Google's algorithms are constantly evolving, with new updates occurring anywhere between 500 to 600 times every year. If your keyword strategy isn't keeping the pace, neither will your search engine rankings. That's why it's important to constantly update your team's approach to SEO and keyword optimization.
SEO teams like the one at Alan Fordyce discover and implement the latest SEO techniques to help their clients rank high in relevant search engine results. It takes a lot of effort and research. Content gurus must always keep their nose to the ground in search of the latest tips and changes for keyword research and implementation.
So what's trending now?
Here's how businesses should tweak their approach to SEO for 2018.
Understanding Types of Keywords
First and foremost, let us define what keywords are. Whether users realize it or not, they are likely already familiar with them. In fact, many readers may have used them to find this post.
Think of every time you've gone to Google to find information and typed in a search phrase. The set of words you input into the search bar classifies as a keyword or set of keywords.
Simply put, it's the question, word, or phrase that triggers a set of results.
There are 3 types of keywords used in SEO: Head Keywords (1-2 words), Long Tail Keywords (2-3 words), and Body Keywords (4 or more words). Longer search terms narrow down the search volume by being more specific, which can be advantageous or disadvantageous. It simply depends upon how frequently that keyword is searched.
How to Choose Keywords Wisely
Every keyword selection starts with research. What is trending in the topic, service, product, or industry you intend to write about?
Content writers and SEO specialists often utilize various resources, from news outlets to social media hashtags and tickers.
Also, they can browse and test the traffic generated by a specific keyword through Google Trends. This free online resource provides a wealth of useful information, from trending stories to the search analytics of specific keywords based on selected demographics.
It's always advisable to select one primary keyword, as well as a few secondary keywords to sprinkle into the body content.
Adapting a Keyword Strategy for 2018
Once the primary and secondary keywords are identified, it's time to start drafting content. However, keyword strategy has changed drastically over the years, it's approach altered by how Google's latest algorithm sorts its content.
Old tricks like keyword stuffing no longer work if you want to elevate page content in today's search rankings. Instead, you have to gear your content toward its user relevancy.
In 2018, it is essential that the content written around specific keywords provides the solution that the user searching that term is seeking. If the content is viewed, but the user quickly exits the page because he or she finds it irrelevant, it elevates your bounce rate.
Google tracks link clicks and the time spent on that link's page to determine whether the content is relevant. Thus, all content should be geared toward keeping the viewer on the page.
Never force keywords unnaturally into content, but make sure the primary keyword is:
- In the title, or H1
- In the meta description
- In the page URL
- Used once every 300 words or so
Focusing content on the reader's use while following these keyword rules will improve that page's keyword rankings.
Next Level Keyword Ranking and SEO
For established businesses who are looking to take their SEO or keyword strategy to the next level, consider the services here at Alan Fordyce. By filling out a quick discovery form, a catered strategy can be designed to improve your online listings.