

·         Download

·         ………… For Free

·         Get Info………….

TIP - Use Adwords Keyword Planner

The suggested bid price of any keyword suggested by Google Keyword Planner can be used as an indication of the commercial intent of the keyword phrase.  The higher the bid price the more valuable the keyword is to Google suggesting high conversions to profits..  Use these keywords to optimise your webpage for organic search.

Types of Keywords - Categorisation

Your Root Keyword is the central keyword that should appear in the meta title and the description of the webpage. Synonym Keywords are words that mean the same as the root keyword (e.g. lion & feline cat), correlating keywords are words often used to connect to the root keyword (lion and king of the jungle), and co-occurring keywords are words associated with the root keyword (lion & predator).

Use all keywords, Root, Synonyms, Correlating and co-occurring in 

• meta tags, 
• headings H1 – H6
• In the body of the webpage content, bold some of them and use some of them as anchor text.  KEEP ALL PAGES UNIQUE.

TIP

Keep track of these keywords relating to the ROOT in a spreadsheet for each webpage.  Specify what the keywords are and where they are used.

It’s imperative to interact with your social media audience of appropriate channels. Quality content must be distributed to make connections, sharing and new customers.  Blanket social media advertising rarely work.  Its best to target audiences that are interested in your product.

About the Author

 SEO Synovation helps organisations drive traffic to websites at the lowest possible cost with the highest rewards using SEO tactics, online and internet marketing techniques.  

Francesca may be contacted at seosynovation@kpnmail.nl or by calling +31 6 428 73 480.  To request a free link analysis click on I WANT A LINK ANALYSIS

Visit the website of SEO Synovation for a free online reputation ORM check http://www.seosynovation.com/free-orm-analysis.php.  To request a free check click I WANT A FREE ORM CHECK. 

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